HUGO BOSS hosts its second show in China

The influence of Asia on the fashion world continues to grow at pace, this time with the news that HUGO BOSS is to host its second show in China.

The show, on May 30 at the Power Station of Art in Shanghai, will showcase its Winter 2013 collections for both men and women.

More than 1000 Asian and international VIPs and personalities are expected to attend the event, which follows on from the label’s highly successful Beijing show in 2012.

Hosting a second Chinese show in two years shows the increasing power the Asian consumer has over the traditional big fashion houses, a fact not lost on Gerd von Pudwiles, Senior VP for global communications at the label.

He said: “”Following our highly successful fashion show in Beijing in 2012, we are now focusing on Shanghai – and by doing so emphasizing the significance of the Asian market for HUGO BOSS.”

The show will also be memorable because of the massive online and social media effort that will accompany it. Those who can’t make it to the event will be able to watch it online where the live streaming will form the finale of an extensive digital campaign that has been rolling out for the past month.

Its highlight being a series of film episodes entitled ‘Shanghai Affairs’ which features Taiwanese actress Lin Chiling and male supermodel Jon Kortajarena, and was shot at locations across the city. The series of shorts all interweave a storyline that will end at the show.

The film was directed by well-known fashion photographer Noam Griegst.

You can watch the available episodes and the live-streamed show here.

Rana Wehbe-Flinter