INVESTIGATION – The sector has managed to regain its pre-Covid attendance levels by focusing in particular on “festivalization”.
Plunging neckline, chiseled lace, bustier worked with hot glue… The chocolate dress by couturier Jérôme Blin and Gaël Clavière, pastry chef at Matignon, caused a sensation during the inaugural fashion show of the Salon du chocolat last week. Because of its appearance, but also the performance performed on stage, the chocolate dress transforms before the eyes of the public.
After a brief passage in a heated cabin, the model came to present the dress which melted on her body while the smell of chocolate was diffused throughout the room. A finale intended to awaken the senses of spectators and to set the tone for this edition which was expected to bring together nearly 90,000 visitors, its pre-Covid level. « The magic was there, enough to satisfy an enthusiastic audience », rejoices Marianne Chandernagor, division director at Comexposium (SIAL, Salon de l’Étudiant, Vinexpo, Silmo, etc.), which acquired the…
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