Beijing

        

Vogue magazine launched on the Chinese market only in September 2005, with the aim of attracting the new Chinese emerging middle class. Four years later Vogue China joined the global fashion community to celebrate Fashion’s Night Out. The party started at Season Place, continued in The Peninsula Hotel, Park Life and ended at China World’s new shopping mall. The magazine invited four leading international Chinese designers, Phillip Lim, Anna Sui, Alexander Wang and Jason Wu, to each design a distinct environmentally friendly shopping bag that was selling exclusively that evening. All proceeds from the sales benefited an environmental foundation.

It is interesting that Vogue China enlisted some of China’s top actresses, models and singers to promote the event in “100 celebrities photo exhibition”.

Promo campaign

              

Berlin

         

“More than 70 stores took part in Fashion’s Night Out in Germany’s capital city covering both western and eastern neighborhoods. United for 20 years, Berlin is still a divided shopping city, with the western Kurfürstendamm hosting department store KaDeWe and a string of big-name boutiques including Chanel, Burberry and Rolex, along with Camper and Douglas to boot. The east is represented through the high-end Gendarmenmarkt/Friedrichstrasse area, with French import Galeries Lafayette, and concept stores such as The Corner alongside Wolfgang Joop’s Wunderkind, Etro and Bottega Veneta, with Zara and Cos as near neighbors.  Mercedes-Benz crossed retail borders by providing a shuttle service between the two regions for VIPs as well as 900 Vogue subscribers, who identified themselves with Thomas Sabo bracelets sent randomly with the September issue. German Vogue also used the event to kick off its 30th anniversary, which will be feted in the October issue.”- WWD.  

Tokyo

          

“The shopper turnout paled in comparison to New York or Europe but the festivities still managed to inject a bit of nightlife into the Omotesando and Aoyama districts. The evening kicked off with an opening ceremony at Omotesando Hills mall, where model-turned-pop singer Anna Tsuchiya belted out songs and Cameron Silver, owner of the Los Angeles boutique Decades Inc., put in a brief onstage appearance to show off a Paco Rabanne necklace he donated for a charity auction. 
Tokyoites scooped up the neon commemorative buttons at Comme des Garcons and sipped the free champagne at Prada. 
“Look at how many people there are,” marveled Prada Japan ceo Davide Sesia, taking in the crowds at the brand’s flagship store. “This was an excellent idea.” – WWD.

Taipei

Well, who needs words? Seems like they had a lot of fun there. Guests attending the soiree in Taipei included celebrities from the fields of fashion, showbiz, and art. Taipei Mayor Hau Lung-bin and Taiwan’s supermodel Lin Chih-ling also appeared there. As it was in Beijing, local celebrities also joined their forces to promote Fashion’s Night Out in Taipei.

Promo Campaign 

        

Photos: Vogue China, Zimbio, WWD, Vogue Taiwan.

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