Chanel to stage reprise of its Cruise 2025/26 show in Singapore in November

SINGAPORE – French fashion house Chanel has chosen Singapore to restage its 2025/26 Cruise show, which was first unveiled in Lake Como, Italy on April 29.

The replica show will take place at an undisclosed location on Nov 4, in a signal of the luxury brand’s continued investment in the city-state.

Mr Bruno Pavlovsky, Chanel’s president of fashion, says Singapore was chosen for its visibility in South-east Asia and is an “important hub in our development”.

Speaking exclusively to The Straits Times over video call, he adds: “At Chanel, we love Singapore. Singapore is one of the cities of Chanel – we have a strong, loyal base of customers that has been increasing in the past 30 years.”

The Cruise 2025/2026 collection show in Singapore will be a by-invitation-only event.

Outside the official fashion show calendar, Cruise collections began as a way to offer European clients a wardrobe suitable for winter travel, or to meet the needs of customers in warmer climates.

Namesake founder Gabrielle Chanel is widely credited as the designer who invented the concept of the Cruise show.

In the late autumn of 1919, she presented a small collection of light dresses and knits to suit her lifestyle and that of her clients who frequented seaside resorts, notably Deauville and Biarritz in France, and Monte Carlo in Monaco.

Noting its historical significance, Cruise – along with Metiers d’Art, an annual collection celebrating the art of craftsmanship – is one of two off-season “unique moments only for Chanel, where we can highlight the creativity of the brand in a very special location”, says Mr Pavlovsky.

Featuring lighter fabrics and colours, Chanel’s Cruise collections are loved around the world, especially in Asia, he adds.

Presented in the historic Villa d’Este, an iconic hotel in Italy and former 16th-century royal residence, the 2025/26 collection was partly inspired by the scenery of Lake Como.

In 2000, Chanel became the first house to introduce a show for its Cruise collection, staged in exotic locales around the world. The show takes place around May each year and the collection arrives in boutiques in November.

Repeat or replica shows, usually timed around November, drum up excitement leading up to the arrival and are the “best way to launch the collection in the boutique”, says Mr Pavlovsky.

“For me, ‘replica’ is not a good term,” he adds, suppressing a groan.

“It’s the same collection, but a specific orchestration. It’s part of the surprise – another way to come back to the collection and give a different angle. It’s an opportunity to offer a unique experience to our local clients. We’re putting a lot of resources into making it super special.”

It is not the first time Chanel has set its sights on Singapore as a global stage for its fashion.

In May 2013, the brand presented its 2013/14 Cruise Collection in the Loewen Cluster in Dempsey Hill. Big names in attendance included Hollywood actress Dakota Fanning and K-pop star Choi Si-won.

The late legendary German fashion designer Karl Lagerfeld – Chanel’s creative director from 1983 till his death in 2019, who was synonymous with the brand – also graced the event. It was the only time he came to Singapore for Chanel, and remains for many fashion insiders a milestone moment for the country.

Recalling the occasion, Mr Pavlovsky says: “It was a super good, unique moment. I was there with Karl – I remember we had a lot of fun. It was something big for the brand.”

The last replica Cruise show was set in Hong Kong in November 2024, in a retelling of the original show in Marseille, France earlier that year.

When asked how Chanel views Singapore in relation to Hong Kong as a luxury hub – both cities continue to vie for the title of premiere hub in the Asia-Pacific region – Mr Pavlovsky bats away the comparison.

“It’s not the same history. I don’t like to compare. I like to work with what is specific in every single city. We’re trying to build what’s most meaningful in each city. We don’t want to copy-paste the approach, we want it to be meaningful for Singapore.

“I like Singapore. It’s interesting to see the evolution and development of the city. It’s always getting better,” he adds.

In the 12 years since the last Chanel show here, the brand has made significant investment in Singapore by upgrading its two fashion boutiques in Ngee Ann City and The Shoppes @ Marina Bay Sands, he notes.

“We have a lot of expectations and want to upgrade the experience for our clients in Singapore. This show in November will be the first step.”

Is the house worried about demand for Cruise during an economic downturn where disposable income is shrinking globally?

Mr Pavlovsky says: “Chanel is not protected. When there’s a crisis, it’s a crisis for everyone, even though we are lucky that our clients are more resistant.

“But I think that economic doubt and changes are always good for Chanel – to ask the right questions and adapt, and listen to our clients. Only those who are able to adapt will be the winners of tomorrow.”

Demand for the collection, he adds, is not the main priority.

“Cruise is more of an inspiration. We’re expensive because our product is sophisticated. We’re at the top of the luxury market. Chanel is not cheap because of the quality, design and know-how. Luxury is about a dream for all, even if sometimes the access is more limited.

“Sales is not an objective by itself. Sales is the result. We don’t need to sell more, we need to sell better,” he says.

All will be revealed come November. While there is no formal link between the cities and venues chosen for the original and replica shows, one can expect some thread of continuity.

Asked if he could hint at the upcoming venue, Mr Pavlovsky suggests using one’s imagination: “We’re in one of the best sceneries here in Lake Como. I’ll leave you to guess what that could be in Singapore.”

Correction note: In an earlier version of the story, we said that designer Karl Lagerfeld was French instead of German. This has been corrected and we apologise for the oversight.