As Mainland Fashion Tastes Go Niche, Young U.S. Labels Hit Beijing Runway

    Young U.S. labels Proenza Schouler, Rag & Bone, and Marchesa upped their limited China presence on Friday evening in a Beijing runway show aimed at appealing to China's rapidly diversifying fashion interests.
    Jing DailyAuthor
      Published   in Fashion

    Proenza Schouler, Rag & Bone, And Marchesa In Latest CFDA Show#

    A look by Marchesa from Friday's show. (Women's Wear Daily)

    As Chinese fashionistas continue to widen their interests beyond top mega-brands toward smaller niche labels, the Council of Fashion Designers of America (CFDA) and Vogue Fashion Fund Initiative gave three cutting-edge U.S. designers the opportunity to place their creations front and center in Beijing at a fashion show on Friday evening.

    Proenza Schouler, Rag & Bone, and Marchesa—well-known names in the United States, but as of yet, still emerging in China—extensively broadened their exposure to China's fashion scene in a runway show located at Beijing's Ming Dynasty City Wall. These fairly young labels are all previous recipients of CFDA awards, and the aim of the event was to expand awareness of them beyond the handful China's most fashion-savvy shoppers already buying their pieces at Lane Crawford and Joyce. "They’re established, you really can’t call them emerging anymore. We really wanted to introduce them to China, because let’s be honest, they’re probably not that known here,” CFDA CEO Steven Kolb told Women's Wear Daily.

    Vogue China and its editor-in-chief Angelica Cheung were active on Weibo discussing the event as well, posting exclusive pictures from the event. See selected photos below:

    A look by Proenza Schouler at the CFDA/Vogue Fashion Fund Initiative "Americans in China" runway show. (Women's Wear Daily)

    Models pose with Proenza Schouler designer Jack McCollough at a cocktail reception at the U.S. ambassador's residence prior to the event. (Vogue China/Weibo)

    A Marchesa look at Friday's runway show. (Women's Wear Daily)

    A Rag & Bone look at the show. (Women's Wear Daily)

    Models pose with Vogue China Editor-in-Chief Angelica Cheung at the U.S. ambassador's cocktail party. (Vogue China/Weibo)

    Angelica Cheung with Chinese actress Carina Lau watching the show. (Angelica Cheung/Weibo)

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