Australian fashion house Zimmermann took over Antibes on the French Riviera in early June for its ‘Summer Escape.’ Guests were shuttled by water taxi to Hôtel Belles Rives for a candlelit dinner along the Mediterranean, a party among the trees at a private estate and a surprise live performance by Suki Waterhouse — with Jodie Turner-Smith, Eiza González and other names dressed in the brand’s new collection. Clips of the evening travelled far on social media.
What is interesting is the format. Instead of a runway or a campaign, the brand hosts an evening — hospitality, place and music staged so beautifully that guests and bystanders turn it into content. Like NikeSKIMS launching with a yoga class, the luxury playbook is shifting from showing products to hosting experiences worth retelling; the dinner is the new show.
So…:
If you replaced your next presentation with an evening people would retell, what would you host?
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Picture:
Karl Hab / Zimmermann (press)