From the glamorous getaway wardrobes of the twenties to global runway events 

Long before destination fashion shows became some of the industry’s most anticipated events, resort wear was created for travellers in search of sunshine. Today, cruise collections are staged in locations ranging from Lake Como and Kyoto to Marrakech and Mexico City, but their origins lie in the simple idea of creating a wardrobe for the upper class who spend their months travelling to warmer climates.

The story begins in the early 20th century, when wealthy travellers from Europe and America would escape winter for destinations such as the French Riviera and the Mediterranean. As leisure travel became increasingly popular, designers began creating lighter, more relaxed clothing designed specifically for these glamorous getaways.

One of the most influential figures in the evolution of resort wear was Coco Chanel. 

During the 1920s, she revolutionised holiday dressing with relaxed jersey separates inspired by life on the French Riviera. Comfortable, elegant, and effortless, her designs helped lay the foundations of resort style that remain relevant today.

By the 1950s and 1960s, the rise of air travel ushered in the golden age of the jet set. Style icons such as Grace Kelly and Jackie Kennedy embraced sophisticated holiday wardrobes, making resort wear synonymous with luxury, elegance and international travel.

As the fashion industry evolved, cruise collections emerged as a way to bridge the gap between the traditional spring/summer and autumn/winter seasons. Designed for clients travelling year-round, they quickly became an important commercial category for luxury fashion houses.

Today, resort collection presentations have evolved into global cultural events. Fashion houses use destination shows to celebrate craftsmanship, travel and local culture while showcasing their latest collections in some of the world’s most spectacular locations. The collections themselves often become some of the most wearable throughout the year, with customers opting for more laid back styles that can be worn for every day. 

What began as practical holiday dressing has become one of fashion’s most influential categories. Defined by relaxed tailoring, elevated essentials and an enduring sense of effortless elegance, resort wear continues to embody the romance of travel and the spirit of escape.