Traveling resort shows have become the norm for the big European labels; now Carolina Herrera’s Wes Gordon is adopting the policy for his main-season show and taking his spring 2026 collection to Spain. “Madrid has always been one of my favorite cities in the world,” Gordon said. “Whenever I visit Madrid I get a full recharge of inspiration.”

It’s not the first time that Gordon has taken Herrera on the road, he presented his resort 2024 collection in Rio de Janeiro, and resort 2025 in Mexico City. For the latter he collaborated with a group of local artisans who injected the collection with their traditional crafts—from embroidery to special ceramics.

Gordon and Carolina Herrera have a history with Madrid; in 2023 the brand was a sponsor for the Maestras or Women Masters show at the city’s Thyssen Museum, which showcased the work of artists like Artemisia Gentileschi, Mary Cassatt, and Sonia Delaunay among others. Gordon has also been involved with Vogue España’s Fashion Fund program. Although the brand promises to return to the New York calendar in 2026, the move comes at an exciting time for the company, whose Good Girl fragrance is now the best-selling women’s fragrance in the world.

“At Herrera, we always like to chart our own course, we’re always open to exploring new paths,” Carolina Herrera CEO Emilie Rubinfeld said in 2023, a day before the brand’s first resort show took place in Brazil. “And if you do things the same and you don’t take risks, then you know you are at a standstill.” Clearly the strategy has paid off.

“Madrid is a city shaped by history, but never stuck in it; there’s an allure in the way the past coexists with the present,” Gordon added. “Bringing Carolina Herrera here feels less like a decision and more like continuing a shared conversation.”