Bottega Veneta to show in Detroit, Michigan

Bottega Veneta has selected an unexpected city for its next fashion show venue. Detroit, Michigan will be the site of the luxury brand’s new-format show, Salon 03. The runway show will take place on October 21.

Bottega Veneta did not give any specific reason for choosing Detroit as the venue for its next runway show, but its likely the brand was looking for somewhere with minimal COVID-19 restrictions, as Europe has stricter lockdowns in place than anywhere in America. The U.S. is also a target market for Bottega Veneta right now. The brand recently opened a pop-up shop in Brooklyn, New York’s Williamsburg neighborhood.

Detroit might not have the immediate association with fashion that people think, but luxury brands have their eyes on the city. Hermès recently opened a store in Troy, Michigan, a northern suburb of Metro Detroit.

Bottega Veneta has decided to renounce the traditional fashion calendar and show off-schedule. The brand also dumped their social media accounts in a move that was considered unprecedented for this new decade. Since then, they have tried to find new ways to keep consumers excited and engaged about their product offerings.