Carolina Herrera will leave New York for the first time to parade in Rio

A regular at New York fashion shows, the American luxury house Carolina Herrera is changing its habits this season by setting its sights on Rio de Janeiro, Brazil, for its cruise 2024 show to be held on June 1 in the Brazilian megalopolis.

Artistic director Wes Gordon describes Rio as “an inspiring city from many points of view: its palette of vibrant colors, its mixed and appreciated music all over the world, the breathtaking modernist architecture of Oscar Niemeyer and the exuberance of its traditions” .

After all, the label has Latin origins, he adds. A city like Rio, with “an extraordinarily rich heritage, diversity and blend of cultural influences”, offers “a chance to explore our DNA from a new geographical and cultural perspective, nurtured by a deep respect and great admiration”.

The parade will take place on the first day of June at sunset, but the exact location has not yet been announced. Several activities are planned, including a launch party to celebrate the new Good Girl Blush eau de parfum. The world presentation of the Good Girl Dot Drama perfume took place in the same city in 2019.

The company has also entered into a partnership with Spectaculu, a charity founded in Rio de Janeiro and offering professional training in the creative sector to disadvantaged young people.

The house’s next fall-winter and spring-summer shows will, as always, be held as part of the official New York Fashion Week calendar.