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Why Luxury Brands Can’t Resist Cannes

The film festival has become an increasingly important launchpad for luxury brands such as Versace, which will reveal a collection co-designed by Dua Lipa on Tuesday. Plus, what else to watch for this week.
Luxury brands are increasingly doing more than dressing celebrities for the Cannes Film Festival red carpet.
Luxury brands are increasingly doing more than dressing celebrities for the Cannes Film Festival red carpet. (Getty Images)
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BoF PROFESSIONAL

Versace has a longstanding relationship with Dua Lipa, bringing her to the Met Gala in 2019, casting her in the brand’s September 2021 show in Milan and dressing her for multiple red carpet appearances. Now the pair are going a step further, debuting a collection co-designed by Lipa at Cannes on May 23. The collection, which includes everything from swimwear and accessories to evening wear and jewellery, will be shown in an intimate setting, according to a person familiar with the brand’s plans. The fact that the show will be see-now-buy-now indicates it’s designed for maximum commercial potential.

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About the author
Brian Baskin
Brian Baskin

Brian Baskin is Executive Editor at The Business of Fashion. He is based in New York and oversees BoF's beauty, retail, direct-to-consumer, technology, marketing and workplace verticals.

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