This was published under the 2010 to 2015 Conservative and Liberal Democrat coalition government
As the Christmas shopping season approaches, a GREAT British Brand Show was organised by British Consulate General Guangzhou in a Swire-owned shopping mall Taikoo Hui on Saturday 14th December to raise the awareness of British retail brands among consumers and business contacts in south China’s retail sector.
With a high quality professional-run catwalk, British fashion brands became the topic of town for their discreet luxury and quality.
Following the very atmospheric opening of the event created by the British School choir in Guangzhou, famous British Brands started parading on the catwalk. Six UK retail brands including Aquascutum, DAKS, Fred Perry, French Connection UK, Dr Martens boots were invited to showcase their latest collections of design in the catwalk at Taikoo Hui, where all these brands have retail shops. British hair stylist Toni & Guy designed the models’ looks.
On the sideline of the catwalk, Dr Martens had its own boot painting session nearby. Two artists, one British and one Chinese, were invited to demonstrate their creativity. One turned a pair into a starry night, and the other, from Central Saint Martins’ College, turned a pair of boots into mini Kew Gardens in 3D. A “Food is GREAT”-branded food and drink display highlighted the best of British produce.
“Santa Claus” also showed up on the stage with an interesting quiz and giving away some GREAT-branded gift bags to the audience. His appearance was welcomed by the enthusiastic audience at the mall.
The first event of its kind in south China for the GREAT campaign, Saturday’s event successfully delivered targeted GREAT messages including “Fashion is GREAT” and “Food is GREAT” to the public as well as retail industry leaders.
British Consul General Guangzhou Alastair Morgan said:
As it is well known, the UK has an outstanding fashion industry and a wonderful fashion culture. The
UK leads the world’s fashion trends, as it has done for years. Meanwhile the UK is also nurturing
future fashion designers as many from the world choose the UK to study fashion. British brands have
never been absent from the global fashion stage.