MILAN — Bottega Veneta will stage a repeat show of its fall 2023 collection in Beijing on July 20. The gathering was unveiled in Milan last month and is the third by creative director Matthieu Blazy.

For Beijing, Blazy will develop dedicated latest looks, and the show will construct on Bottega Veneta’s growing brand presence in China, including its multiplatform campaigns for Chinese Latest Yr.

In February, the brand, which quietly left Weibo two years ago, returned to the Chinese social media platform, a method that helps it gain broader visibility within the Chinese luxury market. 

During former creative director Daniel Lee‘s reign, Bottega Veneta abruptly went dark on all major social media platforms in January 2022, including Instagram, Twitter, Facebook and Weibo. The brand has also been leveraging K-pop stars to drive online traffic.

South Korean boy band BTS’ Kim Namjoon, known by his stage name RM, attended Bottega Veneta’s fall fashion show in Milan last month, causing a stampede contained in the venue.

Mika Hashizume is a frequent collaborator of the brand within the Chinese market. The Japanese American heartthrob with greater than 2.4 million followers on Weibo gained popularity for competing within the Chinese singing survival show “Chuang 2021.”

Last 12 months, Bottega Veneta took over a part of the Great Wall to have a good time the Chinese Lunar Latest Yr.

The message of Glad Latest Yr was written in Chinese, along with the corporate’s logo, displayed in shades of the brand’s signature green and tangerine, which is an emblem of luck in Mandarin, on a sloped portion of the Great Wall.

Along with this installation, the Italian brand pledged a donation to support the renovation and maintenance of the “Shanhai Pass,” the start line of the eastern end of the Great Wall. Historically, this pass is referred to as the “first pass under heaven.”

This 12 months, the brand’s Latest Yr campaign included a brief film and a moving train that made a monthlong journey across China. The film, “Reunion in Motion,” was the brand’s second collaboration with director Jess Jing Zou, following a Qixi Festival film, “Love in Motion,” in 2022. Each movies also draw on Blazy’s concept of “craft in motion.”

In 2022, Bottega Veneta’s revenues rose 16 percent to 1.7 billion euros, driven by the directly operated retail network, where sales rose 15 percent on a comparable basis. The corporate achieved recurring operating income of 366 million euros, with a margin of 21 percent on sales.

A latest boutique opened in Shenzhen in May 2022, together with others, and earlier this 12 months the brand prolonged its retail footprint to Wuhan.

The autumn collection was praised by retailers and the press as probably the greatest in Milan, brimming with Blazy’s chic and inventive looks, and exquisite accessories, from woven leather thigh-high boots to egg-shaped evening bags and woven leather pails gripped over the shoulder with a rope.

Blazy invited guests to view three exceptional sculptures on loan from museums and installed on the runway — two naked Roman runners in bronze circa 1 B.C., and Umberto Boccioni’s “Unique Types of Continuity in Space” from 1913. Guests sat on Superleggera chairs by Gio Ponti in lacquered ash and cane designed in 1957 — superlight, because the name suggests in Italian, and comfy at the identical time.

Last August, Prada also held a repeat show of its fall 2022 collection in Beijing and Louis Vuitton staged a men’s spin-off show in Aranya, a seaside resort town in Northern China, in September. As reported, Shanghai Fashion Week is returning to IRL shows seeking to make a comeback in full force after the restrictions as a consequence of COVID-19.