Balearic promotion takes the fashion route to China

A major fashion show by the best designers and brands in the Balearics was held in the Grand Theatre of Shanghai yesterday, to show that the islands have more to offer than the typical “sun and sand tourism.” Chinese models showed off clothing, accessories and leatherwear from 91 Balearic firms, the dominant features of which were light, floating materials mainly in shades of white and light green. There were 28 footwear manufacturers, 14 for leatherwear, 14 costume jewellery firms and 21 fashion houses.
Designers included Francisca Capella, José Miró, Juana Borras, Magines, Tania del Viejo, Tolo Crespí, Vora Vora and Xisco Caimari.
The event, preceded by Ibizan dancers, was hosted by Josep Juan Cardona, the Balearic minister of trade, industry and energy, who is in China drumming up trade. The fashion show is just the first step, he said, adding that an aggressive attitude was needed to break into the Chinese market. Tourism comes into it, “but not just sun and sand, but industry, history, gastronomy and other elements,” he said.