THERE WAS A TIME, SOMEWHERE AROUND THE MID2010s, when the fashion industry began to question the relevance of the traditional fashion show in the digital age. The doubt was short-lived. Instead of scrapping the concept, bigger brands hit on the idea of supercharging it: They started picking ever-more exotic locations to impress not only the gathered VIPs but also the wider world watching on TikTok and Instagram.
Which is how, at the end of 2022, Kim Jones-the British designer at the head of Dior Men since 2018-found himself in front of the Great Pyramid of Giza for the unveiling of his fall 2023 collection. "I wanted to focus on the historical aspect and what a place like this means to the world," Jones says. "After all, the Great Pyramid is one of the Seven Wonders of the World-the only one that remains. I think it was a major moment in the history of fashion."
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