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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.

By celebrating tourism destinations through cruise collections, luxury brands open to new influences. They may develop deeper connections with certain geographical areas, but may also challenge the quintessentially national dimension of luxury brand culture. The best example of synergies between a luxury fashion brand and tourism destinations are the Christian Dior cruise collections with Maria Grazia Chiuri at the helm. This chapter is to understand how cruise collections may enhance luxury fashion houses' brand culture through the connections they develop with tourism destinations. Further, the chapter assesses the extent to which destinations can benefit from the exposure provided by luxury fashion brands' cruise collections.

From Batik cities to woven textile regions, Indonesia possesses several fashion destinations with remarkable textile heritage. The rise of fashion heritage destinations is characterized by avid textile lovers and fashion followers that promote the regions. Several diversifications of tourism alternatives are analyzed, such as rural tourism with experiential textile-making workshops, urban destinations connected to contemporary fashion heritage, architectural works inspired from/to textile heritage, as well as fashion week cities that spark the interests of global fashion designers to visit the country. This chapter evaluates the current state, its rising challenges, and to what extent it may be promoted through digital technologies, based on local practitioners and the governmental perspectives.

This chapter investigates the importance of fashion houses in the progressive redefinition of tourism geography within a metropolitan context. The purpose is to highlight how these brands manage both to integrate marginal urban areas into the tourist circuits and to co-construct market-oriented heritage policies. Through the case of Fendi Roma and the EUR district (Rome, Italy), this chapter explores their degrees of involvement in the processes of requalification and estheticization of peripheral urban areas. The study found that the involvement of the luxury brand in Roman urban governance is symptomatic of evolutions in the political strategies pursued by public actors in their relations with private investors.

Fashion is linked to destination branding as it constitutes an important aspect of cultural heritage. Fashion events and exhibitions enhance destination brand awareness and increase tourism demand. This chapter attempts to highlight the interdependence between fashion and destination branding focusing on how attributes are portrayed by inflight and fashion magazines. A comparative qualitative analysis of Blue (Aegean Airlines inflight magazine) and Vogue Greece is undertaken. This chapter provides insights to inform destination and fashion partners in Greece regarding their future campaigns and extend their collaboration at various levels.

In contemporary cities, private actors, such as luxury fashion houses, increasingly participate in projects, affirming themselves as relevant players in urban transformation. Based on the case of “SouPra” district (Milan, Italy), this chapter focuses on the effects of the opening of a fashionable artistic venue on the tourism development. It explores the promotional actions implemented by tourism entrepreneurs after the opening of the Prada Foundation. The analysis leads to two main results: actors in tourism exploit the urban brand conveyed by Prada, which becomes an integral part of the city branding. Fashion houses also act as marketing devices, producing new urban narratives that influence both the tourist and the real estate market.