Some people might say that once you've seen one fashion show, you've een them all. But not Fendi. The luxury Italian design brand, co-designed by Karl Lagerfeld and Silvia Venturini Fendi, staged a massive fashion show on the Great Wall of China, said to have cost in the realms of $10million. The show was an expanded version of the SS08 collection, already shown in Milan last September. The point? Apart from being an extravaganza - and fashion loves an extravaganza - extraordinaire, a Fendi chief executive said it was about "positioning Fendi for the next 50 years". In other words, it's about illustrating that Fendi is a brand of wealth and success and, as China opens up to the luxury goods market, a canny way of getting noticed over there. A crop of fashion press and glamorous faces, including Kate Bosworth, Thandie Newton and Julia Restoin-Roitfeld, attended, partying into the early hours at an open-air dinner party. Clearly there are still ways to stage a fashion show, but this one will certainly take some beating. 

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