Why the number of luxury fashion houses that move to Asia is increasingly growing? There is a both financial and social perspective behind this unexpected evolution. Hong Kong, Tokyo, Singapore, Soul are on their way to become fashion’s hotspot.
Text: Iria Katritsi
Asia is following a fast developing path in many fields. Chinese consumers’ purchases are the one third of global fashion sales. This is one of the main reasons why luxury fashion houses have decided not only to place some of their fashion shows in East but also to make new exclusive collections for the Asian market. The reasons consist of many and diverse aspects, as after the financial growth people have more interests and time to cultivate and broaden their minds, their taste and they have connected more to the western lifestyles without losing their special identity. They are up to date and have got involved in the latest fashion news, developing higher level of aesthetics.
The center of the interest is Seoul because whatever becomes popular in Seoul, then it becomes popular across Asia. Luxury brands that had previously favored Hong Kong , Singapore as the center of their Asia business started to turn to Seoul three years ago. And no I am not talking about the possible move of factories and centers of production, that the reasons behind the moves like these are mainly financial, which was on the spotlight a couple of years ago, but about the stores, the marketing sector and the creating part.
So here are some of the most important happenings in the world of fashion and the most majestic architecture miracles built in Asia recently, which prove that fashion can revive and be multi-cultural. The common element of the stores described is that they have developed a modern and fashion forward dimension! Enjoy the travel in the future of fashion!
Chanel Cruise Collection 2016: The first show in Seoul
Karl could not leave us disappointed, the show had nothing to be jealous about. Kristen Stewart, Gisele, Tilda Swinton were there sitting front row and giving the extra glam to the show. Several hundred journalists were there to realize one more time the greatness of Karl Lagerfeld and his ability to adapt the collections to Coco’s trust. The collection was significantly inspired by Seoul and was full of color, but simultaneously so close to Karl’s style.
Christian Dior Flagship store : The biggest in Seoul
The biggest Dior boutique in the world opened its doors last summer. Dior store in Seoul is a – both exterior and interior- design miracle by the French architect Christian de Portzamparc. The interior is made of wool, lacquers, leathers, weaves and mélanges. The staircase is like a ribbon that guides consumers to the women’s pret-a-porter collections, leather goods, shoes, jewelry, watches and perfumes aswell as to the Dior Homme room. On the top floor is located the Café Dior by Pierre Herme and.. we already think of ourselves sitting on the roof and having a latte coffee!
Burberry Flagship store in Seoul
Another major and historical fashion house moved to Asia, with a store which managed to become talk of the town due to architectural design and strategical lighting. The exterior is inspired by the popular plaid textile which is used to Burberry’s iconic trench coats. The creation was under the supervising of the executive and creative director Christopher Bailey.
Dolce & Gabbana S/S 2016 menswear collection
What happened and the recent collection of the famous designers was not referring only to their trademark Italian style? What happened and they had “Asian invasion” apparent to their collection? They took into consideration the latest statistics about the economic and cultural growth of East, which show that a new power in different global issues has started to rise. The collection was about blossoms, colors and inspirations from Palermo’s Palazza Cinese, or Chinese Palace, a 17th-century structure commissioned by King Ferdinand III.
Photos: Dolce & Gabbana
Givenchy flagship store in.. Seoul!
An innovating black box made from panels of moulded steel creates a rippling enclosure for this Givenchy flagship store in Korea by Italian architects Piuarch. The building combines the technology and the new era of Seoul on the exterior with the Italian classic chic of the fashion House on the interior.