From Grand Tour to Algorithmic Travel: How Fashion Turned Summer into a Set

In an article for Artribune, Marta Melini explores how summer vacations have transformed into visual spectacles shaped by social media and algorithms. Planning trips now involves bookmarking locations, curating posts, and adhering to influencer recommendations, effectively turning journeys into visual quests. The notion of the 'tourist gaze,' introduced by John Urry in 'The Tourist Gaze' (1990), has evolved with the advent of smartphones and algorithm-driven experiences. Fashion labels are crafting branded experiences, exemplified by Loewe's Ice Cream Bar in London and Valentino Beauty's theme park. Hotels are becoming extensions of brands, including Burberry at One&Only Aesthesis, Dior in Capri, and Louis Vuitton's seasonal outlets, as travel increasingly prioritizes aesthetics, leading to a new travel culture by summer 2026.