Dior in Rome, Chanel on Lake Como, Gucci in Florence: Italy is not just a hub of manufacturing but a stage for luxury
Italy is reclaiming its status as the unrivalled capital of glamour and culture, and the Cruise 2026 fashion calendar proves it. With an impressive line-up of luxury brands unveiling their collections in some of the country’s most iconic locations, 2025 is shaping up to be a love letter to Italy’s rich heritage and its indelible impact on global fashion.
Dior to Showcase 2026 Cruise Collection in Rome
The latest announcement, made just a few days ago, has solidified what is rapidly becoming an undeniable trend: global luxury brands are choosing Italy for their upcoming destination shows. Dior has confirmed that its Cruise 2026 show will be held on May 27 in Rome. For Maria Grazia Chiuri, the creative director of women’s haute couture, ready-to-wear, and accessories collections at the LVMH-owned brand, the decision is deeply personal as Rome is her hometown.
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“A symbolic ode to the powerful and perpetually reinvented cultural ties that have united Italy and the house since its foundation,” Dior stated. This is not Chiuri’s first nod to her roots; in 2019, she captivated the world with a breathtaking show in Lecce, where traditional Apulian luminaries and folk dances took centre stage. The catwalk event was watched by 20 million viewers worldwide and was particularly poignant as her father was born in Tricase in 1931.
Chanel Unveils Lake Como as the Venue for the 2026 Cruise Show
Meanwhile, Chanel, still without a creative director, is looking to the future by focusing on the stunning shores of Lake Como. Scheduled for April 29, the Maison’s 2026 Cruise collection promises to blend high fashion with the timeless beauty of this celebrity-favourite destination.
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Although details remain under wraps, the choice of location is no surprise, as Lake Como has long been a haven for luxury brands. Last year, Dior showcased its Haute Joaillerie at Villa Erba, and Rhude unveiled its menswear collection in the gardens of Villa d’Este just months ago. Chanel’s upcoming Cruise show is set to further solidify the lake’s status as a fashion hotspot.
Gucci to Stage its Cruise 2026 Catwalk in Florence
For Gucci, 2026 is all about coming home. On May 15, the Florence-based, Kering-owned brand will pay tribute to its birthplace, where founder Guccio Gucci was inspired to launch his iconic leather goods shop in 1921.
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Sabato De Sarno, Gucci’s creative director, describes the show as “a celebration of the city that represents the roots of the brand.” While the exact venue is still a mystery, the event promises to spotlight Florence’s historic charm.
Max Mara Heading South to Naples for the 2026 Cruise Show
Led by creative director Ian Griffiths, Max Mara will complete the Cruise 2026 line-up with an event scheduled for 16-17 June in Naples. Although the brand has not disclosed the details, its tradition of presenting collections in stunning Italian locations raises expectations.
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Following last year’s show at Venice’s Palazzo Ducale and previous events in Ischia and Reggio Emilia, Max Mara’s love affair with Italy continues, this time shining a spotlight on the vibrant beauty of Naples.
From LVMH to Kering: Why Are All the Powerhouses Choosing Italy for Their 2026 Destination Shows?
The question inevitably arises: What has led the 2026 Cruise fashion shows to take place in Italy? The country’s allure lies in its blend of historical grandeur and modern sophistication. From the artistic heritage of Florence to the cinematic beauty of Lake Como, each location offers a unique narrative, enhancing the stories that these collections aim to tell.
As fashion houses increasingly embrace experiential storytelling, Italy’s landscapes and cultural riches become more than just a backdrop—they transform into integral characters in the spectacle.
In 2025, the world’s eyes will be on Italy as it takes centre stage in the luxury fashion arena. With Dior, Chanel, Gucci, and Max Mara leading the way, the Cruise 2026 season is set to redefine the merging of fashion with culture, history, and artistry.
One thing is for sure: Italy isn’t just the place to be—it is the place to dream.
Angelo Ruggeri
Journalist, Master’s Programme Tutor & Fashion Styling Course Leader, Milan