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Since the end of the twentieth century a movement has been observed, both in geography of tourism and in fashion, spreading to districts located on the outskirts of cities. This is the case of Château Rouge, located in the 18th arrondissement of Paris. For years considered as a “no-go-zone,” the district is now experiencing parallel phenomena of “off-the-beaten-tracks” tourism and fashion development. This chapter analyzes the processes and actors behind the expansion of the tourism perimeter and the diversification of fashion venues, as well as the implications of these developments for the city of Paris.

Today, collaborative fashion approaches are a popular method of reimaging and positioning in contested markets. Fashion collaborations see brands, designers, artists, and companies come together, offering consumers new, alternative products. While shopping continues to be a popular leisure and touristic activity, it is becoming comparable across cities. At present, scholars and practitioners have paid scant attention to collaborative fashion consumption (Botsman & Rogers, 2010). This chapter considers how destinations should become involved with fashion collaborations and drop culture from the offset, establishing specific events for tourists to experience. Ultimately, changing the culture and behavior of shopping tourists to one of event experience and not solely product ownership.