{"id":747523,"date":"2025-11-27T05:30:00","date_gmt":"2025-11-27T02:30:00","guid":{"rendered":"https:\/\/analyse.optim.biz\/?p=747523"},"modified":"2025-11-27T05:30:00","modified_gmt":"2025-11-27T02:30:00","slug":"next-stop-the-us-what-is-a-destination-show-in-2026","status":"publish","type":"post","link":"https:\/\/analyse.optim.biz\/?p=747523","title":{"rendered":"Next Stop, the US: What Is a Destination Show in 2026?"},"content":{"rendered":"
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Fashion<\/span><\/div>\n<\/div>\n

Next Stop, the US: What Is a Destination Show in 2026?<\/h1>\n
By <\/span>Madeleine Schulz<\/span><\/span><\/span><\/div>\n

November 27, 2025<\/p>\n

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    Chanel resort 2008 in Los Angeles.<\/span>Photo: Marsaili McGrath\/Getty Images for Chanel<\/span><\/div>\n<\/div>\n<\/div>\n<\/header>\n<\/div>\n
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    Traditionally, come May, luxury brands head to escapist destinations for their resort shows, from Havana, Cuba (Chanel, resort 2017) to Japan\u2019s Shigaraki mountains (Louis Vuitton, resort 2018), or take advantage of their proximity to the French and Italian Rivieras. But in 2026, luxury is heading to the US.<\/p>\n

    Chanel is getting in early with Matthieu Blazy\u2019s first M\u00e9tiers d\u2019Art show in New York on December 2. Come 2026, many more brands are heading stateside. Both Louis Vuitton and Gucci are following suit for their resort 2027 shows in May. That same month, Dior will reveal Jonathan Anderson\u2019s first resort collection in Los Angeles. And before the wave of resort shows hits the US, Moncler, which previously showed its Grenoble line in Alpine hotspots Saint-Moritz and Courchevel, is kicking off the year in Aspen on January 31.<\/p>\n

    Many of these brands have dabbled with US shows in the past. Chanel held its resort 2024 show in Los Angeles, following Karl Lagerfeld\u2019s resort 2008 show at Hangar 8 in Santa Monica back in \u201907. Louis Vuitton hosted its resort 2020 runway at the TWA Flight Center in New York\u2019s JFK Airport, as well as resort 2016 in LA. Dior has also held multiple shows in the Southern California city; Maria Grazia Chiuri showed her first resort collection in Calabasas in 2017, while Kim Jones showed his collaborative collection with Eli Russell Linnetz beachside in Venice in 2023. But never have so many brands descended on the States at once.<\/p>\n

    2025 was a fraught year for the US. Tariffs weighed on consumer sentiment and brand strategies, while inflation took a hit on even wealthy customer spend. But, in the latest spate of earnings, the country emerged as a bright spot for brands struggling to recoup the sales they lost amid the year\u2019s luxury slowdown. Brands including Zegna and Moncler said that American consumers seemed unfazed by recent price increases.<\/p>\n

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    Gucci\u2019s New York store in 1997 \u2014 used in the show promotion materials.<\/p>\n

    <\/span>Photo: Gucci<\/span><\/div>\n<\/figure>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n

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    To get closer to these consumers, brands are decamping their European bases for US soil. \u201cThis is a concerted industry effort to show love and bring education to American consumers,\u201d says Bernstein luxury goods analyst Luca Solca. \u201cFor many years, America has been second priority behind China. It seems clear that \u2014 for many reasons \u2014 this has changed.\u201d There\u2019s room for luxury to better cultivate the US market, he adds, and staging resort shows in the country is a clever way to do so.<\/p>\n

    \u201cThe best opportunities for growth are here in the US,\u201d agrees Gary Wassner, CEO and principal of Hilldun Corporation, a New York-based fashion financier. \u201cIt\u2019s logical that these brands would be catering to the US market in whatever way they can.\u201d<\/p>\n

    It\u2019s a strategic move, but also a practical one, experts agree. \u201cThe clustering of resort shows in the US marks a shift from symbolic spectacle to strategic proximity,\u201d says Rose Coffey, senior foresight analyst at strategic foresight consultancy The Future Laboratory. \u201cResort has historically been about escapism and novelty, but in a softer luxury climate, brands are seeking stability amid geopolitical and economic uncertainty.\u201d<\/p>\n

    Deepening roots in lucrative markets<\/strong><\/h2>\n

    It\u2019s a sign of the times. Resort shows were once about wardrobing the jet-setting rich and famous for their sun-drenched escapes. Now, resort runways \u2014 and destination shows more broadly \u2014 are more about reaching a wider net of high-potential, local consumers. This is a strategy brands are increasingly exploring. Zegna\u2019s first-ever show outside Milan took the brand to Dubai in June. CEO Gildo Zegna told Vogue Business<\/em> that he chose Dubai because it is \u201cone of the most energetic and fastest-growing luxury hubs in the world\u201d. \u201cWe believe if you\u2019re strong in Dubai, you\u2019ll be strong across the Gulf. That\u2019s the bet we\u2019re making,\u201d he said. Similarly, Chanel\u2019s choice of Hangzhou for last year\u2019s M\u00e9tiers d\u2019Art show was, in part, down to the city\u2019s significant consumption power.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n

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    Proximity to clients \u2014 in 2026, US clients \u2014 is crucial, say experts. Rather than flying V-VIPs out to all corners of the world, brands are making a concerted effort to connect with high-net-worth individuals (HNWIs) where they are. \u201cThese shows are becoming more about deepening roots in lucrative home markets \u2014 taking collections directly to where their most dependable HNW clients actually are,\u201d Coffey says. \u201cUS-based shows give brands the chance to foreground workmanship and exclusivity to the clients who matter most.\u201d<\/p>\n

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    Chanel resort 2024 in Los Angeles.<\/p>\n

    <\/span>Photo: Andrea Adriani \/ Gorunway.com<\/span><\/div>\n<\/figure>\n

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    Louis Vuitton resort 2020 at New York\u2019s TWA.<\/p>\n

    <\/span>Photo: Daniele Oberrauch \/ Gorunway.com<\/span><\/div>\n<\/figure>\n<\/div>\n

    This is extra important for brands with new talent at the helm, Wassner says. \u201cDesigners come and go, and they bring their own aesthetics with them; the brands have lost singular definition,\u201d he adds. \u201cThey need to regain that for the American market as well, so consumers can tell one brand from the next.\u201d In bringing shows to consumers\u2019 home turf, brands can introduce their new eras to the clients with the dollars to participate in them.<\/p>\n

    This newfound focus on practicality doesn\u2019t mean destination shows are completely shifting away from the glitz and glam that made them so intriguing in the first place. Quite the contrary; brands\u2019 choice to double down on the US means they\u2019re better set up to reach the masses \u2014 even beyond the States. \u201cThe US remains the strongest engine for global media amplification,\u201d Coffey says. \u201cCruise collections have evolved into vehicles for cultural reach, and staging shows in LA and New York maximises media value \u2014 delivering instant visibility through celebrity networks and influencers with trusted content ecosystems.\u201d<\/p>\n

    That said, brands ought to be wary of going in too hard on the US for the sake of simply doing something in America. \u201cToo much \u2018lights, camera, action\u2019 can eventually start to feel dull,\u201d says fashion consultant Julie Gilhart. \u201cWhat really counts is connecting with the audience and making it a thoughtful, meaningful experience.\u201d Dior\u2019s choice of Los Angeles illustrates this well. Anderson is known for his work with film \u2014 often by way of his collaboration on Luca Guadagnino\u2019s films, including Challengers<\/em> and Queer<\/em>. Where better to build on this overlap than Hollywood\u2019s home city?<\/p>\n

    Gilhart hopes that brands will take this connectivity a step further with a more boots-on-the-ground approach to American destination shows. \u201cWith so much economic disparity right now, it would be powerful for brands to build in some kind of giveback to the city they choose,\u201d she says.<\/p>\n

    More from this author:<\/strong><\/p>\n

    Brazil\u2019s Farm Rio Is Taking on Latin America<\/p>\n

    How Aussie-Born Matteau Is Filling the International Woman\u2019s Wardrobe<\/p>\n

    \u201cPeople Will Pay Anything for Longevity\u201d: How Equinox is Building to Last<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/article>\n

    Source URL: http:\/\/vogue.com\/article\/next-stop-the-us-what-is-a-destination-show-in-2026<\/p>\n","protected":false},"excerpt":{"rendered":"

    Fashion Next Stop, the US: What Is a Destination Show in 2026? By Madeleine Schulz November 27, 2025 Chanel resort 2008 in Los Angeles.Photo: Marsaili McGrath\/Getty Images for Chanel Traditionally, come May, luxury brands head to escapist destinations for their resort shows, from Havana, Cuba (Chanel, resort 2017) to Japan\u2019s Shigaraki mountains (Louis Vuitton, resort […]<\/p>\n","protected":false},"author":1,"featured_media":747524,"comment_status":"open","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2],"tags":[50],"class_list":["post-747523","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-politics","tag-vogue-com"],"_links":{"self":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts\/747523","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=747523"}],"version-history":[{"count":0,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/posts\/747523\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=\/wp\/v2\/media\/747524"}],"wp:attachment":[{"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=747523"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=747523"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/analyse.optim.biz\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=747523"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}