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Maison Margiela targets Chinese market with Shanghai show and four exhibitions

Maison Margiela has inaugurated its first show outside of Paris in Shanghai. The brand is also launching a road trip across China, combining collections, exhibitions and activations. “This is the first time we have held a show outside of Paris,” Glenn Martens, artistic director of Maison Margiela, told FashionUnited in Shanghai. “The brand...

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Tommy Hilfiger continues to drive growth through fashion-tainment

American fashion and lifestyle brand Tommy Hilfiger, known for its preppy “American cool” aesthetic, is continuing to drive forward with its fashion-tainment strategy, combining sports, fashion and entertainment, by adding NFL star Travis Kelce to its roster as it looks to target the growing pre-game tunnel walk. Tommy Hilfiger has a 40-year...

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