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The 20 contenders include All-In by Benjamin Barron and Bror August Vestbø, the protégés of renowned stylist Lotta Volkova; Yasmin Mansour, who won the ready-to-wear prize at the most recent edition of Fashion Trust Arabia; and Paris-based Alain Paul, who, after working at Louis Vuitton Men’s under Virgil Abloh, created his namesake brand with his husband Luis Philippe, a Colette alum.
“People want to be a part of the conversation as it happens.” With a label like Area that sets forth splashy ideas that make noise or impact but are not always instant classics, the way to keep the consumer excited and committed has been to invite them to participate immediately, while everything feels new.
The headlines from the Spring/Summer 2025 menswear edition of Paris Fashion Week spotlighted an all-star cast of designers: Rick Owens staged a 200-person martial parade for peace; Pharrell Williams took over the Unesco headquarters courtyard, Dries Van Noten hosted a cocktail hour and a party that sandwiched his knockout farewell show.
This season, Mrs Prada and Mr Simons played things light, delivering a youthful collection full of look-twice details and gestures all contained within silhouettes sometimes so shrunken that you suspected pieces of the outerwear had been lifted from the models’ mothers’ wardrobes.