Versace Asia’s Hong Kong flagship store is set to be followed by another in Shanghai, and possibly a hotel in Macau.

“It’s wonderful to be in Hong Kong, and the new store looks amazing,” the Italian luxury fashion brand’s chief designer/VP Donatella Versace said at the opening ceremony of the boutique in Central. The store has been trading since January, but Versace herself was in town for a formal celebration and a catwalk show of the brand’s latest creations.

Hong Kong celebrities filled the front row at the celebration, at Shaw Studios, once the centre of the film industry, as models showcased the label’s fall and winter collections for men and women.

“The growth rate over the past five years has been amazing,” says Versace CEO Jonathan Akeroyd. “Seeing the shows and seeing how much the brand has to offer, what we need to do now is to make sure it’s translated into our stores.”

In Asia, the label’s customers tend to be younger and more conscious of trends, while Versace’s heritage and Italian craftsmanship are major selling points, reports the Asia Times.

Donatella Versace says she does not regard new luxury brands as competitors. “There are actually not many brands that have what we offer: hotels, home products, perfume,” she says.
Macau’s Palazzo Versace hotel is likely to open late this year.