Kenzo hosted a preview event in Beijing for its 2024 Fall/Winter collection, which was first showcased at Paris Fashion Week earlier this year.

Artistic Director Nigo’s new era of elegance for the fashion house reflects his exploration of cross-cultural exchanges and blending Eastern and Western styles into a classic wardrobe.

The event drew inspiration from this season’s Kenzo Magic Galaxy theme, featuring constellations made with beadwork and traditional Japanese sashiko embroidery, alongside the Kenzo Paris logo.

It was only a year ago that the France-based storied Parisian-Japanese brand held its first show in China. Shanghai served as the backdrop for Kenzo’s Spring Summer 2024 show in July 2023, a collection that had previously shown in Paris.

As China’s luxury market continues to evolve, designer labels like Kenzo are courting the country’s increasingly discerning consumers. As of late last year, the brand has been operating 40 stores in the mainland.

Other French brands such as Ami have been growing their presence in China recently. Local marketing and cultural immersion have played a major role for such brands. Ami’s Guangzhou store with its Cantonese tiled exterior and the brand’s Suzhou boutique, which drew inspiration from a traditional Chinese fan — are some examples of the emerging trend of opening larger boutiques with Chinese craft design components.