CHENGDU — Chanel headed to the Chinese heartland this past week, pulling out the stops for its Chengdu VIPs, restaging replica shows of its cruise Greek-themed collection, and assembling a front row and party that included brand ambassadors Zhou Xun, Marine Vacth and celebrities William Chan, Nana Ou-yang and Victoria Song.
It is the third time the house has staged a major initiative in China, after Beijing and Shanghai, and while Chengdu’s demographic is not as mature as the shopper in those cities, said Chanel’s president of fashion Bruno Pavlovsky, “what is quite amazing and nice for us is that three years ago, we started from scratch [in the city], and now we have several thousand customers.”
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Beginning Oct. 25, Chanel built up the anticipation by asking the public to share on Weibo the most interesting spots around town under the hashtag #ChanelinChengdu — an endeavor garnered over a million in engagement, the brand said.
Fashion blogger Dipsy, who hails from nearby Chongqing, had plenty to recommend in the way of spicy hotpot, the regional tongue-numbing specialty, promising that Chengdu is a town where one can continue eating “from daytime until past 3 a.m.,” while actor-singer William