French luxury house Chloé will showcase its 2020 resort collection in Shanghai in June.

It will be the brand's first pre-collection show abroad, a move embraced by many luxury houses, including Chanel and Dior, who opt for the allure of international destinations and new audiences to show their cruise collections.

The Richemont-owned company stated it was not planning to show dedicated cruise collections around the world every season. "This is not a strategy focused on making a show for the pre-collection, rather we want to do something special in China for the Chinese Chloé girls," CEO Geoffroy de la Bourdonnaye told WWD.

Creative Director Natacha Ramsay-Levi visited Shanghai in January for inspiration for the event.

 

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