Sarah Burton looked east for the opening of Alexander McQueen’s first boutique in China over the weekend.
The McQueen creative director flew to Beijing to attend the opening of the two-storey, 400-square-metre boutique in the city’s Sanlitun North Village.
On Saturday evening, the house restaged its A/W ’11 show for hundreds of media and fashion guests. A cast of Chinese models wore designs from the collection, titled ‘The Ice Queen and Her Court’. When originally presented in Paris in March 2011, the collection raised speculation that Burton was behind the royal wedding gown—a coup that would raise global awareness of the brand and pave the way for international expansion of the sort that brought it to China.
McQueen follows luxury peers Prada, Burberry and Christian Dior to Asia. Executives at Burberry, which staged a special effects spectacular in Beijing earlier this year, have said that the future of China and the future of the house are ‘inseparable’. Prada expects its sales in the Asian powerhouse to triple over the next two to three years.
Source: Elle UK