Over the course of just a few days, six major luxury houses, including five Italian ones, have announced the cancellation of their cruise fashion show, notably as a result of restrictive measures relating to international mobility.
Every year, the world’s leading fashion brands compete with each other to organise their Cruise fashion shows around the world, in the most exotic places on the planet. In 2020, the Coronavirus crisis has swept away all plans for these spectacular fashion shows, which are supposed to attract an international clientele between Spring/Summer and Autumn/Winter Fashion Week.
While Italy is the country hardest hit by the coronavirus after China, the major Italian fashion houses were the first to announce the cancellation of their cruise shows via official press releases.
On Monday, March 2, 2020, Gucci cancelled its San Francisco fashion show scheduled for May 18 as a “precautionary measure” and then Prada postponed its Cruise fashion show scheduled for May 21 in Tokyo “due to recent developments in the coronavirus epidemic“.
Giorgio Armani also announced the postponement of the event planned in Dubai on April 19 and 20 to November 2020: “The decision was taken as a precautionary measure, to protect operators in the sector, employees and guests who might be affected by the trip” the Milanese fashion house explained.
A few days later, it was Versace’s turn to confirm the cancellation of its fashion show scheduled for May 16 in the United States: “The house of Versace is aware of the need to prioritize health and safety of its guests and employees, and will inform all parties concerned of the evolution of the situation as soon as possible” justified the house.
Finally, Max Mara announced on Monday 9 March that it will not be presenting its Cruise collection on 25 May in Saint Petersburg, a painful announcement at a time when the entire country, hit hard by the epidemic, officialized its quarantine.
For their part, the major French houses have so far maintained their events in Italy scheduled for May 2020: Christian Dior in Lecce and Chanel on the island of Capri; while Hermès has just announced that it has decided not to organise its cruise fashion show in London on April 28, as well as its famous annual show-jumping competition, the “Saut Hermès”, which should have taken place at the Grand Palais on the weekend of March 20-22.
Mass cancellations are causing growing concern in the luxury sector. Giorgio Armani announced this Thursday 12 March that he was donating 1.25 million euros to help the effort against coronavirus and support medical research.
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