Kering takes luxury to the high seas in 2027

One of the most repeated mantras in the luxury industry this year is clear: the new luxury is experiences. While brands are transforming their DNA into cafés, boutique hotels, restaurants and high-end residences, Kering has decided to go one step further. Literally. The French group is setting sail.

An alliance has just been announced between Kering and the luxury cruise company Ponant (owned by the Pinault family through the Artemis holding company) for a themed trip that leaves no doubt about its intentions: Made in Italy, the Luxury Edition. Eleven days sailing the Mediterranean surrounded by Gucci, Bottega Veneta, Brioni, Pomellato and Ginori 1735, in an experience designed to turn brand storytelling into something physical, exclusive and deeply aspirational.

This is not conventional tourism, but rather a total immersion in the Kering universe. The cruise will take place from 8 to 18 September 2027 aboard Le Boréal, one of the jewels of the Ponant fleet: 142 metres long, six decks, a maximum of 264 passengers and every imaginable comfort — two restaurants, three bars, a spa, a swimming pool and a cinema—with no trace of the overcrowding or low-cost image associated with traditional cruises. The price matches the narrative: €11,930 per person.

The itinerary will depart from Livorno and end in Venice, with stops in Florence, the island of Elba, Sorrento and Taormina. At each stop, there will be cultural visits and experiences linked to the group’s brands, while on board there will be workshops, talks and events focusing on craftsmanship, innovation and contemporary luxury. The aim is not just to observe, but to participate. And, of course, to shop.

Florence and Venice will be the key moments of the trip. In the Tuscan capital, passengers will have access to Gucci’s historical archives, normally closed to the public. In Venice, Bottega Veneta will open the doors of its workshops to showcase intrecciato live, with artisans working on bags and accessories in front of guests. Brioni will replicate the experience from its bespoke tailoring workshop, guiding participants through the entire process: fabric selection, pattern making and garment construction.

Pomellato will organise workshops dedicated to the world of gems and jewellery, while Ginori 1735 will invite travellers to create their own ceramic pieces alongside master craftsmen. This will be complemented by meetings with industry experts who will address topics such as sustainability, artisanal innovation and the cultural role of fashion, all wrapped up in a carefully curated context to reinforce the symbolic value of luxury.

This move fits perfectly with Kering’s new direction since Luca de Meo took over as CEO. The group has accelerated a transformation that includes signings from the world of luxury cars, a strategic pruning of its retail network, the study of a division dedicated to emerging brands and, above all, investments that go beyond fashion strictly speaking. A recent example is the investment in Chinese jewellery brand Borland, an extra-fashion move designed to capitalise on the boom in local luxury in China and the structural strength of the jewellery segment.

The cruise dedicated to Made in Italy operates under the same logic: it is not just retail or just marketing, but a strategy of internal synergies aimed at building an ecosystem where fashion, jewellery, craftsmanship, hospitality and experience feed off each other. This is exactly the vision that De Meo pointed out in the note leaked by Reuters last month.

Investing outside fashion to save fashion. That seems to be the roadmap not only for Kering, but for an industry seeking new narratives to sustain its growth. Groups such as Puig are already exploring similar paths, with cultural foundations and projects focused on art and craftsmanship, as in the case of Dries Van Noten.

The big question remains: will this marketing elevated to the nth degree be enough to reduce the industry’s historical dependence on clothing sales? For Kering, the answer is clear. If luxury is an experience, the future is not in the shop. It is in the journey.

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