Gucci to Show Resort Collection in New York

Resort shows: the new traveling circus.
Avatar:
Chantal Fernandez
Author:
Publish date:
Social count:
1154
Resort shows: the new traveling circus.
Models on the runway at the Gucci spring 2015 show. Photo: Pietro D'Aprano/Getty Images

Models on the runway at the Gucci spring 2015 show. Photo: Pietro D'Aprano/Getty Images

Get ready, fashion editors: Yet another major house is taking its resort collection on the road this season. Gucci confirmed Wednesday that it plans to show its next resort (or as Gucci calls it, "cruise") collection in New York on June 4.

In recent seasons, a growing number of European fashion brands have opted to present their pre-season collections on runways in international — and oftentimes, exotic — locales to build buzz. What had historically been a period of quiet showroom appointments is quickly morphing into an important opportunity for luxury brands to impress customers in key markets — a wise move, considering these collections live on the sales floor longer than the spring and fall collections do.

It's going to be a busy month. Chanel is showing on May 4 in Seoul, Dior on May 9 in Los Angeles and Max Mara on May 20 in London. (Louis Vuitton has yet to announce its plans, but showed its resort collection in Monaco last year.)

Gucci hasn't shown resort in a runway format since 2008, when former designer Frida Giannini hosted the presentation at a 17th-century villa in Rome, where she married her ex-husband.

Gucci has yet to release venue information. Maybe the Brooklyn Navy Yard, site of Dior's cruise show last year, is available? If new Creative Director Alessandro Michele continues to elaborate on the vintage-inspired/Wes Anderson aesthetic he debuted in his first spring collection, the borough might just be the perfect place for his show.