Mermaid trends and bright colors could only be the beginning of the great seasonal phenomenon that is annually recoded by the fashion industry, to make us perceive that summer is coming and the waves of the sea, the light flounces of beach dresses , the enveloping scent of sun creams and the nostalgic colors of hotel lobbies are products with an incomparable appeal.
Fashion brands have already released their Cruise collections, in exotic and opulent scenarios, choosing dream locations that actually make us travel with our eyes. But of course even more can be done.
Brands like Dior are well aware of this, having already created the “Dioriviera” pop-up store formula a couple of years ago. Also this year the French Maison returns to California for the whole summer for a new pop-up, choosing the iconic Beverly Hills Hotel as location.
Obviously the pop-up is not limited to being a commercial exhibition space for the resort collection and various summer items, but has been transformed by the brand’s team into a real Dior-branded holiday and well-being corner, complete with a room for poolside treatments and even an ice cream stand, all in a delicate rosy color palette.
Under the palm trees, and at the top of a staircase, also painted pink, the luxury house has installed three beach cabanas, of the same type as those seen on the French Côte d’Azur, which lead to a large boutique that seems to have been modeled in the sand , furnished with faux sand sculptures of tigers, giraffes and even the famous Dior cabas bag covered in toile de jouy.
On the back of the store, “J’adior Beverly Hills” appears to have been handwritten just like on the beach.
Even more incredible was the initiative by Louis Vuitton which this week opened its first luxury airport lounge in the world at Hamad International Airport (HIA) in Doha, Qatar.
Considered the “best airport in the world”, HIA is home to an impressive amount of luxury boutiques. The new lounge is located above its Louis Vuitton store of course and is designed to offer Qatar Airways first class and business class passengers everything from food and drink to shopping. The interior of the Lounge is a riot of design furniture, from the low tables by India Mahdavi to the Costela armchairs by Martin Eisler.
Not to mention the restaurant inside the Louis Vuitton lounge which serves a menu curated by the three Michelin star chef, Yannick Alleno, characterized by the spicy flavors and precious ingredients of the local cuisine.
Because there is no more real and necessary travel experience than the one you have at the airport, and when it comes to luxury vacation, fashion certainly cannot get out of the game.
