FRENCH TOUCH: Louis Vuitton said its next destination show for cruise is scheduled for May 22 on French soil, though it has yet to disclose the city, venue or other details.
Nicolas Ghesquière, artistic director of women’s collections at Vuitton since 2013, typically selects an architectural marvel as a transporting backdrop for Vuitton’s resort displays.
Last year he chose Barcelona’s Park Güell, the fairy-tale gardens designed by modernist architect Antoni Gaudí, and in 2023, he opted for Isola Bella, the small Italian island on Lake Maggiore that has been owned by the Borromeo family for some four centuries.
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Over the years Vuitton cruise shows have taken place at locations including the Bob Hope estate by John Lautner in Palm Springs, Calif.; Brazil’s otherworldly Museum of Contemporary Art Niterói by Oscar Niemeyer; Kyoto’s Miho Museum by Ieoh Ming Pei; the Fondation Maeght in Saint-Paul de Vence by Josep Lluís Sert, and the TWA Flight Center at JFK Airport in New York by Eero Saarinen.
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Cruise 2026 has been shaping up with a strong Italian accent.
Chanel is set to kick off the season with a show on Lake Como on April 29, with Gucci hitting Florence on May 15 and Dior traveling to Rome for its May 27 display. Max Mara is planning a two-day resort 2026 experience, which will include a runway show, in Naples on June 16 and 17.
Cruise represents a key delivery for luxury brands as the collections have a long selling window straddling several seasons, and often dedicated campaigns and extra distribution via pop-up stores.
In addition, Pucci picked Portofino as the destination for its next runway show, scheduled for April 4, as reported.