Stars including #AnyaTaylorJoy, #NewJeans's #Haerin, #MichelleWilliams, #RachelZegler and #RosamundPike gathered at the Brooklyn Museum last night for #Dior's pre-fall 2024 collection. "I've desired from the first moment I arrived at Dior eight years ago to come here and realise this show," Maria Grazia Chiuri said to Vogue before sending her take on American sportswear down the runway. A destination show can help luxury brands activate new regional markets and pre-collections, which fall outside of the usual fashion week calendar, are often more commercial than Spring/Summer or Autumn/Winter and tend to be on the shop floor for longer. By some estimates, pre-collections can account for somewhere between 60 to 80% of a luxury company's revenues. But today's shows are not just for physically present VIPs and buyers, but also the rest of a brand's vast global fanbase who can now tune in online. At the link in bio #VogueBusiness examines the power of a pre-fall location show.