Chloe wants to win China’s web-surfing fashion followers. The French fashion label is launching China’s first-ever digital fashion show, meaning that its big runway event in Shanghai on Friday night will be streamed live on a special Chinese-language blog that the brand launched in December for China’s luxury lovers.
The runway will feature celebrity Chinese model Bonnie Chen decked out in pleated chiffon skirts and black leather ballet flats. Bystanders will include famed local actress Zhou Yun, who starred in the 2010 blockbuster Let the Bullets Fly.
The women’s clothing and apparel brand represents just a small piece of parent company Compagnie Financiere Richemont’s portfolio (which also includes high-end jewelry and watch behemoths Cartier and Piaget), but there’s opportunity to grow in China. Women here are building their luxury buying power to buy upscale handbags, shoes and accessories—and they go online to do it.