Bottega Veneta, the luxury fashion house that has managed to construct an aura of intrigue by virtue of saying nothing at all, has revealed that its next salon event will take place in Detroit, Michigan.

The event, which is the third so far, will take place on October 21 and will showcase the Spring 2022 collection. Bottega’s Salon events — previously hosted in London and (infamously) Berlin — are a mechanism for the luxury label to showcase its collections on its own timetable. It's less a move away from the traditional fashion week calendar, and more of a pivot towards something largely similar.

According to WWD, Bottega did not reveal why Detroit was chosen as the next location. At first glance, it’s an odd choice, as it’s not exactly a fashion capital of the world. That said, neither is Berlin, and it hosted what has come to be dubbed as the house’s infamous Corona show.

Detroit, like Berlin and London too, is a place with a rich music history. The Midwest city is the birthplace of techno, and Bottega’s creative director Daniel Lee is known for his love of banging tunes.

Earlier this year, Bottega Veneta deleted its social media accounts. Kering owner François-Henri Pinault explained the move to WWD, “it’s not disappearing from social networks — it’s merely using them differently. It has decided, in line with its positioning, to lean much more on its ambassadors and fans by giving them the material they need to talk about the brand through various social networks, by letting them speak for the brand rather than doing it itself." In other words, why speak for ourselves when you're gonna talk about us anyway? As always, this latest move will certainly get people talking.

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