A trend that I have recently noticed in the hyper competitive fashion industry is for fashion houses to brand themselves through unique experiences. Fashion houses are seeking out ways to differentiate themselves from their competition, stay "above the fold" in the public eye, and increase market share. More of them are staging showings in venues outside of traditional locations. This week two fashion houses, Chanel and Louis Vuitton staged resort collection showings that capitalized on building a unique experience through special venues.
First up: Chanel Cruise 2015/26 showing
This collection was so fun and quirky! The use of color was like an explosion of happiness. The cut of the pieces felt like a blend of Chanel traditions, like the smart jacket and skirt in the opening look and inspired by Korean culture, like the hanbok-esque gown that was the closing look. I loved the eclectic vibe.
Location: Dongdaemun Design Plaza; Seoul, Korea
Who was there: Gisele (below, 1st), Tilda Swinton (below, 2nd), Soo Joo Park (above, 1st), Ji Hye Park (above, 2nd)
Second: Louis Vuitton Cruise 2016 showing
This collection was very experimental. The silhouette ranged from maxi skirts and gowns to hot pants. There were some beautiful prints and, as expected, intricate leather work. The overall styling juxtaposed some of the stronger elements and felt at home in the environment. I loved the breezy yet modern feel.
Location: Bob and Dolores Hope House; Palm Springs, California
Who was there: Tamu McPherson (below, 1st), Michelle Williams (below, 2nd), Catherine Deneuve (below, 3rd)
Next week, Dior will show its resort collection at Pierre Cardin's home in the south of France. The trend continues!