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Jul 31 2008 1:28PM EDT

MasterCard's Fashion Extravaganza in Hong Kong

Why would the likes of Donna Karan, Marc Jacobs, Oscar de le Renta and Jean Paul Gaultier be heading to Hong Kong the last week of August? We'd expect them to be heading to Capri or St. Tropez--or at the very least, the Hamptons.

Because the last week of August is when MasterCard, in conjunction with IMG, hold what they call "MasterCard Luxury Week 2008" in Hong Kong. Is this fashion week Hong Kong? Well, no, actually. This is billed as "the world's first consumer-focused luxury fashion event." It is not for editors or press, specifically. But it does feature models flown in from IMG Paris--not local Asian models--and it invites--gulp - consumers! Since when did shoppers get invited to fashion shows--where the designers are actually present?

According to a Donna Karan spokeswoman, Donna and her team - plus international hair and makeup people - will recreate her New York fall 08 show - not her upcoming spring 09 collection, which will be shown in New York this September. "It's our third time doing this show, and it's a lot of work," said the spokeswoman. "But it accomplishes marketing and media for us in the Asian market - and there is a lot of tv." Also, the designers' biggest VIP Asian customers are present and place orders on the spot. "And Asia is still an enormous percentage of our global market," she added. "And they are still spending like there is no recession."

Summer in Hong Kong just might become the new status vacation destination for the fashion set - particularly those with something to sell.

by Merle Ginsberg


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