Keeping Milan and China in step

An Italian fashion brand entering China needs more than an introduction. The international fashion context and the Chinese market relationships have to be built at the same time.

We worked at both ends: international communications support during Milan Fashion Week, and the ongoing construction of media, stylist and buyer relationships in China, with the season’s theme carried through press programmes in Shanghai and Beijing. Keeping the two in step means the Chinese market meets the brand at the same moment as the international fashion conversation.