Three very different contemporary American brands were recently featured at the second annual CFDA/Vogue Fashion Fund’s Americans in China initiative, reports Style. Proenza Schouler, Rag & Bone, and Marches offered an eclectic look at American fashion. “These designers represent the diversity of American fashion, from contemporary wear to high fashion and the red carpet,” said CFDA (Council of Fashion Designers of America) CEO Steven Kolb.
“We’ve seen the trend of European luxury brands entering the Chinese market, but now is the time for contemporary American brands to thrive, as Chinese consumers are becoming more curious and mature,” said Veronica Chou, who hosted the event. “This never would have happened ten years ago!”
Rag & Bone’s David Neville has said, “We clearly see opportunity in China. There are just a few other territories we are focusing our business on first, like the U.S. and London.” And Marchesa is already making plans to expand – the brand hopes to launch a new diffusion line, Marchesa Voyage, in China as early as August. Proenza Schouler is still studying the market.
While the brands are enjoying exposure to China through multi-brand stores, there are no plans for a free-standing store just yet.
photo credit: sharron lovell/wwd