Dior Homme presents collection in Shanghai
The first runway show outside of Paris
Men's fashion is very much at the forefront in Shanghai – an indication of the purchasing power of the male consumer in China, and Dior Homme took centre stage on Friday night, in a showcase of its collection to over 700 people at the newly-opened Long Museum located alongside the Huangpu river.
Dior Homme is proving to be a popular brand with the Chinese menswear market, showing for the second time in Asia. Following its first Haute Couture show in Hong Kong earlier this month, Beijing recently hosted the French brand's first runway show outside of Paris, which took place in spring 2013.
Holding strong with their emblematic theme – the flower – guests were wowed by an elevated runway, vibrant in a digitally projected wallpaper of flowers. Tying in with the Dior motif, guests received a token from the brand – small bouquets of lily of the valley, which was a personal favourite of Christian Dior.
Whereas the Paris show was very much focused on the clothes and the details, Shanghai opened the doors for a more creative, visual expression of the brand, as discussed by Kris Van Assche, creative director of Dior Homme.
A number of VIP guests attended the show, including regional celebrities such as Chinese model – Anna Wang, Korean model and actor – Park Hae-jin, as well as Taiwanese actor – ark Chao Yu-ting.