Fashion brands understand the importance of leveraging their summer collections to attract consumers. In 2024, many luxury fashion houses are revisiting their "house codes" and releasing new versions of their signature bags and motifs for the summer. But how does one reinvent swimsuits, towels, and hats for beachwear and resortwear?
In Southeast Asia, summer seasonal releases resonate more with consumers due to the climate. Luxury fashion brands use summer as a marketing tool to evoke a sense of travel and wanderlust. Let's explore some of the latest summer capsule collections and how these brands approach reshaping their classics.
Donatella Versace's latest collection, "La Vacanza," celebrates graphic prints using summer silks, satin, and jersey. The collection introduces a new print called the "Barocco Sea," inspired by natural wonders of the sea. The "Barocco Sea" is showcased in various color combinations and material techniques across both women's and men's clothing, including shirts, shorts, knit cardigans, dresses, and skirts. The collection also features pleated dresses with Barocco prints and standout evening styles like a cocktail dress made from Versace's iconic metal mesh.
Prada's summer collection blurs the lines between masculinity and femininity, offering clothing that can be worn day or night. Classic elements like argyle checks, foulard geometrics, and stripes provide a sense of timeless style, while trench coats and leather biker jackets add a touch of men's tailoring. The collection also explores paradoxes in styling, such as gloves paired with bathing suits and scarves transformed into dresses or tops. Prada's attention to craftsmanship is evident in delicate embroideries, knits, and raffia crochet, and the collection showcases fabrications like crushed metallic woven textiles and jacquards.
Gucci's latest collection, "Gucci Lido," pays homage to the allure of coastal living. Creative director Sabato De Sarno draws inspiration from Italy's beach clubs and creates a range of swimwear and resort wear that combines luxury with comfort. The collection features signature Gucci handbags like the Gucci Jackie and GG Marmont, reimagined in straw effect raffia and canvas variations. Gucci Lido captures the essence of sun-kissed days and salty breezes through in-store pop-ups in famous resort destinations.
Christian Dior's Dioriviera collection, designed by creative director Maria Grazia Chiuri, showcases a range of dresses, skirts, blouses, and tops inspired by luxuriant nature and constellations of suns. The collection includes beachwear and accessories like ponchos, foutahs, pareos, and silk scarves adorned with the brand's signature houndstooth motif. The prints also appear on Lady D-Lite and Dior Book Tote bags, as well as wicker variations on the Lady D-Joy. The collection also includes essentials like yoga mats, parasols, and deckchairs.
Louis Vuitton's "LV By the Pool" collection brings the desire for travel into everyday staples. The collection features monogram bags in pure cotton denim and hand-crocheted raffia with leather accents. The tropical theme is further explored through captivating finishes like hand-embroidered tube beads and iridescent calfskin. The collection also includes a wide selection of summer hats, jewellery adorned with glass pearls, and other lifestyle essentials like yoga mats and tableware.
Celine's Plein Soleil collection is inspired by the French Riviera and Saint-German-Des-Prés, combining seaside and city elements. The collection features wicker animations, suede jackets, crochet ensembles, and woven cotton in earth tones and floral motifs. The beachwear includes a striped crochet mini-dress and a range of sandals, espadrilles, and sunglasses. The collection also introduces variations of the Celine Triomphe emblem and signature.
