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Louis Vuitton picks the Perot Museum as setting to sell its fashion

Maria Halkias, The Dallas Morning News on

Published in Fashion Daily News

DALLAS — Luxury shopping doesn’t start and end in beautiful stores — sometimes it pops into other stunning spaces. That’s what Louis Vuitton is doing Nov. 15 when it brings its Cruise 2023 Collection to Dallas for an invitation-only shopping event at the Perot Museum of Nature and Science.

Louis Vuitton has a perfectly fine store, one of its largest, at Dallas’ NorthPark Center, but that’s not the point. Luxury retailers and brands are trying to make shopping more fun since the pandemic and getting onto customers’ social calendars with big statement events.

The Paris fashion house has used buildings it considers architecturally interesting and with natural light as settings for its fashion and trunk shows. The collection coming to Dallas was unveiled in May in La Jolla, California, at the Salk Institute for Biological Studies, which sits on a cliff overlooking the Pacific Ocean and has been revered for its architectural design since it was built in 1965.

Since D-FW is lacking in mountains and oceans, Dallas’ Perot was chosen for its lighting and interesting backdrop that Louis Vuitton seeks. The sun will “plan an active role” in the event, according to a Louis Vuitton press release.

There are two fashion shows at 10 a.m. and 3 p.m. immediately followed by private appointments to shop.

 

Show attendees will include Louis Vuitton’s “top clients as well as key local press and influencers,” said Trevor Tian, a spokesman for the company. Vogue editor Anna Wintour, who attended the Cruise 2023 collection debut in La Jolla, is not planning to attend the Dallas event, he said.

The Perot Museum opened in 2012 and was designed by Thom Mayne, founder of Los Angeles-based architects Morphosis. The museum’s website says it has a variety of floor plans and options for special events for groups of up to 1,500.

The venue is joining an impressive list of sites for the Cruise shows selected by Nicolas Ghesquiere, the brand’s artistic director of women’s collections.

Past venues have included the Bob and Delores Hope Estate by John Lautner in Palm Springs, California (2015); the MAC by Oscar Niemeyer in Niteroi, Brazil (2016); the Miho Museum by leoh Ming Pei outside Kyoto, Japan (2017); and the TWA Flight Center by Eero Saarinen at JFK airport in New York (2019).

©2022 The Dallas Morning News. Visit dallasnews.com. Distributed by Tribune Content Agency, LLC.

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