Couture Fashion Week is an exercise in escapism; it’s where designers are unfettered by cost and customers, so think nothing of creating a dress that takes 300-odd hours to sew. With this in mind, Miu Miu, who hosted their recent Resort 2018 show right in the middle of Couture’s calendar had to work hard to steal the spotlight. For Resort is where labels make money, it’s that key mid-season drop of clothes that keeps their tills ringing.
Held at the Hôtel de Crillon in Paris and attended by Milla Jovovich, Alexa Chung and Gwendoline Christie, the show opened with a performance by rapper Tommy Genesis. Kendall Jenner, Bella Hadid, Joan Smalls, and Jourdan Dunn walked the catwalk in micro jumpsuits embellished with crystals, motocross rompers with Superfly graphics and checkerboard patches, gingham onesies and silky Hawaiian bowling shirts. Amongst all of this, it was the back of Elle Fanning’s neck that stole the show.
Beneath the 19-year-old actress’ blonde chignon was a temporary tattoo reading the word ‘Miu Miu’. It begs the question, has we hit peak branding? The star herself even took to Instagram to say she was ‘Branded @miumiu’. With Burberry once again re-embracing its tartan, a decade after it's saturation hit a Daniella Westbrook high, does Fanning's unabashed label-loving signal a dawn of a new unashamed capitalism?
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This article originally appeared on The Debrief.