THE EXPERIENTIAL MEGASHOW
In Paris, we went to the beach at Chanel, the ballet at Dior, the theatre
at Gucci, the Louvre at Louis Vuitton and a mind-blowing digital-screen wind tunnel at Balenciaga. Why invite us to milliondollar sets? And why do these precious experiences show no sign of recession? Because megabrands need to make gargantuan statements and their audiences are needed to transmit as many Instagram posts as is humanly possible. New at Chanel? A sportier take on ice-cream shade tweeds, straw hats, double-bagging, logos sprinkled everywhere like confetti and – amazingly! – Chanel cycling shorts.
At Dior, Maria Grazia’s feminism was served up with the lightest of hands and the help of eight ballet dancers who pirouetted around the models in exquisitely light, ankle-length dresses. ‘Dance and fashion are closely aligned, as both speak about the body,’ she said sagely. Louis Vuitton, meanwhile, sent us to the future, under a clear plastic space station tent in the heart of the Louvre. Nicolas Ghesquière’s star troopers wore enormous ribbed sleeves, chaotic prints, rubber coats and egg-shaped bags. It may all look pretty odd now but, as is often the case with this future-fixated designer, we mere mortals just need time to catch up with his spaceship.