Since the beginning of the modern fashion industry, it has been a tradition for most of the elite fashion designers to have private showrooms at elegant addresses and settings around the world, such as Avenue Montaigne in Paris and Fifth Avenue in New York. These showrooms were used mainly to display the new haute-couture and prêt-à-porter collections to buyers from the most prestigious retail establishments. VIP customers also had the privilege of discovering the collections at these exclusive settings. Today this tradition remains, with showrooms such as the private haute couture salon of Christian Dior at its boutique on Avenue Montaigne in Paris, where Dior's Director of VIP Clients shows the new collections that graced the Paris runways to selected individuals or groups.  

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