A film about the (2011) Chinese fashion industry is bound to have curiosity value at least - well no actually. There's one runway show that we don't get a good look at and magazine spreads that we never see are constantly being prepared. What we do get is a formulaic plot with a detour via JERRY MAGUIRE.
Vic Chou is a star of the Beijing fashion magazine industry (we suppose they do have one) Designers fawn over him and they are going to send him to Milan this year. This is a bit much for his boss, veteran Alan Tam (ARMOR OF GOD) who fires him on a whim. Chou storms out asking his associates to join him in a new venture but only boyish cute Vivian Hsu will be in it.
He recruits a new team from under used workers and competes, losing to Tam until the inevitable up swing - dancing in the street follows.
There's one quite accomplished urban luxury montage early on, the selection of filming locales is often striking and the leads are a good looking couple who suggest potential that the film fails to use. For the rest the determined glossiness is just for show, not connected to any story elements.
Vic Chou is a star of the Beijing fashion magazine industry (we suppose they do have one) Designers fawn over him and they are going to send him to Milan this year. This is a bit much for his boss, veteran Alan Tam (ARMOR OF GOD) who fires him on a whim. Chou storms out asking his associates to join him in a new venture but only boyish cute Vivian Hsu will be in it.
He recruits a new team from under used workers and competes, losing to Tam until the inevitable up swing - dancing in the street follows.
There's one quite accomplished urban luxury montage early on, the selection of filming locales is often striking and the leads are a good looking couple who suggest potential that the film fails to use. For the rest the determined glossiness is just for show, not connected to any story elements.
