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Dior's 30-minute encore

By Xu Junqian | China Daily | Updated: 2013-04-15 14:52

Dior's 30-minute encore

The Dior collection explores the rich diversity of the seasons and features constructed full flowers and exquisite multi-layered embroideries. Photos by Gao Erqiang / China Daily

After debuting in China last year, French fashion house Christian Dior is continuing to make inroads into the world's biggest luxury market, Xu Junqian reports in Shanghai.

It was a late afternoon in early spring and a crowd had gathered outside Shanghai's The Bund No 5, an elegant six-floor building where a glamorous group of men clad in black suits had formed two lines.

"What's going on?" someone asked.

"No idea. But definitely something big," another person in the growing crowd answered.

An hour later a black Audi pulled up and out stepped Jessey Meng, a famous model and MC from Taiwan, sporting a perfect high bun and long dress. She glided into the building, passing two gray Dior signs hinting at what lay inside.

French luxury house Christian Dior debuted in China last year and the commotion caused on Shanghai's most famous landmark on March 30 was thanks to their follow up act - a much anticipated, though lightning fast, fashion show. China, the world's largest luxury market, is embracing the trend of the invitation-only under-30-minute fashion parade with zeal.

The show lasted less than half an hour and despite its fast and furious nature, showcased the pomp and glamour the fashion house is famous for.

Chinese supermodel He Sui was first down the runway followed by dozens of international modeling stars. The event was attended by a number of celebrities, including movie stars Zhang Ziyi and Sun Li, singer Na Ying, celebrated artist Zhang Huan and the crme de la crme of Shanghai socialites.

The show was the first collection designed by Raf Simons, artistic director of the historic fashion house.

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