Last Sunday night marked the return of the annual Vogue’s Fashion’s Night Out (摩登不夜城) in China – the after-sundown one-night-only event that highlights fashion and supports retail with special events. Invading Shanghai for the first time, FNO took over Huaihai Lu – stretching from Printemps-Shanghai to Shanghai Times Square.
Most of the festivities took place in the “posher” part of Huaihai Lu, especially at Hong Kong Plaza, which deserves a prize in creating the most buzz – live band, red carpet, burly bodyguards – all of which made people flock to its entrance, and wait for something to go down. Worse was when some celebrity was in a store, and people crowded around the place just to get a glimpse, like they would for pandas at a zoo.
DJs, impromptu fashion show and models posing as real life mannequins in store displays were not an uncommon sight. Various stores served refreshments – Gap gave snacks like popcorn while higher-end Coach served cocktails. H&M took a creative approach in marketing/brand exposure by placing troops of H&M clad models posing at various points all over Huaihai Zhong Lu.
Though we do have to ask, where were the top stars, the top models? It seems only a handful of Chinese stars attended, perhaps since the top Chinese models were all working at the New York Fashion Week – so much for all those promo videos. Overall, we think FNO Shanghai had its thunder stolen from New York’s – with their alarming number of celebrity/top model in store appearances etc. that actually promoted the stores. And also we think the FNO website was a fail even though it was well made – the schedule was hard to find, and an English version of the website would’ve been nice, non?
By Audrey Lim