It is only the third time Balenciaga has held a collection's debut show outside France, with both the previous two held in the United States. The Parisian house chose Shanghai this time, because the brand has been enjoying significant success in the Chinese market. China boasts more Balenciaga stores than any other country in the world.

To truly understand the lifestyle of consumers who purchase at least one-third of the brand's products, Balenciaga decided the simplest way was to fly over and see for itself. The fashion show is no longer just a product launch; it serves as a communication opportunity.