2017 Spring And Summer Shanghai Fashion Week Third Days ---Fashion Rocks

In the second half of this year, the Shanghai Oriental Sports Center will have a performance of 1000 yuan with an average price of Fashion Rocks.

Maybe, you can understand it as a fusion

The music festival is different from the Super Bowl show or the star concert, and the Fashion Rocks turns out to be on the stage.

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Imagine that when Beyonc's "Baby Boy" has just entered the popular chorus, the tall model Giorgio Armani is walking in the rhythm.

This is a scene on the first Fashion Rocks in 2003.

As a sponsor, The Prince s Trust not only invited heavyweight singing such as Bj rk, Jane s Addiction, Beyonc, Robbie, and Charles, but also moved the fashion show to the venue, the Royal Hall of music Bert.

At that time, there were 17 fashion brands including Prada, Giorgio Armani, Versace, Alexander McQueen and so on.

From left to right: Greg Rogers, Shangguan Zhe, Charli XCX, Terence Chu

Over the next 13 years, Fashion Rocks has hosted a total of 9 events worldwide, ranging from London and New York to Monte Carlo and Rio De Janeiro.

The next stop is arranged in Shanghai, the date is October 14th, that is, the third day of the 2017 spring and summer Shanghai fashion week.

"More and more international superstars come to China to hold concerts, which shows that the market is booming."

Fashion Rocks global business chairman Greg Rogers said to interface news, Taylor Swift, Katy Perry, Rihanna, Mariah Carey, Rihanna and other European and American front-line musicians have come to China in the past few years, "that's why we decided to make Shanghai China the first stop in Asia."

Of course, the depression in the European and American markets is also one of the reasons.

In 2014, Fashion Rocks returned to New York six years later. The guests included Jennifer Lopez, Magic, Nicki Mina, and CK underwear, Justin Bieber, on the spot.

Because there are so few fashion brands, only Calvin Klein is in line with Rita Ora, which looks like a simple concert.

According to Nelson media research data, the number of viewers watching CBS in 2014 was only 2 million 400 thousand, less than half of that in 2008.

American Greg Rogers spent most of his working time in London. He joined in from 2005, the second Fashion Rocks of Britain.

"At the beginning, I was more worried about how to find a site that accommodates ten thousand people in Shanghai, and show a different stage effect than before, and combine music and fashion together."

Greg Rogers laughs. "Terence is not worried at all. She's an old hand."

"Because this is what I often do."

Terence Chu responded on the side that a standard Hong Kong Pu, a handsome and vigorous dress.

He founded APAX Group (Sichuan Power Planning Group) in the industry almost no one knows.

After the launch of early luxury brands into China, APAX helped design and build behind the show, such as Fendi, Giorgio Armani, Dunhill, Burberry and Salvatore Ferragamo.

But most of the time, APAX group only plays a low-key auxiliary role in luxury brands, until the establishment of a new business sector APAX LIVE, and purchase of Fashion Rocks exclusive copyright in Asia.

Obviously, this will be an attempt by APAX to advance from behind the scenes to the front.

If you have been concerned about Fashion Rocks in previous years, it is easy to find that the hosts of several performances in New York are Cond Nast, Kangtai.

The sponsor of the Shanghai Music Festival is APAX LIVE, which signed a strategic cooperation agreement with ELLE China just a month ago.

"Sometimes magazines have some concerns because of advertisers' reasons," Greg Rogers said. "For example, the brand or the brand."

For Terence Chu, one of the difficulties is to invite which stars.

"This list has been planned for nearly three years," he said. "We need to consider many details such as artists' popularity, schedule and so on.

This time we also deliberately joined the Korean idol men's group to cater for the Korean current consumption.

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At the July 27th press release, the organizers announced a pair of fashion music combinations: Shangguan Zhe and Charli XCX.

Charli XCX, a British pop singer born in 1992, has been from China to the future.

Before she appeared, the fans who were invited to come to the stage, excitedly whispered, and cleared their voices to prepare for the next scream.

When the lights came on again, Charli XCX took the famous "Boom Clap" hot field in 2014, and turned around to reveal the "Sankuanz" on the back skirt, that is, SHANGZHENG Zhe's brand name logo.

"This is a very high starting point for internationalization, which is good for designers.

Today, fashion brands are beginning to face consumers, and Fashion Rocks just provides such an opportunity.

Although Shangguan zhe has always dominated men's clothing, he said he would extract material from Charli XCX's music and tailor her costume for her.

"Fashion Rocks is different from ordinary concerts. We have no fixed specifications to follow," Terence Chu said. "Pairing is very, very difficult. All parties naturally want to cooperate with the most advanced people or brands in the industry."

However, sometimes musicians and designers invite each other, such as Giorgio Armani and Alicia Keys.

"Once Giorgio saw Alicia in a restaurant and invited her to participate in the show."

Greg Rogers said, "on the other hand, musicians are also keen to find new designers, such as Charli XCX. When she first came to China, she saw the clothes of Shangguan zhe feel very amazing."

Up to now, Fashion Rocks has confirmed that Chali XCX, Usher, Coco Lee and iKon will appear at the concert site.

Each musician will sing 4-5 songs, and each fashion brand will have a 20-25 minute display time.

The organizers will announce a matching designer next week, with 3 international fashion brands besides SHANGZHENG Zhe.

Like luxuries coming to China, Fashion Rocks, though fresh, is still an exotic product.

How to adapt to the soil of China is first of all a knowledge.

Sitting in the front row with Terence Chu, Greg Rogers and Shangguan zhe are Lv Xiaolei, Deputy Secretary General of Shanghai Fashion Week Organizing Committee.

As an event on the official schedule of the 2017 spring and summer fashion week in Shanghai, "there were many fashion people in the city at that time," Terence Chu said.

"We hope to achieve several billion pmission effects," Terence Chu said.

APAX LIVE please go to Done+Dusted in England to take charge of the dance.

This professional team once held the opening and closing ceremonies of the 2012 Madonna world tour, the 2014 Victoria and London Olympic Games, and they were responsible for the Super Bowl show last year.

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As a strategic partner, Tencent video will be broadcast live on the same day. The last international copyright cooperation was last year's "Vitoria secret" live broadcast, with a total volume of 330 million.

According to the APAX plan, the October 14th concert will be opened on the same day.

As for whether designers have the ability to complete production and delivery in a short time, Terence Chu explains: "we only choose half of the fashion in one season, so the pressure of designers is not very great."

The novelty of the audience is always the rule of the concert.

"I saw that APAX's first work was the 2011 Beijing Burberry hologram."

Greg Rogers said, "Dunhill's menswear show is also very interesting.

Maybe we can add some technology elements to the show later.