Summary
On Parisian sidewalks and in stadium locker rooms alike, a single split is dominating every conversation this week: the one between Kylian Mbappé and Nike. After years of loyalty to the Swoosh, the striker has signed with On, and the Swiss brand is already reaping the rewards of this bold move. Every photo of the player wearing his new shoes circulates, and every article about the deal keeps the machine running, turning On into a fall phenomenon. Nike, for its part, is absorbing the blow and must now publicly manage the story of an influence that is fading. The topic fuels business pages as much as sneaker forums.
Details
Meanwhile, Paris Fashion Week continues to set the pace for the industry. Louis Vuitton stands out as the most visible house of the season, carried by LVMH's meticulously orchestrated approach to its shows and its brand ambassadors. But it was Dior that truly captured attention on September 29, thanks to a show where Jonathan Anderson unveiled his highly discussed first signature, surrounded by a lineup of celebrities who were heavily photographed and whose coverage reached as far as the United States. Chanel did not hold back either: between its ready-to-wear collection and fine jewelry pieces unveiled alongside the runways, the house confirmed that it knows how to command media space without ever leaving the register of luxury. On a different level of the market, H&M surprised everyone by staging its own show on the same day as Dior, a gamble that paid off, as the Swedish brand regained an audience it had not held for a long time in accessible ready-to-wear. Calzedonia, meanwhile, is advancing more quietly but steadily: the group's expansion across France fuels a regular flow of coverage about its store openings and its retail network strategy. Hermès, for its part, does not need a spectacular show to stay in the conversation: leather goods and heritage luxury continue to lift the brand whenever a story about the sector is published. Decathlon, meanwhile, is multiplying its back-to-school announcements, with redesigned store formats and sports collections built for the school and sports season, a positioning that deliberately contrasts with Parisian luxury. Finally, EssilorLuxottica bridges fashion and technology: its smart glasses developed with Meta are generating a dense news flow, somewhere between innovation and questions about the place of embedded artificial intelligence in everyday accessories.
- 1On Parisian sidewalks and in stadium locker rooms alike, a single split is dominating every conversation this week: the one between Kylian Mbappé and Nike.
- 2After years of loyalty to the Swoosh, the striker has signed with On, and the Swiss brand is already reaping the rewards of this bold move.
- 3Every photo of the player wearing his new shoes circulates, and every article about the deal keeps the machine running, turning On into a fall phenomenon.
- 4Nike, for its part, is absorbing the blow and must now publicly manage the story of an influence that is fading.
- 5The topic fuels business pages as much as sneaker forums.
Conclusion
In the end, the French fashion season tells the story of an industry moving at two speeds. On one side, the battle among sports sponsors is reshuffling the sneaker landscape and hitting Nike head-on, while On capitalizes on a powerful symbol embodied by Mbappé. On the other side, Parisian luxury houses such as Vuitton, Dior, Chanel and Hermès continue to roll out their usual calendar, but with renewed intensity driven by creative changes and bold moves like H&M's. In between, more accessible players such as Decathlon, Calzedonia and EssilorLuxottica remind us that fashion is not decided only on the runways, but also on the shop floor and on the faces of the French people.