Designers Roksanda and Peter Pilotto will be spearheading the trip with the launch of a standalone showroom within Chinese fashion trade show Ontimeshow from March 28 to 31. The trip will support the brands’ business development in-market and the designers will have the opportunity to meet not only with key retailers from China and the wider Asian region but also media, stylists, key opinion leaders, creative industry influencers and high-net worth individuals.
The project is part of the British Fashion Council’s China Partnerships Strategy, launched last September in Shanghai with ambassadorial president David Beckham, which aims to solidify the organisation’s commitment to making access to the Chinese market easier for British designer businesses by supporting talent through networking, content and access partnerships and business support.
The British Fashion Council’s aim is also to leverage presence and opportunities within the Chinese market more broadly in order to ensure the longevity of the organisation’s work for the British fashion industry within the region. The legacy from the March 2019 activation is to pave the way to involving a larger number of designers with the support of new and existing commercial partners. The British Fashion Council will also celebrate British designer businesses that are already in market with an event on Friday 29th March at The Middle House. British-based designer businesses in Shanghai hosting catwalk shows include Jamie Wei Huang, Minki, Xu Zhi and Jenny Packham who will close the official Shanghai Fashion Week calendar while ASAI, DANSHAN, Feng Chen Wang, Gayeon Lee, Linda Farrow, Marta Jakubowski, Teatum Jones and Xiao Li will all be part of showrooms or events.
"China has always been an important part of our strategy. Last year we relaunched our China Partnerships Strategy as there is an increasing appetite from British brands to have a presence in market and vice versa. We are delighted to collaborate with Ontimeshow to bring Roksanda and Peter Pilotto, two hero brands of LFW to Shanghai. We hope this is only the beginning of a long-term partnership which will benefit British fashion brands and help them penetrate the Chinese market," Caroline Rush, CEO British Fashion Council, said.
"We are very honoured to cooperate with the British Fashion Council to provide British designers with personalised display space and quality buyer resources. This is a very important step to promote the professionalism and internationalisation of Ontimeshow," Yeli Gu, founder Ontimeshow, said. (RR)
Fibre2Fashion News Desk – India
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