But much has changed in 2022 with China’s continued insistence on a “dynamic zero Covid-19” policy that uses harsh measures to cut any virus transmission chain, even as the rest of the world opens up in the face of infectious Omicron variants.

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To attend Prada’s event, guests had to show proof of a negative Covid-19 test taken within 48 hours and masks were mandatory for all attendees indoors except the models stomping along the catwalk.

Those flying in from other Chinese cities also had to comply with Beijing’s testing requirements for domestic travellers.

“[This event] is a key statement for the brand, especially in this moment where first mover advantage will be seen as more powerful and significant than before,” said Kim Leitzes, APAC managing director of data provider Launchmetrics.

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The brand has seen significant improvement in its China business in recent years, reducing its reliance on wholesale and driving more sales through its own stores and website, where items are more likely to be sold at full price.

“I’m very excited to be here tonight,” said one of the Friday show attendees, Chen Zaozao, who works at an auction house in Beijing. “I used to have many opportunities to attend fashion events before but it has become rare these days.”