The brand unveiled the Fluffy Residence in IFS Chengdu and restaged its fall 2023 show on Saturday with a special showcase of the bestselling coat.
The space reimagined what a home would look like if everything was wrapped in the coat’s signature fluffy beige fabric, from the kitchen countertop, bookshelves, and flowers to tableware, the bed with a giant teddy bear figure sitting on it, and even the bathroom.
It also comes with an interactive mirror where, through a camera, a digital teddy bear can mimic the movements of the visitors.The location instantly became a popular destination for the city’s fashion-savvy consumers, who queued up to create content to upload to Chinese social media platforms like Xiaohongshu, WeChat, and Douyin.
The show came with a special showcase of the Teddy Bear coat in various colors, reinforcing the mantra of the brand’s bestselling item “I was, I am, I will be” in the latest campaign featuring Mariacarla Boscono. A mother-daughter duo closed the show wearing the limited-edition rhinestoned Teddy Bear coat, and the newly introduced mini Teddy Bear coat, respectively.They will be soon available in selected Max Mara stores in cities like Tokyo, Milan, London, Hong Kong, Sydney, Dubai, Paris, and Seoul.EXCLUSIVE: Louis Vuitton's New Handbags Are Like Miniature Art to Go. We use vendors that may also process your information to help provide our services.
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