Fashion label marks opening of flagship store with show that is as much about selling Britishness as selling trenchcoats
With a theatrical extravaganza that nodded to the Olympic opening ceremony in London, Christopher Bailey has laid bare in Shanghai the scale of his ambitions for Burberry.
To mark the opening of a flagship store, the fashion label's fourth in the city and its largest in Asia, Burberry staged a catwalk show designed to "bring London to Shanghai" as Bailey, its now-official CEO, put it. It was as much about selling Britishness to the Chinese consumer as it was about selling trenchcoats.
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