The big fashion houses have been using the term “Cruise Collection” for decades to refer to their mid-season collections originally associated with travel and vacations. Carnival Cruise Line has decided to interpret the concept as literally as possible: if it is a “cruise” collection, why not design it with what people really do when they are on a cruise?

The company has teamed up with chef and television personality Guy Fieri to create a collection inspired by the habits, rituals and situations that occur aboard its ships. There is a suit with a secret pocket capable of storing an entire bottle of sauce, clothing with specific space to carry a hamburger or an outfit made with Carnival’s characteristic towels.

And if the fashion industry is paying attention to Paris these days, Carnival has also chosen Paris to present the collection. Although with a nuance: Paris, in Texas.
Thus, Carnival held a full fashion show on October 3 in the American town of Paris, coinciding with Fashion Week held in the French capital. The event could be followed live through the company’s profiles on TikTok and Instagram.

Original video of @Carnival on Instagram

The campaign has been created by TBWAChiatDay NY and will be developed primarily through organic content on social networks, the broadcast of the parade and public relations, along with teaser content.

The starting point also responds to behavior observed among travelers themselves. As the campaign explains, passengers increasingly plan their outfits based on the different moments they will experience during the cruise and subsequently share them on social networks. Carnival and the agency have used these behaviors as raw material to take them to the extreme.

In this sense, the collection mixes design and absurdity, but the characteristics of each garment respond to specific situations of cruise passengers. One of the pieces is “The Elegant Night Secret Sauce Suit”, a faux leather suit with a snake effect and embroidery from Guy’s Pig & Anchor that hides inside a pocket sized to store a bottle of Guy Fieri barbecue or hot sauce.

“Guy’s and Gal’s Ultimate Deck Fit” is made of a lightweight material and incorporates another pocket created specifically to carry a burger from Guy’s Burger Joint, the restaurant that Fieri has on board Carnival ships. The design also uses red stitching characteristic of the shipping company and patches from the restaurant.

Another of the garments is based on an even more specific behavior. “The Lettuce Wrap Skirt and Scarf” can be worn as a skirt or headscarf and is inspired by passengers who use lettuce leaves to prepare lower-carb versions of their favorite meals while cruising. A gold ring inspired by Carnival’s chimney completes the design.

There’s also “The Towelette Set,” a top and pants set made entirely from Carnival’s recognizable blue and red striped towels and designed to go straight from the deck or pool to other moments of the trip. The collection also includes “The Boss Burger Chain,” a stainless steel chain hand-decorated with crystals and made up of charms representing Guy’s Burger Joint, Carnival’s smokestack and one of the company’s ships.

But behind the exaggeration and humor, there are also profiles professionally linked to fashion. Carnival notes that development involved, among others, the designer responsible for some of Shaboozey’s red carpet looks and a rhinestone specialist whose work has been used by Sabrina Carpenter and Beyoncé.

“The Cruise collections currently created by the big houses seem very far from what cruise passengers really want”explains Reid Masimore, Creative Director of TBWAChiatDay NY. The opportunity, he points out, was to collaborate with Guy Fieri to develop “a cruise collection for real cruisers” and transfer Carnival’s commitment to accessibility to a fashion world traditionally marked by access control.

The idea also comes in a context in which clothing linked to travel, vacations and destinations is gaining ground as its own category. According to the data shared on the occasion of the campaign, the global market for cruisewear could exceed $15 billion in 2034.