Show Puts China’s Burgeoning Fashion Scene On A Global Stage
We covered Chanel’s Shanghai fashion show, a follow-up to last year’s Metier d’Arts show in Moscow, last week. According to the following videos (more viewable on Luxuo), the show was a great success, and has given Chanel’s brand new Shanghai boutique some incredibly valuable press.
As we wrote last week, the Chanel Metier d’Arts show represents the most recent salvo by French luxury brands to build stronger brand loyalty in the red-hot China market:
Chanel’s choice to hold the Maison d’Arts event in Shanghai is perhaps no coincidence. This year, French luxury brands have been in full courting mode in the China market, following last year’s anti-French boycotts in the wake of the Olympic torch relay. Late last month, French luxury brand organization Comite Colbert, in partnership with Chinese internet portal Sina, launched a trilingual (English, French, and Chinese) luxury portal designed to showcase a wide range of French luxury goods. Whether the French luxury charm offensive will prove successful in China will remain to be seen. But as a recent Independent article noted, the desire of French luxury brands to establish themselves in China — and the intense negotiations required to do so – could ultimately benefit China (and future Chinese luxury designers) more than the French companies themselves: