Luxury Italian fashion house Max Mara has announced plans for a resort show to take place on 20 May in London, in a move that will bring the brand extra attention as it coincides with the opening of its expanded boutique on Old Bond Street—an area that is home to many of the capital’s favourite decadent brands.
Max Mara’s Resort 2016 collection, which is currently being kept under wraps, is just one in growing trend by luxury brands to take their ‘Cruise’ collections to exotic and off-beat destinations. And while London may be the a firm fashion epicentre, the decision to show pieces at the mid-point in the fashion calendar is somewhat of an edgy one. Other brands following suit include Chanel, which will show its resort pieces on 4 May in Seoul (and was indeed one of the first to take its resort collection abroad), whilst Dior will take its show on the road all the way to LA for its 9 May Cruise offering. Previous seasons have seen Louis Vuitton hit Monaco and Marc Jacobs opening up on Manhattan’s Upper East Side.
As fashion editors, buyers and customers eagerly look forward to the next official season in the fashion schedule in September, it’s time to cast our eyes to the resort collections that will be getting us through the summer season. And with global luxury brands already giving us some serious wanderlust, Max Mara joins the trendy destination runway show, which is sure to cause waves in London—even if the infamous British weather doesn’t hold out.