Valentino partnered with Sleep No More on an immersive theater production in Shanghai, allowing guests to experience its spring 2023 collection in a new light. Image credit: Valentino
How smaller luxury brands can win in today’s reality
Posted By a Luxury Daily columnist On In Featured,Industry sectors,Marketing | No 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","iv":"2c92920bd32f64c3d3e14dfd0b69f97a","s":"96bad08c6c728d2a"}