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Fashion Is Betting on the American South

Southern cities like Nashville, Charleston and Atlanta are seeing an influx of tourists and residents, attracting attention from brands and influencers.
Charleston's King Street is the hub of the city's retail and fashion scene.
Charleston's King Street is the hub of the city's retail and fashion scene. (Shutterstock)

Last week, Kering chief executive François-Henri Pinault added two new metropolises to the list of global cities where brands like Gucci and Balenciaga are eyeing expansion: Atlanta and Nashville.

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Further Reading

The Two Hottest Cities in America

Young, wealthy professionals have flooded Miami and Austin over the last 18 months, and luxury brands are following the money. But selling to a newly minted tech millionaire isn’t always so simple.

Searching for the Next Barneys

American luxury retail has changed, but customers are still hungry for the special feeling only an exceptional multi-brand store can offer. Can a crop of upstarts and a few savvy incumbents succeed where others have failed?

About the author
Diana Pearl
Diana Pearl

Diana Pearl is Senior News and Features Editor at The Business of Fashion. She is based in New York and drives BoF’s marketing and media coverage.

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