Who's Next takes to the road to meet U.S. retailers
Who's Next - Prêt à Porter Paris is going on an American road trip. To offset a real deficit of U.S. retailers at the fair's July edition (only 464 came to the Porte de Versailles), the Paris show is setting out to meet them from August 10 to September 15. The project, conducted in partnership with the Transatlantic agency , aims to win over nearly 500 retailers in ten cities: San Francisco, Los Angeles, Las Vegas, Aspen, Dallas, Austin, Miami, Atlanta, New York and Chicago.
The fair is being represented by Boris Provost, Who's Next director of communication and international development, and Transatlantic colleague Jean-Baptiste Langlais. The event will be offering preferential rates and benefits together with its partner the Galeries Lafayette. This charm offensive will take the shape of an Airstream trailer turned meeting room but also showroom for a dozen brands of the Transatlantic fold. The brands include Corpus Christi jewelry, ready-to-wear fashion from Marchand Drapier or Chapal, but also shoes from Mercadal or bow ties and ties from Maison F.
After the kick-off August 10 in San Francisco, the Who's Next trailer will pass through Las Vegas from August 19 to 23 during the Magic trade show and set up camp in the space dedicated to French brands there. The traveling promotion will be in New York from 7 to September 12th right in the thick of Fashion Week.
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