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Agenda-setting intelligence, analysis and advice for the global fashion community.

The Strategies Behind Destination Shows’ Big Comeback

This week, more luxury labels announced shows in far-flung locations. BoF breaks down why brands from Dior to Balenciaga are doubling down on off-piste activations.
Dior staged its cruise 2022 show at the Acropolis in Athens, Greece.
Dior photographed models at the Acropolis following its cruise 2022 show in Athens, Greece. The rhythm of brands' far-flung destination shows is accelerating. (Dior)

Two years ago, as coronavirus forced the fashion industry to press pause, the far-flung runway spectacles luxury brands had been staging from Malibu to Kyoto were among the rituals some thought may never return.

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