Advertising 
Story KIM UYEN
Photos GUCCI, LOUIS VUITTON, UNSPLASH
A growing global luxury market has seen the rise of new fashion capitals.
For decades, Paris has been synonymous with luxury and splendor, birthing many legendary designers who have become global fashion icons. During the 1940s and 1950s, New York swiftly marked a new chapter in couture history as the first city to host Fashion Week. In Italy, Milan emerged from among several regional scenes to become the country’s fashion capital and began hosting its own Fashion Week in 1958. Finally, the bustling city of London become one of the “Big Four” with its own Fashion Week in 1984.
In recent decades, however, the luxury fashion world has seen several other cities establish their own robust fashion markets – a change that was hastened by the impact of the pandemic. While the global economy recovers, cities such Seoul, Dakar, Venice and Bangkok are seizing the opportunity to develop and promote their own fashion cultures, opening up new capitals for the international market.
Seoul (South Korea)
The capital of the Republic of Korea has emerged as one of the fashion capitals of Asia. It attracts global tourists not only for its natural landscapes but also for its entertainment and cultural wave, with fashion being one of the standout factors. On May 16, Gucci selected Seoul as the venue to showcase its 2024 Cruise Collection right outside the main hall of Gyeongbokgung Palace, marking a historic moment for the globalization of South Korean culture. According to research by investment bank Morgan Stanley, Koreans spend an average of USD325 annually on luxury goods, which is the highest per capital in the world. In addition, to continue the dazzling success of K-pop to K-drama, South Korea will consistently invest in fashion as a new approach to shape its position in the 21st century. Global superstar bands such as Blackpink and BTS are clear examples of the new direction of the East Asian country: collaborating as brand ambassadors, investing in fashion and promoting culture.
Bangkok (Thailand)
Since 2017, Bangkok has surpassed cities such as Dubai, London and Paris to top the list of most-visited cities by tourists. In 2022 and 2023, it has once again begun attracting huge numbers of post-pandemic visitors. Thanks to this, the capital of Thailand has become an effective revenue destination for international brands like CHANEL, Gucci and Versace.
Not merely a bustling shopping hub, Bangkok also proudly nurtures innovative and creative designers, including the brand Asava, stylist Nichapat Suphap and artist Pinaree Sanpitak. The city is a chosen location for major fashion houses to host events and attract potential clients, while Thailand’s garment industry is taking significant strides in exploring new environmentally friendly materials. Given these factors, it’s no surprise that Thailand, especially its capital Bangkok, is on the list of the world’s new fashion destinations.
Venice (Italy)
Italy is a leading country in the field of high-end bespoke fashion, attracting over 500,000 people to more than 60,000 large and small fashion companies each year. Venice has emerged out of the shadow of Milan in recent years and was chosen as the destination for the 2022 Sustainable Fashion Forum, the first international summit dedicated to a sustainable future for the industry.
The floating city also stands out on the international map of major fashion runways: Rick Owens unveiled the Spring/Summer 2022 collection on sunny Venice Lido beach; Anthony Vaccarello selected the scenic waterfront to introduce the Saint Laurent Menswear 2022 collection; and Pierpaolo Piccioli showcased the Valentino Haute Couture Fall/Winter 2021 collection at Gaggiandre. Venice might well be the ideal location for brands that wish to emphasize romanticism, taking its place alongside its more established sister city of Milan.
Dakar (Senegal)
Dakar recently received special recognition from CHANEL, as the French fashion house selected it as the venue for Métiers d’Art 2023, the first show by the luxury brand in Africa. CHANEL’s presence in the capital of Senegal was a noteworthy turn for the former colony of France and a major step onto the global high-end fashion stage.
In recent years, Dakar has emerged as a cultural capital with a creative community leaving significant marks on the international scene. The domestic fashion industry has birthed famous names such as Tongoro, Selly Raby Kane, Diarrablu and Adama Paris, while also attracting major brands like Tommy Hilfiger, Hugo Boss and Levis. Furthermore, Senegalese cultural authorities have prioritized the development of the arts, especially in Dakar, to build a reputation that looks to draw many more renowned fashion houses in the coming years.
