As a countermeasure to fake Taylor Swift branded products being sold in Asia, the singer’s new fashion range was launched for the Chinese market during Hong Kong Fashion Week.
Fashion insiders see the move as a bid to have stores in the international market, and particularly in Mainland China, pick up the collections first released by Heritage66 exclusively on eCommerce outlets Tmall (Alibaba) and JD.com, according to Women’s Wear Daily.
Swift did not attend the brand’s debut at the three-day show, but her spirit was captured in the outfits the models displayed on a small runway amid the booths of garment manufacturers. To her tunes Bad Blood, Blank Space and Shake It Off, the models showcased the spring and fall collection comprising cropped tops, mini-dresses and pieces emblazoned with Swift’s name and song titles.
Counterfeiters have been trying to sell products under Swift’s name in Asia, and this has been especially rampant in China, reports WWD. Nashville-based Heritage66 has posted warnings on its website that JD.com and TMall are the only places that offer authentic pieces from the collection.
Heritage66 COO Kate Liegey says the response to the brand has been very good, with “phenomenal success” when it was launched online.
“We realised that the demand was just incredible for the store business, and decided to do this show,” she told Bustle.com.
Liegey says hundreds of retailers from places as diverse as Dubai, Mexico and Uruguay have already discussed potential partnerships with the new collection.
“Everybody wants the product line.”