Fashion shows have long been seen as a showcase for the latest trends and designs in the industry. However, in recent years, these shows have taken on a new role as a platform for cultural diplomacy. The big five brands – Chanel, Louis Vuitton, Hermès, Dior, and Balenciaga – have transformed their cruise collections into extravagant events that serve as unofficial state visits, positioning them as national ambassadors to the world.
These shows are not just about the clothes anymore; they are about the spectacle, access, and power they represent. Front-row stars and celebrities are as much a part of the show as the designs themselves, creating a buzz that extends far beyond the runway.
This season, the shows of the big heritage French brands served as de facto calling cards for the Paris Olympics, with brands like Louis Vuitton and Dior, both owned by LVMH, playing a key role as top-line sponsors. The mastermind behind LVMH, Bernard Arnault, has emphasized that his mega-brands are not just selling luxury, but selling culture.
The recent shows have also expanded their reach, with Balenciaga showcasing in China for the first time and Hermès holding their first new collection show outside of France. These events not only showcase the brand’s designs but also highlight their connection to different cultures and regions around the world.
Fashion has always been a part of France’s identity, and these shows serve to further solidify its place on the global stage. The combination of fashion and cultural diplomacy has created a new trend in the industry, one that goes beyond just the clothes and into the realm of international relations.
As fashion continues to evolve, these shows serve as a reminder of the power of clothing to transcend borders and bring people together in a celebration of creativity and culture.
