Paris Fashion Week 2024: A masterful representation of soft power and French identity by Louis Vuitton

“…The luxury French brand Louis Vuitton has demonstrated its Spring/Summer 2025 collection, embodying the spirit of ‘soft power’ in French fashion. This show and collection integrate French elements into every aspect, from the aesthetics of the garments and ​savoir-faire to an extraordinary sense of luxury and the distinctive characteristics of French culture…”

When people think of France, fashion, art, and culture often come to mind, elements that contribute to the country's ‘soft power’. Thus, the Spring/Summer 2025 collection from the influential luxury brand Louis Vuitton seeks to embody this French identity and the various aspects of soft power. The term ‘soft power’ presents an intriguing contradiction, prompting the question of how gentleness and power coexist. This collection emphasises the ‘difference’ between these concepts, demonstrating how they can harmonise. From the flexibility of silhouettes to graceful movement, it highlights a strong, independent femininity that resonates throughout the designs.

Another fascinating aspect of the show was the runway design, which was elongated and infused with elements central to the brand's identity. Originally, Louis Vuitton crafted portable luggage that maximised storage, revolutionising the travel bag industry of its time. To honour this signature aspect, the runway featured the iconic trunks of Louis Vuitton, perfectly reinforcing the brand’s essence under the creative direction of Nicolas Ghesquière. Additionally, the choice of venue, Cour Carrée du Louvre, underscored Paris's status as a capital of culture and history, adding to the allure of the Spring/Summer 2025 show.

The highlight of the collection show was the runway decor, featuring five pieces from renowned French artist Laurent Grasso’s series titled ‘Studies into the Past’. This artwork beautifully connects to the brand's unique heritage, particularly its iconic luggage. Additionally, the show was accompanied by music from Jamie x’s new album ‘In Waves’. Every element, from the collection to the presentation, intricately ties back to the soft power of France, creating a cohesive and captivating experience.

Also See:  Paris Fashion Week SS2025: Bold redefinition of beauty from Alessandro Michele