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.