Benjamin Li
Dec 11, 2013

Weber Shandwick launches Fashion Next to put Chinese designers on global stage

BEIJING - Weber Shandwick China has launched a new service offering, Fashion Next, dedicated to raising the profiles of emerging Chinese fashion designers and artists, not just in China but globally.

David Liu (L) Wang Peiyi
David Liu (L) Wang Peiyi

Specific services include developing personal brand positioning, identifying collaborative opportunities with brands and creating comprehensive promotional strategies.

“International fashion weeks welcome designers from China,” David Liu, Weber Shandwick's China chairman, told Campaign Asia-Pacific, "China's influence on the fashion industry is increasing. For example Dolce & Gabbana will have their 2014 collection with a focus on the Oriental and China theme.”

Weber Shandwick China has previously supported budding young Chinese designers like Wang Peiyi, the first Chinese designer to show a complete womenswear collection at Milan Fashion Week, and Zhou Xiangyu (Xander Zhou), the first Chinese menswear designer to showcase his work during the British Fashion Council’s London Collections.

Such work was opportunistic in nature, Liu explained. The agency knows the fashion industry, has support from its offices in international design capitals and works with clients, like Microsoft, Galleries Lafayette and Trendiano, who are keen for cross-marketing opportunities.

“The opportunity is right for us to go global,” Liu said. The current focus is primarily on fashion, identifying opportunities in international fashion-week events and working on media relations.

Liu said there are more opportunities for growth with new designers not only in fashion but also in other disciplines. The agency is also talking to design magazines in China like Vision and Outlook to help identify potential young designers.

Currently, internationally recognized designers of Chinese descent, including Alexander Wang, Jason Wu, Derek Lam and Anna Sui, are all Chinese Americans. Few Chinese fashion designers, whether returning from training in the West or homegrown in China, have made it in the cutthroat international fashion world.

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