Luxury brands, from Prada to Belmond, are reshaping the concept of travel with exclusive, unforgettable train journeys
All aboard the cultural shift, literally. In a world obsessed with speed, convenience, and click-to-buy consumption, a new trend is rolling in on steel wheels: deluxe train travel. This trend is not just about getting from point A to point B; it’s about the journey itself, the stories, and the soul. Forget shopping hauls—people are now collecting experiences, making trains the new catwalk of culture, design, and slow-living luxury.
Prada Frames: A Moving Forum for Ideas
Let’s start with Prada. Yes, that Prada! Since 2022, the iconic fashion house has hosted Prada Frames, a roving symposium designed to explore the intersections of design, culture, and society. The 2025 edition, titled “In Transit” and curated by Formafantasma, gained attention not just for its content but also for its unique setting.
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Instead of sterile conference halls, the talks were held inside the beautifully restored Arlecchino train cars, originally designed in the 1950s by Gio Ponti and Giulio Minoletti. Picture sleek, aerodynamic exteriors and glass-partitioned interiors that felt more like a design museum on rails than public transport. The train became a metaphor for movement, dialogue, and progress.
This year’s theme focuses on infrastructure as a living, breathing system that shapes how we move people, data, goods, and energy. Through panels and discussions running in parallel to Milan’s Salone del Mobile, “In Transit” transformed the train into a literal vehicle of thought, emphasising ideas over objects and meaning over merchandise.
La Dolce Vita on Rails: The Italian Orient Express
Now, let’s shift from intellectual elegance to full-blown cinematic luxury. Enter La Dolce Vita, Italy’s answer to the Orient Express, which has just launched from Rome. Imagine a velvet-draped suite rolling through the Tuscan hills toward Montalcino, champagne in hand, vineyard-bound. It’s the first of six ultra-luxury trains set to hit the tracks by 2027, created by Arsenale and Orient Express with support from Italy’s historic rail foundations.
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These trains are more than just transportation; they’re five-star “rail cruises” designed to seduce international travellers with curated itineraries that span from Venice to Portofino, from Matera to Sicily. Onboard, you’ll find interiors inspired by Federico Fellini’s dreamscapes and Agatha Christie’s intrigue, beautifully echoing the golden age of travel with modern flair. Think Gio Ponti meets Wes Anderson. Each detail oozes Italian design mastery, featuring bespoke marquetry, rich textiles, and timeless lighting. The mission is to revive the romance of slow tourism, one immersive, handcrafted experience at a time. Forget about hopping from flight to flight; this journey is all about tasting, seeing, and feeling Italy as it rolls by your window.
The Paris-to-Portofino Debut of Belmond’s Venice Simplon-Orient-Express
If you’re in the mood for something a bit more Riviera-chic, Belmond’s Venice Simplon-Orient-Express is finally making its debut on the Ligurian coast. This summer, guests will glide from Paris to Portofino in unparalleled style, enjoying Michelin-starred meals and sipping vintage wines before checking into the legendary Splendido hotel.
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By day, passengers take in sun-drenched scenery from the train’s Art Deco dining cars, including Côte d’Azur, L’Oriental, and Étoile du Nord. By night, it’s about jazz, cocktails, and swing music in Bar Car 3674.
Why Trains, Why Now?
So, why is there a resurgence of train travel? The answer is simple: people are craving connection, not just convenience. Trains provide space to reflect, movement, and emotional experiences. They combine design, storytelling, and sustainability in a way that planes cannot match. This isn’t just retro nostalgia; it’s a reimagining of travel.
The new era of train travel is about quality over quantity and experience over excess. Yes, it’s slower, but not stagnant. It’s luxurious while also carrying deeper meaning. Ultimately, it’s the journey itself that takes your breath away, not just the destination. So next time you plan a trip, consider this: what if you travelled not over the world but through it?
Angelo Ruggeri
Journalist and Master Course Tutor & Fashion Styling Course Leader, Milan