Destination runways have always been the fashion industry’s widely practised tradition. Karl Lagerfeld famously transformed the Great Wall of China into a catwalk for Fendi in 2007. When Raf Simons presented Dior’s 2016 resort collection, he turned to Pierre Cardin’s Bubble Palace in Cannes. Then there was Jacquemus, whose hot pink carpet at the lavender fields of Provence, France, sparked a viral sensation.
Although fashion enjoyed a fling with digital platforms during the pandemic, its affinity for unconventional catwalk locations has not wavered. As fashion shows return to their regular programming, designers have turned to off-piste site activations in an attempt to make up for lost time.
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