Prada to re-enact the fall 2022 men’s and women’s fashion show in Beijing – WWD
SHANGHAI— Prada will present its fall 2022 men’s and women’s collection in Beijing on August 5.
The show marks the Italian luxury brand’s first return to the Chinese capital in 11 years. In 2011, Prada revamped its Spring 2012 collection for men and women with new styles added to the Beijing Central Academy of Fine Arts museum. In the same year, Prada went public on the Hong Kong Stock Exchange.
The fall 2022 collection will be showcased at Prince Jun’s Mansion, a traditional Chinese-style courtyard hotel in downtown Beijing, which was once the residence of Prince Jun in the Qing Dynasty.
“Prince Jun’s Mansion seemed like the perfect setting to once again celebrate our ongoing dialogue and commitment to Chinese culture that we have continued with different activities over the years,” said Prada co-creative directors Miuccia Prada and Raf Simons, in a press release.
Despite COVID-19 travel restrictions, the brand has been looking for creative ways to bring its shows to China, one of the brand’s key markets. Sales in China increased by 56% compared to 2019 for the 12 months ended December 31. Last September, Prada simultaneously presented its Spring 2022 women’s ready-to-wear collection on the catwalks of Milan and Shanghai, a first in fashion history.
In June 2019, Prada skipped Milan Fashion Week to showcase its Spring 2020 menswear collection in Shanghai. Minsheng Wharf, the 80,000 ton warehouse, was transformed by OMA/AMO into a neon-lit space with a soundscape filled with 80s synths for the event.
In September 2017, Prada recreated its 2018 resort collection at Rongzhai, Shanghai’s restored historic mansion.
The Prada show in Beijing next week will go live at a critical time for the country. The capital and economic hub is cautious and sticking to its Zero-COVID policy ahead of the National Communist Party Congress later this year, when President Xi Jinping is expected to secure an unprecedented third term.
Beijing began easing COVID-19 restrictions in June, but has maintained regular testing every three days so people can enter public places.
Prada may be the only luxury brand to hold a physical show in China this year. So far, no luxury brand has held a physical fashion show in the country, and according to local PR agencies, none have revealed plans to hold offline screening events or large fashion shows in China for the rest of the year.