Another December, another fashion month? Over the course of two weeks, Dior Men is showing in Cairo, Chanel in Dakar and both Armani Neve and Pucci in St. Moritz. But while far-flung locales are par for the course when it comes to destination fashion shows — clients spending six-figures a year practically demand to be whisked halfway across the globe — there’s one destination they keep returning to time and again.
This year alone, Louis Vuitton, Ralph Lauren, Dior Men and Alexander Wang have all put on shows in Southern California — primarily in Los Angeles, the centre of the entertainment industry, whose red carpet culture is an increasingly important marketing tool for fashion brands. The city is also a homebase for many fashion industry-adjacent creatives, who consult for the likes of Celine or Tom Ford, or one of the dozens of mass-market companies based here, including SKIMS and GOAT. Celine’s Hedi Slimane famously set up a studio here when he was designing Saint Laurent.
