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Then came Paris Fashion Week, and a rush of dropouts. US-based buyers and press rapidly cancelled hotels and rebooked flights – their eyes on Skyscanner in the front rows, rather than next season’s hit shoe styles (Mary-Jane platforms, in case you were wondering). Some brands reported 20-30% of guests reneged on their RSVPs. Air kissing – the quintessentially French greeting – was a faux pas, replaced with a polite, albeit anxious, nod.