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":"891c67fc5b01bfd991598d71a6d668c1","s":"6d1463d4e586d48b"}
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