HITTING THE ROAD: Stella McCartney is embarking on a tour of Hong Kong, Tokyo and Beijing this week as her brand plots further Asian expansion.
On Wednesday, McCartney will host a small, private luncheon with top editors and clients in Hong Kong. The following day, she will give a talk at Tokyo’s Aoyama Gakuin University and host a presentation of her resort collection at a rooftop garden party at Roppongi Hills.
On Friday, she will head to Beijing to host a cocktail party presenting resort and a preview of spring for her children’s line, lingerie and Adidas by Stella McCartney collection. The Beijing festivities will take place at the Shichahai Club, an historic landmark building in the Xicheng area near the Forbidden City built in Imperial Chinese style during the Qing Dynasty.
McCartney’s trip is reminiscent of one the designer made in May of last year.
Stella McCartney, part of Kering, will open two directly operated stores in China later this year. A second freestanding shop in Beijing at Shin Kong Place will open in October while the brand’s first store in Chengdu at Daci Temple will open in November. Stella McCartney operates one freestanding store in Beijing and two stores in Shanghai. The first stand-alone Adidas by Stella McCartney store in Asia opened its doors this month at the World Trade Center in Beijing.
Elsewhere in the region, the brand is preparing to relocate its Tokyo flagship early next year. The store, which opened in 2008, is located on a backstreet of the trendy Aoyama district and will move to a more prominent spot closer to the Prada flagship in the same neighborhood.