Despite the brief glimpse of change offered by fashion during the pandemic, where houses and labels turned to the more democratic medium of fashion film to showcase collections, all has seemingly been lost as the industry has decided to pinpoint 2022 as the year of jet setting. Established houses like Louis Vuitton, Chanel and Dior have set their sights on locations far and wide, turning a blind eye to their carbon footprint. While other luxury labels, including Max Mara and Pucci, are also joining them in disregarding sustainable principles altogether.
Fashion's always had a thing for staging shows in unexpected places. Last year, Gucci's pre-fall 2022 show Love Parade took place on Los Angeles' famed Hollywood Boulevard, while Dior artistic director Maria Grazia Chiuri presented a pop-fuelled Dior extravaganza at Shanghai Fashion Week. Both luxury houses are at it again this time around, proven by recent announcements detailing a Gucci show at Castel Del Monte in the Apulia region of Italy on 16 May and an array of Dior shows scattered around the globe. From a men's show in LA set for 19 May, a women's show in Seoul on 30 April (marking the luxury house's first-ever show in Korea) to a 2023 Cruise collection in Seville on 16 June, the concept of caring about one's CO2 Emissions seems to be a bit too far-fetched for Dior, yet they're not the only house refusing to take responsibility for their carbon footprint while off jet setting around the world.
As for the US, Balenciaga's Demna - never wanting to be left out - has revealed New York as the chosen backdrop for the Paris house's S/S 23 show, which will take place on 22 May; however, all other details have been kept strictly under wraps.
Joining Gucci in Italy this year will be Pucci, who've chosen Capri as the destination for artistic director Camille Miceli to reveal her first capsule for the house. Also new to the international (and Italian) stage is Valentino, who are spreading their wings to try their hand at a new venue where they've chosen Piazza Mignanelli and Trinità dei Monti in Rome as the location to showcase their Valentino haute couture A/W 22 collection on 8 July - a place that pays homage to the Valentino's roots while blending into the contemporary.
Speaking of the particular Rome venue, Valentino creative director Pierpaolo Piccioli said in a statement:
'Roma is the place where everything starts, the life, the people, our stories, and identities are here. We belong to this place as much as this place belongs to the world and to Valentino.' While Dior chairman and CEO Pietro Beccari established in a brand statement that 'This year, the house is forging new powerful ties with the Republic of Korea'.
Mirroring Valentino's respect for history, Gucci's location of choice also continues creative director Alessandro Michele's ongoing dialogue with historic places as Castel Del Monte has been protected as a World Heritage Site since 1996 (managed by the Ministry of Culture – regional directorate of Puglia Museums).
As for the cruise collections, Louis Vuitton have announced they'll show in San Diego on 12 May, and Chanel will show in Monaco on 5 May, deepening their relationship with brand ambassador Charlotte Casiraghi by choosing her native homeland. Max Mara will also show in Lisbon on 28 June - a move that was one of the first cruise locations to be announced earlier this year, proving the brand's eagerness for international travel regardless of sustainability. Even the pandemic couldn't deter the house away from lavish locations, with their last cruise collection happening on the island of Ischia at Hotel Mezzatorre in Naples, presented to an intimate guest list of 80 people outdoors.
Stay tuned for more information.