Burberry makes it rain in Beijing

Burberry brought British weather to Beijing last night for its first event in China in nearly a decade.

By ELLE UK and NonePublished: 14 April 2011

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The group showcased its A/W 11 collection and a bag of special effects tricks for a fashion extravaganza to mark the opening of its new flagship store.

1,000 party guests watched Edie Campbell, Jourdan Dunn and Cara Delevingne model the new collection as part of a multimedia production making use of holograms, digital animation and projections.

The technological magic made it seem that models disappeared into thin air, transformed into snow, or multiplied and walked in tandem with their digital clones. Other effects created rain and snow, one-upping the indoor weather seen at the London show.

As if that werent impressive enough, the catwalk show was followed with a Keane concertthe bands first in China.

China is one of Burberrys most important marketsthe group has 57 stores in the Asian powerhouse and plans to raise that number to 100 within the next four to five years. With luxury spending in China expected to rise from £6.2bn in 2009 to £17bn in 2015, the country can expect to see a lot more Burberry.

The future of China and the future of Burberry honestly are inseparable, CEO Angela Ahrendts said.

Were still enthralled by the snow...

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