French luxury house Chloé will showcase its 2020 resort collection in
Shanghai in June.
It will be the brand’s first pre-collection show abroad, a move embraced by
many luxury houses, including Chanel and Dior, who opt for the allure of
international destinations and new audiences to show their cruise
collections.
The Richemont-owned company stated it was not planning to show dedicated
cruise collections around the world every season. “This is not a strategy
focused on making a show for the pre-collection, rather we want to do
something special in China for the Chinese Chloé girls,” CEO Geoffroy de la
Bourdonnaye told WWD.
Creative Director Natacha Ramsay-Levi visited Shanghai in January for
inspiration for the event.
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