Men have been taking to the catwalk for 50 years for fashion weeks in London, New York, Milan, and of course Paris. But buyers and fashion journalists alike have short attention spans. How to stay exciting year after year? Are traditional fashion shows always the answer? Simon Jacquemus prefers picnicking with his guests to organising a show, Olivier Rousteing mixes men and women for Balmain, while Thom Browne wraps decor and models in bubble wrap.

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