AI will shape fashion — but primarily behind the scenes: precision, personalisation, prediction, clienteling, content intelligence. The hype lies in visible gimmicks; the value lies in invisible refinement.

People don’t need brands to inspire them. They need them not to waste their time. In a culture of abundance, clarity becomes the ultimate luxury.

Consumers are more visually fluent, harder to impress, and uninterested in volume. Scarcity doesn’t create desire — conviction does. You see this in the resurgence of pieces meant to endure: vintage Armani, Miyake, Versace. The question becomes: What’s worth keeping?

But one truth remains: celebrity is a media channel. Audiences understand how it works. They interpret celebrity dressing as the top of a brand’s expressive range — not as authenticity, but as visibility.

Luxury’s problem today is overproduction and underthinking. Too much product, too little point of view.

When Francesco Risso (Creative Director, 2016 until June 2025) arrived, that philosophy expanded horizontally rather than vertically — into art, craft, emotion, collectivity. It became a cultural system rather than just a silhouette. And crucially, it was never framed as activism. It was simply how the brand thought about people.