It may not be a permanent move but it is certainly a change for Giorgio Armani to showcase his Spring/Summer 2017 collection in Paris instead of Milan. While this is hardly the first time the designer has chosen to venture away from his usual Italian home, the move comes on the heels of many changes within the industry.

The world of fashion has been thrown several curve balls, so to speak, in the last few weeks but this one is a tactical move. It has a lot more to do with a revamped store than any sort of adjustment to new market realities. Thanks to the major overhaul of the brand’s Parisian EA Caffé as well as the city’s chic Saint-Germain neighborhood, its has provided Armani with an opportunity to rethink the location as well as the timing of the show.

Back in 2007, the designer chose to showcase his Spring/Summer collection in London to coincide with the launch of his Emporio Armani Product RED venture. The event was part of a concept by Bono of U2 and activist Bobby Shriver to help fight AIDS.