Big Boss bash in Beijing
Manila, Philippines - There is a fashion pilgrimage making its way to Asia. For over half a decade, international brands have felt the pull of the Asian market’s power and the pull is getting stronger.
According to Business Insider, Asia is currently on top of the global retail sales, with a total of 50 percent, beating the rest of the world combined. That force, centered mainly in China, has caught many American and European brands, the attention of making China the top priority for expansion. The level of demand expected has also made international retail brands to up the ante in approaching the east.
Staging fashion shows on a level that can compete with New York and Paris has become a tradition for international brands to stamp their mark on Asian grounds. The use of advanced technology, celebrity appearances, and entertainment are tools used to gain the interest of local consumers and to strengthen their relationship with foreign territory.
One of the recent international brands to showcase a major spectacle was Hugo Boss. It presented Its Boss Black fall/winter 2012 collection in China’s capital and the epicenter of the country’s politics and culture, the glorious city of Beijing.
The bash was held at the historic and grandiose National Agricultural Exhibition Center, which housed the epic 1,170-foot runway technically one of the longest catwalks ever built which had alternating LED frames attached to the whole ramp. (With all the lights turned on, it almost felt like a scene from Tron).
The whole show was also live-streamed in 3-D across the globe, which marked another innovative and advanced milestone for the brand.
People seen at the 1,500-strong guest list included celebrities like the ultimate queen of cool, Tilda Swinton, actors Ryan Philippe and Matthew Goode, jet-setting “it” chick Georgia May Jagger, and even our own Filipino superstar blogger and America’s Next Top Model co-host Bryanboy.
A “Modern Luxury” theme headlined the show. Evan Allen and Kevin Lobo, designers of Boss Black, sent out a collection of 50 movie-inspired looks for men and women, custom-made for the event.
Look after look, the brand paraded a spectacular collection of outfits that go from city sleek to business sharp. Crisp tailored suits, light coats, and leather jackets for men while the women had power dresses and long flowing evening dresses. The clothes offered a new concept of elegance that took its cue from urban design mixed with the classic style and unique detailing of Boss Black.
But the big surprise came during the finale, as Asian superstar Chow Yun-Fat came onstage to do a final turn. It was revealed that the actor has been brought on as the face of Boss’ upcoming fall campaign in Asia further proof that Boss is solidifying its partnership with the continent’s unstoppable growing market.
After the show, everyone from international models to local celebrities, Chinese dignitaries, and foreign press were escorted to a lavish after-party, where Berlin Capital Dance played swing music and the famous fashion show music genius DJ Michel Gaubert performed throughout the night.
It was a perfect celebration for the label, as they plan to open 60 new stores in Mainland China over the next three years. This is just the beginning for the brand’s Asian conquest, and while many more retailers head in our direction, expect many of them to follow suit.
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In the Philippines, Hugo Boss is exclusively distributed by Stores Specialists Inc. with a store located in Greenbelt 4, Ayala Center.
