Fendi at Shanghai Plaza66

Fendi toma conta da China

Fendi takes over China

FENDI released a video to celebrate the opening of its latest store in Shanghai, which is in Plaza66 Shopping Mall.

The film captures the light installation of Fendi with glittering Christmas themes. The Italian luxury label produced it all at the square outside the mall.

The arrival of Fendi in China made history with a mega-show on the big wall that showed 88 looks from the brand. One detail that has attracted considerable attention was that many pieces had China’s symbols and color, red. Models hit the catwalk on a restored part of the most famous Chinese tourist spot.

The mega-event was part of the LVMH group strategy to promote the name of the Italian fashion house. The group’s president, Bernard Arnault said on several occasions that sees Fendi with the potential to be a star brand such as Louis Vuitton.

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