Each year, fashion’s cruise shows mark one of the most anticipated moments on the calendar. First introduced in the 1920s by Coco Chanel to cater to clients travelling to warmer climates, these collections have evolved into global events that sit between seasons. Today, they are staged in global destinations that reflect each house’s identity. As the Cruise 2027 season begins tonight with Chanel’s show in Biarritz, we look at the where all of the key shows are taking place this year.
Chanel
Chanel opens the Cruise 2027 season with a return to Biarritz, a location deeply embedded in the house’s history. It was here that Gabrielle Chanel established her couture house in 1915. Framed as a “back to Biarritz” moment, the show signals a reconnection with the brand’s origins, where relaxed elegance and seaside ease first shaped its identity.
The coastal town, long associated with understated glamour, offers a fitting backdrop for Matthieu Blazy’s collection, which is expected to revisit Chanel’s signature codes with a lighter touch. Cruise, after all, has always been about movement, travel and adaptability, qualities that Chanel defined early on. Opening the season in such a historic location reinforces the house’s position as the originator of the cruise concept, while highlighting Blazy’s commitment to reinterpreting the brand’s DNA through his own eyes.
Dior
Dior’s Cruise 2027 will see Jonathan Anderson present his first Cruise collection in Los Angeles. Staged at the newly unveiled David Geffen Galleries at LACMA, the choice of venue reflects a deliberate alignment between fashion, art and architecture. Designed by Peter Zumthor, the building itself has already become a landmark, making it part of the narrative. Known for his ability to merge historical references with contemporary experimentation, the setting offers a platform for Anderson to double down on his vision for the brand.
Louis Vuitton
Louis Vuitton heads to New York for its Cruise 2027 presentation on May 22, 2026. While the exact venue remains undisclosed, it is expected to be a landmark setting that reflects the scale and ambition of the brand’s cruise narrative. The city itself, with its blend of cultural influences and energy, provides a compelling backdrop for a collection that sits at the intersection of tradition and innovation.
Under the creative direction of Nicolas Ghesquière, the collection is likely to draw on New York’s unique duality, where refined luxury meets a more raw, street-driven aesthetic. This interplay has long defined the city’s identity and offers perfect ground for reinterpretation.
Max Mara
Max Mara’s Resort 2027 show takes place in Shanghai on June 16th, highlighting the brand’s ongoing dialogue with key international markets. Staged at the Long Museum West Bund, the presentation coincides with the opening of “The Max!”, an exhibition celebrating the house’s 75th anniversary. This dual moment positions the show not just as a runway event, but as part of a broader cultural programme.
Shanghai, as one of the world’s leading fashion capitals, provides a dynamic setting for the collection, reinforcing Max Mara’s global outlook while acknowledging the importance of the Asian market. The choice of venue, known for its contemporary art focus, aligns with the brand’s refined, intellectual approach to design.
Gucci
Gucci returns to New York for its Cruise 2027 show on May 16th, marking a significant moment as Demna presents his first cruise collection for the house. The city holds historical importance for Gucci, dating back to its expansion into the American market in the 1950s.
Demna’s vision is expected to bring a sharper, more subversive edge to the house, building on a design language that challenges convention while maintaining a connection to craftsmanship. New York, with its fast-paced, ever-evolving identity, provides the ideal setting for this shift.
