Proximity to clients — in 2026, US clients — is crucial, say experts. Rather than flying V-VIPs out to all corners of the world, brands are making a concerted effort to connect with high-net-worth individuals (HNWIs) where they are. “These shows are becoming more about deepening roots in lucrative home markets — taking collections directly to where their most dependable HNW clients actually are,” Coffey says. “US-based shows give brands the chance to foreground workmanship and exclusivity to the clients who matter most.”
This is extra important for brands with new talent at the helm, Wassner says. “Designers come and go, and they bring their own aesthetics with them; the brands have lost singular definition,” he adds. “They need to regain that for the American market as well, so consumers can tell one brand from the next.” In bringing shows to consumers’ home turf, brands can introduce their new eras to the clients with the dollars to participate in them.
This newfound focus on practicality doesn’t mean destination shows are completely shifting away from the glitz and glam that made them so intriguing in the first place. Quite the contrary; brands’ choice to double down on the US means they’re better set up to reach the masses — even beyond the States. “The US remains the strongest engine for global media amplification,” Coffey says. “Cruise collections have evolved into vehicles for cultural reach, and staging shows in LA and New York maximises media value — delivering instant visibility through celebrity networks and influencers with trusted content ecosystems.”
That said, brands ought to be wary of going in too hard on the US for the sake of simply doing something in America. “Too much ‘lights, camera, action’ can eventually start to feel dull,” says fashion consultant Julie Gilhart. “What really counts is connecting with the audience and making it a thoughtful, meaningful experience.” Dior’s choice of Los Angeles illustrates this well. Anderson is known for his work with film — often by way of his collaboration on Luca Guadagnino’s films, including Challengers and Queer. Where better to build on this overlap than Hollywood’s home city?
Gilhart hopes that brands will take this connectivity a step further with a more boots-on-the-ground approach to American destination shows. “With so much economic disparity right now, it would be powerful for brands to build in some kind of giveback to the city they choose,” she says.
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