Cruise season has long been fashion’s most globe-trotting chapter—those sun-chasing, culture-dipped collections originally conceived for clients who wintered abroad and needed wardrobes to match. Today, they’ve evolved into grand spectacles of storytelling and soft power, with the world’s biggest maisons selecting destinations that say as much about their heritage as the clothes themselves. For Cruise 2027, the map spans storied coastlines, dynastic architecture, and cities steeped in fashion history. Here’s where each house is headed next year—and why the locations matter.
CHANEL
Where: Biarritz, France
When: 28 April 2026
The house returns to one of its most historically charged coordinates: Biarritz, the seaside town where Gabrielle Chanel opened her very first couture house in 1915. The choice is deeply symbolic—and personal. As Chanel president Bruno Pavlovsky notes, “Biarritz plays a fundamental role in the history of Chanel… We are delighted that Matthieu Blazy has chosen this destination, so dear to the House, to present his first vision of the Cruise collection.”
MAX MARA
Where: Shanghai, China
When: 16 June 2026
After last year’s cinematic showing in Naples’ Reggia di Caserta, Max Mara shifts its gaze eastward. The Max Mara Resort 2027 show will unfold in Shanghai, a city whose blend of futurism and old-world glamour mirrors the brand’s own duality: pragmatic luxury with an undercurrent of theatre. Details remain under wraps, but the location signals a continued dialogue with Asia’s fashion capitals and the growing influence of its discerning clientele.
GUCCI
Where: New York City, USA
When: 16 May 2026
Demna takes his first Cruise bow for Gucci in none other than New York—a city that shaped the house’s global identity. In 1953, Gucci opened its very first international store here, cementing its transatlantic ambitions and ushering in a new era of expansion. Returning to this cultural crossroads feels not only symbolic but strategic: a bold alignment of Demna’s edge with the city’s relentless creative energy.
LOUIS VUITTON
Where: New York City, USA
When: 20 May 2026
Louis Vuitton heads back to the United States for Cruise 2027, with Nicolas Ghesquière set to reveal his latest vision in New York. Details of the venue remain tightly held, but his American show history paints a clear picture of what might come. Ghesquière has previously transformed some of the country’s most arresting architectural sites into Vuitton runways: the sculptural Bob Hope Estate in Palm Springs, the austere beauty of the Salk Institute in San Diego, and Eero Saarinen’s mid-century TWA Flight Center in New York. Each location underscores his affinity for spaces that blur the line between past and future—suggesting that this season’s setting will be just as transportive.
This story first appeared on GRAZIA Singapore.
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