The term “Resort Collection” is confusing for many people even those who are in fashion. Normally the difference between Spring/Summer collection and Fall/Winter collection is known but it is still difficult to situate the Resort collection. What is exactly? Who does buy them? Do you really have to be in a resort to carry on the clothes? WhoWhatWear answered all these questions in their January article.
The Resort collection, also known as Cruise, is a bit strange especially because it is not about being in a real resort. But neither going on a cruise (unless the person wants it, of course).
Originally, the resort or cruise collection was created for those lucky souls who needed separate cabinets for their holidays at the end of the year, that is to say, between winter and spring. It was the way how wealthy people, who spent the winter holidays in hot destinations (such as St. Barths or Mustique), could prepare the suitcase for a luxury holiday with elegant and updated clothes, while in that moment in the physical stores were selling the winter collection.
Traditionally these collections were exhibited in May and they used to shout “party clothes” in the most literal sense: gladiator sandals, swimsuits, striped blouses, colors and glitters. However, currently resort clothing has moved a bit and has become an extra drop of novelty between the winter and spring collection with intelligent transition products. In other words, now these collections even contain comfortable clothes and a little more cozy.
If it were not for the resort collections between seasons, and we only had the summer collection or the winter collection, it would mean that half of the hemisphere would not have updated clothes in stores. That’s why, in terms of business strategy, it also means that resort collections last longer in stores, extending both summer and winter. Fact that generates more sales and why more and more designers are betting to also make this type of collections.
Of course, it is not just that the designers have invested in creating new collections and have committed themselves to show them on a catwalk, but that there is a whole strategy that revolves around creating a great show to amplify the message. From the ancient Greek extravaganza of Chanel in 2017 until Dior took over the Blenheim Palace in 2016, they show that these parades are becoming as memorable (if they are no longer so) as traditional fashion shows of September and February.