The cinematic locations of this season’s big fashion shows

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Artistic expression of its time, the fashion plays with society’s codes, walks with the public through new ideas and walks paths that leave the ordinary. Through fashion shows, the big luxury brands reveal a layer beyond clothes: they take us to extraordinary destinations.

With the resumption of major events, in-person fashion shows are back in full swing and, in addition to fashion weeks in the main fashion capitals of the world, such as Paris, New York and Milanthe brands also hold a season of fashion shows “cruise ” or “resort “.

The catwalks usually take place between the months of May and June, precisely between the launch of winter and summer collections, to launch mid-season looks. The concept was led by Coco Chanel in the 1920s and from the 2000s onwards it began to take on greater proportions.

Major luxury brands have started to host their shows in iconic locations around the world, such as in Athens , Morocco , Havana , Rio de Janeiro , Kyoto , cannes among many others, where historical locations, such as museums and avenues, serve as a backdrop – and also reflect the mood of the collection.

This May, four major luxury fashion houses have already presented their resort shows, taking famous guests to the coast of California, to the principality of Monaco and even to a 13th century castle in Italy.

Here are some interesting facts about the places chosen for the parades and how to visit them:

Chanel – Monte Carlo Beach Hotel, Monaco

Earlier this month, Virginie Viard, creative director at Chanel, chose the hotel’s beachfront promenade. Monte Carlo Beach, in Monaco, as the catwalk of the cruise show of the luxury brand. Guests and guests then watched the looks inspired by Formula 1 and the thriving life of Monaco, including its casinos, under umbrellas and huts.

Located on Avenue Princesse Grace, named after Grace Kelly, the hotel opened in 1928 and has become a destination for the rich and famous over the decades as it has become a meeting place for the cultural elite.

The hotel has 40 suites and four restaurants, and was designed in the concept of Californian villas, based on an art deco style. The hotel’s curved shape follows the coastline, and from the pool and sand, the Mediterranean Sea stretches as far as the eye can see.

Rates range from €619 to €3,825 – the cheapest suites have 30m² and sea views; the largest and most expensive has 200m², accommodates five people and has a terrace, jacuzzi, two bedrooms and views of the sea, the mountains and the pool.

Louis Vuitton – Salk Institute, San Diego, California, USA

It was during the sunset of the Californian city of San Diego that Nicolas Ghesquière, creative director of Louis Vuitton, kicked off the cruise show of the French brand. The place chosen on the 12th of May was the Salk Institutea scientific research institute located in La Jolla, the city’s seaside resort.

The site’s land was gifted by the City of San Diego to Jonas Salk, developer of the first safe and effective polio vaccine, who wanted to build a collaborative environment for researchers.

Opened in 1963, the Salk Institute remains an icon of modernist architecture in the state of California. The construction consists of two symmetrical wings with a stream of water in the middle that flows towards the Pacific Ocean – the parade took place in this open space at the center of the institute, which functions as a courtyard.

Interestingly, there are no walls separating the labs on any of the floors – designed that way to promote collaboration. Visitors are welcome on site, however, according to the official sitethe Salk Institute remains closed due to the Covid-19 pandemic.

It is worth remembering that the creative director of the brand has already promoted in-person fashion shows in other architectural gems around the world, such as the Museum of Contemporary Art of Niterói, in Rio de Janeiro in 2016. On the occasion, a battalion of national and international celebrities took a close look at the cruise parade looks while, in the background, it was possible to glimpse the Guanabara Bay.

Gucci – Castel del Monte, Puglia, Italy

As high-profile celebrities sat in the front row, models in looks from Gucci’s latest cruise collection emerged from inside the Castel del Monte and strutted down a catwalk set up around the imposing 13th-century castle.

Located in the commune of Andria, in the Apulia region, in the south of Italythe castle is a UNESCO World Heritage Site for its “outstanding universal value”, and the construction, completed in 1240, is based on an octagonal plan with octagonal towers at each angle – representing the pursuit of perfection.

An example of medieval architecture in Italy, the castle stands on a rocky hill and combines elements of classical antiquity, the Islamic world and Northern European Gothic.

No wonder, the mathematical and astronomical precision of the place married very well with the motto of the last collection of the stylist Alessandro Michele for Gucci. Called “Cosmogonie”, the collection was based on the “constellation thinking” of German philosopher Walter Benjamin. At the end of the parade, images of constellations were illuminated on the walls of the old building.

The castle is open to visitors every day in the morning and afternoon, and there is an entrance fee of around €7.

Dior Men – Venice Beach, Los Angeles, California, USA

Another major French luxury brand took guests and celebrities to California for a resort show. This time, Dior chose the famous Venice Beach for its latest men’s show, and closed one of the streets of the seaside district of the city of Los Angeles.

The neighborhood is known for its “good vibes” atmosphere, where the beachfront promenade is filled with street artists, colorful murals, skate parks and shops.

Famous for its bohemian spirit, the place also concentrates bars and restaurants, being one of the most important tourist spots in Southern California – usually the tour is done by tourists as a stretched out from downtown Los Angeles.

Wave-shaped decorations, neon lights and palm tree designs were part of the show’s ambiance, which referred to both the collection presented by stylist Kim Jones and the Venice Beach neighborhood itself.

Source: CNN Brasil

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