Over the last few years we’ve seen countless luxury brands stage fashion shows in China–in Beijing, Shanghai, on the Great Wall–in addition to staging their shows in Paris, London, New York or Milan. With Chinese surpassing Americans as the biggest consumers of luxury goods, designers are focusing more than ever on China.
Of course, for smaller labels that aren’t part of luxury conglomerates, China is a market that’s harder to tap into. Enter the CFDA/Vogue Fashion Fund’s latest initiative, “Americans in China,” which will bring Proenza Schouler, Rag & Bone, and Marchesa (three former CFDA/Vogue Fashion Fund finalists) to China to present their fall-winter 2013 collections at the Ming Dynasty City Wall Relics Park, at the Great Wall of China, in Beijing. According to a release, the initiative is “part of the ongoing effort to introduce American design talent to the rapidly expanding luxury market in China.”
“These are exciting times in China,” said CFDA president Diane von Furstenberg. “There is great opportunity for American designers.”
The initiative is underwritten by retail tycoon Silas Chou and is a continuation of the CFDA/Vogue Fashion Fund’s program in China, set up in 2012 to “help foster the exchange of emerging design talent between the United States and China.” In addition to presenting their fall collections, the invited designers will be honored at a reception hosted by Gary Locke, U.S. Ambassador to China, and then treated to a dinner given by Vogue China’s editor in chief, Angelica Cheung.