Ahead of the Paris Olympics, designers at the Taipei Fashion Week have revealed sportswear collections that capture the essence and symbolism of the upcoming games. It speaks to the demand for authentic, hyper-local narratives as people seek involved ways to learn about localised foreign cultures.

Jacquemus' pop-up concept store for Milan Fashion Week 2022 is tapping desires for playful post-pandemic in-person experiences. Using social comms to drive hype and intrigue, the brand is pushing boundaries with a concept store that focuses on hyper-convenience, growing loyalty in the process.

Chanel hosted its Métiers d'Art fashion show in Manchester's Northern Quarter, celebrating the city's rich arts and cultural history. The event signifies a shift towards hyper-local activations, which allow brands to connect with consumers and instil a sense of local pride.

Fast fashion giant SHEIN will open its first pop-up in Johannesburg, offering audiences serendipitous encounters with fellow brand fans. Even as digital-first brands nurture digital communities, the power of IRL activations offers a chance for deeper engagement and brand discovery.