Our favourite fashion houses are taking us to the coast, but not in the traditional sense.
We’ve become used to the straightforward idea of a beautiful resort collection unveiled under the Mediterranean sun, against the backdrop of a sprawling villa by the sea.
But things may be slowly changing this season as many are taking an inventive approach to coastal ideals. Gucci and Louis Vuitton are taking us to the east coast, announcing their Cruise 2027 runway shows in New York City; we can’t forget that Chanel recently staged its Métiers d’art 2026 collection in The Big Apple, generating an incredible amount of buzz. Meanwhile, Dior is taking us to the west coast, specifically Los Angeles.
In November 2025, Chanel recreated its Cruise 2026 in Singapore. (Photo: Chanel)
What could it mean? It signals the slow post-Covid recovery of the American shopper in luxury spaces, even in a time of tariffs. In its recent report published in January 2026, Bank of America points to “some significant scope for a rebound in luxury spending going forward”, as well as the arrival of the Gen Z consumer in the luxury space. Additionally, the cultural currency of the North American region is only appreciating, as the FIFA World Cup in 2026 is set to held in June and July, alongside other major sporting and entertainment events. It is strategic to position itself in the region to cash in on these moments.
The impact of the Asian market is still holding strong, despite some volatility. Max Mara will be taking its show to Shanghai in June.
Luxury has been going global in the last few decades, but these are noticeably bigger swings to be closer to the centres of (spending) power. One can even begin to tell quite clearly in certain designs, as well as marketing and merchandising strategy, that the tastes of different consumer regions have been taken into consideration. What is contributing to this commercial single-mindedness that can only de described as Jerry Maguire-esque? And how will it play out for the future of the industry? We can only speculate for now.
In the meantime, we will be waiting with anticipation to enjoy the line-up of exciting Cruise 2027 runway shows.
See the full calendar of Cruise 2027 runway shows below.
Chanel
Biarritz, 28 April 2026
Gabrielle Chanel in Biarritz, circa 1920 (Photo: Chanel)
After a successful Métiers d’art show in an abandoned New York subway, creative director Matthieu Blazy takes Chanel back to Biarritz, a quaint seaside town in France where Gabrielle Chanel set up her first couture house in the Villa de Larralde in 1915. “Biarritz plays a fundamental role in the history of Chanel,” says Bruno Pavlovsky, President of Chanel Fashion. “We are delighted that Matthieu Blazy has chosen this destination, so dear to the House, to present his first vision of the Cruise collection.”
Dior
Los Angeles, 13 May 2026
Dior’s Cruise 2026 runway show was held in Rome, Italy (Photo: Dior)
Jonathan Anderson’s links to Hollywood deepens. At the helm of Dior, he has tapped some of the biggest talents in the film industry, from Mia Goth and Anya Taylor-Joy to Robert Pattinson. The announcement of his Cruise 2027 runway show in Los Angeles does not come as a surprise, especially with the recent opening of Dior’s new flagship store on Rodeo Drive, designed by architect Peter Marino.
Gucci
New York City, 16 May 2026
Gucci’s Cruise 2026 show was held in Florence, Italy. (Image: Gucci)
Newly appointed creative director Demna follows the course by continuing to visit significant destinations of Gucci’s history. The last show for Cruise 2026 saw a return to the Italian brand’s birthplace of Florence. For his debut Cruise collection, Demna brings the show to New York, a pivotal place in Gucci’s history, where, in 1953, the House opened its first store abroad, ushering in the brand’s journey toward global expansion.
Louis Vuitton
New York City, 20 May 2026
Louis Vuitton’s Cruise 2026 show was held at the Palais des Papes in Avignon, France (Photo: Louis Vuitton)
From medieval to modern, Louis Vuitton’s next Cruise collection makes a hard pivot from its 2025 location at the ancient Palais des Papes in Avignon, France. It will be showing at an iconic New York City monument, as of yet unconfirmed. But it promises to feature the creative influencers of both Pharrell Williams and Nicolas Ghesquière; both taking inspiration from the city’s vibrant street culture.
Max Mara
Shanghai, 16 June 2026
Max Mara makes an exciting return to Shanghai. It had previously unveiled its pre-fall 2017 collection at the Shanghai Exhibition Centre in December 2016.
