Christopher Bailey, chief creative and chief executive officer of Burberry, hosted an event at Beijing’s SKP mall on Monday- the first stop of an Asian tour that will take him to Seoul and Tokyo to mingle with celebrities and VIP customers.
In Beijing, Burberry launched its new collaboration with Chinese actor and musician Kris Wu, Burberry’s first ambassador in China. The “Kris Wu Edit,” which hit select Burberry’s stores in China earlier this month as well as Burberry’s online store, features the actor’s favorite pieces from Burberry’s current collections. These include a Burberry trench coat tailored from English-woven cotton gabardine, a regimental cashmere coat, sports striped knitwear, the iconic Burberry Scottish-woven cashmere scarf, and accessories such as a monogrammed version of a rucksack.
Wu made his runway debut for Burberry in January, when he closed the men’s wear show. The actor, who counts more than 4.5 million followers on Instagram, also sat front row at the brand’s first see-now-buy-now show in London in September.
The event also marked the opening of three new Burberry stores within the SKP mall. The new boutiques, each located on a different floor, cover accessories, women’s wear and men’s wear. Guests included blogger Han Huohuo, model You Tianyi, photographer Li Hui and actress Chen Ran.
Bailey declined to speak to press at the event but offered up the following comment via press release: “Kris is a modern day artist who works seamlessly across all these different worlds from music, to fashion to film, which really resonates with us as a brand and which inspired me to want to work together.”
The designer is headed to Seoul next to celebrate the launch of the Christmas campaign film “The Tale of Thomas Burberry” in the South Korean capital’s flagship store. Later this week, he’ll be in Tokyo, where he and Dazed publisher Jefferson Hack will be hosting an event at the Burberry Omotesando store to celebrate the launch of Jefferson’s book “We Can’t Do This Alone: Jefferson Hack the System”.