Spring in their step
By Hu Xiaocen |
01:44 UTC+8 March 31, 2013
|
Print Edition
Print Edition
For the first time since Raf Simons took the creative helm at Christian Dior, the French fashion house staged a haute couture show in Shanghai last night.
The show at Bund 5, a repeat of the spring 2013 haute couture collection first presented in January in Paris, is the second couture show for Dior in China.
"China is one of our key markets. I think it could even become one of our top markets in the near future," Sidney Toledano, president and chief executive officer with Dior, told Shanghai Daily in an exclusive interview before the show.
The current top markets for Dior are Europe, the United States and Japan.
"Some Chinese customers cannot go to Paris for the couture show, so we bring the show here. Last year, we also showcased our couture at Roosevelt House on the Bund. We were among the first to launch these events in China, as customers here are extremely important to us," Toledano said.
Screaming fans
Guests at last night's show included Chinese actresses Zhang Ziyi, Shu Qi and model, actress and singer Angela Baby, who were greeted by screaming fans as they stepped on to the red carpet.
Immediately after last night's show, Dior said it had received appointments to make purchases.
"Nowadays, Chinese customers look for more. They want to understand more. They want to be more knowledgeable about the brand. The show plays an essential role in communicating the brand image to the customers," Toledano said.
Dior couture first became available to Shanghai shoppers in 1995, when the house opened an outlet in a department store.
It currently has boutiques in 12 cities on Chinese mainland. In addition to Beijing and Shanghai, it has outlets in cities including Nanjing, Harbin, Dalian, Tianjin, Ningbo, Guangzhou, Chengdu, Hangzhou, Shenyang, and Shenzhen.
A third boutique in Shanghai opens next month in Hongqiao area. And another two will open in Tianjin and Shenyang this year.
With a rising number of wealthy Chinese in the backdrop of a rapid growing economy, consumers on the mainland could overtake the US and Europe to become the top spenders of luxury brands like Dior.
And as the stronger yuan has been enticing more Chinese to shop overseas, Toledano said it's an opportunity for business.
"We see Chinese everywhere, in Paris, Milan, New York, Vancouver. There's no conflict between their spending in China or overseas. It's the lifestyle they've developed - to travel and shop. So in my opinion it's good for Europe to have such economic relationships."
Almost a year ago, Simons took his role as Dior's creative director replacing Bill Gaytten, who was given the top job after John Galliano was dismissed over an anti-Semitic tirade.
For spring-summer Simons says he has focused on the natural world tempered by human control and craftsmanship.
The show sought to reflect the passing of the seasons - from early life, blossoming the full flower, said the creative director.
Much of this was achieved through a concentration on exquisite multi-layered flower embroidery, that increased as the show progressed.
The show at Bund 5, a repeat of the spring 2013 haute couture collection first presented in January in Paris, is the second couture show for Dior in China.
"China is one of our key markets. I think it could even become one of our top markets in the near future," Sidney Toledano, president and chief executive officer with Dior, told Shanghai Daily in an exclusive interview before the show.
The current top markets for Dior are Europe, the United States and Japan.
"Some Chinese customers cannot go to Paris for the couture show, so we bring the show here. Last year, we also showcased our couture at Roosevelt House on the Bund. We were among the first to launch these events in China, as customers here are extremely important to us," Toledano said.
Screaming fans
Guests at last night's show included Chinese actresses Zhang Ziyi, Shu Qi and model, actress and singer Angela Baby, who were greeted by screaming fans as they stepped on to the red carpet.
Immediately after last night's show, Dior said it had received appointments to make purchases.
"Nowadays, Chinese customers look for more. They want to understand more. They want to be more knowledgeable about the brand. The show plays an essential role in communicating the brand image to the customers," Toledano said.
Dior couture first became available to Shanghai shoppers in 1995, when the house opened an outlet in a department store.
It currently has boutiques in 12 cities on Chinese mainland. In addition to Beijing and Shanghai, it has outlets in cities including Nanjing, Harbin, Dalian, Tianjin, Ningbo, Guangzhou, Chengdu, Hangzhou, Shenyang, and Shenzhen.
A third boutique in Shanghai opens next month in Hongqiao area. And another two will open in Tianjin and Shenyang this year.
With a rising number of wealthy Chinese in the backdrop of a rapid growing economy, consumers on the mainland could overtake the US and Europe to become the top spenders of luxury brands like Dior.
And as the stronger yuan has been enticing more Chinese to shop overseas, Toledano said it's an opportunity for business.
"We see Chinese everywhere, in Paris, Milan, New York, Vancouver. There's no conflict between their spending in China or overseas. It's the lifestyle they've developed - to travel and shop. So in my opinion it's good for Europe to have such economic relationships."
Almost a year ago, Simons took his role as Dior's creative director replacing Bill Gaytten, who was given the top job after John Galliano was dismissed over an anti-Semitic tirade.
For spring-summer Simons says he has focused on the natural world tempered by human control and craftsmanship.
The show sought to reflect the passing of the seasons - from early life, blossoming the full flower, said the creative director.
Much of this was achieved through a concentration on exquisite multi-layered flower embroidery, that increased as the show progressed.
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