This was clearly the most important season this century, with some 15 designer debuts at major marques. Here, in alphabetical order, is my personal pick for the dozen best shows of the four-week international fashion runway season. Four of my favorites were by debutants; half of them are by female designers.
Full marks for such simple but brilliant staging. Models marched around two flattened tennis-court-size LED screens showing giant close-ups of female beauty, all reflected off a dropped mirrored ceiling. Designer Pieter Mulier showed sleek cocktails in technical fibers, silk, or ribbed knits with inserted transparent breastplates and diagonal fringes. Hyper-skillful draping with V-shape skirts in layers and folds of cotton and silk jersey, or a black leather perfecto with displaced shoulders that morphed into a grand gown. The power of founder Azzedine’s voluptuous aesthetic combined with Mulier’s precision and punch.
Few designers exploited their new atelier as spectacularly as Louise Trotter in her Bottega Veneta debut, putting the Bottega right back into BV with super-lightweight leather looks — trenches, cloaks, and blazers for men; off-the-shoulder dresses and paneled gowns for women. All detailed with intreccio — collars, sleeves, lapels, trim, and woven belts. Cinematic, Edwardian, and the best new tailoring of the season.
Bold, gutsy, ingenious, often beautiful and curiously risqué, the debut collection by Matthieu Blazy was the undoubted hit of the season. Blazy practically reinvented the classic Chanel suit with a new knee-length wrap skirt made with pockets, generally left frayed and finished in filigrees of gold. And instead of just wool bouclé, it came in impossibly airy plaids, windowpane checks, or stiff denim. Disrupting codes: conceptual double-sized camellia brooches, woven pearl necklaces, Coco’s beloved wheat embroidered into organza tops. Plus, Matthieu’s magnificent SolarSystem set of giant gas-filled, internally illuminated planets brought Chanel back to the glory days of Karl Lagerfeld. Little wonder he got the season’s biggest ovation by far.
No one can ever fault Jonathan Anderson for lacking guts. His debut women’s wear show for Dior turned the brand upside down, knocked a decade off its clientele, repeatedly mined Monsieur Dior’s New Look, and suddenly made Dior very cool again. His show-opening mash-up video, a history of Dior as a unique cultural living monument by documentarist Adam Curtis, was sensational, setting the stage for Anderson’s visual stream-of-consciousness show. Rarely in fashion history has a designer so boldly twisted a house’s codes — in particular Monsieur’s legendary Bar jacket. The result was the most thought-provoking collection of the decade, never mind this season.
Colonialism and Caribbean culture’s fight back against that evil via the tradition of Carnival was the theme of this intriguing Diotima collection. Active sport meets couture: hooded sleeveless mesh tops and pants finished by a layered skirt in shards of chiffon; or fab crepe lapel-free redingotes, asymmetrically worn on cast with J’Ouvert pre-dawn street festival makeup with daubs of silver mud. Epic, unusual, path-breaking, and New York’s most beautiful surprise.
Leave it to Giorgio to go out on a high with brilliantly fresh, light, and contemporary tailoring in the final collection he designed. Presented posthumously 24 days after his passing in the neo-classical courtyard of the Pinacoteca di Brera, Milan’s greatest museum, which opened its first-ever fashion exhibition — dedicated to Armani, of course — right after the show. Fashion’s greatest tailor cut beautiful pajama suits for men and breezy tunics and boleros for women, inventing new dhoti pants and deconstructing blazers. Made in supremely light silks, dry linens, and printed cottons, in the colors of his island home in sunny Pantelleria — burnt sand, lava, stone, and sea blue. A beautiful swansong by the defining designer of the past half-century.
There is a new, refined sense of seduction in fashion this season. The best dark and diabolical version comes from Givenchy. Tough-chic black leather — bat-wing leotards, wicked little black dresses, or men’s coat dresses cut décolleté. Crisp and clean tailoring: statuesque white double-breasted pantsuits or designer Sarah Burton’s reinvention of Givenchy’s signature Bettina blouse as an officer’s shirt or aristo chemise. In a word, the most coherent wardrobe in Paris.
Imperfection as highly wearable artistic fashion. Everything a tad twisted or distorted — from strict leather elongated fisherman jackets to urban double-breasted blazers. Everything cut a tiny bit off-kilter. Including New York’s best set: an all-black pond and broken-up glaciers covered in mist. “The dark underbelly of America has always fascinated me,” confessed designer Catherine Holstein. Independent female chic at its best.
Louis Vuitton – Spring/Summer 2026 in Paris – Courtesy
Like its inspiration — the apartment of Anne of Austria, the Sun King’s mother — a highly eclectic collection blending kicky fabric tops, tapestry details, carpet-fabric shoes, and 18th-century-style brushed silk gowns. All the way to leggings cut like britches, shirts with aristocratic six-inch collars, lace demoiselle gowns, or scarlet satin bouffant bubble coats. In short, the most experimental and path-breaking collection in Paris.
In case one had forgotten, Miuccia Prada is still the biggest game in Milan when it comes to fashion direction, élan, and overall chic, as Prada’s latest collection usefully reminded us. A collection starring nearly-there bras that fluttered slightly and were exposed within cut-out tops, dresses, and even aprons. Miuccia and Raf whipped up all manner of dirndls, wraps, bubble, or gathered skirts and dresses, alternating sheer fabrics and crumpled materials like technical taffeta — unquestionably the fabric of the season. Suggesting a racy soirée hostess, then revolutionizing the whole aesthetic 12 days later in her paean to the apron at Miu Miu. In a season obsessed with debutants, Miuccia remarkably emerged as the most influential designer again.
Disgruntled debutantes in sateen georgette, floral jacquards, and silk organzas cut into crinolines, Venetian tailcoats, or hoop skirts. Refined organza crinolines embroidered with tiny flowers combined rebelliously with silver sequin bras or oversized trapeze dresses plastered with huge fabric flowers. The season’s best example of a designer pushing the envelope on her own codes.
At Versace, Dario Vitale debuted with a love letter to founder Gianni. Held inside the historic Pinacoteca Ambrosiana, the clothes harked back to the 1970s and Gianni’s happy days in 1980s Miami, with bright South Beach colors — lime green, pomegranate, or ultraviolet — looser, forgiving tailoring and multiple very short shorts for men recalling the body-beautiful bluster of early Versace. That said, no debutant took more risks than Vitale, whose gutsy volumes, steamy, revealing details, and raw cast of models knocked a decade off the Versace customer.
In a move that celebrates the house’s Italian roots, Pucci is setting course for Sicily to unveil its new collection, ‘L’Alba.’ The fashion show will be held on April 17 at an as-yet-unspecified location on the island, where artistic director Camille Miceli intends to fuse Mediterranean light with the Maison’s vibrant aesthetic.
Emilio Pucci – Courtesy of Emilio Pucci Archive
“Sicily possesses a magnetic energy that aligns perfectly with the Pucci spirit,” said the designer. “The collection is an even deeper exploration of movement, colour, and rhythmic silhouettes, elements that will be heightened by this evocative experience.”
‘L’Alba’ promises to be a celebration of awakening and the first light of day, a moment when “a psychedelic night dissolves into the glow of the morning.” The collection will reinterpret Pucci’s stylistic codes through vibrant graphic motifs, reimagined archival prints, and refined textures.
In keeping with trending see-now-buy-now strategies, the collection will be available to purchase immediately after the conclusion of the fashion show.
The initiative aims to keep the excitement of the event alive, while also offering an immediate ‘souvenir’ of the Sicilian experience and reaffirming the indissoluble bond between the Maison and Italy.
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“Testing the market digitally” has almost become a cliché. Where brands once opted for a selection of retailers or even a first store, digital is now seen as a gateway to international markets. But while online activity can be managed from the domestic market, turning it into a profit centre means sidestepping a few pitfalls. This was highlighted by Mathieu Grodner, president of Simone Pérèle, who shared his experience, alongside experts Rémy Daguillard of Stellae and Basile Ricordel of Global-e, at the Welcome on Board event, organised by the various federations and professional committees for economic development both in the fashion sector and dedicated to exports.
Mathieu Grodner (right) with Rémy Daguillard, from Stellae, and Basile Ricordel from Global-e at the Welcome on Board event – WOB
For the head of the premium lingerie brand, digital provided a complementary solution to its international brick-and-mortar presence. “We approached digital with our own platform,” said the grandson of the brand’s founder. “The question was how to develop our digital business in a way that was profitable, efficient, and compelling for our end customer. We were fortunate to have existing logistics flows in place to deliver a high-quality service to our customers wherever they are. We started with our core markets, the US and Australia, before expanding into other regions. You have to be able to adapt to different geographical areas and, increasingly, to the international context.”
Practically speaking, the brand had to deploy tools to clearly identify where its customers are located and offer an appropriate response in terms of language, currency, payment methods, taxes, customs duties, and even local logistical complexities.
“The complexity lies in removing all the barriers to purchase that may exist on the website,” said Rémy Daguillard, Stellae’s president for France, a logistics specialist for premium and luxury brands. “The aim is to ensure that the end consumer, whom you may have across the world, can enjoy the same customer experience as if your brand were domestic or local.”
“I would add that the question is not necessarily to sell everywhere in the world. Obviously that’s possible. Rather, can you do it and be profitable?” added Basile Ricordel, commercial director at Global-e, who recalls observing the digital expansion of the American brand Surface to Air. “E-commerce was seen as an El Dorado. But products were being shipped and customs duties and taxes were miscalculated. There was the issue of packaging, the choice of transport provider, or even the failure to take returns into account… In the end, costs can quickly stack up.”
Beware of hidden costs
The specialists emphasise that this accumulation rapidly erodes margins- and can even tip the business into the red. They therefore urge brands to scrutinise customs duties and taxes to avoid paying them several times over, and to right-size packaging to the actual dimensions of products, thereby reducing costs. They also recommend creating a returns collection point in certain markets to consolidate weekly or monthly returns and thus lower unit transport costs.
While e-commerce is a window into global markets, they nevertheless recommend a step-by-step approach to deployment. At Global-e, the company leverages its data to target potential markets in line with each brand’s needs. “We have insights into best practices, consumer habits, and macroeconomic trends, with the aim of improving conversion,” said Basile Ricordel. “In fact, given the international context, the US market is perhaps more complicated at the moment. Hence the idea of redirecting that investment budget towards other markets, such as Japan right now. But the idea is to focus on five to ten countries that warrant investment and work to generate margin.”
For his part, Rémy Daguillard also urges brands to avoid endless laundry lists and to take local and geopolitical realities into account. “Obviously, e-commerce in Russia right now is going to be tricky. But there are areas that aren’t closed and that require understanding. Mexico, for example, is a dynamic market for luxury goods, but it has specific features to take into account, with hidden costs.” The executive recounts the misadventure of customers who have to slip an extra note to couriers to be able to collect their parcels. “You can devise your best model; these things happen, and France doesn’t have the same norms as Mexico, Brazil, or Australia.”
“You can’t be adventurous on all fronts,” confirmed Mathieu Grodner, who pointed out that digital represents 20% of his business today. “You can’t be the best in every territory, and we’ve learned that the hard way. But we’re striving to be increasingly homogeneous worldwide, because today you can no longer claim to be an international brand if you have too much disparity, whether in your prices or in your offering.”
WOB
This prioritisation appears to be a key point, particularly in a geopolitical context that has been especially unstable in recent years, with the episode over US customs duties a notable flashpoint. The abolition of the de minimis exemption, which since 2016 had allowed brands to send parcels to the US without paying duties or taxes on products valued at under $800, has significantly disrupted export strategies for the US market.
“The question of the American market has indeed been top of mind for all our clients, who have been trying to adapt as best they can since August 29 to taxes and customs duties, particularly with the abolition of the de minimis rule. Since we developed a model that allows customs duties to be paid on the transfer price, this has reduced the impact,” said Rémy Daguillard.
“Throughout the debate on tariffs, brands were worried about how they would be affected,” agreed Basile Ricordel. “Questions are being asked about products made in Europe, but some brands also have products made in China. Brands are wondering whether they should hold local stock. And that raises questions such as appointing a fiscal representative… all while seeking the best option to avoid eroding profitability in the US.”
Opportunities therefore remain in the US, as in other markets, but the unstable economic and geopolitical context is prompting brands to take greater precautions when rolling out their digital business into new markets.
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Barcelona-based fashion business Mango continues to advance its US expansion. Following the opening of its Portland store in June, which took it to 50 locations in the US, Mango has reached another milestone with the opening of a store in Chicago. Situated on North Michigan Avenue, the store marks the brand’s entry into Illinois and increases its network in this market to 60 locations.
Façade of the Barcelona-based brand’s new store in Chicago – Mango
“Expanding Mango’s presence in a city like Chicago is an important achievement for the entire team and reaffirms our deep commitment to our US customers,” said Daniel López, director of expansion and franchising at the Catalan company. “Our location on the prestigious Magnificent Mile is proof of the warm reception our value proposition has received in the US and represents another strategic step in strengthening our presence across the country.”
The new store spans 1,000 square metres and offers a wide selection from its women’s and men’s collections. The space adopts its Mediterranean-inspired New Med concept, combining warm tones, a welcoming aesthetic, natural materials, and a design intended to reflect the brand’s identity, with sustainability and architecture as central pillars.
The boutique was developed in collaboration with local construction teams, incorporating architectural elements characteristic of Chicago to create a dialogue between the city’s architecture and the brand’s Mediterranean universe. For example, the brickwork, laid horizontally with concealed vertical joints, pays homage to Prairie-style homes, while the geometric textiles decorating the space are inspired by a design by Eugene Masselink, a student of Frank Lloyd Wright.
The company continues to strengthen its position in the US, where this December it opened its fourth store in Manhattan, at 1976 Broadway, joining its New York locations on Fifth Avenue, in SoHo, and at Hudson Yards. As part of its growth strategy in the country, launched in 2006, Mango expects to end the year with around 65 stores, in line with its ambition to place the US among its top three markets by revenue by 2026 as part of its 4E 2024-2026 plan.
Founded in 1984 by Isak Andic, the company operates in more than 120 markets through a network of more than 2,900 points of sale. According to its latest figures, Mango reported revenues of €1.728 billion in the first half of the current financial year, 12% more than in the same period of the previous year. With its sights set on global growth, the Barcelona-based company expects to end 2026 with sales of €4 billion and the addition of 500 stores to its network.
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