The runway show marks Prada's first return to China’s capital city in 11 years.
In June 2019, Prada skipped Milan Fashion Week to showcase its men’s spring 2020 collection in Shanghai. Minsheng Wharf, the 80,000-ton warehouse, was transformed by OMA/AMO into a neon-lit space with ’80s synth-filled soundscape for the event.
In September 2017, Prada restaged its resort 2018 collection at Rongzhai, the restored historic mansion in Shanghai. Prada’s Beijing runway show next week will go live at a critical time for the country. The capital city and economic hub is cautious to stick to its Zero-COVID policy ahead of the Communist Party National Congress later this year, when President Xi Jinping is expected to secure an unprecedented third term.
Beijing started easing COVID-19-related restrictions in June, but maintained regular testing every three days for people to enter public venues.brand to host a physical runway show in China this year. So far, no luxury brands have hosted a physical fashion show in the country, and according to local PR agencies, none have revealed plans to host offline screening events or large runway shows in China for the rest of the year.
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