Shanghai – Prada will relaunch its men’s and women’s Fall 2022 collections in Beijing on August 5.
The runway show marks the Italian luxury brand’s first return to the Chinese capital in 11 years. In 2011, Prada revisited its men’s and women’s spring 2012 collections with new styles at the Central Academy of Fine Arts Museum in Beijing. In the same year, Prada went public on the Hong Kong Stock Exchange.
The Fall 2022 collection will be showcased in traditional Chinese style at Prince Jun’s Mansion, a courtyard hotel in downtown Beijing, formerly Prince Jun’s residence in the Qing dynasty.
Prada’s co-creative directors Miuccia Prada and Raf Simmons said in a press release, “Prince June’s mansion is the perfect place to once again celebrate our ongoing dialogue and commitment to Chinese culture, which we’ve seen in various carried forward with the activities.”
Despite travel restrictions related to COVID-19, the brand looked for creative ways to bring its runway shows to China, which is one of the brand’s key markets. China sales were up 56 percent compared to 2019 for the 12 months ended December 31. Last September, Prada showcased the women’s spring 2022 ready-to-wear collection on the catwalks in Milan and Shanghai for the first time in fashion history.
In June 2019, Prada left Milan Fashion Week to showcase its men’s spring 2020 collection in Shanghai. Minsheng Wharf, an 80,000-ton warehouse, was converted by OMA/AMO into a neon-lit venue with an ’80s synth-filled soundscape for the event.
In September 2017, Prada restored its Resort 2018 collection at the restored historic mansion Rongzhai in Shanghai.
Next week Prada’s Beijing runway show will go live at a time critical for the country. The capital and economic hub is cautious to stick to its zero-COVID policy ahead of the Communist Party National Congress later this year, when President Xi Jinping is expected to secure an unprecedented third term.
Beijing began easing restrictions related to COVID-19 in June, but continued regular testing every three days for people entering public places.
Prada may be the only luxury brand to host a physical runway show in China this year. So far, no luxury brand has hosted a physical fashion show in the country, and according to local PR agencies, none have revealed plans to host offline screening events or large runway shows in China for the rest of the year. not done.
Originally published at Pen 18
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