1. Chanel: Cinematic Glamour Meets Italian Sunlight
Venue: Villa d’Este, Lake Como
Highlight: Pastel tweeds, gold lamé, raffia mini bags
Narrative: A homage to la dolce vita, framed through the lens of old-world cinematic allure
Despite lacking a central creative vision due to Matthieu Blazy’s anticipated debut later this year, Chanel’s Cruise 2025/26 collection delivered a sun-soaked fantasy. Critics were split—some citing lack of cohesion, others praising its playful elegance.
What stood out was the use of locale as thematic anchor, reinforcing fashion’s role as an immersive lifestyle proposition.
2. Gucci: London Heritage Reimagined by Sabato De Sarno
Venue: Tate Modern, London
Highlight: Oversized pea coats, micro shorts, transparent blouses
Narrative: An Italian-accented ode to London’s romantic grit
De Sarno’s debut cruise effort sparked both wonder and harsh critique. While its relaxed silhouettes and sensual detailing aligned well with summer sensibilities, some questioned its depth. Still, the revival of the Blondie bag and dreamy, verdant runway staging lent it a sense of modern nostalgia that could resonate deeply with younger consumers.
3. Dior: Scottish Legacy with a Punk Twist
Venue: Drummond Castle Gardens, Scotland
Highlight: Medieval corsets, bold tartans, feminine armor
Narrative: Mary Stuart meets modern rebellion
Maria Grazia Chiuri’s cruise offering broke with traditional resort codes, embracing dramatic textures and cold-weather practicality. It’s a collection built on intellectual rigor and cultural depth. Critics may call her designs “banal,” but Dior’s tripled revenue under her reign tells a different story. Appreciation, here, lies in substance and global wearability.
4. Louis Vuitton: Spanish Flair Through a Futuristic Lens
Venue: Park Güell, Barcelona
Highlight: Sculptural silhouettes, torero jackets, flamenco layers
Narrative: The art of travel, filtered through Spanish heritage and sci-fi architecture
Ghesquière’s mastery of architectural form met Gaudí’s flamboyant surfaces in a truly cohesive show. It was one of the most critically acclaimed collections of the season, offering standout pieces such as flamenco capes and square-shouldered mini dresses. This was Cruise as cultural spectacle.
5. Prada: ‘Days of Summer’ and the Art of Escapism
Campaign Venue: Capri (Activation July 5–13, 2025)
Highlight: Georgette florals, striped swimwear, large crochet totes
Narrative: Dreamy summer vignettes merging city and sea
Prada didn’t stage a traditional show—instead, they launched a multiplatform experience headlined by icons like Troye Sivan and Hunter Schafer. Its strength lies in the narrative: soft maximalism, nostalgia, and seaside ease. The Lido del Faro activation added sensorial depth to a vision rooted in storytelling, not trend-chasing.
