Club Monaco brings an all-access fashion show around the globe
Runway to retail
Stepping into Hong Kong's Club Monaco store along Queen's Road Central is like entering a garden paradise. The space is decked out in gorgeous floral blooms amidst all the clothing, and there's a dessert bar and freshly brewed artisanal coffee topped with toasted marshmallows. I'm told that I'm about to experience a scaled-down version of Club Monaco's fashion show at New York Fashion Week, specially recreated in Hong Kong for us folks over on this side of the world. The music starts and models gracefully stomp down the staircase and onto a platform — decked out in beautiful pieces from season's colourful Spring collection. And the best part of it all? We could all purchase the items straight away.
For the first time, Club Monaco presented a full-scale fashion show to invited customers at its global flagship store in New York. This lucky lot were then able to shop the looks on the models immediately, bypassing the usual six-month wait after fashion week for the collection to hit the sales floor. In our current fast-paced digital world, this 'see now, buy now' concept is music to our ears. There's no room to forget what the show (or its pieces) were like, or making a mental note to purchase — it's all about capitalising on the present. The collection is now available in every Club Monaco store in Hong Kong, China, Taiwan and Singapore.
"Our goal is to offer consumers fashion-forward yet approachable styles in a relaxed environment," said Francis Pierrel, Club Monaco's chief executive officer. "For spring/summer 2017, we are presenting the collection in our own home, thus creating a unique experience for guests and showcasing a lifestyle beyond the wardrobe."
This season's women's collection paid tribute to the documentary Latcho Drom, which follows a family of travellers from Romania to India, paying homage to travel celebrated through song and dance. Expect bold floral prints, vibrant patterns, sweet ruffles and peasant details which are offset by clean, crisp threads. Menswear, on the other hand, focused on reinterpretations of pinstripes, chalk stripes and jacquards, as well as refreshed floral and eastern European prints.
If this doesn't already get you excited, popping down to their shops or visiting their online store will. What are you waiting for?
The New York Fashion Week Spring Collection is available at Club Monaco Ngee Ann City and Club Monaco at The Shoppes at Marina Bay Sands.