Kenzo and Aalto took center stage at Paris Fashion Week with their ‘see now, buy now’ collections, joining the likes of Marques Almeida in revolutionizing the traditional fashion show model. Kenzo’s return to the runway was highly anticipated, as the LVMH-owned brand unveiled their Memento N°4 collection inspired by the iconic designs of founder Kenzo Takada.
The electrifying show-performance by Kenzo featured a group of dancers showcasing the bold tomato prints and tiger head motifs that are synonymous with the brand. Creative directors Carol Lim and Humberto Leon paid homage to Kenzo Takada’s legacy by infusing the collection with his love for food, fun, and vibrant colors. The Memento N°4 collection encapsulated the playful spirit of the brand, with pieces that were available for purchase immediately after the show.
On the other hand, Aalto presented a more traditional runway show with a unique twist. Guests navigated through the Galeries Lafayette department store to reach the show venue, where designer Tuomas Merikoski showcased the ‘Finlaand’ collection. Drawing inspiration from his Finnish roots, Merikoski incorporated curved shapes, cinched waists, and exaggerated proportions into his designs, along with a focus on hats and scarves as standout pieces.
Both Kenzo and Aalto successfully implemented the ‘see now, buy now’ concept, allowing customers to shop the latest runway looks right after the shows. By bridging the gap between the runway and retail, these brands are reshaping the fashion industry and creating a more direct connection with their audience. Paris Fashion Week continues to set the stage for innovation, creativity, and boundary-pushing ideas in the world of fashion.
To learn more about Kenzo and Aalto’s latest collections, visit their official websites: Kenzo and Aalto.
