{"id":202509,"date":"2025-11-27T06:14:20","date_gmt":"2025-11-27T06:14:20","guid":{"rendered":"https:\/\/www.europesays.com\/ie\/202509\/"},"modified":"2025-11-27T06:14:20","modified_gmt":"2025-11-27T06:14:20","slug":"next-stop-the-us-what-is-a-destination-show-in-2026","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/ie\/202509\/","title":{"rendered":"Next Stop, the US: What Is a Destination Show in 2026?"},"content":{"rendered":"

Proximity to clients \u2014 in 2026, US clients \u2014 is crucial, say experts. Rather than flying V-VIPs out to all corners of the world, brands are making a concerted effort to connect with high-net-worth individuals (HNWIs) where they are. \u201cThese shows are becoming more about deepening roots in lucrative home markets \u2014 taking collections directly to where their most dependable HNW clients actually are,\u201d Coffey says. \u201cUS-based shows give brands the chance to foreground workmanship<\/a> and exclusivity to the clients who matter most.\u201d<\/p>\n

\"Image<\/p>\n

Chanel resort 2024 in Los Angeles.<\/p>\n

Photo: Andrea Adriani \/ Gorunway.com\"Image<\/p>\n

Louis Vuitton resort 2020 at New York\u2019s TWA.<\/p>\n

Photo: Daniele Oberrauch \/ Gorunway.com<\/p>\n

This is extra important for brands with new talent at the helm, Wassner says. \u201cDesigners come and go, and they bring their own aesthetics with them; the brands have lost singular definition,\u201d he adds. \u201cThey need to regain that for the American market as well, so consumers can tell one brand from the next.\u201d In bringing shows to consumers\u2019 home turf, brands can introduce their new eras to the clients with the dollars to participate in them.<\/p>\n

This newfound focus on practicality doesn\u2019t mean destination shows are completely shifting away from the glitz and glam that made them so intriguing in the first place. Quite the contrary; brands\u2019 choice to double down on the US means they\u2019re better set up to reach the masses \u2014 even beyond the States. \u201cThe US remains the strongest engine for global media amplification,\u201d Coffey says. \u201cCruise collections have evolved into vehicles for cultural reach, and staging shows in LA and New York maximises media value \u2014 delivering instant visibility through celebrity networks and influencers with trusted content ecosystems.\u201d<\/p>\n

That said, brands ought to be wary of going in too hard on the US for the sake of simply doing something in America. \u201cToo much \u2018lights, camera, action\u2019 can eventually start to feel dull,\u201d says fashion consultant Julie Gilhart. \u201cWhat really counts is connecting with the audience and making it a thoughtful, meaningful experience.\u201d Dior\u2019s choice of Los Angeles illustrates this well. Anderson is known for his work with film<\/a> \u2014 often by way of his collaboration on Luca Guadagnino\u2019s films, including Challengers and Queer. Where better to build on this overlap than Hollywood\u2019s home city?<\/p>\n

Gilhart hopes that brands will take this connectivity a step further with a more boots-on-the-ground approach to American destination shows. \u201cWith so much economic disparity right now, it would be powerful for brands to build in some kind of giveback to the city they choose,\u201d she says.<\/p>\n

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