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The first week of Paris Fashion Week’s nine-day affair officially flew by. Despite Chinese nationals struggling with visas to travel to Europe due to Covid-19 restrictions, attendance has been impressive this season, representing the world’s second-largest luxury market.
From Shang Xia referencing Chinese culture with nods to the upcoming Year of the Rabbit, Shanghai-based disruptive creative genius Di Du using her eponymous collection to express her anger at the ongoing lockdowns – China is well-represented in the official 64-show, 42-presentation schedule.
Offstage, there were also a number of famous Chinese guests who chose not to miss Shanghai Fashion Week, which unusually coincided with the first week in Paris. As Dee Du said Jing Daily” Since last season, we have seen more visitors from China. There are many designers and models, and Chinese people in general, in the audience.
To provide a 360-degree view of China’s response to the first week in Paris, we spoke with Chinese KOL Nuria (@Nuriama), Dee Du, and newly announced BoF 500 member Sherry Huang, founder of Eng Concepts Store, here are some of China’s top three headliners so far:
Didu
Didu’s Spring 2023 collection features camouflage prints and cargo pants. Photo: Didu
One independent label that came up in many conversations throughout the week was Didu. Held on the streets of Le Marais, The collection “I Can’t Hide My Anger” reflected the feelings of many Chinese citizens due to the epidemic. The dystopian urban aesthetic of camouflage prints, cargo and repurposed fabrics felt perfectly suited to the frontier youth of China and the rest of the world.
The creative director said Jing Daily While Didu’s fans are currently primarily “fashion insiders and avid fashion lovers in China,” the mass market is increasingly aware of the brand. “People are starting to understand and appreciate our ethos and spirit,” says the brand’s founder.
Although London is known for its selection of emerging talent, Huang talks about how Paris takes more care in scheduling. “I am surprised and proud to see that more and more new Chinese brands are also active in this market,” she said.
Dior
Dior invited several Asian influencers to its Paris show, including Nuria (left) and Blackpink’s Jisoo (right). Photo: Enrique Urrutia, Dior
Along with Loewe and Acne, the Dior show was frequented by Asian creators and talents. We spotted KOLs from China like Nuria (302k on Weibo) and Kiwi Li (402k followers on Instagram) and artist Oscar Wang with his model girlfriend Tian Yi – all dressed in Dior for the occasion.
Maria Grazia Chiuri, whom Nuria loved, was the epitome of powerful femininity. “Inspired by the powerful Renaissance woman Catherine de’ Medici, Miss Chiuri interpreted this figure as a symbol of femininity and power with corsets, lace, flowers and neutral tones such as black, white, gold.
She continued, “I’m excited to see a bold style this season. Look at five, for example, I gasped when I saw it. – Black flower and mixed structure with lace. Absolutely amazing. Look at 24, you will love a complex but simple dress dominated by curtains. I could go on, but yeah. I loved it.”
Saint Laurent.
Blackpink Rose appeared at the Saint Laurent show. Photo: Saint Laurent.
Creative director Anthony Vaccarello’s Saint Laurent show dominated Chinese social media, but not for the setting of the Eiffel Tower or the beautiful, deep hues of black, purple and green. Instead, the presence of Blackpink’s Roseanne Chae-Young Park (better known by her stage name Rose) was trending.
The hashtag #CHAENG LAURENT# has been read by 125,000 Weibo users as of Friday, September 30, even though the show took place on a Tuesday. It proves that the influence of KOLs on consumer attention is not waning, especially among Gen Z netizens.
At the beginning of this year Saint Laurent is named as the driving force of Caring Chinese market. It reported a 34 percent increase in global sales to $1.5 billion (RMB 3.5 billion) compared to the same period last year.
With a trending fashion week scene emerging during such a strong growth period, there is no doubt that the brand will continue to grow on the mainland. Although digital shows are a greener and more convenient option, the power of marketing with guest attendees proves to be unmatched.
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