Is May the new September? It certainly seems that way if the upcoming cruise 2024 shows are anything to go by. This week, luxury fashion houses have announced the locations for their upcoming cruise 2024 and Pre-Fall 2023 collections. From Carolina Herrera in Brazil to Gucci in Seoul, the shows and of course the collections are expected to be extravagant.
Here is everything you need to know about the upcoming Cruise 2024 shows…
What is a cruise show?
Often referred to as a Resort show, cruise collections were originally targeted toward affluent vacationers who needed a new wardrobe mid-season to travel to their luxurious destinations. Think lightweight fabrics and statement swimsuits. Unlike ready-to-wear, couture and menswear, designers typically have just one resort show each year.
It is said that Coco Chanel was the first designer to produce a cruise collection in 1919, but it was one of her successors, Karl Lagerfeld, who helped to turn cruise shows into an event. He saw it as an opportunity to stage a spectacle. In 2014 over 1,000 guests were invited to the ‘Chanelified’ cruise collection in Dubai which reportedly cost over 1.4 million.
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During the pandemic, many predicted that the fashion show as we knew it was dead. However, since the world reopened, these lavish displays of fashion have only become bigger in terms of spend, scale and coverage. Cruise collections allow designers the creative freedom to stage a production outside of the typical fashion calendar and wherever they choose, which often includes exotic destinations from all corners of the globe.
Chanel
May 9th Los Angeles, California
The luxurious French fashion house will return to California for its Cruise 2024 collection. Like past seasons we can expect extravagance from Chanel,
Gucci
May 16th Seoul, South Korea
Gucci’s Cruise collection for 2024 is rumoured to be designed by an in-house design team as Sabato de Sarno is not expected to show his debut collection until the ready-to-wear season in September 2023. Gucci will be celebrating 25 years of the house in South Korea when the brand first opened a flagship store in 1998.
Dior
May 20th Mexico City, Mexico
Following on from its Pre-Fall show in Mumbai in March, Dior has revealed it will unveil its latest cruise collection in Mexico City. Artistic Director, Maria Grazia Chiuri, will highlight the artistry of the country and will collaborate with local craftspeople.
Louis Vuitton
May 24th Isola Bella, Italy
Louis Vuitton will head to Isola Bella Island for its Cruise 2024 collections. The island on Lake Maggiore is home to an opulent palace and magnificent gardens which undoubtedly will provide a picturesque backdrop to Nicolas Ghesquière’s latest cruise collections.
Carolina Herrera
June 1st Rio de Janeiro, Brazil
This collection will mark Carolina Herrera’s first runway presentation outside of New York City. The location is still undisclosed but the show is reported to be held during sunset on June 1st. Herrera will also partner with Spectaculu, a non-profit organisation founded in Brazil that offers training in creative industries for underprivileged youth.
Max Mara
June 11th Stockholm, Sweden
Known for presenting collections in sophisticated locations, this year Max Mara 2024 Cruise collection will be held in Stockholm, Sweden on June 11th.