The Business of Fashion
Agenda-setting intelligence, analysis and advice for the global fashion community.
Agenda-setting intelligence, analysis and advice for the global fashion community.
The sparse concrete interior of Shanghai’s Long Museum was transformed into an unlikely disco scene for the 1,000 guests invited to see Dior’s Pre-Fall 2021 collection last night.
The occasion marked the first time Dior has staged a women’s pre-collection show and it was livestreamed to over 100 million viewers via nine social media channels.
The in-person guest list for the show, which was staged as part of the Shanghai Fashion Week schedule, included superstars Zhang Ziyi and TF Boy Wang Junkai (also known by the English name Karry Wang), who watched as the collection was introduced by Dior’s artistic director, Maria Grazia Chiuri.
On the runway, the original Pre-Fall line-up (first released last December) was joined by nine new looks unveiled in Shanghai, including the closing four dresses, each with pleated tulle flouncing to mid-calf and sequinned bodices respectively emblazoned with the letters D, I, O and R .
The collection was made available for pre-order on Dior’s China e-commerce channels, including WeChat, directly after the show.
With consumers tightening their belts in China, the battle between global fast fashion brands and local high street giants has intensified.
Investors are bracing for a steep slowdown in luxury sales when luxury companies report their first quarter results, reflecting lacklustre Chinese demand.
The French beauty giant’s two latest deals are part of a wider M&A push by global players to capture a larger slice of the China market, targeting buzzy high-end brands that offer products with distinctive Chinese elements.
Post-Covid spend by US tourists in Europe has surged past 2019 levels. Chinese travellers, by contrast, have largely favoured domestic and regional destinations like Hong Kong, Singapore and Japan.