To present its 2026 Cruise collection, the Parisian fashion house has chosen an unprecedented location: Avignon, in the heart of the Palais des Papes, a historic monument classified as a UNESCO World Heritage Site. This is absolutely unprecedented for this European Gothic landmark.
This choice is not without reason. It reflects the brand’s clear desire to connect fashion with culture, aiming to build a dialogue between tradition and contemporary creativity. Nicolas Ghesquière, artistic director of Louis Vuitton’s women’s collections, has always been known for this narrative approach to fashion.
Since 2014, Louis Vuitton’s “Crossroads” fashion shows have been conceived as a geographical journey. From Monaco to Barcelona, passing through Italy, each collection is set against an iconic setting. Last year it was located in Barcelona’s Park Güell; in 2023 it will be on Isola Bella.
Louis Vuitton is more than just symbols. The company announced that it is funding a project to illuminate the Palais des Papes, as a way to consolidate its presence in the region. Behind this event, a luxury soft power strategy is taking shape.
The Croisière 2026 collection will be available in stores in November. Now is the time to extend the story beyond the fashion show.