How did the Lake Como brand emerge?

Chanel Cruise 2025/26 on Lake Como – while a transformation is underway, bridging the lake and the city—a reflection on urban planning, society, sustainability, and the numbers of overtourism

Chanel Cruise 2025/26: Lake Como at the Center of Fashion

On April 29, 2025, Chanel will present its Cruise 2025/26 collection on Lake Como, Italy. This decision reflects the Maison’s tradition of choosing iconic locations with cultural and artistic significance for its shows. Over the years, Chanel’s Cruise collections have traveled to destinations like Paris, New York, Singapore, Dubai, Havana, and Seoul, reinterpreting the brand’s codes through the uniqueness of each chosen place. Although the brand currently lacks a creative director, with Matthieu Blazy rumored as a potential successor, Chanel continues to showcase its ability to connect with extraordinary and globally recognized environments.

Lake Como: From Historic Destination to Global Tourism Hub

Historically part of the Grand Tour, Lake Como has, in recent decades, solidified its reputation as a destination for high-end international tourism. Luxury accommodations, Michelin-starred restaurants, and exclusive services like private water taxis and spas have positioned the Lario among the most sought-after locations worldwide. This appeal has also drawn the attention of the fashion industry, which sees the lake as an ideal stage for high-visibility events. Recent examples include Dior’s high jewelry collection showcase at Villa Erba and Dolce&Gabbana’s exclusive series of events at Villa Olmo.

Celebrities, Cinema, and the Evolution of the “Lake Como” Brand

Media attention on Lake Como has grown significantly, thanks in part to its association with prominent figures. George Clooney’s purchase of Villa Oleandra two decades ago contributed to solidifying the lake’s image as an exclusive destination. Before Clooney, Gianni Versace had acquired Villa Fontanella in 1977, hosting celebrities such as Elton John and Princess Diana. The lake has also served as a filming location for iconic productions like Ocean’s Twelve, Star Wars, and House of Gucci. This media exposure has greatly enhanced the lake’s international appeal.

Fashion and Investments: Economic and Social Impacts

The fashion industry, along with substantial foreign investments, has significantly influenced the economic transformation of Lake Como. Among the major investors are the Indonesian Hartono brothers, whose net worths are estimated by Forbes at $26.5 billion and $25.5 billion, respectively. For years, the Hartonos have owned Calcio Como, bringing it back to Serie A after a 21-year absence. Management of the team has been entrusted to Mirwan Suwarso, who has implemented strategies to enhance the brand, such as appointing former Barcelona legend Cesc Fàbregas as coach and naming Rhuigi Villaseñor, founder of the streetwear brand RHUDE, as Chief Brand Officer. Villaseñor also staged a fashion show at Villa d’Este in Cernobbio, reinforcing the connection between sports, fashion, and the territory.

The Stadium Debate and the Club’s Social Engagement

Calcio Como’s stadium, located in the city center and a few meters from the lake, is both a scenic highlight and a logistical challenge, especially during game days. Designed by architect Giovanni Greppi in 1926, the stadium is a source of pride for fans, but its location often creates traffic congestion. Despite logistical issues, the club boasts a growing and diverse following, attracting foreign tourists, official merchandise sales, and even celebrities like Kate Beckinsale and Hugh Grant. The club is also involved in social responsibility activities, regularly supporting local associations through charitable initiatives, even as questions persist about the strategic goals behind the Hartono family’s investments.

A High-End Tourism Offer Requires Adequate Infrastructure

Lake Como rises to the occasion with a range of hospitality facilities that combine modern comfort with geographically and architecturally unique locations. From historic villas converted into boutique hotels to exclusive resorts, the lake’s shores remain among the most coveted destinations for international travelers. A recent example is Castello di Urio, acquired by the French group LVMH, which plans to transform it into a luxury hotel operated by Belmond. Other flagship properties include Villa Passalacqua, named the best hotel in the world in 2022 by the World’s 50 Best Hotels, and Villa d’Este, iconic symbols of the region’s tourism heritage.

New constructions, although less frequent than reconversions, are gaining ground. Il Sereno, inaugurated in 2016, has become a model of contemporary design and sustainability. Just two years after its opening, the property achieved ClimaHotel certification, a quality seal for conscious tourism. The certification recognized the design team’s commitment to reducing energy consumption, promoting rational water use, minimizing the environmental impact of the structure, and optimizing operational costs. Similarly, entrepreneur Gianmario Cazzaniga is working on an ambitious project in Laglio with architects Dante Oscar Benini and Vito Ruscio to create a modern facility partially embedded in the rock.

Environmental Sustainability: The Hospitality Sector’s Commitment

In recent years, awareness of the environmental impact of the hospitality industry has grown among both consumers and operators. To demonstrate their commitment to environmental conservation, hospitality businesses are adopting sustainable practices, ranging from photovoltaic systems to daily actions aimed at minimizing waste.

Lake Como boasts numerous exemplary cases of harmonious coexistence between business and sustainability. Lario Hotels Group, which owns four hotels in the city of Como, became a Benefit Corporation in 2021. This legal status integrates a commitment to generating positive societal and environmental impact into the company’s mission. The group’s 2022 Impact Report highlighted significant achievements, including a 33% reduction in per capita energy consumption and a 51% decrease in water use compared to 2021.

Similarly, Hilton Lake Como earned recognition for its efforts with the Green Key certification, awarded globally by the Foundation for Environmental Education (FEE). Among the practices that earned this accolade are daylighting—maximizing the use of natural light in common areas—effective waste management, and a plastic-free approach.

Controversies and Environmental Risks: The Torno Project

Not all projects garner public approval. One of the most debated initiatives is a luxury resort proposed for the municipality of Torno, spanning 29,000 square meters of forested land. The plan, revealed earlier this year, has sparked heated public debate. Concerns center on potential landscape damage and hydrogeological risks.

Since 2020, several municipalities around Lake Como have faced landslides, floods, and rising water levels, underscoring the area’s fragility. Moreover, the delicate local ecosystem is under threat from rising water temperatures, unregulated fishing, and intense boat traffic. The number of boat rental operators has increased by +1,217% in the past decade, and agencies renting boats have grown by +49.3%, according to the Basin Authority.

These environmental and economic pressures raise questions about the sustainability of new developments and the lake’s ability to preserve its fragile equilibrium.

Traffic and Infrastructure: A Persistent Challenge for Lake Como

During the summer months, traffic—both on the roads and the lake—reaches critical levels, causing difficulties for both residents and tourists. The main roads connecting Como to Bellagio and the upper lake pass through coastal villages and are limited to just two routes, restricting mobility.

In 2020, construction began on the Variante della Tremezzina, aimed at improving safety and efficiency in connections between Como and Menaggio. However, the dense population and infrastructural complexity of the area have slowed progress, and a completion date remains uncertain.

In the city of Como, the situation remains challenging, with construction sites often exceeding planned timelines. However, 2025 may bring significant changes with the anticipated inauguration of flood-control barriers and a new lakeside promenade. These projects aim to improve urban livability, alongside the reopening of nearby public gardens with upgraded facilities, including renovated playgrounds and much-needed public restrooms.

Overtourism and Its Consequences

Traffic issues are just one aspect of a broader problem: overtourism. In 2023, Lake Como recorded 4.8 million overnight stays—a million more than in 2019—generating an estimated €1.5 billion in revenue. However, this influx has strained the region’s resources and infrastructure.

A telling image of this pressure is the long lines outside the Navigazione ticket offices on peak days. The demand for services, often exceeding the lake’s capacity, compromises the visitor experience and raises concerns among experts and locals alike.

While the attention of celebrities, cinema, and fashion has solidified Lake Como’s global “brand,” social media has amplified the phenomenon, fueling FOMO (fear of missing out) among tourists eager to cram as many attractions as possible into short visits, often leading to unrealistic itineraries.

One of the most severe consequences of overtourism is the depopulation of historic villages and Como’s city center. Rising rental prices, fueled by the growth of short-term lets, have made it difficult for residents to remain. In Como alone, vacation rentals and short-term accommodations rose from 22 units in 2016 to 1,713 in 2024, reshaping the area’s social and cultural identity toward tourism, often at the expense of local needs.

Tourism and Employment: A Growing Sector

The tourism sector also has a positive impact on employment. According to Fabrizio Cavalli, General Secretary of Filcams Cgil Como, the 2024 season saw an increase in the number of workers compared to previous years. In 2024, the sector employed approximately 32,000 workers, over 10% of the total workforce, compared to 22,000 hires in 2023. However, the demand for skilled workers remains even higher. A study conducted by Pts on behalf of the Como-Lecco Chamber of Commerce estimated that, given the rapid expansion of the tourism sector, Lake Como requires at least 2,400 additional workers.

Another piece of good news is the extension of the tourism season over the years. According to Cavalli, a fair seasonal employment contract should last at least eight months, with unemployment benefits activated during the winter months, and operations resuming at full capacity by March. This goal is achievable in the Lake Como area, where the current tourist season begins at Easter and ends in late October.

Resistance to Mass Tourism and Gentrification in Como

While Como witnesses the closure of schools and daycare centers, new hotels continue to open, often repurposing abandoned historic buildings. Among these, the former Bank of Italy building is rumored to become a high-end hotel, while the former San Gottardo Hotel is set to reopen under the Radisson brand by 2025. Another recent addition is the Mama Shelter near the Como Borghi station, a project by the Trigano family aiming to create an “urban refuge” with an inclusive ethos.

However, the demand for tourist accommodations clashes with the needs of the local community. In Como, over 500 homeless individuals struggle to find adequate shelter, despite the efforts of charitable organizations. The lack of housing remains a pressing issue and a point of contention between Mayor Rapinese’s administration and the opposition.

Mobilization and New Forms of Resistance

Not everyone is passively accepting these transformations. On April 20, a group of students and young residents marched through Como with the slogan “Reclaim the Lake,” denouncing the effects of gentrification and touristification. Although some locals criticized the protest’s methods, it reignited public debate.

Institutional figures like Bishop Cantoni have also highlighted the limitations of the current tourism model, calling it “socially and environmentally unsustainable.” Cantoni advocates for slower, more conscious tourism that respects local communities and the environment.

Simultaneously, local associations are working to mitigate the negative effects of mass tourism. Vicini di Strada supports the homeless, while SitiCibo, a branch of Banco Alimentare della Lombardia, focuses on combating food waste. Organizations like Wonderlake Como and the FuoriFuoco collective aim to revitalize the area’s cultural fabric through artistic and journalistic initiatives. These collective efforts are beginning to form an integrated system of resistance and local heritage preservation.

The Legacy of the Textile District and Urban Redevelopment’s Future

Until twenty years ago, Como was not among the top international tourist destinations. The decline of the textile industry, once the backbone of the local economy, significantly impacted the province, leading to the reorganization of its socio-economic fabric.

Between the 1990s and 2000s, international competition challenged local businesses, resulting in the abandonment of numerous factories and the inevitable shift of capital and labor toward tourism. While this shift has boosted tourism, seasonality remains an issue: summer overcrowding contrasts sharply with a lack of cultural and recreational offerings in winter.

Along the lake’s shores, the restoration of historic villas has attracted both national and international investors. However, urban redevelopment within the city has been less straightforward. The demolition of the Ticosa industrial site in 2007 marked the beginning of a twenty-year stretch of unrealized projects. Similar challenges affect the former Valmulini Textile Printing plant, for which a project including residential units, co-working spaces, and green areas was proposed but has yet to start.

Culture and Abandonment: The Politeama and Sant’Elia Cases

Restoring cultural buildings presents an even greater challenge. The former Politeama Theatre, built in the early 20th century, has been closed since 2005. Various proposals for its reuse have emerged, including restoring it to its original purpose. However, the municipally owned building is now for sale, awaiting an investor who recognizes its potential.

Another emblem of the city’s neglect is the Sant’Elia Nursery School, designed in the 1930s by Rationalist master Giuseppe Terragni. Closed five years ago due to non-compliance with safety standards, it remains one of Italy’s most significant examples of Rationalist architecture.

The FAI recently included the building in its “Places of the Heart” campaign, aiming to raise public awareness and funds for its restoration. Once described by Terragni as “a house open to light, air, and nature,” the nursery today is a dilapidated structure symbolizing Como’s contradictions: a city that, despite its growing glamour, struggles to preserve its cultural identity.

Agnese Torres