Chanel will present its Cruise collection 2026 on Lake Como

Building on its tradition of venturing into new horizons that are sometimes exotic, sometimes tranquil, and sometimes unexpected for the presentation of its Cruise collection, the House of Chanel has decided that for the 2026 edition, it will settle at Lake Como. While details about the venue remain under wraps, it is already known that the collection will be presented on April 29, in the calming and highly sought-after setting of Italy's most popular lake. Each year, Chanel's Cruise collection reinterprets the House's codes, inspired by the imagery of elsewhere, from Paris to New York, passing through Venice, Singapore, Dubai, Seoul, Havana, Monaco, Los Angeles, and Marseille. This year's choice of the small town in northern Italy reflects, according to the house, a meeting with the energy and uniqueness of a destination whose art of living inspires and captivates the whole world.

In addition to offering its guests an idyllic setting (and likely a collection in harmony with it) that embodies the Italian dolce vita and the romance it entails, the choice also seems strategically aligned with the clientele (or rather the potential clientele) targeted by Chanel. If for its Metiers d’Art show last November the House flew to China, this destination (or even Asia more generally, given the current yen crisis faced by Japan) is now to be avoided, amid luxury shame, a stagnating market, and changing consumption patterns of the Chinese people, who once represented the majority of luxury brand sales. Italy, on the other hand, topped the ranking last year for luxury goods sales and continues to attract thousands of VICs each year, with fashion houses like Prada, Gucci, and Fendi forming the foundation of luxury today. While the House has revealed little information so far about the upcoming April show, it already promises its guests an enchanting aesthetic journey that should not be missed.