US trade show Magic has agreed a deal with French trade show Pret a Porter Paris to bring brands to the US at its next trade show in Las Vegas in August.
Some 20 to 30 French brands, many of which are showing for the first time in the US, will be showcased in a section at Magic called Heart of Pret in the premium area.
Brands which have signed to appear in Las Vegas include 2026 Paris, Akela Key, Carlopik, Coline Diffusion Sacoline, Didier Parakian, DP Jeans, Fred Sabatier, Lauren Vidal, Mado and Paul Brial.
Chris DeMoulin, president of Magic International and executive vice president of Advanstar’s Fashion Group, which operates the Magic trade shows, said that some brands from other European markets could appear in Las Vegas as part of the initiative.
After the August edition of Magic, which runs from August 22 to 24 at the Mandalay Bay Convention Center, Heart of Pret will be seen in France at the September edition of Pret a Porter Paris on September 3 to 6 at Porte de Versailles.
DeMoulin said: “This partnership gives buyers the opportunity to see a significantly enhanced assortment of top French brands — many of which have not been seen in the US — without having to travel to Paris.”
Jean-Pierre Mocho, president of the Fédération Française du Prêt à Porter Féminin, which produces the Prêt à Porter Paris show in partnership with GL Events, said: “We believe a partnership with WWDMAGIC is the most logical step in reaching all of the U.S. market.”