Chanel held an extravagant fashion show in Hangzhou, China, featuring a wooden catwalk over the West Lake, to showcase its tweed suits and woo Chinese consumers. The event highlights Chanel's global reach and its efforts to maintain its position as a leading luxury brand.
was an ambitious woman, but even she could not have imagined the scale on which the house she founded now operates. This time last year, four blocks of Manchester’s Northern Quarter became a Chanel catwalk. For its final show of 2024, Chanel built a black wooden catwalk spanning the West Lake in Hangzhou , China, to parade this season’s tweed suits with the kiss-curl roof of a pagoda sitting atop a crescent moon bridge over glassy water as a dramatic backdrop.
The show was the most lavish moment in an ongoing love-bombing campaign by Chanel aimed at reigniting desire among Chinese consumers, where the luxury market is in slowdown. More than half of the 1,000 guests were top-spending Chinese clients. Such a high-rolling audience is not easily impressed, but few were immune to the flex of the journey by liveried barge, which carried guests to seats on a floating stage.
“Imagination is part of creativity. We use imagination to keep a connection with our friends in China, at a time when business is a bit more difficult,” Bruno Pavlovsky, Chanel’s president of fashion, said before the show. He added: “Chanel has had a dialogue with China for many years, and it is not just about selling to China. We buy a lot, too. Most of our silk and cashmere comes from China. That is nothing to do with price, it is because it is the best quality.
The messaging was about honouring Chinese fashion heritage while weaving Chanel into the story. Hangzhou flourished as a silk production hub on the Silk Road, during a period when silk and porcelain were synonymous with Chinese savoir-faire and luxury, and is resurgent in modern China as a hub for tech companies including Alibaba.
Chanel Luxury Fashion Global Expansion Hangzhou Luxury Brand Chinese Market
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