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HEADING EAST: Jenny Packham, the London designer whose celebrity fans run from the Duchess of Cambridge to Angelina Jolie and Taylor Swift, is set to open a flagship store in Hong Kong’s Central district next month. The 860-square-foot space will carry Packham’s bridal and evening-wear collections, and has been designed by Packham as a “minimalist and modern” space, the label said, together with architects Peter Kirkness and Winnie Cheng. The label will hold a feng shui opening ceremony in early November to mark the store’s debut, to be followed by an opening party hosted by Packham at a later date. Matthew Anderson, chief executive officer of Jenny Packham said: “Asia has been a major market for us across all categories for the past ten years or more. Brand awareness is high and there is a desire for the product,” he said. Anderson added that following the store’s launch next month, the label plans to “build the brand across Asia through a focused marketing and PR campaign and….a targeted VIP dressing program.” The Hong Kong store will add to Packham’s existing flagships on London’s Mount Street and Paris’ Rue D’Aguesseau, along with a bridal boutique in London’s Belgravia.

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