The Business of Fashion

Paris Day Seven: The Importance of Play

Paris Fashion Week’s seventh day highlighted a shift toward playful experimentation, most notably in Jean‑Paul Gaultier’s runway where Duran Lantink reimagined the archive with distorted tailoring, sportswear and provocative silhouettes. The collection blended sculptural, sexy and kinky elements, emphasizing the body as a magnet for attention. In contrast, the McQueen show felt muted and lacking a clear identity, offering only a brief 1960s‑inspired nod without the brand’s usual edge. Critics noted that Gaultier’s freedom to experiment, backed by Puig’s perfume‑driven business model, allowed for bold risk‑taking, while McQueen struggled to maintain relevance.