CHINA / Pékin: Alexander McQueen, first boutique in China | Modem Mag

Shop opening

British brand partners with JOYCE for the opening of at Sanlitun North Village, Beijing’s premier luxury retail development.

Spread over 2 floors, the 400 square metre store houses ready-to-wear men’s and women’s wear as well as accessories with a dedicated private dressing area on the second floor for Alexander McQueen’s VIP clients.

Mirroring the design from the other flagships in fashion capitals (London, Milan and New York), the overall look of the Beijing store will be a seamless and softly lit organic space.

To commemorate the occasion, Joyce invited creative director Sarah Burton to attend a series of special events in the Chinese capital. Festivities kicked off with an intimate cocktail at the boutique on Friday 28th of october 2011, where celebrities and VIPs viewed the latest Autumn-Winter 2011/2012 collection.

For the first time in Asia, Alexander McQueen and JOYCE recreated the Autumn-Winter 2011 show as seen in Paris for their guests at this exclusive event. A cast of prominent Chinese models including Liu Xu, Zhang Xu Chao, Chen Bi Ke, Xie Fei Yuan and Li Dan Ni wore the collections on the runway and celebrity guests, Wan Bao Bao, Chen Ran and Huo Si Yan were present in the audience.