Hermès, Giorgio Armani, Zegna, Furla, Bally, Ralph Lauren among others double-down on travel retail
As the Côte d’Azur gears up for TFWA World Exhibition & Conference (28 September – 2 October 2025), the presence of marquee luxury names signals not just participation, but performance. Brands like Hermès, Giorgio Armani, Zegna, Furla, Bally and Ralph Lauren have confirmed their attendance, setting the tone for what is expected to be a landmark edition.
For those in luxury fashion, accessories, and upscale travel retail, that confirmation matters. Their presence signals confidence, both in global duty-free and travel corridors recovering strength, and in the power of experiential commerce among discerning travellers.
New Marketing Leadership: A Fresh Voice for Premiumisation
TFWA has recently elected Alessio Crivelli, Global Travel Retail Director at EssilorLuxottica, as its new Vice-President Marketing, effective immediately until the next election in October 2026. He succeeds Hervé Ducros of Chanel. His appointment suggests TFWA is intent on doubling down on the emotional, aesthetic dimensions of luxury in transit; seeing marketing not just as promotion, but as orchestration of desire and aspiration.
Innovation Square: Where the Future Meets the Luxury Market
One of the biggest new features at Cannes this year is Innovation Square, a dedicated space designed to showcase forward-thinking ideas, technological solutions, and best practices in travel retail. Avolta is serving as Lead Partner for Innovation Square, working with exhibiting brands to operate the daytime showcase. Lacoste steps in as After Hours Partner, hosting a private evening event to facilitate high-level networking.
This year marks a milestone for the Harbour Village, which will feature 30 official boats, a sharp rise from 19 in 2024, and for the first time will be fully integrated within the exhibition space.
What Luxury Shoppers Will Be Watching
From the consumer vantage point: what can luxury-market watchers expect to see in Cannes that may ripple into what appears in duty-free boutiques globally?
- Experiential Retail & Design Installations
With “Harbour Village” further integrated and more brands doubling down on presentation, expect more immersive installations: drama in display, storytelling through senses, and perhaps even pop-ups or limited editions launched in Cannes first. - Strategic Collaborations and Exclusive Lines
Brands often use these events to unveil travel-exclusive items, airport-only capsule collections, or partnerships (e.g. with local artisans or in-flight stylists). Given the caliber of Hermès and Armani, one may anticipate especially refined or rare offerings. - Elevated Service and Luxury Packaging
Travel retail increasingly rivals boutique experiences. Brands who expect high spenders will push for masterclass staff, bespoke packaging, even concierge service in travel shops. - Sustainability and Heritage Messaging
Heritage brands know their stories are part of their luxury cachet. How they communicate craftsmanship, longevity, respect for materials, ethical sourcing will increasingly matter in places like travel retail, where speed is high but consumers often have time to observe and question.
Cannes in late September will be far more than a trade show. It’s shaping up as a barometer for where luxury will lean next: immersive experiences, selective distribution, designing for the moment when the traveler is between planes, expectations high, senses primed, time abundant.
by Olga Barrale
