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August 29 2014

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The Great Wall of Zegna

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James Lima has been on fashion’s speed dial lately. He just finished shooting Ana Beatriz Barros and her exploding Amazona bag for Loewe, and today Ermenegildo Zegna tapped the Hollywood effects guru—a veteran of “Avatar”—to direct the label’s new show in “live-D.” Zegna celebrates twenty years of its business in China, and, like many brands, it’s pitching hard to the Asian customer. Hence, “In the Mood for China,” with the models—many of them Asian—seen ambling along the Great Wall on a giant screen before wending their way out onto the catwalk. How? Courtesy of a green-screen room concealed behind the set. (The technology will come to Zegna’s e-commerce site down the line.) Olivia Palermo and boyfriend Johannes Huebl were seated front row to check it all out, he dressed nattily in Zegna. The whole show was enough to send you to your travel agent demanding a seat on Mandarin Air, but as it happens, Palermo is directing her trail elsewhere; she heads to Doha tonight.

Photo: Vittorio Zunino Celotto / Getty Images

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