According to Women’s Wear Daily, luxury fashion brand Bottega Veneta — which is based in Milan, Italy, and produces men and women ready-to-wear goods, shoes, accessories, jewelry, fragrances, and handbags — will show its spring 2022 collection in Detroit this fall.

The brand, which has recently strayed from the traditional fashion week calendar and forms of marketing — it shut down all its social media accounts earlier this year and now publishes a quarterly digital magazine —, will present its Salon 03 show in the Motor City on Oct. 21.

The show is expected to be similar to Bottega Veneta’s other Salon presentations, which put an experiential and exclusive twist on the fashion show format. In October 2020, for example, the brand showed Salon 01 at the Sadler’s Wells Theatre in London, and according to V Magazine, guests, which included only a few dozen fashion editors and celebrities, were not allowed to take photos of the show or discuss it publicly. Images and a short film were released months after the event took place. Meanwhile, In April of this year, Bottega Veneta presented Salon 02 at Berghain nightclub in Berlin. Photos have yet to be released.

Officials with Bottega Veneta have not shared why they’ve decided to bring Salon 03 to Detroit, WWD says. However, the trade publication suggests that COVID restrictions easing in the United States may have played a role in the brand seeking out a location outside of Europe. It also reports that Bottega Veneta creative director Daniel Lee is a big music fan, and Detroit’s history of techno and Motown may have been a draw.

The luxury brand’s decision to show in Detroit is a big step for the city, which has seen its fashion scene grow in recent years. In just the past year alone, Hermès opened its first store in Michigan in Troy’s Somerset Collection, and the Boys & Girls Club of Southeast Michigan launched its Industry Club, an after-school program for young people interested in fashion. Since the program’s launch, local students have worked with the likes of Roslyn Karamoko, owner of Détroit is the New Black; Kelsey and Cassidy Tucker, owners of local fashion label Deviate; and Detroit Vs. Everybody founder Tommey Walker, who partnered with Gucci on an exclusive line of T-shirts this spring.

Designer Tracy Reese, who returned to her hometown of Detroit in 2019 to launch a sustainable fashion collection called Hope for Flowers, has also been a vocal advocate for the city’s fashion and manufacturing industries. “Brands currently producing off-shore will find that Detroit can be a competitive alternative and much more sustainable,” she said during a 2020 interview with Hour Detroit.

And Detroit-based companies like StockX, Shinola, and Genusee continue to find success locally and garner national attention, while College for Creative Studies’ Fashion Design program and other initiatives — such as Detroit Fashion Weekend — have been crucial for supporting up-and-coming and independent designers.

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