Why Italy is the ideal destination for French fashion houses and their cruises collections

After the scorching sun of Athens, the vibrant scenery of Mexico City, or the misty landscapes of Scotland, it is now the cobblestone alleys of Rome that Maria Grazia Chiuri has chosen as the backdrop for showcasing Dior's upcoming cruise collection. A destination choice that makes sense, given that the show will be presented on May 27 and will be graced by the warm, gentle breeze of the Italian capital, which perfectly embodies the adage, "April showers bring May flowers." Dior is not the only fashion house choosing Italy to unveil its cruise collection. While tradition dictates presenting these collections far from the grey skies of Paris, what explains this sudden interest in Italy?

Let’s begin with Dior, the latest brand to announce it will leave France for Italy in May. The contrast between the chilly, grey Scotland, where its last cruise show was held, and the vibrant colors and sunshine of Rome is striking. However, the creative director’s choice is quite meaningful. Firstly, Rome holds a special place in her heart. Not only was she born and raised there, but it is also where she took her first steps in fashion, starting at the Fendi house and later continuing at Valentino, another iconic Roman fashion house. She recently undertook a very different project in Rome: the restoration of a historic theater, the Teatro della Cometa. She has also designed costumes for ballet performances in Rome and frequently collaborates with local artisans for her annual collection, which could significantly boost tourism revenue. Although Dior already showcased its 2021 cruise collection in Lecce, a small town in Puglia, this will be the brand's first-ever show in the Italian capital. While this destination seems deeply personal to Maria Grazia Chiuri, what about the other French fashion houses turning to Italy this year?

In 2023, Louis Vuitton chose Isola Bella, on Lake Maggiore, as the setting for its cruise show celebrating the 10th anniversary of Nicolas Ghesquière as head of women’s artistic direction. Although initially planned at sunset in the hanging gardens of Isola Bella, with a 17th-century palace as the backdrop, the event was relocated indoors due to bad weather. Despite the change, this journey blending botanical cruises, modern sirens, and fairytale-inspired outfits captivated French and Italian audiences. More recently, Chanel announced it will also head to a Lombardy lake, selecting the idyllic Lake Como for its next cruise collection, which will kick off the season.

For any French traveler, Italy simply evokes the dolce vita, sunshine, melodic accents, and an ideal destination for Parisians seeking tranquility, relaxation, and a touch of exoticism. However, for fashion, Italy represents VICs (Very Important Clients) willing to splurge to uphold their beauty and style standards, Via Montenapoleone as the ultimate symbol of luxury, and the perfect balance between history, cultural richness, and romance—all just a short journey from France. So why spend astronomical sums on shows outside Europe, such as Havana for Chanel in 2016 or Rio de Janeiro for Louis Vuitton that same year, when magical, exotic locations are just hours away? With Dior’s announcement, the cruise calendar for next year is beginning to take shape. Louis Vuitton plans to present its show on May 23 but has yet to reveal the location. Will Italy also be on its bucket list? While we wait for an answer, one thing is certain: the Peninsula could become the ultimate destination for cruise shows worldwide. Stay tuned.