Beijing's Shin Kong Place shone with celebrities when French luxury brand Louis Vuitton held the opening ceremony of its boutique store there on Friday. Those who walked the red carpet included A-list actresses Carina Lau, Fan Bingbing, actor Hu Bing, and supermodel Liu Wen.

Fan wore a pale jonquil shift with floral prints, and toted an Alma handbag from the label. Though sizzling heat waves were creating a shimmering haze across the city, a flowing floral coat was stylishly draped over her shoulders.

Fan says the overcoat is from Louis Vuitton's 2013 autumn collection, and she was "very excited and thrilled to present Louis Vuitton's latest collection".

"These pieces are vintage style, and at the same time, very functional. I personally love the vintage style very much," she says.

Fan is one of the closest celebrity friends of the French house, and epitomizes Louis Vuitton's luxurious, elegant and bold style. Last year, she was frequently snapped by fashion paparazzi who noted that she had at least five Alma bags. It was said this was what made the French label notice her.

Just at the end of last year, the label announced Fan would endorse Louis Vuitton's Alma bag. At the press conference, president of Louis Vuitton China Philippe Fortunato gave her a golden Christmas tree with more than 10 Alma bags hanging upon it.

Fan says Louis Vuitton is the right choice for the lady of today.

"A modern woman should have her own characteristics besides some 'sweetness'. She should be very brave in following her styles," she says.

But while some may believe that Fan is the queen in Louis Vuitton's China celebrity empire, the crown actually belongs to supermodel Du Juan.

Fan endorses the Alma handbag in the Asia-Pacific, but Du has been LV's global ambassador since 2006.

The supermodel also appeared at the opening ceremony in a dark pink V-neck cardigan, with a pencil skirt with embroidery lines. These are also from the label's early autumn collection.

Du says Louis Vuitton is the right choice for her, because some items are "simple and elegant".

The label's partnership with celebrities is always the talk in fashion industry. In the global catwalk, there are Madonna, Kanye West, Kate Moss and Jennifer Lopez; in China, the list includes actresses Sun Li, Chen Ran, Huo Siyan, actors Wu Xiubo, Lin Gengxin, and supermodels Liu Wen, Qin Shupei.

Globally, Louis Vuitton uses a much broader range of celebrities besides actresses, singers and models. Fashionistas can see film directors, athletes, and astronauts on the label's advertisements. Maybe this will also happen in China soon.

gentian@chinadaily.com.cn

(China Daily USA 07/29/2013 page9)