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Carried by a wind of freedom, the CHANEL Cruise 2024/25 show was held at the MAMO, Centre d’art de la Cité radieuse in Marseille. The collection imagined by Virginie Viard combines an underwater reverie with reflections of the sun through embroideries, diving hoods, sequinned jackets and swimwear.

CHANEL goes on air with Radio CHANEL, a special programme broadcast on the day of the Cruise 2024/25 show and animated by House ambassador Caroline de Maigret, journalist and producer Géraldine Sarratia as well as music curator Pedro Winter. Radio CHANEL will bring together artists and personalities from Marseille along with ambassadors and friends of the House for an eclectic dialogue about creation. It will be followed by the reveal of the film of the show.

LIVE SESSION 1

Featuring Angela Yuen, Audrey Diwan, Charlotte Casiraghi, Emmanuelle Luciani, (LA)HORDE - Marine Brutti, Jonathan Debourwer, Arthur Harel, Ladj Ly, Lily-Rose Depp, Marion Barbeau, Maryam Kaba, Maryline Bellieud-Vigouroux, Olivier Amsellem, Phoebe Tonkin, SCH, Sébastien Tellier, Valentin Raffali, Zita Hanrot

LIVE SESSION 2

Featuring Akhenaton, Anna Mouglalis, Asinine, Cyril Tomas-Cimmino, DouceSoeur, Jean-Michel Jarre, Johan Papaconstantino, Lyna Khoudri, Margaret Zhang, Marion Cotillard, Michel Gaubert, MOODOÏD, NIX, Rosalie Varda, Wu Meng-ke, Zamdane

Portraits of Marseille

Ahead of the CHANEL Cruise 2024/25 show, Jamie Hawkesworth immersed himself in the streets of Marseille and captured its essence through spontaneous photographs and portraits. Mirroring this depiction of the city, a series of images starring model Loli Bahia offers a first glimpse of the collection imagined by Virginie Viard, with nods to the seaside and scuba diving.

Marseille Encounters

Ahead of the CHANEL Cruise 2024/25 show, House ambassadors Caroline de Maigret and Lyna Khoudri soak up the creative atmosphere of the city. They visit the MAMO, Centre d’art de la Cité radieuse, La Friche la Belle de Mai and the Ballet National de Marseille. With Ora-ïto, Ladj Ly, Cyril Tomas-Cimmino, (LA)HORDE - Marine Brutti, Jonathan Debrouwer, Arthur Harel, and Zamdane.

CHANEL and Virginie Viard have chosen to present the Cruise 2024/25 collection in Marseille, the pulsating heart of the Mediterranean, at the crossroads of contemporary cultures. In a film directed by Ladj Ly, with a choreography imagined by (LA)HORDE, dancers of the Ballet National de Marseille and dancer and friend of the House Marion Barbeau explore the landmarks of the Phocaean City, from the Vieux Port to the Cité radieuse.

Choreography by (LA)HORDE - Marine Brutti, Jonathan Debrouwer, Arthur Harel. Photography by André Chemetoff. Music by Pinknoise. Le Corbusier, Unité d’habitation, Marseille © F.L.C. / ADAGP, Paris, 2024 MAMO, Centre d’Art de La Cité radieuse © R.RICCIOTTI et R. CARTA architectes / Mucem

Le Corbusier, Unité d’habitation, Marseille© F.L.C. / ADAGP, Paris, 2024 MAMO, Centre d’Art de La Cité radieuse

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• Cruise Collection 2024

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Dior Cruise 2024 Collection Campaign

Every cruise collection allows Maria Grazia Chiuri to delve into a rich tapestry of artistry and heritage. Unveiled in Mexico City this May, the Dior Cruise 2024 collection campaign embodies the distinct nuances of Mexico’s artisanal heritage, both ancient and contemporary.

Mexico’s vast landscapes house myriad communities, each deeply influenced by their unique textile and fashion legacies. This collection is not just fashion; it’s a profound exploration into the social and historical dimensions of these craft cultures. It brings to the forefront the incredible work of several indigenous communities.

Driven by a commitment to honor and maintain traditional crafting methods and the stories they tell, Maria Grazia Chiuri brought together artisans of varying ages from different Mexican locales. The resulting collaboration ranged from intertwining age-old embroidery and weaving techniques with designs from the Dior archives to curating a collection of shirts and huipils handcrafted by these very communities.

More than just visually appealing pieces, this collaboration fosters a unified outlook. It champions the continuity of skills, motifs, and values related to textiles and fashion, envisioning a future enriched by these artisanal traditions.

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Highlights from the 2024 cruise shows

From Gucci in Seoul to Dior in Mexico, we round up the best and biggest moments of the season

The cruise shows often see designers head to far-flung locations to present their latest collections, but this season was one for the books, with a huge number of brands choosing to stage shows far away from where they are usually based.

We headed to Mexico City with Dior, where the brand celebrated Frida Kahlo; we journeyed to Los Angeles for a star-studded Chanel show; celebrated the beauty of Seoul with Gucci; saw Versace take on Cannes; and enjoyed a Midsommer-inspired celebration with Max Mara in Stockholm, and that's just to name a few.

Below, we round up the biggest moments from the cruise 2024 collections.

Max Mara in Stockholm

Max Mara brought the cruise 2024 season to an end, hosting its show at the City Hall in Stockholm, and presenting a collection that was an ode to Midsommer, the traditional folk festival that celebrates the gift of summer.

"One of the most charming traditions is the collection of seven types of wild flowers – Septem Flores," the brand explained of its inspiration for the collection. "The legend says that anyone lucky enough to find one of each should sleep with them under their pillow in order to dream of their future sweetheart."

Floral inspiration was clear to see in some of the embroidery and delicate watercolour-esque prints, while models (and show attendees) wore flower crowns. There were also nods to the life of Swedish author, Selma Lagerlöf, in the collection: "She represents Scandinavia’s contribution to the making of the modern metropolitan self. Lagerlöf spun tales of contemporary life, regional legends, classical myths and fairy tale motifs. In 1909, she became the first woman ever to win a Nobel Prize, signalling the reintegration of the folkloric heritage into Scandinavian culture."

Gucci in Seoul

Gucci's show took place at the 14th Century Gyeongbokgung Palace; it was the first time that a production of its kind had been staged at the venue, and the house flew in plenty of A-list faces for the occasion, including house muses Dakota Johnson, Jodie Turner-Smith and Elizabeth Olsen.

When it came to the clothes, much of the collection was influenced by South Korean street style, as well as the multicultural style that is found on the street in cities around the globe, with nods to both surf and skatewear.

"In this digital age, different cultural and subcultural approaches to everyday dressing are now shared globally. These ways of wearing clothes tie us together across cultures and create a global community spirit founded in fashion...The collection merges the wetsuits of the Han River windsurfers with the skirt suits of bourgeois dressing, and the tropes of the skateboarding uniform with formal tailoring."

This was the latest Gucci collection to be designed by the in-house team after Alessandro Michele departed the brand late last year. The house's new creative director Sabato de Sarno has now started work, and will present his debut collection for the house in September 2023.

Louis Vuitton in Lake Maggiore

Less than a month after hosting its pre-fall show in Seoul, Louis Vuitton staged its first ever catwalk show in Italy, bringing the fashion pack to Lake Maggiore for cruise 2024.

Unfortunately, bad weather hindered the house's plans. The show had been set to take place in an outside setting on Isola Bella, a beautiful island in the middle of the lake. Instead, the show was staged inside on the mainland, where the likes of Emma Stone, Alicia Vikander and Cate Blanchett were in attendance.

Luckily though, models had walked the original location before the rain set in, so the collection was photographed on the intended catwalk, which was a clear inspiration for many of the pieces. It featured sculptural sleeves, aquatic colours and mermaid-inspired touches. Discover more about the collection here.

Alberta Ferretti in Rimini

Many designers have chosen to show in plenty of far-flung locations across the globe this season. But, this was not the case for Alberta Ferretti, who shunned a faraway setting and chose a place a little closer to home, and somewhere very close to her heart, the Italian city of Rimini, which is close to where she grew up.

Ferretti paid tribute to her hometown, and another very notable name to have come out of the area, the film director, Federico Fillini, with her cruise 2024 show. The catwalk was erected outside the Castle Sismondo, which is home to the Fellini museum, where locals were able to enjoy the show from their balconies and on the streets, while clips of Fellini films were projected onto the building.

"Fashion and cinema carry two different forms of expression, fashion responding to the needs of humans to express oneself, and cinema story tells, entertains, escapes," the brand explained in its show notes. "Today, Alberta Ferretti, who also hails from Romagna, celebrates both, Rimini and its most illustrious dreamer."

Discover more here.

Dior in Mexico City

Dior hosted its cruise 2024 show in Mexico City, where the house paid tribute to one of the most famous artists to ever hail from the country: Frida Kahlo. “I first saw her work at an exhibition in Rome when I was a teenager, the first show I’d ever seen by a woman artist, and it made a lifelong impression,” creative director Maria Grazia Chiuri said backstage ahead of the show. “It really touched me deeply. Her work is so inspiring for women. What she did for her time was unbelievable.”

The show took place at the Antiguo Colegio de San Ildefonso, which is where Kahlo studied, and where she met husband, Diego Rivera. In many ways, the show was a love letter to both Kahlo’s work, to feminism and to Mexico more generally. The clothes paid tribute to specific pieces (including a pink dress that Kahlo wore in one of her self-portraits) while there were other references to the way Kahlo played with gender boundaries (“She spoke about gender, about identity, which was incredible for her time. She spoke about everything we discuss today. She was pioneering”), and took inspiration from Mexican culture more generally, while the house also worked closely with local craftspeople.

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Cruise 2024 Collection

Infused with Baroque accents and sportswear details, Nicolas Ghesquière's collection evokes a contemporary femininity. The new Monogram Dune motif adorns versatile silhouettes, while signature bags are reimagined with Malletage detailing, in a series of vivid hues.

Reinvented for the Cruise 2024 Show on Isola Bella, the GO-14 unveils an ethereal essence, echoing the splendor of Lake Maggiore with vibrant tones and bold metallic studs adorning the iconic Malletage quilting.

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Dior’s Cruise 2024 Collection: an ode to Mexico and Frida Kahlo

The french fashion house christian dior presented its cruise 2024 collection in aztec lands. the line’s inspiration was mexican artist frida kahlo..

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Once again, the renowned luxury maison Dior astounds with an exquisite fashion show, drawing inspiration from the rich tapestry of Mexican culture and traditions. The vibrant Mexican capital hosted the Dior show, where it unveiled its latest Cruise 2024 collection . The magnificent central courtyard of the Old College of San Ildefonso, which witnessed the birth of the muralist movement and housed the iconic masterpieces of Diego Rivera , served as the perfect venue for this remarkable event.

This awe-inspiring spectacle not only celebrated the artistic genius of Frida Kahlo , one of Mexico’s and the world’s most significant figures but also paid homage to her enduring legacy.

At the press conference for the fashion show, Maria Grazia Chiuri expressed her profound appreciation for Mexico . The admiration of the French maison for the Latin American country, and Maria Grazia’s love for Mexican art and culture, goes beyond just a collection.

“Mexico is very magical and inspiring. It’s an absolute dream to be here.” -Maria Grazia Chiuri-

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Maria Grazia Chiuri, Dior, and their Love for Mexico

Dior has drawn inspiration from Mexicos’ rich culture and traditions in the past for some of its most acclaimed creations. In 1951, the maison unveiled a breathtaking cocktail dress named Mexique for its fall-winter collection . This exquisite ensemble, crafted from layers of brown tulle, was adorned with golden beads, sequins, and a burgundy velvet bow gracefully accentuating the waist.

The dress clearly embodied Mexican influence and marked the beginning of a close relationship between the fashion house and the Latin American country. Almost 70 years later, Dior returned to Mexico to find inspiration again and bring life to their Cruise 2019 collection . Directly based on the female riders of traditional Mexican rodeo, the French fashion house showcased a series of garments that referenced traditional escaramuza attire. Elaborate embroidery, delicate lace, and hats were among the many elements that paid homage to traditional Mexican clothing.

Art as inspiration for the Christian Dior Maison

Monsieur Dior was always passionate about art, drawing inspiration from this discipline for the conceptualization of his most iconic collections over the years. This tradition continues with the current creative director, Maria Grazia Chiuri , evident in her creations. That’s why the designer found inspiration in the Cruise 2024 collection in the Mexican surrealist artist Frida Kahlo .

“Surrealism has always been a big part of Dior, and Frida has always been very close to me, not only in terms of fashion but in terms of the heart,” expressed Maria Grazia Chiuri. Feminine inspiration and support for Mexican artists have always been a priority for the designer. Graciela Iturbide is one of her favorite photographers, and artists like R emedios Varo and Leonora Carrington are her muses. Creating garments for women has become an art for the designer.

“For women, clothing is part of our language. Through clothing, we express ourselves... Frida understood the power of clothing to express oneself and used them as a voice,” she shared. Frida Kahlo fought for equality in a male-dominated world and was a precursor to gender liberation. Ahead of her time, she constantly questioned her sexuality and masculinized her appearance, leaving a mark in the art world and fashion. “Frida did not accept limits. Despite her disabilities, she created herself. That’s why she is the most important female artist in the world,” Maria Grazia added.

Dior Cruise 2024: Craftsmanship, Appreciation, and Creativity

For the Cruise 2024 collection , the maison announced collaborations with various Mexican artists and artisans from different states in Mexico, such as Puebla, Oaxaca, and Chiapas . Over the years, one of the main objectives of the house has always been to preserve savoir-faire and local craftsmanship. “My goal is to protect the traditional skills of artisans and ensure that future generations have a vision of them,” expressed the creative director.

Using fashion to express creativity and art as a tool, not just a cultural reference, the designer reminded us again why the French brand has positioned itself as one of the most influential fashion houses worldwide. “My work is to maintain Dior’s DNA in the collections. I bring my point of view, but the goal is to create a wardrobe for women that they can create their style.”

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The globe-trotting Cruise 2024 shows: what to expect

Everything you need to know about the upcoming Cruise 2024 shows, which see fashion brands jetting around the world, from Seoul to Los Angeles

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Befitting its origins – a seasonal offering from Parisian fashion houses for jet-setting clients who summered on the Med in the early 20th century – the Cruise 2024 season will see shows take place in a dramatic array of around-the-world locations, from Isola Bella on Italy’s Lake Maggiore to Los Angeles, Rio de Janeiro, Seoul and Stockholm. With the promise of historical backdrops, dramatic sets, and days-long celebrations, they continue the Cruise season’s reputation as holding the most extravagant presentations on the fashion calendar – now encompassing an eclectic group of international brands. 

Here, in an ongoing list, everything we know about the globe-trotting Cruise 2024 season so far.

Cruise 2024: everything you need to know

Louis vuitton – isola bella, italy.

The serene Borromean Islands on northern Italy’s Lake Maggiore will provide the picturesque backdrop for Nicolas Ghesquière’s latest cruise outing for Louis Vuitton on 24 May 2023. In particular, Isola Bella (‘beautiful island’), a haven of Baroque art that began with Carlo III of the House of Borromeo transforming the rocky outpost into a palazzo and garden for his wife in the 17th century. In the centuries that followed, construction continued; by the mid-1700s, under Giberto V Borromeo, the ornamental palace and gardens played host to those at the top of Europe’s social strata, including Napoleon and his wife Joséphine Bonaparte, and Caroline of Brunswick, Princess of Wales. The choice marks a departure of sorts for Ghesquière, whose previous Cruise collections have taken place at jewels of modernist architecture – from Oscar Niemeyer’s Niterói Contemporary Art Museum in Rio de Janeiro to last season’s show at the Salk Institute for Biological Studies in San Diego, designed by architect Louis Kahn.

‘The spirit of travel and the discovery of extraordinary natural environments, architectural masterpieces and art are intrinsically connected with Louis Vuitton,’ says the house. ‘Isola Bella is in keeping with the maison’s tradition, a treasure chest of Baroque art suspended over the water.’ 

Isola Bella on Italy’s Lake Maggiore, the location of Louis Vuitton’s Cruise 2024 show

Chanel – Los Angeles, United States

Last season, Virginie Viard chose the Monte-Carlo Beach Club – long a haven for the international jet set – to hold her Cruise 2023 show for Chanel, taking over the hotel’s famed beachside promenade (guests watched on from cabanas on the shoreline). This season, Viard has chosen Los Angeles, presenting her latest Cruise collection in the city on 9 May 2023. Expect a typically high-wattage affair from the house, which will no doubt playfully reference the city’s Hollywood history in the collection itself (the Monte Carlo show contained motifs relating to casinos, Formula One and Helmut Newton’s famed photographs of swimsuit-clad women on the local beaches). As yet, a venue is yet to be specified, though it will likely be dramatic – in 2008, Viard’s forebear Karl Lagerfeld hosted a Cruise show at Santa Monica airport. ‘This show is an opportunity for the house to celebrate its connections with the City of Angels,’ Chanel said in a statement.

Max Mara – Stockholm, Sweden

Max Mara will head to Stockholm, Sweden, for its Cruise 2024 show, following last season’s resort presentation in Lisbon, Portugal (in a continuing celebration of the ‘Max Mara pantheon of strong women’, it celebrated Portuguese intellectual Natália Correia in the grounds of the Calouste Gulbenkian Collection , where creative director Ian Griffiths had first discovered a portrait of Correia by Nikias Skapinakis). The show itself will take place on 11 June 2023 at an as-yet-unnamed venue, though following the show at Calouste Gulbenkian Collection and a previous cruise show that took place at Berlin’s Neues Museum, it looks likely that one of the city’s artistic or historical institutions will play host to Griffiths’ latest outing – a tribute, of sorts, to Max Mara founders the Maramotti family’s renown as prolific collectors of contemporary art.

Max Mara’s previous Cruise collection, shown in the grounds of Calouste Gulbenkian Collection, Lisbon, Portugal

Gucci – Seoul, South Korea

Gucci will head to Seoul, South Korea, for its first Cruise show since the departure of Alessandro Michele in November 2022 (his final Cruise collection was shown in Puglia, Italy, at the 13th-century Castel del Monte in May 2022, projected with a constellation of stars for the occasion). Following the house’s recent mens- and womenswear collections, shown in January and February respectively, the Cruise 2024 collection – taking place on 16 May 2023 – is expected to be designed by an in-house design team ( Sabato de Sarno, Michele’s successor , is not slated to show his debut collection until September 2023 at Milan Fashion Week S/S 2024). Though the show’s location is yet to be announced, Gucci has said it will celebrate 25 years of the house in South Korea, having opened its first flagship in Seoul in 1998.

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Carolina Herrera – Rio de Janeiro, Brazil

New to the international Cruise schedule, Carolina Herrera will show its first-ever collection outside of New York at a special show in Rio de Janeiro. There is no location for the show as yet, though the brand has said it will be part of a multi-day event which will also celebrate the launch of the brand’s latest ‘Good Girl’ fragrance. ‘I am thrilled to be staging our first-ever show outside of New York in Rio de Janeiro. It’s an inspiring city for so many reasons,’ said Wes Gordon, who took over the American brand in 2018. ‘The lively colour palette, the unique blend of its universally loved music, the breathtaking modernist architecture of Oscar Niemeyer , and the exuberance of its traditions, which I have immense respect for.’

Jack Moss is the Fashion Features Editor at Wallpaper*, joining the team in 2022. Having previously been the digital features editor at AnOther and digital editor at 10 and 10 Men magazines, he has also contributed to titles including i-D, Dazed, 10 Magazine, Mr Porter’s The Journal and more, while also featuring in Dazed: 32 Years Confused: The Covers, published by Rizzoli. He is particularly interested in the moments when fashion intersects with other creative disciplines – notably art and design – as well as championing a new generation of international talent and reporting from international fashion weeks. Across his career, he has interviewed the fashion industry’s leading figures, including Rick Owens, Pieter Mulier, Jonathan Anderson, Grace Wales Bonner, Christian Lacroix, Kate Moss and Manolo Blahnik.

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Cruise 2024 Show

Nicolas Ghesquière presented his Louis Vuitton Cruise 2024 Show live from Isola Bella on Lake Maggiore in Italy on Wednesday, May 24th.​​

Imagined as a tale of the extraordinary, the collection is open to a myriad of influences revealing a hybrid elegance of baroque opulence and neoprene. Like Isola Bella, a ship of greenery sailing between myth and reality, Nicolas Ghesquière finds the new balance of a contemporary femininity and ultra-romance in this paradoxical notion.

Isola Bella, Lake Maggiore

Like a shimmering mirage, the opulent allure of Isola Bella lends itself to the scenography through its baroque beauty and flourishing flora. Imbued with a rich heritage, an enchanting dream forms, transcending time.

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Cruise 2024 collection