Taylor Swift's clothing line unveiled at Hong Kong Fashion Week
Singer Taylor Swift's new apparel was showcased during a small runway show at Hong Kong Fashion Week on Monday (18Jan16) .
The 26-year-old musician has an active partnership with bosses at Heritage66 - a clothing manufacturer based in Nashville, Tennessee, and although she was not present at the Hong Kong presentation of her new clothes, Heritage66 executives hosted the low-key runway show on the star's behalf.
Models walked the runway in Taylor Swift merchandise decorated with
musical instrument props while some of her hit tunes, like Bad
Blood, Shake It Off and Blank Space, played in the background.
The showcased items of clothing were pulled from both the spring
and fall merchandise collections and the pieces included styles
like cropped T-shirts, form-fitting mini-dresses and tight pants
emblazoned with the singer's name or initials.
Sources tell Women's Wear Daily the apparel had "a sporty feel to
it", and one stand-out dress appeared to be inspired by high school
varsity jackets.
Taylor's partnership with Heritage66 began last year (15) after the
company started selling her clothing on JD.com and Alibaba's Tmall
platforms. Heritage66 executives have very distinct objectives with
the merchandise collections - they want to capitalise on Taylor's
popularity in China while trying to keep pirated and phoney items
off the market there. There are a number of products selling
overseas with Taylor's likeness printed on them.
Kate Liegey, chief operating officer of Heritage66, informed WWD
she was prompted to host the runway show at Hong Kong Fashion Week
because Taylor's merchandise has reached a "phenomenal" level of
sales success since it debuted on Tmall and JD.com.
"We realised that the demand was just incredible for the store
business and we decided to do this show," Kate said. "Everybody
wants the product line."
The fashion businesswoman noted other foreign retailers based in
countries like Uruguay, Mexico, and Dubai have all expressed
interest in stocking items from Taylor's collection.
Heritage66 also offers official merchandise clothing for country
superstar Keith Urban.