As the fashion weeks get bigger and bigger, and shows get more and more outrageous, brands are constantly coming up with new ways in which to make themselves stand out. The Spring/Summer and Autumn/Winter months are so saturated that one show often tends to role into the next, and no matter how hard they try, or how much money they spend, making people remember their shows is becoming a real challenge for even the biggest brands. That might go some way to explaining why in recent years the resort collections have become such huge extravaganzas.
Previously, Resort/Cruise and Pre-Fall collections were shown quietly to a hand full of press and buyers, and indeed that is still the form for the majority of brands presenting these collections. However, mega brands like Chanel and Louis Vuitton have finally caught on to the fact that they can use these presentations as opportunities to really showcase their brand identities, without the usual time and location limitations. These collections do not need to be shown in Paris, Milan, London or New York. They can be shown anywhere, which has resulted in some truly magical fashion moments. This season Chanel presented their Resort collection in Cuba (the country’s first ever fashion show), Louis Vuitton brought Rio de Janeiro to a standstill and Dior took over one of the most prestigious buildings in England, Blenheim Palace. These shows have now become so huge that they even threaten to eclipse the traditional fashion weeks, certainly they are always packed with celebrities, and the budgets needed to put on events of this scale are enormous.
But is it worth it? Sure the sets, locations and staging are magnificent, but what about the clothes? With the exception of Chanel who uses these collections to show of its ever increasing ateliers, these “Pre” collections are traditionally full of ‘filler’ pieces that keep the shop floor looking fresh in between seasons and sales, in terms of design they are more accessible than the main line collections, and are designed to fit in with a woman’s existing wardrobe. So does this sort of clothing warrant the huge scale shows being put on in their honour. Probably not is the honest answer, but what they provide is a huge PR opportunity for a brand to push its brandiIdentity onto a more focused audience. Without the distraction of the other hundreds of brands showing during the February/ September shows, these huge heritage brands can really show off exactly what it is they want their customer to experience when buying into their worlds. Here are our favourite looks from this seasons Resort collections.
And a couple for the boys....