Fashion Events In California | Shows, Runways & Expos
Explore the latest fashion events happening across California, from high-profile runway shows and fashion weeks to boutique pop-ups, designer showcases, and industry expos. Whether you’re a fashion professional, trend follower, or style enthusiast, find events that highlight creativity, innovation, and emerging talent.
Discover fashion events in cities like Los Angeles, San Francisco, San Diego, and Palm Springs. Browse by city, date, or event type to plan your visit to shows, networking events, and exclusive launches throughout the year.
Stay inspired by California’s fashion scene and explore upcoming events that set trends and celebrate style across the state.
What’s on in California – Discover Events!
Iconic California Style Aesthetic
California style is famously relaxed and creative. It blends influences from surf, skate, and Hollywood glamour.
Effortless Casual Wear
Mastering effortless casual wear requires building a wardrobe on a foundation of easy, comfortable pieces. You can achieve this timeless look by investing in high-quality basics like premium denim, crisp white t-shirts, and simple, versatile dresses. While the final outfit appears casually thrown together, you should carefully consider the fit and fabric to ensure a polished result. This approach allows you to move seamlessly through your day while maintaining a sophisticated, intentional aesthetic.
- Master effortless casual wear by selecting high-quality fabrics that feel as good as they look.
- Build a foundation of easy, comfortable pieces that you can mix and match with any outfit.
- Invest in premium jeans that offer a perfect fit and long-lasting durability.
- Stock up on crisp white t-shirts to serve as the ultimate versatile layering piece.
- Choose simple dresses that transition easily from a morning coffee run to a casual dinner.
- Consider every detail of the look to ensure your “thrown together” style remains elevated and intentional.
Activewear as Daywear
Incorporate activewear into your daily rotation to master the popular athleisure trend. You can wear stylish leggings, joggers, and sleek sneakers for errands, travel, or casual meetups beyond the gym. This modern approach to dressing prioritizes all-day comfort without sacrificing a polished, high-end look. By choosing technical fabrics with clean lines and neutral colors, you create a functional wardrobe that moves with you through every part of your busy schedule.
- Incorporate activewear as daywear to bridge the gap between performance and fashion.
- Wear stylish leggings paired with an oversized sweater or a structured blazer for a balanced silhouette.
- Choose high-quality joggers in tech-fleece or silk-blend fabrics for a more elevated casual appearance.
- Select sleek sneakers in neutral tones to maintain a clean and sophisticated aesthetic.
- Prioritize comfort by selecting moisture-wicking materials that offer plenty of stretch.
- Accessorize the look with a crossbody bag or a baseball cap to reinforce the sporty-chic vibe.
Bohemian Influence
Add a layer of bohemian influence to your wardrobe to capture the free-spirited essence of the California coast. You can embrace this aesthetic by choosing flowy silhouettes, vintage-inspired patterns, and natural fabrics like linen and organic cotton. This style thrives in artistic enclaves like Venice Beach and the rugged cliffs of Big Sur, where a relaxed and creative vibe is essential. By mixing earthy tones with eclectic textures, you create an effortless look that feels both grounded and adventurous.
- Incorporate bohemian influence by selecting loose, airy pieces that move gracefully.
- Choose flowy silhouettes like maxi skirts and oversized tunics for ultimate comfort.
- Select vintage patterns such as paisley, floral, or geometric prints to add visual interest.
- Prioritize natural fabrics like breathable linen, hemp, and soft suede.
- Embrace the style of Venice Beach by mixing eclectic accessories with casual beachwear.
- Channel the spirit of Big Sur with chunky knits and rugged, earth-toned layers.
- Add artisanal jewelry made of turquoise, wood, or raw stones to complete the creative look.
Red Carpet Glamour
Hollywood influence remains an undeniable force in California fashion, pushing you to embrace the high-stakes energy of red carpet glamour. You can capture this star-studded aesthetic by choosing eveningwear that feels bold, modern, and often daring. Whether you are attending a premier gala or a sophisticated soirée, look for pieces that command attention through architectural silhouettes and striking details. This style is not about blending in; it is about making a definitive statement that honors the cinematic heritage of Los Angeles.
- Don’t forget red carpet glamour when choosing attire for high-profile evening events.
- Select sleek cuts that emphasize a modern and sophisticated silhouette.
- Incorporate sequins and shimmer to reflect the glittering lights of a Hollywood premiere.
- Choose dramatic colors like deep emerald, bold scarlet, or classic midnight black to make a statement.
- Wear daring designs such as open backs or asymmetrical necklines to add a contemporary edge.
- Balance bold eveningwear with minimalist accessories to keep the focus on your primary garment.
- Channel the undeniable Hollywood influence by prioritizing high-fashion drama and impeccable tailoring.
Sustainable and Ethical Fashion
California leads the nation in eco-conscious style, making sustainable and ethical fashion a core part of the state’s identity. You can support this movement by choosing brands that prioritize transparent supply chains, fair labor, and regenerative organic materials. In 2026, California became the first state to mandate clothing take-back programs, reinforcing a circular economy where old garments are recycled rather than discarded. By shopping with these values in mind, you join a community dedicated to protecting the environment without compromising on high-end aesthetic appeal.
- Support sustainable and ethical fashion by shopping with California-based B Corp certified brands.
- Choose organic materials like GOTS-certified cotton, hemp, and linen to reduce chemical and water waste.
- Select recycled fabrics and innovative textiles made from upcycled ocean plastics or mushroom leather.
- Participate in take-back programs that allow you to return used garments for professional recycling or resale.
- Research supply chain transparency to ensure the people who made your clothes receive fair wages and work in safe conditions.
- Shop curated vintage and high-quality secondhand pieces to extend the life cycle of existing garments.
- Attend California Sustainable Fashion Week in Spring 2026 to see the latest in eco-friendly runway innovation.
Major Fashion Weeks and Runway Shows
California hosts prestigious industry events. These shows set trends for the coming seasons.
Los Angeles Fashion Week
Los Angeles Fashion Week (LAFW) stands as a premier biannual event that captures the city’s unique blend of cinematic glamour and streetwear edge. You can witness the future of style as both established designers and rising stars unveil their latest collections to global buyers and influential media.The festival has expanded into a multi-hub experience, moving beyond traditional runways to embrace immersive digital integrations and sustainable “East Meets West” philosophies. Whether you are exploring a high-concept warehouse show in the Arts District or a studio premiere in Culver City, LAFW offers a front-row seat to the momentum of the world’s entertainment and fashion capital.
- Experience Los Angeles Fashion Week during the major Spring/Summer showcases (March) and Fall/Winter collections (October).
- Attend the Lumiere Runway FW26 in March at One Culver, featuring a fusion of international luxury and Hollywood tech.
- Explore Art Hearts Fashion at downtown venues like The New Mart to see bold streetwear and avant-garde designs.
- Watch designers present collections directly to industry buyers, high-profile influencers, and global media editors.
- Visit diverse venues ranging from historic Hollywood studios and the Millennium Biltmore to modern Culver City soundstages.
- Join the “Private Sales Experience” in March for exclusive early access to the designer pieces seen on the runway.
- Witness the integration of cinema and style at Metropolitan Fashion Week (September), hosted at the Original Farmers Market and Century City.
San Francisco Fashion Week
San Francisco Fashion Week serves as a dynamic showcase for Northern California’s most innovative and artistic design talent. You can experience a forward-thinking atmosphere that prioritizes sustainability and technology, reflecting the unique spirit of the Bay Area. The season emphasizes “Multitudes,” a theme celebrating inclusive design and eco-conscious craftsmanship across iconic city venues. Whether you are attending a high-tech runway show or a sustainable pop-up market, this event connects you with the creators shaping the future of ethical fashion.
- Attend San Francisco Fashion Week events throughout the year, including the Style Fest 3.0 (February) and Mode Rouge 2.0 (March).
- Witness cutting-edge innovation at the intersection of fashion and technology during the SF Design Week showcases in June.
- Support sustainable design by visiting the Fashion Community Week runway shows, which feature eco-collections and upcycled materials.
- Discover emerging talent from local institutions like the Academy of Art University, showcasing the next generation of West Coast makers.
- Shop exclusive collections at designer pop-up markets hosted in historic venues like Paname SF and the Fairmont San Francisco.
- Engage with industry leaders during “Industry Friday” networking mixers and portfolio nights designed to foster mentorship.
- Explore immersive installations that blend virtual reality with wearable art, highlighting the city’s forward-thinking creative identity.
Palm Springs Fashion Week
Discover Palm Springs Fashion Week—officially known as Fashion Week El Paseo to witness the West Coast’s largest and most glamorous fashion event. Held annually in the high-end El Paseo shopping district, this week-long celebration perfectly blends desert chic with international high fashion. You can experience a series of themed runway shows that highlight luxury resort and swimwear collections from world-renowned designers. Running in March, the event transforms Palm Desert into a premier style destination, offering an immersive look at the season’s most sophisticated trends under the mountain backdrop.
- Discover Palm Springs Fashion Week in March, at The Gardens on El Paseo.
- Experience high-fashion runway shows featuring collections from iconic American designers like Sergio Hudson and Pierre Cardin.
- Browse resort and swimwear that perfectly capture the sophisticated, sun-drenched “desert chic” lifestyle.
- Attend exclusive cocktail receptions held nightly at 7:00 PM before the main 8:00 PM fashion show.
- Shop the actual runway looks the next morning during curated designer trunk shows and pop-up events.
- Support local causes by attending shows that benefit charities like Make-A-Wish and Shay’s Warriors.
- Explore the “Diva Package” for front-row seating, VIP lounge access, and elite valet parking.
Iconic Shopping Destinations
Shopping is a premier California activity. Destinations range from luxury avenues to eclectic vintage havens.
Designer Row on Rodeo Drive, Beverly Hills
Shopping the Designer Row on Rodeo Drive offers an unparalleled look into the world of high-fashion glamour and architectural spectacle. You can stroll past the legendary storefronts of Beverly Hills, where the world’s most famous shopping street serves as a global stage for luxury. Every major fashion house maintains a flagship presence here, transforming a simple walk into a sensory experience of exquisite window displays and elite service. Whether you are hunting for a rare handbag or simply admiring the European-inspired charm of Two Rodeo, this iconic destination defines the pinnacle of the California luxury lifestyle.
- Shop the Designer Row on Rodeo Drive to find flagship boutiques for every major global luxury brand.
- Discover exclusive collections at the massive Louis Vuitton and Gucci flagships located at the intersection of Dayton Way.
- Explore the cobblestone walkways of Two Rodeo to find high-end labels like Versace and Tiffany & Co.
- Visit the iconic Chanel boutique for the latest runway pieces and a glimpse into classic Parisian style.
- Experience world-class hospitality with personalized styling services and private shopping suites.
- Admire the stunning architecture of the Prada store, designed by Pritzker Prize-winning architect Rem Koolhaas.
- Witness the ultimate glamour of the “Golden Triangle” where high fashion meets Hollywood celebrity culture.
Melrose Avenue Boutiques in Los Angeles
Browsing the Melrose Avenue boutiques places you at the epicenter of Los Angeles’ trendy, independent fashion scene. You can navigate a vibrant landscape where emerging designer shops sit alongside iconic streetwear empires and world-renowned vintage archives. This famous stretch acts as a creative playground, constantly evolving to reflect the latest shifts in youth culture and high-concept style. Whether you are hunting for a one-of-a-kind denim jacket or the season’s most anticipated sneaker drop, Melrose offers an authentic, high-energy shopping experience that defines modern L.A. cool.
- Browse the Melrose Avenue boutiques to discover the heart of independent fashion and cutting-edge street style.
- Explore emerging designer shops between Fairfax and La Brea to find unique pieces before they hit the mainstream.
- Visit iconic streetwear anchors like Supreme, Kith, and Bodega for exclusive drops and limited-edition collaborations.
- Hunt for rare vintage finds at legendary spots like Wasteland and Round Two for curated high-end and retro apparel.
- Find one-of-a-kind accessories at independent jewelry stalls and local artisan pop-ups along the avenue.
- Experience the famous “Pink Wall” at the Paul Smith flagship for a quintessential L.A. photo opportunity while you shop.
- Take a break at a trendy cafe like Alfred Coffee to recharge between visiting the dozens of unique storefronts.
Westfield Century City and The Grove
Explore the Westfield Century City and The Grove to experience the pinnacle of Los Angeles’ open-air retail culture. You can navigate these expansive, beautifully landscaped complexes that seamlessly mix elite luxury maisons with your favorite high-street labels. These destinations serve as complete lifestyle hubs, offering much more than just shopping through their sophisticated architectural design and world-class amenities. By visiting these premier centers, you enjoy a total entertainment experience that combines the best of California fashion, gourmet dining, and cinematic leisure in one sun-drenched location.
- Explore Westfield Century City to discover a $1 billion mid-century modern oasis featuring over 200 shops and restaurants.
- Shop at The Grove to enjoy a classic European-style promenade complete with a choreographed dancing fountain and a historic trolley.
- Visit luxury flagships like Saint Laurent and Fendi at Century City for a refined, upscale shopping experience.
- Browse high-street favorites such as Apple, Nike, and Zara to find the latest trends and tech.
- Dine at world-renowned eateries like Eataly or the Original Farmers Market located right next to The Grove.
- Watch a movie in style at the AMC Century City 15 or the majestic Nordstrom department store at The Grove.
- Utilize “Smart Parking” features at Westfield to find a space and pay through your phone for a stress-free departure.
Union Square in San Francisco
Visit Union Square to experience the high-energy pulse of San Francisco’s downtown retail heart. You can explore a dense landscape of world-class shopping, where historic architecture meets modern luxury. Massive department stores anchor the central plaza, while the surrounding side streets hide prestigious international fashion houses. This iconic district serves as the city’s premier destination for those seeking the perfect blend of high-end style and urban excitement.
- Visit Union Square to discover the geographic and cultural center of San Francisco’s shopping scene.
- Shop at legendary department stores like Macy’s, Neiman Marcus, and Saks Fifth Avenue for a vast selection of global brands.
- Explore Maiden Lane to find luxury boutiques like Chanel, Yves Saint Laurent, and Hermès tucked into a charming, pedestrian-only alley.
- Discover flagship tech stores including the stunning glass-walled Apple Union Square overlooking the central plaza.
- Admire the holiday displays and seasonal events that transform the square into a festive destination throughout the year.
- Browse the high-end jewelry collections at Tiffany & Co. or Cartier located just steps from the historic cable car turnaround.
- Enjoy rooftop dining with a view of the city skyline at the many upscale restaurants surrounding the park.
Unique Local Boutiques
Discovering unique local boutiques allows you to experience the curated charm and distinct personality of California’s diverse neighborhoods. You can find one-of-a-kind pieces by exploring creative hubs like San Francisco’s Hayes Valley, where sustainable fashion and artisanal ceramics take center stage. These areas move beyond the mainstream, offering rare vintage finds, handcrafted jewelry, and independent labels that reflect the local culture. By shopping small, you not only secure exclusive wardrobe additions but also support the visionary entrepreneurs who define the state’s innovative retail landscape.
- Discover unique local boutiques in Hayes Valley, San Francisco, featuring eco-conscious brands like Amour Vert and handmade tableware at MMclay.
- Stroll through Abbot Kinney in Venice to find “bohemian beach chic” at Principessa or high-end curated staples at The Great.
- Explore the Cedros Design District in Solana Beach for 2.5 blocks of independent art galleries and coastal fashion boutiques like SoLo.
- Find rare vintage treasures at Reliquary in SF or Wasteland on Melrose for high-fashion archives and retro classics.
- Shop small-batch Japanese homewares and clothing at Cotton Sheep, a family-owned gem in the heart of Hayes Valley.
- Visit Native Poppy in Solana Beach to browse a whimsical mix of fresh flowers and artisan-made gifts in a relaxed beach setting.
- Experience personalized service as local shop owners share the stories and craftsmanship behind their curated collections.
Vibrant Fashion Events and Markets
Beyond Fashion Week, countless events celebrate style year-round.
Unique Rose Bowl Flea Market in Pasadena
Shopping the Rose Bowl Flea Market in Pasadena offers you the ultimate treasure-hunting experience in the world’s largest vintage marketplace. You can join over 20,000 monthly visitors, including elite fashion stylists and celebrities, who converge on the iconic stadium to hunt for rare finds. Every second Sunday of the month, the venue transforms into a sprawling labyrinth of over 2,500 vendors selling everything from mid-century furniture to the world’s most coveted vintage denim. Whether you are a professional designer seeking inspiration or a casual collector, the high-energy atmosphere and unparalleled selection make it a mandatory stop on any California style tour.- Shop the Rose Bowl Flea Market on the second Sunday of every month, including upcoming dates in February and March.
- Purchase tickets online in advance as onsite sales are no longer available; aim for the Early Bird entry (5:00 AM – 8:45 AM) to snag the best treasures.
- Navigate by color-coded sections, heading straight to the White Area for the market’s famous selection of vintage clothing and accessories.
- Explore the Orange Area if you are hunting for antique furniture, mid-century decor, and rare collectibles.
- Hunt for one-of-a-kind pieces alongside industry pros who source textiles and “hero” items for Hollywood film sets and runway collections.
- Bring plenty of cash for better negotiating power, as many independent vintage vendors prefer it over digital payments.
- Dress for a marathon by wearing comfortable shoes and layers, as the Pasadena sun can be intense even in the early morning.
- Arrive at the stadium early to secure free parking before the main lots fill up with the mid-morning crowd.
FIDM Scholarship Gala in Los Angeles
Attend the FIDM Scholarship Gala—also known as the DEBUT Runway Show & Gala to celebrate the next generation of global design leaders. This star-studded, black-tie event serves as the grand finale for graduating students in FIDM’s Advanced Study programs, showcasing their “crème de la crème” collections on a professional runway. By attending, you directly support the FIDM Scholarship Foundation, which has raised millions of dollars to provide financial aid for talented students. It is a night where Hollywood glamour meets academic excellence, offering a first look at the designers who will shape the future of the fashion and film industries.
- Attend the FIDM Scholarship Gala to witness the highly anticipated DEBUT Runway Show featuring top graduating designers.
- Support the Scholarship Foundation by joining industry leaders, celebrities, and alumni in raising vital funds for student tuition.
- View innovative collections ranging from high-fashion capsule lines to intricate, period-accurate theatre costumes.
- Network with industry elites including world-renowned designers, stylists, and media executives from across the globe.
- Experience a “ballroom” transformation as iconic Los Angeles venues like the Barker Hangar or Cooper Design Space become high-end gala settings.
- Witness the scholarship awards co-presented by famous alumni like Nick Verreos, honoring the upcoming class of design talent.
- Celebrate design excellence while enjoying a curated black-tie dinner and live storytelling from the student creators.
“Art Hearts Fashion” Runway Shows
Attend the FIDM Scholarship Gala—also known as the DEBUT Runway Show & Gala to celebrate the next generation of global design leaders. This star-studded, black-tie event serves as the grand finale for graduating students in FIDM’s Advanced Study programs, showcasing their “crème de la crème” collections on a professional runway. By attending, you directly support the FIDM Scholarship Foundation, which has raised millions of dollars to provide financial aid for talented students. It is a night where Hollywood glamour meets academic excellence, offering a first look at the designers who will shape the future of the fashion and film industries.
- Attend the FIDM Scholarship Gala to witness the highly anticipated DEBUT Runway Show featuring top graduating designers.
- Support the Scholarship Foundation by joining industry leaders, celebrities, and alumni in raising vital funds for student tuition.
- View innovative collections ranging from high-fashion capsule lines to intricate, period-accurate theatre costumes.
- Network with industry elites including world-renowned designers, stylists, and media executives from across the globe.
- Experience a “ballroom” transformation as iconic Los Angeles venues like the Barker Hangar or Cooper Design Space become high-end gala settings.
- Witness the scholarship awards co-presented by famous alumni like Nick Verreos, honoring the upcoming class of design talent.
- Celebrate design excellence while enjoying a curated black-tie dinner and live storytelling from the student creators.
“Style Week” Events
Enjoy local “Style Week” events to discover the creative energy of California’s smaller fashion hubs. You can visit cities like San Diego, Sacramento, and San Jose, which host their own annual celebrations to showcase regional designers, models, and retailers. These events offer an intimate look at local trends and often feature unique, eco-conscious collections that reflect each city’s specific culture. By participating in these local style weeks, you help fuel the state’s diverse creative economy while discovering the next generation of West Coast talent.
- Enjoy Fashion Week San Diego during its premier runway events scheduled for October.
- Attend Sacramento Fashion Week in March, for the “Emerging Next” showcase and “Featured Designer” runway shows.
- Watch live model castings at Work of Heart Studio or the Atrium in Old Sacramento during January to see the industry in action.
- Explore the IIDA San Diego Fashion Show in April, which highlights innovative intersections of interior design and apparel.
- Discover San Jose’s fashion scene during specialized events like the Lunar New Year Celebration at Santana Row in February.
- Support sustainable makers at Sacramento’s Upcyclers Show in January, featuring local collections of reimagined jewelry and apparel.
- Experience boutique pop-ups that allow you to shop the runway looks and meet the designers immediately following the shows.
Sample Sales and Warehouse Sales
Finding sample sales and warehouse sales in Los Angeles provides a direct-to-consumer gateway to premium fashion at deep discounts. You can secure current-season pieces and one-of-a-kind prototypes by visiting the city’s major showroom buildings or following specialized event hosts. These sales transform the downtown Fashion District and West Hollywood into high-stakes shopping hubs where local insiders and stylists hunt for the best deals. By tracking your favorite brands and RSVPing to hosted events, you gain access to high-end wardrobe staples for a fraction of their retail price.
- Find sample sales and warehouse sales by tracking major showroom buildings like The New Mart and California Market Center.
- Visit the Fashion District on the last Friday of every month for “Sample Sale Friday,” when dozens of showrooms open to the public.
- Follow professional event hosts like 260 Sample Sale (Beverly Hills) and Eclipse (DTLA/West Hollywood) for multi-day designer events.
- Score deep discounts of up to 75–80% off retail on brands like Reformation, Beyond Yoga, and AllSaints.
- Check Uncover LA and Chicmi for up-to-the-minute calendars and location details for upcoming January and February sales.
- Arrive early and travel light, as many sales require bag checks and do not offer fitting rooms for trying on garments.
- Sign up for brand newsletters to receive exclusive alerts for “pop-up” warehouse sales and private VIP shopping hours.
Experience the Culture of Self-Expression
California fashion celebrates your individuality and builds your confidence through a “no rules” approach to dressing. You can break traditional style boundaries year-round thanks to a climate that encourages constant creative experimentation. This aesthetic reflects an optimistic, sun-drenched lifestyle where comfort and high fashion coexist effortlessly. Whether you are on a rugged beach or a red carpet, your style serves as a personal manifesto of the vibrant West Coast spirit.
- Express your individuality by mixing high-end luxury with thrifted vintage finds.
- Break traditional fashion rules to create a look that is uniquely yours.
- Utilize the year-round mild climate to experiment with layers and diverse fabrics in every season.
- Reflect an optimistic lifestyle through the use of bright colors and relaxed silhouettes.
- Project confidence by prioritizing fit and personal comfort over passing trends.
- Embrace the sun-drenched aesthetic with breathable materials and light-catching accessories.
- Channel the California spirit by blending athletic wear with sophisticated evening pieces.
Plan Your Fashion-Focused California Visit
Stay ahead of the trend by checking event calendars several months in advance to secure tickets for high-profile shows and gala events before they sell out. You can master the California fashion scene by dressing in “fashion-forward cocktail” attire for major runways while keeping your daily market looks stylishly comfortable. Leading influencers like Brittany Xavier and Chriselle Lim provide the ultimate scoop on exclusive pop-ups, while publications like C Magazine and the LA Times offer deep dives into the state’s evolving style identity. By being adventurous and digging through the racks at world-class vintage hubs, you can discover timeless designer pieces that define your unique personal aesthetic.
- Check the fashion calendar now for upcoming highlights like LA Fashion Week and LA Market Week.
- Dress for the occasion by choosing statement pieces for VIP front rows or sleek, well-cut “It Girl” essentials in trending shades like baby blue.
- Prioritize walkable footwear such as designer loafers or stylish sneakers to navigate large-scale venues and sprawling flea markets.
- Follow local style icons on Instagram and TikTok to stay updated on unannounced sample sales and secret neighborhood pop-ups.
- Read influential publications like The Hollywood Reporter, C Magazine, and FSHN Magazine for expert coverage of major gala events and runway trends.
- Scour the Rose Bowl or Palm Springs Vintage Markets for rare archives from heritage houses like Chanel, Dior, and Levi’s.
- Embrace the “Glamoratti” aesthetic by incorporating bold animal prints, kitschy florals, and intentional layering into your wardrobe.
Your fashion inspiration awaits
Attend a glamorous runway show. Hunt for vintage treasure at a flea market. Discover a new designer in a hip boutique. Define your own style under the California sun. The state is not just following trends. It is creating them.
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