Italian luxury brand Max Mara has announced that its 2026 Resort Show will be held in Naples, Italy. Scheduled for June 16 and 17, 2025, the two-day event will feature a runway show set against the stunning backdrop of southern Italy’s picturesque landscapes.
This is not Max Mara’s first foray into southern Italy. In 2021, the brand unveiled its 2022 Resort Collection at the Mezzatorre Hotel on the island of Ischia, located at the northern edge of the Bay of Naples. The venue, a renovated 16th-century watchtower, provided the perfect setting for a collection inspired by Truman Capote’s springtime visit to the island in the 1950s, capturing an air of refined elegance.
Max Mara’s past shows around the globe have also captivated audiences with their breathtaking beauty and cultural depth. Last year, the 2025 Resort Collection was presented at the Palazzo Ducale in Venice, a magnificent Gothic structure adjacent to Piazza San Marco. The year before, the 2024 Resort Collection was showcased at Stockholm City Hall in Sweden, an iconic red-brick building known for hosting the Nobel Prize ceremonies. In 2022, the 2023 Resort Collection was presented in the gardens of the Calouste Gulbenkian Foundation in Lisbon, Portugal, where the fusion of nature and art left a lasting impression.
The creative force behind these remarkable events is British-born creative director Ian Griffiths. Under his vision, cities such as New York, London, Shanghai, Reggio Emilia—home to the brand’s headquarters—and Berlin have been transformed into extraordinary stages for Max Mara’s collections.
The upcoming show in Naples has also drawn attention for coinciding with the timing of the international menswear trade show, Pitti Uomo. The trade show is scheduled to run until June 20, and then Milan Fashion Week Menswear Spring/Summer 2026 will take place from June 20 to 24.
Other brands are also finalizing details for their cruise shows. Chanel is set to hold its cruise show on April 29 at Lake Como, Italy, while Gucci plans to host its show on May 15 in Florence.