It is now a simple fact that Fashion Week never truly ends. The boundless slew of 6-foot tall models walking in a line never stops and there’s always a new front row to gawk at. Here’s how it goes now: after Couture in January and Men’s in early February, we move to the seasonal Spring / Summer shows in New York, London, Milan, and Paris. Then after that, the smaller cities across Asia, Europe, and Australia show their collections. And then, while those are still going on we get to where we are now in May for Resort and Cruise. Are you tired yet? Because we also can’t forget the off-season designers like Alexander Wang who have chosen to forgo traditional calendars in favor of what works for their business. Whew.
Now, back to today where we are watching the established luxury houses like Louis Vuitton, Dior, Chanel, and Prada show their between-season collections in all different locations around the world. Although it seems completely counterintuitive to create more clothing so quickly after their seasonal show, Resort tends to be a really good business move for brands. These collections are ready-to-wear and are more commercially viable in stores. The shows themselves also function as a press move getting influencers and celebrities out and wearing the brand between seasons.
For the 2020 Resort, Cruise, Holiday (and whatever other fashion jargon you want to throw out there) shows, the collections were all about location and intention.
Dior showed in Morroco in a stunning evening event. Most notably, the show included a piece up-and-coming designer Grace Wales Bonner who told Vogue, “It’s interesting to be able to recognize what I do in a luxury European context.”
Chanel kept it classic in Paris as its new designer Virginie Viard presented her first pre-season collection.
Prada moved their show to New York City with a more functional offshoot of the seasonal pieces with lighter fabrics and less punch. As expected, the front row was star-studded, including the fashion elite and major celebrities dressed head-to-toe in the brand.
Wherever you fall on the fashion fatigue scale, there’s no getting around these shows and their significance… forever until the end of time apparently.