Back in December 1978, a middle-aged Frenchman wearing an oversized drop-shoulder woolen coat strode through the streets of Beijing, causing a stir among local residents. A few days later, he caused an even bigger sensation when he climbed the Great Wall and struck a victory pose.

The visitor, Pierre Cardin, was the first Western fashion designer to visit China, shortly after the country announced its reform and opening-up policy.

Three months later, Cardin organized the country's first fashion show at the Cultural Palace of Nationalities in Beijing, not only flying in 220 of his haute couture outfits from Paris, but also 12 professional models and a team of photographers, curators and stylists.

On the second day of the show, Xinhua News Agency said in an exclusive report to industry insiders, "The variety of colors on the runway contrasted sharply with the uniform blacks and grays of the audience."

Over the next decade, Cardin, dubbed the "Marco Polo of the 20th century" by Chinese media, continued to make headlines in the country.

He organized fashion shows on the Great Wall and in the Forbidden City, opening them to the public for the first time, with one event attracting an audience of 10,000.

Cardin also sent nine Chinese models to attend Paris Fashion Week and take part in a motorcade, in which they wore qipao as they were driven under the Arc de Triomphe in convertible cars flying the Chinese national flag.