V.ersace flies to Los Angeles e Celine follows closely, after that Chanel replicated her latest fashion show in Miami just a few days ago. After Dior, Saint Laurent, Louis Vuitton, more and more brands decide to break away from the official fashion week calendar by opting for unique fashion shows of their kind. Versace gives up Milan Fashion Week for a show two days before the Oscars ceremony. While Celine plays in advance, presenting the AI 23/24 already this 8 December. Market strategies or artistic choices?
Versace pays homage to Hollywood during the Oscars
For the Italian Maison the choice to present the collection Autumn-Winter 2023/2024 outside the Milan calendar is an absolute novelty. But the fixed date, which corresponds to Friday 10 March 2023, two days before the Oscars ceremony, he reveals his intentions. “For me Hollywood represents both a place and a state of mind“, Donatella Versace says in a note. “It’s about storytelling and magic, power and vulnerability, creativity and emotional expression.”
After all the entertainment world, celebrities and Hollywood has been part of the brand’s DNA since the very beginning. On the Red Carpet as on the catwalk, Versace is the brand that has not only been capable of enhance the stars, but in some cases to make them become such (see Jennifer Lopez). This is why the choice of the Medusa brand appears bold, but at the same time coherent and linear.
From the Versace SS 23 fashion show in Milan.
Celine also flies to California
A professional in the twists and turns, Celine, the signature of the luxury giant LVMH, has also decided to change her calendar. She will present the F / W 2023 2024 collection next December 8, in less than a month, in Los Angeles. Playing several weeks ahead of the Fashion Weeks of New York, London, Milan and Paris, we still don’t know the exclusive location chosen. With a growing turnover (+ 28% compared to 2021) and one popularity that the brand hadn’t registered for years, the creative director Heidi Slimane chooses to take risks. As it was done for the SS 2023, which did not return to the last Paris Fashion Week. But she will be presented via a film set in the south of France that airs this month streaming on the brand’s website.
Chanel replicates her Cruise in Miami
A different operation, however, for Chanel. Which he staged in Miami there replica of the fashion show which was held in Monte Carlo last May. On the beach of the Faena Hotel in Miami Beach showed the Cruise 2022 2023 collection, which pays homage and celebrates the link between the maison and America. A relationship that began in the 1920s, and which evolves thanks to travel, holidays and special collections dedicated to the world of travel and the sea dating back to 1919.
With some of the maison’s ambassadors in the front row, including Pharrell Williams, Lily-Rose Depp, Marion Cotillard and Caroline de Maigret and Phoebe Tonkin, the French brand retraced its history and its ties with America. That proves to be, now more than ever, the leading stage of the fashion system.
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