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Burberry to hold Autumn/Winter 2020 runway show in Shanghai

Burberry, the British luxury fashion giant, plans to hold its Fall 2020 runway show in Shanghai on April 23, 2020. The show will include new looks designed specifically for the Chinese market, which will be available to purchase exclusively in China in stores and online.

The brand’s Fall 2020 show will be presented in London on February 17, during London Fashion Week. Its catwalk last season saw the brand leverage the star power of its brand ambassadors — singer Kun Chen, actress Dongyu Zhou, and rapper Lucas Huang.

Burberry has 61 stores in China and is set to open a social retail store in Shenzhen Bay as part of an exclusive partnership with Tencent during the first half of 2020. Previously, Burberry hosted a holographic show in 2011 for the opening of its Beijing flagship store and another catwalk in 2014 for the opening of the Shanghai Kerry Center. Nonetheless, this is the first time the brand has chosen to show a full collection in China and with new looks created entirely with Chinese consumers in mind.