If this week proved anything, it’s that fashion is no longer just about clothes. It’s about culture, power moves, and who is brave enough to shift the narrative. We are watching an industry in real-time flux, moving away from the expected and leaning hard into the meaningful. From the high altars of Paris couture to the digital carts of beauty bingers, the conversation has shifted.
Fashion didn't just happen this week. It spoke.
From sculptural heritage taking center stage in Paris to retail giants rethinking their entire existence, here is what truly shaped the conversation.
When Gaurav Gupta sent temple jewellery down the Paris couture runways, it wasn’t subtle. And that was entirely the point.
For decades, "ethnic" influences in Western fashion have often been relegated to the sidelines—treated as a mood board reference, a "flavor" for a season, or a costume. But this week, Indian heritage wasn’t treated as inspiration. It was the moment.
The Shift from Reference to Reverence
Gupta, known for his surreal, sculptural draping that defies gravity, chose to pair his futuristic silhouettes with the ancient, sacred weight of temple jewellery. These pieces, traditionally crafted in gold and adorned with precious stones for deities and classical dancers, carry centuries of history. Seeing them against the stark, modern backdrop of a Parisian runway felt like a reclamation.
It wasn’t just styling; it was a statement.
Sculptural silhouettes met sacred detailing, placing cultural craftsmanship right where it belongs: at the absolute center of global couture. Paris didn’t just notice. It paused. This wasn’t nostalgia for a bygone era. It was power. It was a declaration that the future of couture is not just about European ateliers; it is about a global dialogue where heritage is not diluted, but celebrated in its most potent form.
Why This Matters for Gen Z
For a generation that craves authenticity and representation, this moment resonated deeply. It signaled that you don't have to leave your heritage at the door to enter the room of high fashion. You bring it with you. You wear it as armor. You wear it as art.
If the world feels a little too real right now, fashion agrees. Reality took a back seat this season as designers collectively decided that the only way out is through the dreamscape.
Schiaparelli and the Logic of Dreams
Daniel Roseberry at Schiaparelli has been rewriting the rules of couture for a few seasons now, but this week, he leaned fully into fantasy, drama, and dream logic. We saw shapes that defied anatomy, accessories that blurred the line between jewelry and sculpture, and a general refusal to adhere to the laws of physics.
This isn’t just "weird" for the sake of being weird. It is a sophisticated response to a chaotic world. When the news cycle is overwhelming, fashion becomes a place of refuge. Schiaparelli offered a universe where beauty is strange, unsettling, and magnificent.
Valentino’s Theatrical Turn
Valentino followed suit, prioritizing theatrical emotion over pure wearability. The runway wasn't a display of clothes to buy; it was a performance of feelings to experience. The message across the board was clear: fashion doesn’t want to reflect the world right now. It wants to escape it.
Surrealism is no longer just an aesthetic choice. It has become a coping mechanism. Paris is embracing the idea that if reality is broken, we might as well dress for the dream.
While creativity soared into the surreal, the business side of fashion got incredibly real. Saks announced the closure of multiple Off 5th stores, signaling a major strategic pivot.
Quality Over Quantity
For years, the retail playbook was simple: expand, open more doors, reach more people. Scale was the only metric that mattered. But Saks is reading the room. In an economy where the middle ground is disappearing, they are choosing to sharpen their focus on luxury.
Fewer doors. Stronger positioning. Higher intent.
This is a move away from the "everything for everyone" model. It signals a return to exclusivity, but not in a snobbish way—in a curated way. By closing discount-heavy locations, Saks is protecting its brand equity. They are betting that the modern luxury consumer wants an elevated experience, not just a bargain bin.
The Lesson for Modern Brands
In an era where brands are relearning who they are actually for, Saks is choosing clarity over scale. They are accepting that they cannot be everything to everyone. This is a brave move in a landscape obsessed with growth, but it aligns with the modern consumer's desire for intentionality. We don't want more stuff; we want better stuff.
Beauty met binge culture this week in a collision that felt inevitable yet delightful. Nykaa’s collaboration with Bridgerton blended makeup, romance, and collectible culture into one indulgent launch.
Beyond the Product Drop
Collaborations are a dime a dozen these days. But this wasn't just a logo slap. This was a fantasy extension. The collection tapped into the "Regencycore" aesthetic that has dominated TikTok and Pinterest since the show first aired. It offered fans a tangible way to participate in the world they love.
It proves a vital point about the current market: we aren't just buying lipstick. We are buying a feeling. We are buying a ticket to the ball.
The Power of Fandom
This launch is proof that when fashion and pop culture merge seamlessly, the audience shows up instantly. It speaks to the "stan" culture of Gen Z, where media consumption and identity expression are deeply linked. You watch the show, you love the vibe, you wear the blush. It creates a seamless loop of engagement that traditional advertising simply cannot replicate.
Nykaa understood that they weren't selling cosmetics; they were selling the main character energy of a Daphne or a Sharma sister. And in the economy of vibes, that is a best-seller.
If there was ever a collaboration designed to break the internet, it is this. LISA fronting NikeSKIMS felt like a moment scientifically engineered for the "now."
The Triad of Influence
You have Nike, the titan of athletic performance. You have SKIMS, the disruptor of shapewear and lounge. And you have LISA, a global K-pop icon with unparalleled influence. This triad represents the pinnacle of modern "soft power."
The imagery was striking: sculpted activewear that celebrated the body, exuding feminine strength and global star energy. It walked straight into Paris fashion conversations, proving that the hierarchy of "fashion" vs. "commercial" is dead.
Athleisure as High Fashion
This campaign solidified what we have suspected for a while: Athleisure isn’t trying to be fashion anymore. It is fashion. It is the uniform of the modern woman. It is technical, it is aesthetic, and it is endorsed by the biggest cultural movers on the planet.
LISA’s involvement brings a specific energy—global, youthful, and incredibly disciplined. It bridges the gap between music, performance, and style. It tells the consumer that you can be comfortable, you can be powerful, and you can be stylish all at the same time. This is the new luxury: a body that can move, clothed in brands that understand the culture.
Amid all the spectacle of couture weeks and celebrity campaigns, this mattered quietly. H&M bringing back the Design Award offers emerging designers something rare right now: actual, tangible support.
Responsibility Over Relevance
In an industry that feels increasingly exclusive, expensive, and unforgiving to new talent, this move signals a shift. For a fast-fashion giant often criticized for its environmental impact, investing in the next generation of creative talent is a way to balance the scales.
It signals responsibility, not just relevance.
The award provides funding and mentorship, two things that are oxygen to a young designer. By reviving this platform, H&M is acknowledging that the future of fashion depends on fresh voices, not just established houses.
Impact Without a Runway
Sometimes impact doesn’t need a spectacle. It doesn't need a viral moment. Sometimes, it just needs to open a door. For the young designers who will benefit from this, the impact is life-changing. And for the industry, it is a reminder that we must nurture the roots if we want the tree to grow.
When you look at these seemingly disparate events—temple jewellery in Paris, surrealism, store closures, TV show make-up, K-pop sportswear, and design awards—a pattern emerges.
We are seeing a fragmentation of authority. No single capital, no single designer, and no single aesthetic dictates the rules anymore.
The Decentralization of Cool
Gaurav Gupta proves that New Delhi is as relevant as Paris. Nykaa proves that a streaming service is a tastemaker. LISA proves that a musician is a model. The lines are blurred.
This is incredible news for the consumer. It means that "fashion" is whatever you want it to be. It is inclusive of your heritage, your hobbies, your comfort, and your dreams. The gatekeepers are losing their keys, and the gates are being left wide open.
The Role of Authenticity
The common thread linking a luxury couture show and a high-street design award is authenticity. Gupta was authentic to his roots. Saks was authentic to its business reality. Schiaparelli was authentic to its surrealist DNA.
In a world of AI-generated content and fast trends, we are craving things that feel real, intentional, and human. We want the story behind the jewellery. We want the logic behind the business move. We want the passion behind the design.
Underlying all of this is the silent, ever-present conversation about sustainability.
H&M's support of new designers often comes with a push for sustainable innovation. Saks closing stores reduces the physical footprint of retail. Even the move toward "investment pieces" in couture speaks to a desire for longevity over disposability.
For the Gen Z audience, this is non-negotiable. We are looking at these headlines and asking: "Okay, but is it ethical?" The industry is slowly, painfully, but surely pivoting to answer that question. The shift away from mass expansion (like Saks) towards curated quality suggests a future where we might buy less, but buy better.
LISA leading NikeSKIMS is a masterclass in modern influence. It is no longer about a mysterious model in a magazine. It is about a personality we feel we know. It is about parasocial relationships leveraging purchasing power.
This week proved that the face of the brand matters as much as the product. We trust people more than we trust logos. When LISA wears it, it signals that the product is vetted, cool, and part of the global conversation. Brands that understand this human element are winning. Brands that hide behind corporate walls are fading.
The resurgence of Surrealism is perhaps the most telling psychological indicator of where we are collectively.
Fashion has always been a mirror. In the roaring 20s, it was flapper dresses and excess. In the austere 40s, it was utility and rationing. Now, in the mid-2020s, it is Surrealism.
Why? Because logic isn't working. The world is unpredictable. So, we turn to the illogical. We turn to the dream. We wear clothes that don't make sense because the world doesn't make sense. It is a form of poetic defiance. It is a way of saying, "I reject your reality and substitute my own."
This week in Paris was a collective sigh of relief. It was permission to be strange. Permission to be beautiful in a way that is slightly unnerving. For a creative generation, this is catnip. It validates the desire to experiment, to play, and to use fashion as an escape hatch.
Saks’ move is a harbinger of what is to come in retail. The "middle" is dying. You are either ultra-convenient (Amazon) or ultra-special (Luxury).
The department store model, which tried to be everything, is struggling. Saks is choosing the "special" route. This connects to the rise of personal style. We don't want a store that has everything; we want a store that has our thing.
Curated experiences are the future. We want an edit. We want a point of view. Saks is betting that by trimming the fat, they can reveal the muscle. It’s a risky, bold, and necessary evolution.
Nykaa x Bridgerton is the fun cousin of the serious fashion news. It reminds us that fashion is supposed to be joyful.
It bridges the gap between high culture (Regency era aesthetics) and pop culture (Netflix bingeing). It makes the aspirational accessible. Not everyone can buy a Schiaparelli couture gown. But almost anyone can buy a Bridgerton-themed highlighter.
This democratization of aesthetics is crucial. It allows everyone to participate in the trend. It allows the conversation to be broad and inclusive. It acknowledges that style isn't just for the wealthy; it's for the enthusiastic.
This week wasn’t loud for the sake of it. It was intentional.
Heritage claimed space on the global stage, refusing to be a footnote. Fantasy ruled the runways, offering a necessary escape from the mundane. Retail refined itself, choosing sharp clarity over bloated scale. Beauty leaned heavily into storytelling, proving that narrative sells. Sportswear softened its edges and embraced global pop power. And young designers were finally seen again, given a hand up in a tough climb.
Fashion never slows down. And neither does the conversation around it.
We are seeing a reshaping of values. The old guard is adjusting, and the new guard is kicking down doors. It is a chaotic, beautiful, messy evolution. And for those of us watching, wearing, and living it, it is the most exciting time to be involved in style.
We are no longer just consumers. We are participants. We are the audience for the surrealist play. We are the wearers of the temple jewellery. We are the users of the sustainable innovations.
Fashion had a week. But really, culture had a week. And fashion was just the language it spoke.
Stay Ahead with BeSpoke AI Stylist
In a world where fashion moves this fast—where surrealism trends one day and temple jewellery the next—how do you keep up without losing yourself?
How do you filter through the noise of Off 5th closures and Bridgerton drops to find what actually belongs in your closet?
This is where BeSpoke AI Stylist steps in.
We don’t just track the trends; we translate them for you. BeSpoke AI Stylist uses advanced intelligence to understand your unique taste, your body, and your values. It acts as your personal editor in a world of endless options.
Fashion is evolving. Your style should too. But it shouldn't be stressful. Let BeSpoke AI Stylist handle the chaos, so you can handle the look.
The conversation is changing. Make sure you’re dressed for it.
