Today, Shanghai is a true millennium city. It is developing at breakneck speed, and the astonishing futuristic developments can lay claim to all the superlatives one can think of – biggest, tallest, fastest, and widest. Reeking of capitalism and gobbling consumerism, Shanghai has the dynamic energy that attracted foreign investors like the powerful Armani Group to open its fourth multi-concept flagship store in the world. When I mentioned to Yue Sai Kan, voted one of China’s most influential women, that I was interested to go to Shanghai to witness the Armani fashion show, she immediately connected me to Melvin Chua whose company INK PAK was in charge of the publicity and organization of the show. Melvin sent invitations for the press conference, the fashion show and the fabulous party after the show. With Tess Santos ( Philippine STAR publisher Max Soliven’s indispensable Girl Friday) and supermodel founder Jojo Zabarte, we ventured on the well traveled path to Shanghai.
The next day, the Armani events stirred this dynamic city into a frenzy of excitement. Everyone connected with the Armani stores in Asia were flown in including supermodels from Beijing, international journalists, Asian TV personalities and two international movie stars.
At 10 a.m. on the dot, Jojo, Tess and I were at the Three on the Bund for the press conference with Giorgio Armani. Three on the Bund is a Neo-classic building dating back to the early 1900s and is owned and operated by House of Three Limited. It is interesting to note that its managing director is Alan Hepburn, who used to be based in Manila many years ago as GM of Mandarin Oriental.
Three on the Bund is a lifestyle destination converging contemporary fashion, art, dining, culture and music in its historic seven-story building. Along with the Giorgio Armani Boutique and Emporio Armani, visitors will be able to experience fine dining at Jean Georges, David Laris, and Whanpoa Club restaurants, New Heights Rooftop Lounge Café, Third Degree Music Room, the Three Fashion Store, Evian Spa, and the Shanghai Gallery of Art.
The Armani store is located on the ground floor of this historic building and covers 1,100 square meters of retail space. The world of Armani includes the Giorgio Armani boutique, (500 square meters) an Emporio Armani store, (420 square meters), Armani Fiori, (flowers) and Armani Dolci (chocolates.)
Armani wrapped up the presscon with a short speech, "I am delighted that we secured such a prestigious and significant location for a flagship presence in Shanghai, the world’s most talked about city. This ambitious new retail space not only demonstrates our commitment to the concept of a multi-brand store which has proved so successful for us in Milan, Hong Kong and Munich but also our long term commitment to China, where we are now well underway with our plan to open up to 30 freestanding stores by 2008."
He never smiled during the press conference except once during the Q &A portion, when Jojo Z. asked him, "What can you say about all the fake Armani goods on the market all over the world?" He broke into a smile and said it is not only he who is having problems with this issue but other designers as well. He is optimistic that the authorities will crack down on the people responsible for this one day soon.
The art gallery which is on the same floor where the press conference was held featured different European athletes and is part of the Armani collection of photographic art. The fashion show was very well organized (kudos to Melvin Chua and his company) and was performed in a romantic setting by the HuangPo River. It was held inside a big tent with HSBC as sponsor.
Armani presented a summer collection inspired by the Mediterranean. Very sexy and feminine resort outfits which must have inspired the overweight women there that night to get in shape. The evening wear was back to glamour and elegance. Short and long beaded dresses, layered chiffon, strapless gowns and bare backs were prominent in the collection. Armani took a bow in a black silk Mandarin jacket, which pleased the Chinese audience. Black seems to be his favorite color as he was also in a simple black T-shirt during the press conference.
After the show, shuttle buses where available for the guests to go back to the Three on the Bund, where a fabulous party was in full swing. Shanghai’s celebrities, models and TV personalities were among the high profile guests. Elegant in an Armani short beaded gold dress was Michele Yeoh, who is more beautiful in person than on screen. She obliged us with some photos and even chatted with us. She is very slim and fragile looking. She looks like she couldn’t kill a fly much less execute a karate chop! In the same elevator with us was tall, statuesque Mighty Aphrodite star Mira Sorvino, in a black and white Armani layered dress. It was said that she was invited by Armani to grace the event because she speaks Mandarin and majored in Chinese art and history. Stunning celebrity and China’s cosmetic queen Yue Sai Kan flew in from Punta Cana, Sto. Domingo, where she interviewed Julio Iglesias for a TV special. Straight from the airport, she arrived looking fresh and glamorous in red, with no tell-tale signs of the 20-hour flight. The models of her cosmetic line graced the party as well.
Shanghai’s glitterati couldn’t get enough of this exciting evening and partied till the cellar ran dry, a happy ending to the promoters and organizers’ concerted efforts to make this event a smashing success.
One can only express admiration for Giorgio Armani for his vision in putting up a flagship store in this enchanting city. Given that China is becoming a global power with a booming economy, the Armani store in Shanghai will be another success story in the years to come.