Chloé’s Runway Show at the Shanghai Expo Center, February 25
Tonight in Shanghai, Chloé hosted its largest-ever runway show to continue the celebration of the brand’s fifth anniversary in China, which started with a China-only edition Marcie bag. Held at the Shanghai Expo Center, the show was broadcast live online, marketing the first time Chloé had used webcasting for one of its seasonal shows.
In preparation for the show, Chloé launched an interactive Chinese-language blog, “Je Suis Chloé,” where visitors could vote on favorite models, see behind-the-scenes footage and watch the show’s day-of activities. Finally kicking off tonight in Shanghai, Chloé’s webcast began at 9:00 PM and lasted for around one hour. Currently, the site on which the show was available currently displays only has a Chloé banner, and it’s currently unclear whether the event footage will be available for later viewing online.
The show featured many Chinese models, including supermodel Bonnie Chen, whom WWD reported was also scheduled to perform a modern dance routine for guests at the event. Though Chloé was later than most of its competitors in entering the China market, the company expects China to become its number one market within the next two years and is taking major steps to smooth the way. The Richemont-owned label currently operates nine stores in China and plans to open four more this year, and plans to begin offering online shopping to Chinese consumers in 18 months. The WSJ reports that Chloé’s online debut was a smart move, with 26% of female shoppers checking out luxury brand websites before making purchases, though were unable to confirm the number of viewers who subscribed to watch for the show.
For those who missed the festivities, here are some exclusive screen-shots from the show: