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Fashion's Night Out Festivities Move to Asia

Crowds form in Sydney, New Delhi, Tokyo and Beijing.

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Tokyo and Beijing wrapped up the festivities on Saturday night. 

The action in Beijing was more low-key than many other spots around the world. Organizers said that 3,000 to 4,000 people turned up for the festivities at luxury China World Mall. The event appeared to target high-end consumers rather than the masses.

Chinese actors and models were on hand as several retailers in the mall complex offered discounts and other incentives to shoppers. There was also a Vogue concept store selling items from 15 luxury brands including Fendi, Gucci and Salvatore Ferragamo.

In Tokyo, hip hop dancer Kento Mori performed a tribute to Michael Jackson before Ai Tominaga, drag queen Ikko and a gaggle of Japanese models strutted down the middle of Omotesando Hills in a fashion show.

Hermès took advantage of the evening to open its first pop-up store in the Tokyo mall. The shop, decked out in the house’s signature orange boxes, sells nothing but the brand’s colorful silk scarves. Plenty of customers were picking through the offerings and many were taking advantage of a photo booth in the store to snap commemorative pictures with their friends.

Elsewhere, Tod’s opened the rooftop terrace of its flagship while Gucci photographed shoppers wearing fur coats from the fall collection. Marc by Marc Jacobs enlisted makeup artists to give customers mini makeovers. A group of stores, including United Arrows, hired a double-decker bus to ferry shoppers up and down Omotesando Avenue.

At Burberry, indie rockers The Cheek played two short sets to an enthusiastic crowd gathered outside the store. Lead singer Rory Cottam appears in Burberry's fall ad campaign.

"The atmosphere is so much fun," quipped Miki Fujita, a 27-year-old office worker, who bought a watch at the newly opened Michael Kors boutique on Omotesando Avenue. "It's like a festival."

 

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