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Bottega Veneta to host fashion show in Beijing

Luxury fashion house Bottega Veneta will showcase its fall/winter 2023 collection in Beijing this July, after the Italian brand unveiled the same collection in Milan in February during the city’s official fashion week calendar.

SEE ALSO: Bottega Veneta reopens Hong Kong flagship in Harbour City

However, Bottega Veneta creative director Matthieu Blazy will also develop dedicated new looks for the Beijing show, with the brand hoping to increase its awareness in China.

According to Bain & Company, China’s luxury consumption is forecast to resume growth in 2023, and by 2030, the number of middle- and high-income consumers in the country will double.

Just days before the Milan show, Bottega Veneta reinstated its Weibo account, teasing its upcoming runway collection to take place in the Italian city. It was the first social media presence for the brand since it deleted all accounts including Instagram, Twitter, Facebook and Weibo in January. The brand, owned by Kering Group, has also been leveraging K-pop stars to drive online traffic, including South Korean boy band member Kim Namjoon, of BTS fame, who attended Bottega Veneta’s fall fashion show in Milan last month.

For this year’s Chinese New Year, the brand also dropped a short film, a physical installation, and a personalisable WeChat e-card to home in on China.

The film, titled ‘Reunion in Motion’, portrayed of characters on the road back home, exploring introspection and togetherness as the individuals travel through different landscapes in China. Coinciding with the film, a moving train reminiscent of the brand’s signature green set off on a month-long journey across China, with a logo-free, unbranded message on both of its sides: ‘On the roads that lead home, Happy New Year.’ An e-card was also made available artwork inspired by the concept of ‘Reunion in Motion’.

The Bottega Veneta fall/winter 2023 show will take place on July 20 in the Chinese capital, with the exact location yet to be announced.