Retail in Asia

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Hugo Boss and Armani’s Beijing extravaganzas

In a continued effort to woo the Chinese, two of Europe’s most esteemed labels recently held events in Beijing that not only raised the roof, but offered a glimpse of where the future of fashion is going.

On 18 May, Hugo Boss swooped into Beijing’s National Agricultural Exhibition Center to showcase pieces from the Boss Black Fall/Winter 2012 collection for men and women. The Exhibition Center was set up with a 1, 170 foot runway. Stark LED beams formed right angles above the models’ heads, which perfectly set off the items in the collection – "Modern Luxury" being its theme.

Less than two weeks later, Giorgio Armani descended upon Beijing’s art district for a gala, bringing with him some 1,000 guests for his "One Night Only in Beijing" fashion show.

(Source: red luxury)