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New rules of influence: key takeaways for fashion from Milan Design Week 2026

Milan Design Week concluded at the end of April, giving experts time to analyse the impact of this pivotal edition. According to a recent report by PR agency Karla Otto, the experiential strategies of fashion houses have clearly shifted. The focus is no longer on installations designed solely for fleeting buzz, but on valuing the creative...

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Chinese market: How a local presence helps French brands to establish themselves

During this year's Shanghai Fashion Week, Promas, the organisation for the promotion of menswear in France and abroad, supported Ludovic de Saint Sernin, Coltesse, EgonLab and Baziszt in their approach to the Chinese market. Initial findings reveal distinct strategies, balancing business development, local integration and collection adjustments....

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