Every year, luxury brands intricately design installations in their shop windows, within their stores, and across global cityscapes. This thoughtful decision holds the power to infuse joy into the lives of passers-by, casting a warm glow on their wanderings and kindling children’s dreams.
In the serene embrace of winter, a unique space unfolds for those who delight in crafting imaginative holiday expressions. This season offers the perfect opportunity to adorn Christmas trees and homes, transforming them into personal canvases of festive creativity. If you share our passion for fashion, you might encounter some luxurious trees while strolling down the street in the midst of your holiday activities. You may be captivated by their chicness, but you might also find yourself less enthused. Regardless of your initial reaction, there’s an irresistible allure that might prompt you to instinctively reach for your camera, capturing a moment with these creations as a captivating backdrop.
Embark with us on a world tour through the realm of 2023 designer Christmas trees, each one carving its niche in headlines and sparking global conversations. Are they a dazzling spectacle or a potential misstep for fashion brands? The verdict is yours to make.
Gucci Takes Milan’s Most Talked-About Christmas Tree Award
All eyes in Milan are centred on the Gucci Christmas tree, called ‘The Gift of Love’ and proudly showcased in the iconic Galleria Vittorio Emanuele II.
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Traditionally, it was the Swarovski Christmas tree adorned with the fashion house’s precious crystals that mesmerised Milanese and tourists alike during the festive season since 2013.
Now under the ownership of Kering, Gucci has reimagined the traditional holiday tree, adding a contemporary flair that has sparked mixed opinions. Unveiled on December 4 by the mayor of Milan, this flamboyant luxury Christmas tree boasts a palette of striking white and silver hues, comprising 78 gift boxes sealed with Gucci’s distinctive Horsebit buckle.
Paris Meets Rome as Dior Illuminates the Eternal City
Maison Dior has chosen Rome as the stage for its Christmas decoration, characterised by the timeless elegance of white and gold.
@ryanprevedel A brighter Rome with @Dior beauty #DreamInDior #DiorHoliday #adv ♬ original sound - Ryan Prevedel
The centrepiece is a majestic 13-metre-tall Christmas tree in Trinità dei Monti, adorned with over 700 golden butterflies from the Dior Cruise 2024 fashion show. Luminescent bottles of coveted scents from the house, including Miss Dior perfume and the new L’Or de J’adore fragrance, add to the enchantment.
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Dior's Christmas tree adorned with decorations inspired by creations from the Dior Cruise 2024, envisioned by Maria Grazia Chiuri © Lorenzo Serafini Boni. Courtesy of Dior
It’s a tribute to the roots of Maria Grazia Chiuri, the Roman designer and the creative director overseeing women’s wear and haute couture at Dior.
Furthermore, Dior’s festive touch extends beyond the city centre, adorning fifteen streets over a total stretch of 7.5 kilometres. This gesture ensures that the magical ambience of Christmas reaches neighbourhoods that might otherwise miss out on the joyous celebration.
London Turns Pink PP with Valentino’s Christmas Tree
In the heart of London, a city renowned for its enchanting Christmas displays, this year’s festivities have taken on a radiant hue courtesy of Maison Valentino’s collaboration with Harrods.
The Valentino Pink PP Christmas tree displayed at the entrance of Harrods' flagship store. Courtesy of Valentino
The entrance of Harrods’ flagship store on Hans Crescent is graced by the breathtaking Valentino Pink PP Christmas tree, standing tall at an impressive 9 meters. Illuminated with lights that echo the distinctive Valentino Pink PP Pantone, its Christmas balls reverberating with a festive glow, and adorned with two glowing VLogo, this luxury tree is truly a sight to behold.
The Valentino Christmas shop windows at Harrods. Courtesy of Valentino
As an extra delight, Chaisan’s resident food truck, stationed until January 2, 2024, is serving up warm Valentino Pink PP hot chocolates and treats, spreading joy to all who pass by.
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Inside the department store, Valentino has curated an installation, a harmonious blend of essential Pink PP outfits and Valentino Garavani accessories, suspended above Pink PP Christmas gift boxes, creating an immersive experience for custumers.
When Louis Vuitton’s Trucks Roll Into Claridge’s in Mayfair, It’s an Ode to the Art of Travel
In the ever-charming British capital, a new addition to the designer festive landscape emerges – the Louis Vuitton Christmas tree gracing Claridge’s, the legendary hotel nestled in the heart of Mayfair.
The tree is made of 15 silver trunks arranged vertically and varying in height. The design cleverly mirrors the silhouette of a real tree, all the while resonating with the overarching theme of the art of travel, which connects the brand to the hotel. Two colossal trunks cloaked in LV’s iconic monogram pattern envelop this festive masterpiece.
Renowned for its holiday luxury twist, Claridge’s has been a canvas for luxury brands such as Jimmy Choo, Dior, McQueen, and numerous other fashion maisons to showcase their Christmas trees over the years.
@about.london The Claridge’s Christmas Tree 2023 by Louis Vuitton brings together two illustrious names who have long celebrated the Art of Travel, and crossed paths throughout their respective histories after both being founded in 1854 #louisvuitton #lv #claridges #christmas #mayfair #london #fyp ♬ Holly Jolly Christmas - Michael Bublé
Amidst the glitz and glamour of these embellishments, some people may view them as ostentatious brand displays. However, I believe that a brand’s strategic choice to engage its audience, delving into diverse channels, goes beyond just a spectacle. It is a strategic move crafted for effective message delivery by creating a deeper connection with people that goes beyond just verbal communication. What’s your take on this perspective?
Lucrezia Spina
MA student in Fashion Omnichannel & E-Commerce, Milan