The choice to showcase the scholar spring 2024 assortment in Shanghai, which was unveiled on the Passerelle Debilly in Paris a month in the past, was meant to create the same “East meets West” synergy.
“Once we did the Paris present, we already had this location in thoughts,” defined Sylvain Blanc, Kenzo’s chief government officer. Regardless of a year-long look ahead to native authorities approval, Kenzo was decided to showcase “the second stage” of its Paris runway on the riverfront park, which offered a stunning view of Shanghai’s northern Bund.
Kenzo inventive director Nigo in Shanghai.
“This a part of Shanghai is mostly a robust illustration of Western structure and what Shanghai has gone by means of for the final 20 to 30 years,” Blanc added of the parallel view of Western-style historic buildings and the megacity’s futuristic skyline.
Regardless of storm scares, the present went dwell on schedule. The codes established by Nigo, which mix Jap influences with Westernized gown codes, had been offered on a boardwalk with minor updates that additionally caught the eye of cruise boat-bound vacationers crusing alongside the Huangpu River.
The nighttime sky of Shanghai with the Kenzo signal.
Greater than 300 friends and celebrities, akin to Chinese language boy band 9 P.c member Chen Linong; Tan Jianci, a member of boy band MIC; Chinese language singer Sdanny Lee; Chinese language actor Xu Weizhou; Taiwanese actress Ouyang Nana; Hong Kong woman band Twins, and Thai actor Jayler Krissanapoom Pibulsonggram got here out to assist Nigo’s massive evening in Shanghai. In keeping with fan dialogue on the Chinese language e-commerce platform Xiaohongshu, Kenzo’s world ambassador Vernon needed to make a last-minute cancellation, presumably attributable to an unofficial Ok-pop ban within the nation.
Regardless of the minor hiccup, the occasion obtained greater than 20 million mentions on Weibo on the time of publication.
Kenzo, the LVMH Moët Hennessy Louis Vuitton-owned label, follows Dior and Bottega Veneta because the third luxurious model to placed on a repeat present in China. In November, Chanel will reprise its cruise present in Shenzhen.
Assembly customers on their dwelling turf after three years of COVID-19 isolation has grow to be an more and more efficient technique to spice up model consciousness, create native engagement, and speed up top-line progress.
To comply with up on the thrill generated by the present, Kenzo will host an unique world launch occasion for the Kenzo Tempo runner in Beijing in August.
Kenzo presently has 40 immediately operated shops in China. A revamped retail idea prominently that includes the colourful Kenzo pink emblem began with the Chengdu Sino-Ocean Taikoo Li flagship launch final November.
Later this yr new shops are set to launch in first- and second-tier cities akin to Shenzhen, Hong Kong and Changsha, the capital of Hunan province.