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":"e0e2324195f00483d5e30c8690800547","s":"c947c086876ac7cf"}
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