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Monday, March 02, 2015

Max Mara to Stage Resort Show in London

Max Mara to Stage Resort Show in London:

The finale at Max Mara's fall 2015 show. Photo: Imaxtree
The finale at Max Mara's fall 2015 show. Photo: Imaxtree
Fashion editors and buyers could practically plan a 'round the world trip around the resort collections. The latest fashion house to announce a destination runway show for the season? Max Mara, which will show its resort collection in London on May 20.

The Italian fashion house follows Chanel and Dior, who have announced that they will show resort (or "cruise") in Seoul and Los Angeles, respectively, this year.

In recent years, brands have upped their investments in making -- and marketing -- their pre-collections, which typically hang in stores longer than their full-season offerings. It's become increasingly common for the larger European fashion houses to not only stage runway shows for pre-fall and resort, but to use them as an opportunity to travel abroad, perhaps to cities that they see as important markets for growth. Chanel led this trend -- Karl Lagerfeld has been showing both pre-collections for the brand abroad for years -- and Raf Simons has done the same at Dior since 2013. Louis Vuitton even got on the traveling bandwagon recently, having shown its resort collection in Monaco last year. No word yet on if the house plans to do the same in 2015.

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