Looking to capitalize on the surging men’s market, French luxury label Dior Homme will have its first runway show in China.
On April 25, the Museum of the Central Academy of Fine Arts in Beijing will be transformed into a replica of the label’s famed 30 Avenue Montaigne Paris headquarter with immaculate moldings, Louis XVI chairs, and trianon gray salons.
This show is a reprisal of Dior Homme’s recent Paris show which featured the F/W 2013 ready-to-wear collection.
Similar to Dior’s Haute Couture show in Shanghai last month, it will be a star-studded event with Chinese celebrities, as well as Dior Homme’s most sophisticated and elite clients in China. Notably, the Beijing show will also include local models and designs not featured in Paris in an effort to tailor to the Chinese market, according to online magazine Senatus.
The show will be held in conjunction with the re-opening of Dior’s renovated Seasons Place boutique in Beijing. The company hopes to raise awareness of Dior Homme’s reinvigorated menswear collection, now helmed by Belgian designer Kris van Assche.
Of course, the show is part of Dior’s China expansion strategy. This strategy includes strengthening its foothold in the male-powered Chinese luxury market. Dior Homme is also looking to update its existing 18 boutiques across China.
photo credit: dior homme