BEIJING — Western fashion brands typically cross the borders into mainland China after first dipping their toes in the Hong Kong market, but Alexander McQueen has taken a more direct route, opening its first store in the region here with a lavish fashion show.
The brand’s creative director Sarah Burton, chief executive Jonathan Akeroyd and others from the McQueen team flew in to Beijing for the occasion, meeting with VIPs and media at a cocktail party at the store on Friday. The following evening, more than 300 guests attended a runway show of the fall-winter collection at Beijing’s 798 art district, a group of former factories turned into dramatic galleries.
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