How heritage brands stay relevant without radical reinvention
As Paris Fashion Week FW25 comes to a close, we reflect on what heritage brands reveal about identity and timelessness.
One of the most striking aspects of this season was the renewed sense of identity—a quality that had been diluted in recent years, causing brands to lose what once set them apart. Now, more than ever, brands seem to require flexible, inspired approaches rather than rigid strategies or merely marketing-driven narratives.
Equally noteworthy was the restrained nature of many shows, with a noticeable reduction in unnecessary excess. While this could suggest a shift towards more mindful practices, it reflects financial caution in uncertain times rather than a commitment to sustainability. Indeed, sustainability appeared to have lost its place as a key marketing tool.
Heritage brands: Let’s talk style, not just designers
Chanel remained unmistakably Chanel, proving that heritage brands can thrive with a strong design team. Despite the absence of a creative director, the collection was impeccably conceived, weaving in the signature themes so dear to Madame Coco. (Watch the show here). For heritage houses, perhaps the real question is: should the focus be on the designer at the helm, or on the enduring style and craftsmanship?
That said, it will be interesting to see what Mathieu Blazy’s vision brings next spring.
Miu Miu, on the other hand, was quintessentially Miuccia. Feminine yet subversive, the collection channelled 1950s elegance with a rebellious edge—pointed bras, handbags carried in the crook of the arm, vintage-inspired accessories, and bold gold jewellery pieces. What could be more authentic than Miuccia Prada staying true to her vision for Miu Miu? Feminine, chic, and unmistakably hers—a strong, clear signature. (Watch the show here). However, we want to believe the furs are faux.
Final thoughts
In conclusion, heritage brands have shown that timelessness is not about radical reinvention but about staying true to a distinct identity. Chanel demonstrated that strong design can uphold a brand’s legacy, even without a star creative director, while Miu Miu reaffirmed the power of a designer with a clear, unwavering vision.
Perhaps this season signals a shift—not towards relentless reinvention, but towards refinement, consistency, and a deeper understanding of what makes a brand unique. In a landscape often dominated by marketing gimmicks, fashion may be rediscovering the value of authenticity.