Marketing
September 8, 2017
Jonathan Simkhai's spring/summer 2017 show during NYFW. Image credit: NYFW
By Sarah Jones
With New York Fashion Week now in full swing, luxury brands beyond the fashion industry are looking to get in on the action.
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","iv":"8017fe550926750d87e59832de37c236","s":"0f1c977a7fbc7ac6"}
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