How a bridal brand is leveraging in-store try-on to drive social media engagement

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In this week’s Luxury Briefing, a look at how a bridal atelier is capitalising on creator interest. Also, why Longchamp is changing up its store format in the U.S. and why Harrods is betting on MENA designers. Also, earnings from Chanel, Richemont and Mytheresa, as well as executive moves and news to know. For comments or tips, email me at [email protected]

On May 6, luxury bridal brand Galia Lahav gathered more than 80 fashion creators at its Mayfair flagship for a day of fittings, filming and community-building. The event spotlighted a fresh collection and invited guests to try on couture gowns, capture content and experience the brand’s increasingly immersive approach to bridalwear.

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