Luxury brands present fashion in front of an exotic setting

Castel del Monte in Puglia: This is where Gucci presents its fashion show on May 16, 2022. (Image: Donato Fasano/Getty)

Castel del Monte in Puglia: This is where Gucci presents its fashion show on May 16, 2022. (Image: Donato Fasano/Getty)

Spectacular destinations

An octagonal castle perched on a hill, a brutalist architecture research institute on the Pacific and a kitschy plaza in Spain: these three sites will find a new lease of life as pop-up fashion destinations in the coming weeks.

In the meantime, you can not only find good ideas on classic travel portals, but also in advertising or on social networks. Fashion shows are known and shared many times in exotic locations and in front of particular settings, such as those of Jacquemus: a stretch of beach in the Calanque de Sormiou in the south of France, a cornfield in the natural park regional French Vexin, in the nearly endless lavender hills of Provence, or something like that more recently in March on the Hawaiian beach at Moli’i Gardens. After all, distant places of nostalgia and the fever of travel are sure values ​​in themselves to arouse emotions.

Tickets to new nostalgia locations

In the coming weeks, you can expect more travel inflows, coupled with a fashion show: because anyone who is self-sufficient in the luxury world (and has enough marketing resources available) is staging the new intermediate collection – whether under the term Cruise, Resort or Pre-Collection – in a special place that evokes feelings of vacation, or in front of an exciting setting steeped in history.

These three dream settings are to remember:

1. Gucci in Castel del Monte, Puglia

Since Alessandro Michele took over as creative director of Gucci in 2015, the Italian luxury brand has not only delivered a variety of coveted products, but also a number of inspirations, including exciting stories and atmospheric locations that encourage travel and discovery.

Michele and the Florentine House, which itself can look back on over a hundred years of history, have already exhibited in fascinating places steeped in history, such as the Chatsworth House mansion in the English Midlands or the Garden of Ninfa, in about eighty kilometers to the south. from Rome.

On May 16, Gucci will hold a fashion show at Castel Del Monte in Andria, in the Puglia region of southeastern Italy. It is a unique geometrically shaped monument, perched like a crown on a 540 meter high hill: the sun casts dramatic shadows on this masterpiece, protected as a World Heritage Site since 1996. The builder was Frederick II of Hohenstaufen, who had the castle built around 1240 with an octagonal plan and eight octagonal towers.

The Castel del Monte in Puglia.  (Image: Getty Images)

The Castel del Monte in Puglia. (Image: Getty Images)

The imposing shape and the fusion of different elements from northern Europe, the Islamic world and classical antiquity represent the Castel del Monte. It thus forms an intersection of different peoples, cultures, civilizations and religions in the Mediterranean region.

More fashion shows in special locations

2. Louis Vuitton at the Salk Institute, California

On May 12, Louis Vuitton presents the Cruise collection at the Salk Institute in La Jolla, California. This will be the first fashion show to be held at the Biology Research Institute. The main plaza is the central courtyard, flanked by two mirrored buildings made of concrete, teak and marble. It is the center of a complex of 29 scientific institutions covering more than 410,000 square meters. The building is apparently perfectly connected to nature, the sky and the sea.

The Salk Institute in La Jolla, California.  (Picture: PD)

The Salk Institute in La Jolla, California. (Picture: PD)

At this independent, not-for-profit institute, internationally renowned scientists conduct research in areas such as aging, cancer, neuroscience, immunology and climate change. Founding Dr. For example, Jonas Salk developed the first safe and effective polio vaccine. He was also involved in the design of the building, completed in 1965, designed by Estonian-American architect Louis Kahn.

With its brutalist design and sweeping views of the Pacific, the complex is considered one of the most important modernist buildings in the United States. For Nicolas Ghesquière, artistic director of Louis Vuitton’s women’s collections, the Salk Institute has been a place of wonder for years: “Louis Kahn’s breathtaking brutalist architecture against an extraordinary backdrop of the Pacific Ocean and sunset California sun provides me with endless inspiration. It also celebrates intelligence, knowledge and belief in the power of science.”

Louis Vuitton’s new cruise show is a continuation of an “architectural journey”: In recent years, the House has always organized its cruise shows in remarkable architectural locations around the world, such as the Bob and Delores Hope Estate by John Lautner in Palm Springs (California), the Museu de Arte Contemporânea (MAC) by Oscar Niemeyer in Niteroi (Brazil), the Miho Museum by Ieoh Ming Pei outside Kyoto (Japan) and the TWA Flight Center of Eero Saarinen at JFK airport in New York.

3. Dior in Plaza de España, Seville

While Kim Jones presents her new menswear collection for Dior Men in Los Angeles on May 19, her colleague, female chief designer Maria Grazia Chiuri, stages her cruise collection for Dior in Spain on June 16: in the Plaza de España , one of the main attractions of the capital of the Andalusia region. A connection between the House of Paris and Spain has existed since the 1950s. Many trips have inspired Christian Dior and his successors to create iconic silhouettes. Elements of Andalusian craftsmanship and culture can also be found in the new Cruise collection.

The Plaza de España in Seville.  (Photo: Alvarez/Getty Images)

The Plaza de España in Seville. (Photo: Alvarez/Getty Images)

For the cruise collections, Dior has long presented shows in interesting sites, including the Palais Bulles near Cannes, Blenheim Palace in the British county of Oxfordshire, the Upper Las Virgenes Canyon Open Space Preserve in Calabasas, California , and the Chantilly racecourse. After a show at the El Badi palace in Marrakech in 2020 and a parade at the Panathinaiko stadium in Athens last year, it is now Seville’s turn.

The architectural style of the Plaza de España is quite kitsch, a mixture of Renaissance and Baroque. The square was built by Aníbal González Álvarez-Ossorio for the Ibero-American Exposition of 1929 and is highly symbolic: a semicircular building surrounds the square. It is meant to symbolize an embrace of the South American colonies by Spain.

The 31,000 square meter square is surrounded by a canal crossed by four bridges – representing the four ancient kingdoms of Spain, Castile, León, Aragon and Navarre. The tile ornaments on the walls are dedicated to the 48 Spanish provinces, with maps of the provinces, mosaics depicting historical events, and coats of arms of the capitals of each province.

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