Resort season: necessary collection or simple cash grab?

In the fashion calendar, the Resort (or Cruise) collection has ceased to be a discreet gesture toward privileged clients and has become a financial and cultural pillar of many brands. But the question remains: is it truly a necessary proposition or rather a market move designed to capitalize on the constant desire for novelty?

Origins and Evolution Resort collections were born in the first half of the 20th century as an exclusive service: lightweight, sophisticated clothing for high-end clients traveling to warm destinations in winter. However, what began as an elite indulgence has transformed into a fundamental business model , often ensuring liquidity during slow sales periods.

The Financial Logic Behind Resort: Today, many fashion houses report that resort collections provide stable and predictable revenue , as they are available in stores longer than a traditional runway collection. Furthermore:

• They promote product rotation in boutiques and flagship stores .

• They allow brand codes to be reaffirmed with wearable garments that are more commercial and less conceptual than those on the catwalk.

• They function as a strategic cash grab , targeting consumers looking for constant novelty and transitional pieces.

  
  

Culture and Positioning The Resort is also a cultural gesture , a moment for fashion to connect with travel, escape, and aspirational luxury . It's no coincidence that brands like Chanel in Cuba, Dior in Marrakech, or Louis Vuitton in Rio de Janeiro choose global locations that reinforce their narrative, prestige, and international presence.

Materials and aesthetics Fresh and versatile materials predominate on the Resort catwalk:

• Linens, cottons and light silks for warm climates.

• Vibrant colors and graphic prints that evoke exotic destinations.

• Relaxed and fluid silhouettes , designed for both everyday wear and aspirational vacations. The choice of these materials and cuts reflects a blend of accessibility and a desire for luxury .

Conclusion

More than an unnecessary collection, the Resort is a hybrid response: a financial necessity for brands, a cultural fantasy for consumers . While it can be read as a cash grab , it also acts as a stage where fashion experiments with global narratives and reimagines its relationship with luxury and leisure.