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The Business of Euro Summer
via Business of Fashion · June 19, 2026

The Business of Euro Summer

MyTheresa, Gucci and Jacquemus have converged on Monaco for summer takeovers while Burberry sets up shop in Athens. As big luxury’s beach club era stretches into a ninth summer, how are brands tweaking their approach to hooking wealthy clients? Plus, a Q&A with MyTheresa’s new CE…

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