Bottega Veneta will stage a show in Beijing in July

In July, Bottega Veneta will land in Beijing with a show dedicated to the Chinese audience that will replicate the FW23 show seen at last Milan Fashion Week but with twenty new looks that Matthieu Blazy developed exclusively for the Chinese market. The show aims to consolidate the brand's presence in China-a presence which has been building since its return to Weibo in February. In the past, Bottega Veneta had organized a takeover of the Great Wall of China and, more generally for the Asian market, began collaborating with Asian celebrities such as singer and model Mika Hashizume and K-Pop star Kim Nanjoon who was present at the brand's last Milan show. Last May, the brand opened a new boutique in Shenzen while it collaborated with director Jess Jing Zou on the short film Reunion in Motion.

The show is expected to bolster the brand's sales in China, which increased 16 percent to 1.7 billion euros during 2022, driven by direct-to-consumer sales that increased by 15 percent on a comparable basis. The brand reported operating profits of 366 million euros, with a 21 percent margin on sales. So far, shows dedicated to the Chinese market seem to be having positive spillover effects on sales. Indeed, both Prada and Louis Vuitton had organized some last year and then posted very strong financial results in their respective fiscal reports. International fashion will also have a new endorsement event in China with the return of Shanghai Fashion Week, marking the country's definitive reopening to worldwide audiences.