The world of high fashion is no stranger to spectacle and surprise, but this season, the industry has truly shaken up its own traditions. On October 1, 2025, as the Spring/Summer 2026 collections took center stage, the most memorable moments happened not on the traditional catwalk, but in unexpected places—cinematic screens, city streets, and even the hallowed halls of auction houses. Meanwhile, on the red carpet, stars like Elle Fanning quietly signaled a new era of minimalist elegance, proving that fashion’s evolution isn’t confined to the runway alone.
For decades, the fashion show has been synonymous with exclusivity: dimmed lights, a tense soundtrack, and a crowd of insiders perched shoulder-to-shoulder on stark white benches. It’s a scene familiar to anyone who’s glimpsed the world of Zoolander, America’s Next Top Model, or Ugly Betty. But this season, luxury brands are rewriting the rules, opting for innovative presentations that invite broader audiences and spark lively conversation well beyond the industry’s inner circle.
Gucci led the charge with a bold cinematic move. Instead of a live runway, the Italian powerhouse debuted a short film titled The Tiger, featuring none other than Demi Moore taking on the role of Donna Gucci. The film, which showcased the entire Spring/Summer 2026 collection, quickly went viral—amassing nearly 100,000 Instagram likes and a flood of enthusiastic comments. Viewers raved, calling it “the best thing I’ve seen in years” and begging for more. According to stylist Bee Newham, this kind of social media-first strategy is a no-brainer for brands. “If you can produce a ‘viral’ online moment which reaches more people (and therefore customers), and it’s cheaper to produce, why wouldn’t you do it?” she explained. “The online world and social media aren’t going anywhere, and they offer brands a way to instantly connect with their customers and fan base. Plus, it’s a way to keep consumers inspired by using different forms of media and approaches to present their brand.”
Gucci’s gamble paid off, and it wasn’t the only brand to embrace innovation. Over in Milan, Diesel’s creative director Glenn Martens took a playful approach by transforming the city into a fashion playground. Rather than a standard runway, Martens organized a citywide egg hunt—though these weren’t eggs, but all 55 looks from the collection, hidden throughout Milan. The public was invited to search for them, and the first to find them all would win a prize. “This is Diesel for the people, a collection discovered by the public at the same time as everyone else. Fashion is a game and we are playing it: everybody gets to be on the front row,” Martens declared. The event blurred the lines between fashion insiders and everyday fans, making the unveiling of a new collection a truly communal experience.
Francesca Gibson, a fashion marketing lecturer at York St John University, sees these new activations as a response to the changing landscape of retail and branding. “The commercialisation of shows lost brands some of their credibility, and the retail industry knows that they need to offer more than a simple service, so these new creative, artistic activations seem to bridge the gap between ‘show’ and ‘retail’,” she observed. For brands, it’s become clear that connecting with consumers requires more than spectacle—it demands participation, creativity, and a willingness to meet audiences where they are.
Perhaps the most thought-provoking twist came from Sunnei, which partnered with Christie’s for a live auction. Rather than presenting their collection in a conventional manner, Sunnei put creativity itself up for bid, making a pointed statement: “fashion is finance, creativity is for sale.” The event was as much a commentary on the industry’s commercial realities as it was a showcase of artistry. For those in attendance, and for the many watching online, it was a theatrical, unforgettable moment that challenged assumptions about what fashion shows can (and should) be.
With these memorable moments happening off the catwalk, many are now asking: What becomes of the traditional fashion show? The answer, it seems, is that the format is evolving—becoming more inclusive, more interactive, and more attuned to the rhythms of digital culture. The days of the exclusive, insiders-only spectacle may not be over, but they’re certainly being reimagined for a new era of fashion fandom.
While the industry’s biggest brands were busy breaking the mold, the red carpet offered its own quiet revolution. On the evening of October 1, 2025, actress Elle Fanning attended the screening of Sentimental Value at the New York Film Festival. Known for her penchant for dreamy couture gowns and fairy-tale glamour, Fanning surprised many by stepping out in a minimalist, sharply tailored suit by The Row. The look marked a clear shift in her style—a move toward refined simplicity and understated power.
This wasn’t an overnight transformation. Fanning’s press tour for Sentimental Value began in May at Cannes, where she dazzled in a sparkling Armani Privé gown. That appearance hinted at change, but it was in Toronto, and now again in New York, that her new direction became unmistakable. The Row’s clean tailoring let Fanning’s natural elegance shine, proving she didn’t need embellishment or volume to command attention. Completing the look were Cartier jewels, including the striking Panthère de Cartier choker—just enough edge to balance the pared-back suit. Her styling team, led by Samantha McMillen, with makeup by Erin Ayanian Monroe and hair by Jenda Alcorn, ensured the ensemble felt quietly powerful and perfectly modern.
Fanning’s sartorial pivot mirrors the broader shifts happening in the fashion world. As brands experiment with new ways to present their collections and engage with audiences, celebrities are also redefining what it means to make a statement on the red carpet. Minimalism, once dismissed as too plain or safe, is now being embraced as a canvas for self-expression and sophistication.
These new approaches—from viral films and citywide scavenger hunts to live auctions and minimalist red carpet moments—signal a fashion industry that’s both restless and resilient. The old rules are being rewritten, and while some traditions may fade, the spirit of creativity and reinvention is alive and well. For insiders and fans alike, the message is clear: fashion’s future is wide open, and everyone’s invited to the front row.