here was a time, somewhere around the mid-2010s, when the fashion industry began to question the relevance of the traditional fashion show in the digital age. The doubt was short-lived. Instead of scrapping the concept, bigger brands hit on the idea of supercharging it: They started picking ever-more- exotic locations to impress not only the gathered VIPs but also the wider world watching on TikTok and Instagram.
Which is how, at the end of 2022, Kim Jones—the British designer at the head of Dior Men since 2018—found himself in front of the Great Pyramid of Giza for the unveiling of his fall 2023 collection. Read more at Esquire.