From September 25 to October 3, excitement, both familiar and unfamiliar, took place on the streets of the capital. The biggest poster campaign of the week wasn’t about an exhibition or a soda brand; It was about the fashion show where L’Oréal Paris hung 321 billboards and Morris columns. It’s the ballet of delivery that marks the comings and goings of the Ritz’s rooms. 150 shopping bags left by the largest houses and 50 bouquets of flowers arrive every day and add fragrance to the suites.
Their cuisine adapts to current tastes and room service orders; One of every two menus is a “detox” menu. At Bar Vendôme, the palace’s signature club sandwich is at the top of the top 3, after Caesar salad and panzanella salad. There are also sedans with smoked glass, 44% of Uber rides were made after 10pm, proof that the atmosphere is festive…
Anniversary of Fashion Week
It’s a great fashion week celebrating its 50th anniversary this year. So it is for half a century that the biggest couturiers and young designers regularly “waltz” the routine of the capital with temporary installations, swirls of lace and monster traffic jams all over Paris. It is an event that has become international over time, attended by 6,000 columnists, buyers, photographers and influencers listed by the Haute Couture and Fashion Federation, as well as countless enthusiasts and fashion enthusiasts.
The latter are willing to wait for hours to see their favorite K-pop stars at the entrance or to be among the privileged guests of 67 official fashion shows. Indeed, the magnificent presentations organized by small and large brands make many people jealous.
The latest scandal revealed by fashion journalist Louis Pisano on X (ex-Twitter): a black market where tickets to attend shows are sold at high prices (up to 6,000 euros). These facts are more than a rumor, they are also confirmed by a fashion editor who confirmed that she witnessed a person who clearly did not receive the famous sesame invitation being excluded from official channels.
Lucien Pagès, founder of the most influential agency in the fashion world, is surprised by these new practices: “There have always been intarsia professionals… But everything is growing. We receive emails or messages from Instagram to attend fashion shows. This year, for the first time, some people showed up at the door of a very popular fashion week party and directly offered us money to enter. I’ve never seen this in my fifteen years of working! »
Like any good show, the parade, a clever mix of glamor, mystery and drama, is prepared months in advance. Olivier Rousteing, artistic director of the Balmain family, experienced this, albeit unintentionally. After part of the collection was spectacularly stolen ten days before its presentation, he and his team took up the challenge and created exuberant and flowery silhouettes in Technicolor in the style of a French garden. Precision-cut little jewels specially designed for today’s Marie-Antoinette: playful and sassy. This is a nice disdain for theft.
Mastering the art of communication on social networks, the house of Balmain also partnered with TikTok to broadcast the fashion show and allow more people to experience this amazing moment. Start-up Heuritech analyzes the images behind the #PFW hashtag for Paris Fashion Week and, contrary to popular belief, it’s not the trends and slim silhouettes walking the catwalks that have been making the most of screens lately. but “intricacies, humor or emotional scenes,” admits Julie Pont, the company’s creative director.
“Striking images include the farewells of Sarah Burton at Alexander McQueen and Gabriela Hearst at Chloé, Paris Hilton’s return on the catwalk at Mugler, and cartoonish montages of guests at the Marni show. » At the other end of this virtual madness are the cozy atmospheres of exclusive hotels such as the American brand The Row: The Olsen twins manage a minimalist installation in which several benches (single row) are lined up so that guests can admire the hotel’s view. complexity of their work.
A colorful Dior fashion show
Hidden luxury in all its glory. It’s show time for the others! At Dior, 1,400 guests are greeted by an enthusiastic crowd in the Tuileries garden before entering a temporary structure whose interior is a monumental work of art. Since her arrival as artistic director of the Dior women’s collection in 2016, Maria Grazia Chiuri has made a point of placing feminism at the center of her collections. The 2024 spring-summer fashion show was no exception to this rule.
For this event, he invited artist Elena Bellantoni to design a colorful decor. It’s a parody of Times Square, with instead of ads, collages and messages declaring their commitments. Another place that has been transformed as a result of months of work in the shadows is the Art Nouveau building located at 103 Champs-Élysées avenue.
In this building under construction (a new project of the LVMH group), Nicolas Ghesquière, artistic director of Louis Vuitton’s women’s collections, asked Hollywood motion picture production designer James Chinlund to devise a script that would set the tone for his collection. A successful bet for the designer earned a standing ovation as a throng of fans invaded Paris’ legendary artery. Fashion weeks fill the communication tank of brands and increase the creativity of designers. An all-out event where the power of attraction no longer needs to be proven.