Paris Fashion Week made a strong comeback after Covid-19. Brandcared Paris office reunited with important brands, designers and trade shows and we shared our #PFW experience throughout the week via Instagram.
A ‘Haute Fuchsia Therapy’
This week, we started our Paris Fashion Week journey withVictoria/Tomas Show.
They unveiled the Men’s & Women’s reversible collection called « MIRAGE » This season, the creative designers Victoria/Tomas made an amalgam of fashion, art and music. The models walked in a huge pink pyramid made by a very talented artist @town.and.concrete with the live music performance of @lewisofman. It was a ‘haute color experience’ and a ‘fuchsia therapy’ that offer us a kind of treatment after this long and colorless Covid period.
Marine Serre Coding: New World, New Home
Marine Serre is featuring her new collection SS22 ”fichu pour fichu” with a film by Sasha Barbin and Ryan Doubiago. As the world finds itself in ongoing state of flux, we have the opportunity to find new ways of living together as a gllobal community.
Marine Serre explored these new possibilities imagining what the future could like if we were to change our habits and think more deeply about the way we move through life and clothes we wear. A life without the feeling of loneliness that comes with the isolation but with the essence moments of solitude we need in order to reconnect with ourselves. The title of the film Ostal24 means maison or house in Occitan grew from the values Seerre want to instill in her collection.
From Skims to Saint Laurent : Searching The Meaning of Confident & Sexy
After the show, we participated the launch of SKIMS for an exclusive pop-up store in the Galeries LaFayette. The shapewear brand of @KimKardashian is suitable for all bodies. Many shades to suit and all skin colors are available from XXS to 5XL. Also, Kim Kardashian invited chef Pierre Hermé, who offered delicious macarons whose flavors and colors have been chosen especially for the occasion.
In our third day of Paris Fashion Week, we were invited for a re-see of Saint Laurent Spring Summer 2022 collection. We are seduced by Anthony Vacarello’s design talent! The inspiration for the brand’s new collection goes back to a lightbulb moment of his founder Yves Saint Laurent career, who was always transfixed by Paloma Picasso’s extraordinary vision. Anthony Vacarello with his new collection, wants to transpose the meeting between Paloma Picasso and Yves Saint Laurent.
Vaccarello said that “She (Picasso) projected a glamorous toughness and it was a way for her to move through the world and hold her own.” With this collection Vaccarello define what is sexy for the perspective of Saint Laurent by saying; “I hate the sexy I see. It looks like the sexy I did 10 years ago. Everyone can do sexy, but for me it’s about assuming what you are, not trying to seduce others. It’s being confident in what you are. Paloma is very sexual but not the kind of woman you want to mess with. You wouldn’t bother her in the street, for example.”
Dior: Bring Back Pop and Positivity
We were invited to explore Dior‘s SS22 Collection in digital. For this collection Maria Grazia Chiuri connected with the Italian artist Anna Paparatti for preparing scenography and backdrop around the conceptual board-game-inspired Pop art she’d made in the 1960s. This collection inspired by ’60s youth and our future: “Something graphic and clean, minimal and positive. Because I think we have to give an optimistic outlook to the future.”
After the catwalk, we visited Dior showroom for special re-see of SS22 collection.
Jean Paul Gaultier, Enchanté!
The exhibition was about how clothes have found a special spot in movies. With this way the designer delivers us a message and shows : the evolution of women and men in cinema and fashion. He said that : “This feels like I’m creating a new collection. It’s a new adventure, mixing fashion with cinema.”
The fashion designer has created many movie costumes. As he claimed in the presse conference: “without ‘Paris Frills’ show, I’d never have done this job”. Also, he had a particular focus on icons of the 1950s and 1960s, Marilyn Monroe and Brigitte Bardot. We had a unique opportunity for a close-up look at Marylin Monroe’s dresses, James Bond’s tuxedo, and Superman’s costume. After this amazing exhibition, we had a cocktail with Jean Paul Gaultier and we celebrated together the opening of exhibition to the public.
Paris Fashion Week Without Chanel, Would Be a Mistake.
On Tuesday, October 5, in the last day of Paris Fashion Week we attended to Chanel Spring Summer 2022 Fashion Show at the Grand Palais Éphémère located on the Champs de Mars.
For this collection, Virginie Viard focused on 1980s style. There was a specific fashion era with minimalist setting for recapture the 80’s emotion. That was a joyful show with a fun, retro feel. The models danced friendly with the music and they were so relax. With this show, the french Brand reflected successfully the familiar attitude from the 1980s fashion shows. “I used to love the sound of flashbulbs going off at the shows in the ’80s, when the models were on a raised runway,” Virginie Viard recalled in her show notes.
Also, Virginie Viard wanted to pay homage to fashion photographers. “Today, I call upon photographers. I love the way that they see Chanel. It supports and inspires me,” Viard said.
Honouring that sentiment, #Inez and #Vinoodh had shot a series of portraits featuring #Lily-RoséDepp, #AlmaJodorowsky, #Jennie, #RebeccaDayan, and #QuannahChasinghorse-Potts all holding cameras.
This show was like a Throwback to the ’90s Runway with Chanel’s classic black-and-white swimwear. We adored the idea that Virginie Viard was inspired particularly by black-and-white portraits of 80’s and 90’s.
We watch: The Simpsons x Balenciaga Collaboration
We also watched a unique collaboration in Paris Fashion Week: The Simpsons x Balenciaga
Balenciaga’s seasonal presentations have become increasingly ambitious in recent years. With the pandemic, the brand made presentations and even worked on a new video game. Now for latest Spring/Summer 2022 collection, Balenciaga took an entirely new tack: collaborating with the creators of The Simpsons.
A clip from the episode was revealed by the brand in a theatre in the Place du Chatalet. In the clip, Homer Simpsons trying to convince Demna Gvasalia (the creator director at Balenciaga) to loan Marge a gown. And in return, Homer Simpsons brings all the residents of Springfield to the Balenciaga fashion show. Other popular characters from The Simpsons, including Chief Wiggum, Smithers, and Mo the Bartender, are seen. Furthermore, the cartoon audience also features Anna Wintour, the Vogue editor. The clip parodied also Emily-in-Paris French cliches, and showed Homer struggling to pronounce the brand name (“Is that Balenciagaga?”)
The episode was also a dream come true for Gvasalia, a Simpsons fan since his childhood in the former Soviet Union.“We needed something fun to happen,” said designer for Balenciaga.
Watch the episode from YouTube: The Simpsons x Balenciaga
Reunion With Tranoï & Who’s Next?
Last but not least, during Paris Fashion Week, we participated to the Tranoï Show for B2B meetings. Tranoï is important to us for establish a relationship between the creative designers and buyers and we were glad to see the show’s return in physical form. With this occasion, we had the opportunity to meet the new designers and to talk about our services in the fashion market.
Also, we participated to the Who’s Next Event. More than 20 years after its creation, Who’s Next has become the leading international fashion trade show for womenswear in Europe. The event welcomes 50,000 visitors in every session. As Brandcared, we met with the brands who will make tomorrow’s fashion and we talked about their development strategies in the fashion market as well as new business opportunities.
Follow our magical Paris Fashion Week experience from our Instagram account. Highlighted as PWF’22.
Photo & video credits: Brandcared Paris Team, Victoria/Tomas, Marine Serre, Skims, Saint Laurent, Dior, Balenciaga & The Simpsons, Tranoi