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World of Fashion

SUMMER 2025: Fashion Deluxe for the Sunny Side of Life
by Yvonne Heinen-Foudeh, Senior International Correspondent
Even in the high-end market, the sky is no longer the limit. The luxury market is under pressure and affected by the signs of crisis. Let’s instead call it change, as this time there are many indications for a sustained development. Currently, brands in the top segment are responding primarily with creativity and strong communication. FASHION TODAY has compiled some insights into the summer campaigns. Reminiscences of sailing sport, ease, and elevation define the styles. Elitist nonchalance a la Blanchett/Paltrow and Law/Damon in Anthony Minghella’s movie “The Talented Mr. Ripley” from 1999 – typical insignias in the top fashion segment for a vibrant summer. Luxury houses of European coinage lend their summer cruise and capsule collections downright cultural relevance—artful storytelling to prevent dull mid-seasons. Creativity leveraged to build agile bridges between the main sales periods. Completing an immersive approach to summer, corresponding accessories, may it be silk carrés & scarves, beach towels, fancy eyewear & headgear, sandals & sacks, or other leather goods like the iconic bags, make an essential part of deluxe brand offerings.
St. Tropez in the 60s, hanging out at beach cafés of Rimini, insights to a mood-driven lifestyle. The capsule includes Gucci line iterations (e.g. GG monogram), materialized in crochet, raffia & Co. Photo: Jim Goldberg for Gucci Lido.
Expression of summer ease at Brunello Cucinelli for a modular wardrobe, convertible from the deck of a yacht to dinner e.g. at Villa Azur (located in the heart of “St. Trop”, just below the famous Citadelle once you’ll be around.)
Boho is back. – With “Paula’s Ibiza collection ‘25” the Spanish signature brand borrows bohemian energy of Paula’s boutique (truly existing on the island), blends fashion, craft for the iconic leather pieces plus youth culture. ©: LOEWE
Effortless, relaxed chic with Chanel’s cruise campaign. French model Loli Bahia, sun-drenched at shooting location in the South of France. Photo: Jamie Hawkesworth für Chanel
Loewe’s summer capsule collection 2025 - color shades grounded in nature for garments & accessories. Perfect location for the campaign sceneries, in regards to light and shadow: Comporta, fishing village at Portugal’s Alentejo coast, captured by American fashion photographer Gray Sorrenti. ©: LOEWE
Designed by Maria Grazia Chiuri, this year’s Dioriviera edition includes light-weight fabrics, crochet optic, gradient blues for silk blouses, sarongs and denim – a mix of classic codes with contemporary elements. ©: DIOR
Isn’t it ironic? – Creative Director Adrian Appiolaza joined the house in 2024. The Argentine designer takes a surreal attitude on vacation dressing. Blending high fashion with humor is in the brand’s DNA. ©: MOSCHINO
Hommage to relaxed days by combination of lightweight materials, soft colors, storytelling & references to a rarified lifestyle. “The Summer that Never Left” –high summer program ’25 from Umbrian luxury brand Brunello Cucinelli.