Louis Vuitton will show its Cruise collection in Monaco
Down on the French Riviera
The principality of Monaco on the French Riviera has always been a glamorous destination of choice for the fashion crowd, and soon it will play host to Louis Vuitton's first Cruise show outside of Paris.
The move is indicative of Vuitton's newfound dedication to ready-to-wear, following the appointment of creative director Nicolas Ghesquière, who debuted his new approach for the brand during Paris Fashion Week AW14.
It's not, however, a new concept for luxury brands to take their collection on the move. Chanel has previously presented its Cruise and Metiers d'Art collections in Versailles, Monaco, Singapore, Dallas and Scotland, with Dubai being next on the list later this month.
Further to this, Dior has recently shown in Shanghai and New York, perhaps rendering Vuitton's selection of Monaco somewhat close to home.
No doubt it raises a label's profile overseas – or in Chanel's case, to an entire region – and the theatrics are clearly successful when it comes to promoting brand image, and engaging the international public more than ever before...