Fashion meets heritage

Luxury fashion houses are using iconic landmarks to showcase collections

- VAISHALI DAR

Gucci recently revealed its Cruise 2026 collection in Florence at the Palazzo Settimanni. Last year, the Italian luxury fashion house had turned London's Tate Modern art gallery into a ramp showcasing its 2025 line at the venue.

Louis Vuitton will also bring its Cruise 2026 show on May 22 at one of France's most iconic monuments, the Palais des Papes in Avignon, in the Provence-Alpes-Côte d'Azur region of France. The creations are part of the architectural journey highlighting heritage and local culture by Nicolas Ghesquière, artistic director of the women's collections, who has chosen to show in this marvel of Gothic architecture, classified as a historic monument and a UNESCO World Heritage site.

More and more luxury brands now narrate their brand story and heritage to build a strong sense of identity and connection with consumers. By using storytelling and visual elements to convey their values and inspire consumers, fashion houses bolster their vision to contribute to the conservation of heritage and celebrate diverse cultures.