Apart from porcelain pieces, the show lacked Chinese elements or cultural borrowings, but Sciuto says the four exhibitions are Margiela’s way to engage local consumers.
“China is no longer a market to come here and sell, but a market to embrace and engage with,” he says.
“Chinese marketing is changing quickly. Consumers used to buy big logos, but now, they seek self-expression, authenticity and transparency. They used to buy our sneakers and perfumes, but now we have young clients who appreciate our ready-to-wear and haute couture.
