Proenza Schouler, Rag & Bone, and Marchesa To Present Fall Collections
While the Great Wall may not have been so great at keeping enemies at bay throughout history, it is certainly shaping up as an effective runway for designers hoping to break into China’s fashion market in a big way. It was recently announced that Proenza Schouler, Rag & Bone, and Marchesa will be joining the likes of Fendi by showcasing their fall collections at the Great Wall of China this June 21 as part of an event sponsored by the Council of Fashion Designers of America (CFDA), Vogue China, and retail tycoon Silas Chou. Hopes are that the event will encourage the exchange of emerging designers between the United States and China.
So far, these labels have been available mainly in Hong Kong through stores such as Lane Crawford, but this presentation will help to boost their mainland presence during a time when the mainland is experiencing growing interest in smaller designers, independent labels, and multi-brand boutiques.
The CFDA has set its sights on China by entering into a partnership with Chinese e-commerce luxury retailer Shangpin this February. CFDA hopes to have its member designers selling on Shangpin by the end of the year, and Shangpin will aid in the process of promoting lesser-known designers to its customer base.