Source: The Business of Fashion
Summary
LVMH, the parent company of Louis Vuitton, Christian Dior, and other luxury brands, will host a fashion show on the Avenue des Champs-Elysées in Paris on June 14. The event, which is part of the group’s efforts to promote French fashion, will feature a takeover of the famous avenue. According to reports, the show will be a first for the location. LVMH has not yet released details on the specific brands or designers that will participate.
Our Reading
The look feels familiar. Louis Vuitton’s 2017 show at the Louvre comes to mind. The trend returns with a new name: “See Now, Buy Now” has given way to ” experiential retail”. LVMH’s takeover of the Champs-Elysées is the latest iteration of the luxury group’s efforts to create immersive brand experiences. The collection enters the cycle, as luxury brands continue to blur the lines between fashion, art, and entertainment.
And so, the Champs-Elysées becomes a catwalk, because what’s more Parisian than that?
Author: Evan Null
