As Max Mara showed their resort collection for 2024 on June 1 in Stockholm’s City Hall’s Blå hallen, site of the annual Nobel Prize Banquet, we look at where the leading luxury brands have lured buyers, press, clients and celebrites for the past few weeks to present the best of holiday wear.
Resort, cruise. pre-collections or whatever you prefer to call them, these mid-season shows actually date back more than 100 years.
The special capsules produced by designers and released between the main fall/winter and spring/summer collections were presented to deck out wealthy customers while they escaped to warmer climes during the winter months. While said to have been innovated by Coco Chanel, the concept was particularly popular in America where upper class residents of cities like New York and Chicago would head south to Palm Beach and Miami in search of winter sunshine. Take Brooks Brothers for example, who opened in Palm Beach in 1924, offering candy-coloured shirts and linen suits to the booming male tourist influx visiting the resort after World War II.
While in the early 20th century these winter holidays, and their accompanying wardrobes, remained very much the privilege of the rich and famous, today resort collections have developed into huge commercial propositions for fashion houses.
Looking at the resort 2024 collections, Chanel kicked off the show calendar with its show in Los Angeles beginning of May. Since then its been one big and fantastic whirlwind around the world.
Not even heavy rain could stop the Dior show at the Colegio de San Ildefonso in Mexico where creative director Maria Grazia Chiuri paid hommage to Frida Kahlo and traditional Mexican craftsmanship. (For the full report CLICK HERE)
Louis Vuitton was yet another victim of weather conditions, who had planned to show in the gardens of Isaola Bella at Lago Maggiore, was forced to change location to Palazzo Borromeo.
And more rain at Wes Gordon’s resort show for Carolina Herrera in Rio de Janeiro. But that wouldnt stop the models from taking to the runway in fun and flirty dresses.
Gucci went all the way to the Gyeongbokgung-Palace in Seoul to celebrate the 25 year anniversary of the Italian power houses presence in South Korea.
While we are getting ready for our summer vacation, those fabulous resort 2024 pieces won’t hit stores before November. So you might want to check out our top summer holiday picks to get your holiday wardrobe ready now!
For more fashion news CLICK HERE.
