Kunming Fashion
Last weekend, Max & Co, a boutique line under Italian fashion giant MaxMara, held its third annual fashion show in Kunming to promote its fall and winter collection. Knowing little about fashion (but more than a little Italian) I interviewed Max & Cos PR director the day before the show, and the interview turned out to be a lot of fun and very interesting. Here's a snippet:
GoKunming: The concept of high-end fashion is relatively new in China. What characteristics of the Chinese market have you most noticed since you began working for Max & Co?
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Adele Lobasso: Although consumers from around the world like purchasing brand-name clothing, the Chinese wealthier classes showed an even more pronounced preference toward wearing well-known designer items. For example, in the early 90s, I saw quite a few Chinese women leaving the sticker on a new pair of sunglasses in an attempt to flaunt their purchase.As far as taste is concerned, the majority of Chinese women dress more modestly than their European or North American counterparts, so we de-emphasize particularly revealing clothing when appealing to the Chinese market. Regional variations matter, however. It is difficult to compare fashion trends in cities such as Beijing and Shanghai with cities in the country's interior.
Read the rest.
