Throughout the past few years it’s certainly been obvious that the luxury market is making it move over to China. The Chinese have surpassed Americans as the biggest consumers of luxury goods, so, obviously so, designers are focusing more of their attention over to China.
Smaller labels of course fall short of the luxury conglomerate, but should this mean that they should be limited from joining the Chinese market? Certainly not. Which is why the CFDA/Vogue Fashion Fund has taken the initiative to launch “Americans in China”, which will bring Proenza Schouler, Rag & Bone, and Marchesa (three former CFDA/Vogue Fashion Fund Finalists) to China to present their fall-winter 2013 collections at the Ming Dynasty City Wall Relics Park, at the Great Wall of China, in Beijing.
“These are exciting times in China,” said CFDA president Diane von Furstenberg. “There is great opportunity for American designers.”
The initiative is underwritten by retail tycoon Silas Chou and is a continuation of the CFDA/Vogue Fashion Fund’s program in China, which was set up in 2012 to “help foster the exchange of emerging design talent between the United States and China.”
In addition to presenting their fall collections, the invited designers will be honored at a reception hosted by Gary Locke, U.S. Ambassador to China, following by being treated to a dinner hosted by Vogue China’s editor in chief, Angelica Cheung.
Of course, the labels being given this opportunity are still somewhat high-end. Maybe I’m missing something, but I feel as if lower priced retail companies would greatly benefit from a Chinese market. When will they be recognized?
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