Louis Vuitton, the luxury travel marque par excellence, staged the first major influential show of this Paris Fashion Week on Tuesday, wowing with a refined collection presented inside a royal apartment within the Louvre.
Louis Vuitton – Spring-Summer 2026 – Paris Fashion Week – France – Paris – FashionNetwork.com
And not just any flat — in fact, the grandiose summer apartment of Anne of Austria, a lavishly finished neoclassical space with views out to the Seine.
All magisterially redecorated, as Vuitton’s women’s creative director Nicolas Ghesquière worked with set designer Marie-Anne Derville to create an apartment that riffed on French taste from the 18th century until today — from a salon to a lounge to a bathroom.
“I wanted the serenity that you feel in the comfort of your own home. Today, you can dress with sophistication at home. It’s not just about wearing jogging pants,” explained Ghesquière in a post-show interview.
And like the apartment, this Spring-Summer 2026 collection was highly eclectic: blending kicky fabric tops, tapestry details, carpet-fabric shoes, and brushed silk — an 18th-century French technique where it begins to look like animal skin.
Though Ghesquière didn’t directly reference Anne of Austria’s wardrobe, there was an air of contemporary courtier about the clothes — from leggings cut like britches, or shirts with aristocratic six-inch collars, to striking lace demoiselle gowns and a magnificent scarlet satin bouffant bubble coat.
All manner of off-the-shoulder togas added to the sense of the event, as did damask dhotis. Paired with short paisley tanks, all suggested an exotic dinner party that would be marvelous to attend.
Louis Vuitton – Spring-Summer 2026 – Paris Fashion Week – France – Paris – FashionNetwork.com
Adding to a sense of mystery, a major shout-out to the millinery — superb Doges’ miters or Pashas’ turbans. Being Ghesquière, the designer leavened many looks with futuristic sportswear: technical palazzo pants or high-tech sneakers.
Nicolas was clearly influenced by the colors of the queen’s apartment. The rose-checked marble floor was restored in the 1970s; below 17th- and 18th-century frescoes and Egyptian bas-reliefs. And even if he claimed not to be influenced by the wardrobe of Anne — the mother of Sun King Louis XIV — there was a hint of Rubens’ famed portrait of Anne in a diaphanous silk gown with a spiky collar.
“It’s a multicultural proposition,” joked the French designer, attired in his classic dressed-down style — worn black jeans and a pale blue jeans jacket.
Though often grand, the collection was never uptight. Far from it — with perfectly draped body-con gowns and superb tailoring made in soft knitwear.
Whatever else one can say about Ghesquière, he certainly has great imagination — and timing. In a season marked by the demise of quiet luxury and the renaissance of refinement, riffing on a queen’s apartment seemed smart.
Original and highly diverse — just like the set, which blended artist Robert Wilson; Georges Jacob, master cabinetmaker of the 18th century; 1930s Art Deco by Michel Dufet; ceramic sculptures by Pierre-Adrien Dalpayrat; and even furniture designed by Derville herself.
Louis Vuitton – Spring-Summer 2026 – Paris Fashion Week – France – Paris – FashionNetwork.com
Among which sat all the senior brass of LVMH, owner of Vuitton, the world’s largest luxury brand; a pack of influencers; and several proper movie stars — among them Jennifer Connelly and Emma Stone.
And a sense of empowerment. Like Anne. No slouch when it came to politics, Anne outmaneuvered her rivals to become the sole regent of Louis XIV when he became king aged just four. Then she determinedly suppressed the Fronde — the greatest revolt against the French monarchy prior to the Revolution — doing so with the help of Italian-born Cardinal Mazarin. Then again, LVMH’s patron knows a thing or two about hiring Italians. His CEO at Vuitton is Italian-born Pietro Beccari.
All told, even if Vuitton is the luxury brand synonymous with travel, and this was a collection devoted to home, the collection was still very much a fashionable voyage, with flights of fantasy that broke into new stylistic terrain.
The soundtrack gave the whole show a certain grandeur: Cate Blanchett slowly declaiming the words to David Byrne’s song “This Must Be the Place” from the band Talking Heads, though set to music composed by Tanguy Destable.
“Home — it’s where I want to be,” wrote Byrne, which doesn’t seem such a bad idea.
Artificial intelligence (AI) continues its march to transform businesses’/consumers’ lives with customer advocacy platform Mention Me launching ‘AI Discovery IQ’, a free-to-use tool that “helps brands reach target consumers in the new age of generative AI search”.
Kirill KUDRYAVTSEV / AFP/Archives
It claims to allow brands to “instantly audit how discoverable they are within popular AI systems” such as ChatGPT, Claude, Gemini and Perplexity.
According to Mention Me, 62% of UK consumers now turn to generative AI tools for product recommendations, brand discovery and comparisons, “bypassing traditional search engines entirely [so] businesses are under pressure to respond to this behaviour change,” said the platform’s CEO Wojtek Kokoszka whose platform works with firms including Charlotte Tilbury, Huel and Puma, “helping marketing teams to boost consumer awareness and sales”.
With AI, it says the modern customer journey, powered by natural language prompts instead of outdated keyword strings, means consumers are 4.4 times more likely to convert if they find a brand through a large language model (LLM).
“The rise of ‘agent-mode’ assistants and AI-driven voice search has pushed brands into a new world of digital visibility. Despite this, most brands have little to no insight into how they appear in AI-generated answers”, said Kokoszka.
AI Discoverability IQ claims to give brands an overall LLM discoverability score, specific details on areas such as technical website elements, content and structured data, and actionable recommendations to improve their AI discoverability.
Its tool generates “measurable, trackable outputs” like AI Visibility Score, brands’ prompt-based results, and a side-by-side comparisons with their competitive set. This means brands “can react quickly to improve their discoverability scores” with Mention Me’s wider suite of products and unique first-party data.
It’s also “innovating and evolving” its platform to include more capabilities, such as the ability to benchmark against competitors, to drive further improvements for marketing leaders in the age of AI.
Mention Me CMO Neha Mantri said: “AI Discoverability is not yet a named practice within most marketing teams; the same way SEO wasn’t in the early 2000s. But when up to 31% of consumers say they’re more likely to trust responses from generative AI than traditional search results, this needs to change. Mention Me is naming the problem and providing a solution at just the right time.”
A host of celebrities and high-end brands have donating goods to ensure Savile Row’s latest annual ‘Pop-Up Crisis’ store will continue to support the Crisis charity event that has so far raised over £650,000 since 2018.
Image: Crisis charity
Across 8-13 December, the pop-up store at 18-19 Savile Row in London’s Mayfair will sell a curated selection of designer clothing, past stock and samples from luxury brands.
Celebs donating goods include Rosie Huntington-Whiteley, Naomie Harris, David Gandy, Jarvis Cocker, Louis Partridge, Jamie Redknapp and Emma Corrin, among others, for a week-long event and raffle with all proceeds going to help end homelessness across Britain.
Hosted by landlord The Pollen Estate, the temporary shop is also selling designer goods donated by Savile Row tailors including Mr Porter, Wales Bonner, Crockett & Jones and many other luxury brands from Barbour, Tod’s to Manolo Blahnik and Watches of Switzerland Group.
This year, celebrity model and fashion entrepreneur David Gandy will also be curating an exclusive online edit on shopfromcrisis.com, including donations from his own wardrobe as well as items from friends including Redknapp’s brand Sandbanks, Hackett and Aspinal of London.
Gandy said: “Having supported Crisis for a number of years, I’m delighted to have had the opportunity to curate my own online edit this year with the help of some of my close friends. It means a lot to know that donations from my own wardrobe are going towards such an important cause. Whether you’re looking for the perfect Christmas gift or to treat yourself, your purchase can help make a real difference to people facing homelessness this Christmas.”
Liz Choonara, executive director of Commerce and Enterprise at Crisis, added: “Pop-Up Crisis is such an iconic event in the Crisis calendar and one that we look forward to every year. We’re thrilled to be partnering with the team once again for another week celebrating the iconic craftsmanship and style of Savile Row – with all proceeds going towards our crucial work to end homelessness.”
Specialist outdoor clothing producer Dryrobe has won a trademark case against a smaller label. The win for the business, which produces waterproof towel-lined robes used by cold water swimmers, means the offending rival must now stop selling items under the D-Robe brand within a week.
Image: Dryrobe
A judge at the high court in London ruled the company was guilty of passing off its D-Robe changing robes and other goods as Dryrobe products and knew it was infringing its bigger rival’s trademark reports, The Guardian newspaper.
The company said it has rigorously defended its brand against being used generically by publications and makers of similar clothing and is expected to seek compensation from D-Robe’s owners for trademark infringement.
Dryrobe was created by the former financier Gideon Bright as an outdoor changing robe for surfers in 2010 and became the signature brand of the wild swimming craze.
Sales increased from £1.3 million in 2017 to £20.3 million in 2021 and it made profits of £8 million. However, by 2023 sales had fallen back to £18 million as the passion for outdoor sports waned and the brand faced more competition.
Bright told the newspaper the legal win was a “great result” for Dryrobe as there were “quite a lot of copycat products and [the owners] immediately try to refer to them using our brand name”.
He said the company was now expanding overseas and moving into a broader range of products, adding that sales were similar to 2023 as “a lot of competition has come in”.