From Chanel in Marseille, to Balenciaga in Shanghai here's the Fashion Cruise 2025 Show calendar

Spring season is upon us, and that means sun-kissed days which happens to be the perfect backdrop for cruise fashion shows.

If you didn’t already know, it’s that time of the year when the biggest luxury fashion brands ditch the usual fashion cities- Paris, New York, Milan, and London for chosen holiday destinations to present their Cruise collections.

Cruise collections are a sneak peek into upcoming trends that go beyond the typical spring/summer and fall/winter cycles. They serve as an opportunity for designers to unleash their creativity, creating the perfect combination of luxury, style, and travel. After all, what distinguishes a cruise fashion show from its counterparts is the unparalleled cruise lifestyle experience it delivers. 

While typically credited to Coco Chanel,  Fashion Cruise Shows originated over a century ago, as far back as the 1920s! The early cruise or resort collections were initially conceived as exclusive offerings crafted by designers.Today, Cruise collections predominantly feature summer essentials- picture swimsuits, breezy dresses, and athletic-inspired silhouettes adorned with vibrant prints and palettes. They are often offered at slightly more accessible price points compared to a fashion house's mainline collections.

So if you’re ready to head to Shanghai with Balenciaga, or Dior in Scotland, here are the shows, their dates, and destination locations!

Chanel in Marseille: May 2nd

Courtesy: Chanel, cruise 2025

Given the history of cruise shows, it’s appropriate that we start our list with Chanel. 

Chanel returned to the scenic south of France, selecting Marseille as the venue for its 2025 cruise collection on May 2nd. No surprise there as creative director, Virginie Viard, tends to select enchanting French Riviera locales, including the picturesque landscapes of Les Baux-de-Provence and the glamorous allure of Monte Carlo.

While the previous collection exuded a youthful vibe reminiscent of bubblegum pop, characterized by leg warmers and pink sweatshirt dresses, this season is embracing a different direction, leaning towards a sense of seaside escapades. It's possible that the upcoming 2024 Paris Olympics have influenced this shift, particularly with Viard potentially drawing inspiration from the Games' sailing events set to unfold in the Marseille Marina.

Fashion critics claim that although certain ensembles in this collection may appear unfamiliar to the uninitiated, Chanel's allure lies in the inherent versatility and the ability of each piece to undergo a shift when examined individually.

Here are some of the upcoming shows you wouldn’t want to miss:

Gucci in London: May 13th

Courtesy: Gucci menswear AW24, courtesy of Gucci.

Gucci will be presenting its cruise collection in London this year. Quite fitting,itting as Gucci's ties to London run deep. Stemming from the brand's founder, Guccio Gucci, who, in 1897, worked as a luggage porter and lift boy at the esteemed London hotel, The Savoy. He eventually went from making observations of the guests' luggage to crafting his line of luxurious suitcases and bags. 

In alignment with Gucci's enduring commitment to champion culturally significant locales and their communities, the house has pledged its support for the "Electric Dreams" exhibition at Tate Modern, slated to open this fall. 

Louis Vuitton in Barcelona: May 23rd

Courtesy: Louis Vuitton,

Following last year's captivating showcase amid the breathtaking vistas of Isola Bella on Italy's Lake Maggiore, Louis Vuitton unveiled its Cruise 2025 presentation in another enchanting European locale- Barcelona, the picturesque coastal capital of Spain's Catalonia region, on May 23rd. 

The unveiling of the new collection will allegedly coincide with a series of planned exhibitions, cultural activations, and educational initiatives. Following the show, Louis Vuitton will launch its highly anticipated City Guide for Barcelona, along with educational programs designed to celebrate and support the local creative community.

Balenciaga in Shanghai: May 30th

Courtesy: Balenciaga Cruise 2024. ©Photo: Balenciaga

On the 2025 Cruise Fashion Show Calendar, Balenciaga's selection of Shanghai stands out notably. But why Shanghai? 

It's no secret that China holds immense significance for Balenciaga. With the highest number of Balenciaga stores globally, including the brand's flagship store nestled in Shanghai's esteemed IAPM Mall, the city serves as a pivotal hub for the brand's presence. 

Dior in Scotland: June 3rd

Courtesy: Dior

Renowned French luxury fashion house, Dior, is set to unveil its Cruise 2025 collection in the renaissance-style terraced gardens of Drummond Castle, located in Perthshire, Scotland, on June 3rd.

Maria Grazia Chiuri, the Creative Director is anticipated to spin a narrative that celebrates the rich tapestry of local Scottish culture. Collaborations with Scottish artists and craftspeople are expected to infuse the collection with a distinctive sense of place and heritage.

This excursion to Scotland isn't Dior's maiden voyage to the region. In the 1950s, the house orchestrated a grand ball at the nearby Gleneagles Hotel to debut its spring 1955 collection. 

MaxMara in Venice: June 11th

Courtesy: Max Mara

Max Mara has revealed that its Cruise 2025 runway will grace the lovely city of Venice on June 11th.

In the previous year, Ian Griffiths, the brand's Creative Director, intrigued audiences with a collection inspired by Scandinavian culture at a show held in Stockholm. Likewise, in 2022, the brand unveiled its 2023 Resort collection in the modernist gardens of the Calouste Gulbenkian Collection in Lisbon, Portugal. 

From the Museum of Ancient History in Berlin to Italy's chic coastal retreat, the Mezzatorre in Ischia, the brand's sophisticated showcases have extended its cultural impact and global reach.

Written by Ijenna Mirabel Osuji