Sportswear titan Champion has officially launched the inaugural chapter of its ambitious new Youth campaign, a multi-city photographic exploration of emerging cultural narratives. This initial installment, titled "Champion Youth: Chapter One," is a collaborative effort with Naples-based photographer Robbie McIntosh, whose distinct eye captures the vibrant energy of a local skate collective navigating the historic streets of Milan. The campaign, which will subsequently feature releases based in Berlin and Liverpool, aims to document how contemporary youth are actively shaping global culture through authentic self-expression and community engagement. In an official statement, Champion articulated its vision: "Champion unveils the first chapter of the Youth campaign, a multi-city project exploring how a new generation is shaping culture through unfiltered self-expression and community." This strategic initiative underscores Champion’s commitment to connecting with a demographic that values authenticity, individuality, and communal identity, moving beyond traditional sportswear endorsements to celebrate genuine cultural movements.
The selection of Milan as the starting point for this global campaign is particularly poignant. While often synonymous with high fashion and luxury, Milan also harbors a thriving, dynamic underground culture, especially within its skate community. Robbie McIntosh, known for his ability to capture raw, unvarnished human experiences, brings an intimate perspective to the collective’s journey through the city. His lens focuses not merely on the athleticism of skateboarding but on the camaraderie, resilience, and creative spirit that define these urban subcultures. By partnering with a local photographer, Champion reinforces its dedication to local narratives and artistic integrity, ensuring that each chapter resonates with the specific cultural nuances of its chosen city. This approach is a testament to a growing trend in brand marketing, where authenticity and storytelling through community-led content supersede traditional, heavily produced advertising. The subsequent chapters in Berlin and Liverpool are expected to similarly highlight the unique youth cultures flourishing in those metropolises, weaving a broader tapestry of global youth identity under the Champion banner.
Beyond this significant campaign launch, the fashion industry has been a hive of activity, witnessing notable departures, groundbreaking exhibitions, and strategic appointments that signal shifts in creative direction and market focus. The week began with the confirmation of Nicolas Di Felice’s departure from Courrèges after a transformative five-year tenure. Di Felice, lauded for injecting a vibrant, modern energy into the storied French house, successfully revitalized its minimalist, futuristic aesthetic, which had largely remained dormant since André Courrèges’ heyday. His collections were characterized by sleek silhouettes, audacious cut-outs, and a distinct sense of liberation, often lauded for their "seven sexiest moments" that became viral sensations and redefined contemporary sensuality for the brand. His departure marks the end of a pivotal chapter for Courrèges, which under his guidance saw a remarkable surge in relevance and commercial success. The industry now keenly watches for the announcement of his successor, anticipating how the brand will evolve while maintaining the momentum Di Felice so effectively built.
In parallel, London’s Victoria and Albert Museum (V&A) opened its highly anticipated first-ever London exhibition dedicated to the legendary Elsa Schiaparelli. Titled "Schiaparelli: Fashion Becomes Art," the exhibition delves into the groundbreaking career of the surrealist couturier, exploring her revolutionary designs and enduring impact on fashion history. The curator, in a pre-opening interview, emphasized "the brand’s most shocking moments," highlighting Schiaparelli’s innovative use of trompe l’oeil, unconventional materials, and collaborations with artists like Salvador Dalí. These elements challenged the conventions of her time and cemented her legacy as a fearless innovator who blurred the lines between fashion and art. The V&A’s exhibition is expected to draw significant crowds, offering a comprehensive look at how Schiaparelli’s avant-garde vision continues to inspire contemporary designers and shape the discourse around fashion as a cultural artifact. This major retrospective reinforces the V&A’s reputation as a leading institution for fashion scholarship and public engagement.
Further illustrating the dynamic nature of the industry, enfant terrible Duran Lantink unveiled his inaugural Jean Paul Gaultier campaign as the brand’s new creative director. Lantink, celebrated for his disruptive approach to design and sustainable practices, including upcycling and deconstruction, brings a fresh perspective to Gaultier’s iconic legacy. This appointment follows Gaultier’s innovative model of inviting rotating guest designers, a strategy that has kept the brand at the forefront of creative discourse since the founder’s retirement from ready-to-wear. Lantink’s campaign is anticipated to inject his signature irreverence and commitment to circularity into the house’s narrative, promising a blend of Gaultier’s theatricality with Lantink’s modern, responsible ethos. Meanwhile, emerging designer Ellie Misner presented her AW26 demi-couture collection, which she candidly described as a "beautiful disaster." This label, indicative of Misner’s distinctive aesthetic that often blends unconventional materials with exquisite craftsmanship, continues to carve out a niche for experimental, art-driven fashion, pushing the boundaries of what constitutes luxury and wearable art.
Zendaya’s Homage to Iconic Style
The world’s attention also remained fixed on Zendaya’s meticulously curated press tour for her latest film, The Drama, where she and renowned stylist Law Roach continued their "method dressing" masterclass. Adhering to a "Something Old, Something New, Something Borrowed, Something Blue" bridal-themed dress code, Zendaya captivated audiences at the Rome premiere by embodying the "Something Borrowed" segment with unparalleled elegance. For the occasion, she donned a sleek black Armani Privé gown, famously borrowed from the wardrobe of two-time Academy Award winner Cate Blanchett. Blanchett herself had previously graced red carpets in the same gown, first at the SAG Awards in 2022 and notably re-wearing it at the Venice Film Festival last year. This deliberate act of re-wearing, elevated by its high-profile nature, sends a powerful message about fashion sustainability and the enduring appeal of timeless design, a narrative that has gained significant traction in the luxury sector.
Zendaya’s choice, orchestrated by Law Roach, is not merely a fashion statement but a strategic cultural commentary. It champions the longevity of haute couture pieces and challenges the fast-fashion cycle, advocating for conscious consumption and the re-appreciation of garments. By stepping into a dress previously worn by a revered style icon like Blanchett, Zendaya not only pays tribute to a peer but also subtly reinforces a narrative of shared sartorial heritage and environmental responsibility. This move garnered widespread acclaim across social media and fashion publications, further solidifying Zendaya’s status as a leading voice in contemporary fashion who consistently leverages her platform to influence trends and initiate important dialogues within the industry. The intricate planning and execution behind such a public "borrowed" moment underscore the increasing sophistication of celebrity styling and its potent role in shaping public perception and brand messaging.
Anya Taylor-Joy’s Playful Persona
Not to be outdone in the realm of thematic dressing, Anya Taylor-Joy continued her enchanting press tour for The Super Mario Galaxy Movie, where her wardrobe choices consistently paid homage to her character, Princess Peach. During her appearance in Tokyo this week, Taylor-Joy was a vision in a blush-toned ensemble from Jacquemus, a look so artfully crafted it led to playful comparisons to a "fuzzy peach." This commitment to character-inspired styling, or "method dressing," has become a hallmark of Taylor-Joy’s promotional appearances, creating a delightful synergy between her on-screen role and her red-carpet persona.
The Jacquemus ensemble, with its soft textures and whimsical design, perfectly captured the essence of Princess Peach while retaining the high-fashion sensibility that Taylor-Joy is known for. Simon Porte Jacquemus, the brand’s founder, is celebrated for his vibrant, often playful aesthetic, drawing inspiration from nature, the Mediterranean, and a sense of effortless chic. This specific look exemplified Jacquemus’s ability to blend high-fashion artistry with a touch of accessible charm, making it an ideal choice for a star embodying a beloved video game character. Taylor-Joy’s sartorial choices not only amplify the film’s marketing but also endear her to fans, demonstrating a genuine engagement with her projects that extends beyond the screen. Her consistent thematic approach to dressing has positioned her as a rising style star whose fashion narratives are as compelling as her performances.
Annie’s Ibiza’s Theatrical Bridal Collection
In bridal news, Annie’s Ibiza unveiled its much-anticipated AW26 bridal collection campaign, featuring rising model Lily McMenamy. Photographed by Harry Miller, the campaign vividly brings to life a collection deeply inspired by the opulent and dramatic aesthetics of 1920s cabaret bars and the captivating allure of showgirls. This unique inspiration promises to infuse "theatricality and dramatic movement into the bridal space," offering a refreshing alternative to traditional wedding attire.
Annie’s Ibiza, renowned for its bohemian-luxe aesthetic and vintage-inspired pieces, has successfully translated its signature style into the bridal market, catering to brides seeking individuality and a touch of old-world glamour. The 1920s cabaret theme is evident in the collection’s intricate embellishments, flowing silhouettes, and daring designs, which evoke an era of unapologetic glamour and performative elegance. Lily McMenamy, with her distinctive look and magnetic presence, serves as the perfect muse to convey the collection’s sophisticated yet playful spirit. Harry Miller’s photography captures the collection’s essence with a rich, atmospheric quality, highlighting the dramatic textures and silhouettes against evocative backdrops. The AW26 bridal collection is exclusively available at Annie’s Boutiques and through the brand’s online platform, providing discerning brides with access to pieces that promise to make a truly unforgettable statement on their special day. This collection signifies a bold move within the bridal industry, embracing niche inspirations to create highly personalized and memorable experiences for modern brides.
Christopher Kane Takes the Helm at Mulberry Ready-to-Wear
In one of the most significant announcements of the week, British luxury brand Mulberry declared the revival of its ready-to-wear (RTW) line after a six-year hiatus, appointing acclaimed Scottish designer Christopher Kane as its new creative director. This strategic move marks a pivotal moment for Mulberry, signaling a renewed ambition to expand beyond its core leather goods into a full lifestyle offering. Kane’s appointment has been met with considerable anticipation, given his distinctive design philosophy and celebrated career trajectory.
Mulberry’s decision to re-enter the RTW market comes after a period of consolidation, during which the brand focused on strengthening its iconic handbag and accessories categories. Historically, Mulberry has had varying success with its RTW collections, with notable designers like Emma Hill and Johnny Coca having previously shaped its apparel direction. However, the RTW line was eventually paused in 2018 to prioritize other growth areas. Christopher Kane, celebrated for his intellectual rigor, subversive elegance, and mastery of materials, is widely considered an inspired choice to lead this revival. His eponymous brand, founded in 2006, quickly gained critical acclaim for its innovative textiles, scientific approach to design, and often dark, romantic aesthetic, earning him numerous accolades including multiple British Fashion Awards.
In a statement outlining their vision, Mulberry expressed profound confidence in their new creative lead: "Christopher brings a rare combination of creativity, intellectual rigour and instinctive playfulness, alongside a deep respect for craft and materials." This highlights Kane’s multifaceted talent and his ability to blend conceptual depth with commercial appeal. His appointment is expected to infuse Mulberry’s RTW with a sophisticated yet provocative edge, aligning with the brand’s heritage of British craftsmanship while pushing it into a contemporary fashion landscape. Kane’s first collection for Mulberry is slated to be unveiled in September for the Spring/Summer 2027 season, with expectations high that it will be a highlight of London Fashion Week, further bolstering the UK’s position on the global fashion stage. This collaboration not only offers a new chapter for Mulberry but also provides Christopher Kane with a significant platform to re-establish his creative vision within a prominent luxury house.
BOY London Celebrates Five Decades of Subversive Style
Iconic British streetwear label BOY London marked a momentous milestone this week, celebrating 50 years since its founding by Stephane Raynor and John Krivine on the legendary King’s Road in Chelsea. Since its inception in 1976, BOY London has been a crucible of counter-culture, deeply embedded in the aesthetics and ethos of punk, new romantic, and rave movements. The brand’s distinctive eagle logo and bold graphics became synonymous with rebellion and individuality, adorning the bodies of musicians, artists, and fashion enthusiasts who sought to challenge the status quo.
To commemorate its half-century anniversary, the brand hosted a celebratory pub quiz, a nod to British cultural heritage and a testament to its enduring community spirit. This laid-back event contrasted sharply with the release of its Spring/Summer 2026 campaign, which was strikingly shot in a traditional working men’s club. This choice of setting is a powerful visual metaphor, reflecting BOY London’s roots in working-class rebellion and its continued appeal across diverse demographics, bridging the gap between historical subcultures and contemporary streetwear. The campaign highlights the brand’s ability to remain relevant and resonant across generations, adapting its core identity while staying true to its rebellious origins.
Over the past five decades, BOY London has navigated numerous fashion cycles, maintaining its status as a cult brand while occasionally resurfacing into mainstream consciousness. Its longevity is a testament to its strong brand identity and its unwavering connection to youth culture and counter-cultural movements. The brand’s enduring appeal lies in its ability to embody a spirit of non-conformity, making it a timeless symbol for those who seek to express their individuality and challenge established norms. The 50th-anniversary celebrations not only honor its rich history but also underscore its continued influence on fashion and youth culture globally.
ZG Paris’s Powerful Tribute Tee for Human Rights
In a poignant demonstration of fashion’s capacity for social commentary and activism, French-Iranian label ZG Paris has released a special edition t-shirt, with a significant portion of its proceeds dedicated to charity. The garment serves as a powerful tribute, emblazoned with the images of Mahsa Amini and Nika Shakarami, two young women whose tragic deaths ignited global outrage and fueled the "Woman, Life, Freedom" movement in Iran. Mahsa Amini, a 22-year-old from Iran’s oppressed Kurdish minority, died in police custody in September 2022 after being arrested for allegedly violating the country’s strict dress code. Her death sparked widespread protests across Iran and around the world, drawing international attention to human rights abuses in the country. Nika Shakarami, a 16-year-old protestor, disappeared in Tehran during the 2022 demonstrations and was later found dead under suspicious circumstances, further intensifying the calls for justice and freedom.
ZG Paris’s initiative transcends mere fashion, transforming a simple garment into a potent symbol of remembrance and solidarity. The label announced that 50% of the profits generated from the sales of this tribute tee will be donated to organizations actively supporting women’s rights and empowerment, particularly those working within or for Iranian women. The remaining 50% will be allocated solely to the production costs of the t-shirts, ensuring transparency and direct impact. This move by ZG Paris highlights a growing trend among fashion brands to engage with critical social and political issues, leveraging their platforms to raise awareness and financial support for causes beyond commercial interests.
The choice to feature Amini and Shakarami on a widely accessible item like a t-shirt aims to keep their stories in the public consciousness and to rally continued support for the human rights movement they symbolize. This initiative not only provides tangible financial aid but also fosters a sense of global community and collective action, demonstrating how creative industries can contribute meaningfully to urgent humanitarian causes. ZG Paris, through this impactful release, solidifies its commitment to ethical fashion and social responsibility, reminding the industry that design can be a powerful tool for advocacy and change.
