Summary
- This September, Milan Fashion Week SS26 will feature a wave of new creative directors making debuts. Key shows will include Demna’s debut for Gucci, Dario Vitale for Versace, and Louise Trotter for Bottega Veneta. In the meantime, Pharrell Williams also launches a new Louis Vuitton menswear capsule, inspired by Ivy League style.
- A new 15% tariff on European goods coming to the US could exacerbate the economic woes faced by global brands, forcing more companies to raise prices. German sportswear giant adidas is one of the many anticipating price hikes due to these extra costs.
- Hermès continues to thrive with a 9% sales jump in Q2 2025, contrasting with struggling groups like LVMH, which is rumored to be in talks to sell Marc Jacobs off for $1 billion to offset costs.
Versace, Gucci, & Bottega Veneta Debut Dates Unveiled Ahead of Milan Fashion Week SS26
Milan Fashion Week, running from September 23 to 29, will feature several highly anticipated creative director debuts for Spring 2026, including Demna for Gucci on September 23, Simone Bellotti for Jil Sander on September 24, Dario Vitale for Versace on September 26, and Louise Trotter for Bottega Veneta on September 28. Later, at 7 pm, Armani will celebrate its 50th anniversary on an evening runway at Palazzo Brera — in the heart of Milan’s design district. The major milestone for the legendary Italian house will also be preceded by two Emporio Armani shows on September 25.
Will the US-EU Tariff Worsen the Luxury Slowdown?
A new trade deal between the US and the EU will impose a 15% tariff on most European goods, a measure that is expected to harm the luxury fashion industry’s recovery from lower sales. This new duty, though lower than the 30% tariff previously threatened by Trump, adds pressure to brands like Gucci, Chanel, and Louis Vuitton, which have already faced a recent decline in consumer demand. With luxury brands having increased prices by an estimated 33% between 2019 and 2023, the new tariff could force them to raise prices further — by an estimated 2% in the US — to maintain profit margins. Some luxury houses are already exploring alternative strategies, such as LVMH opening new factories in the US, to mitigate the tariffs’ effect and avoid alienating price-burdened shoppers.
adidas May Hike Prices as US Tariff Costs Increase by $230 Million USD
adidas is among the sportswear purveyors warning of impending price hikes in the United States, warning that new tariffs could add up to $230 million USD to its costs. The company’s CEO, Bjørn Gulden, stated that the tariffs would directly raise the cost of products for the US market and that the company is assessing its product assortment to determine which items will be impacted. While adidas plans to keep prices stable on its well-known models like the Samba and Gazelle as long as possible, newer silhouettes are likely to get a price hike. The company is also concerned about how these price hikes will affect consumer demand, especially as other sectors react to similar pressures from trade reforms.
Hermès Keeps Flying Higher Reporting 9% Sales Jump
Hermès continues to defy the luxury slowdown, reporting a 9% sales jump in Q2 2025. While many competitors are seeing dwindling demand, particularly from aspirational shoppers, Hermès’ strategy of price increases and maintaining exclusivity has proven successful. The Birkin bag-maker’s sales reached €3.9 billion in Q2, driven largely by its core leather goods division, a category that competitor LVMH is seeing decline in. A global price hike, topped with another 5% increase in the US, is expected to offset the new tariffs. The brand’s strong performance, which has led to Hermès’s overtaking LVMH as the world’s most valuable luxury stock, is attributed to the house’s careful approach to production and its loyal customer base.
Pharrell’s Latest Louis Vuitton Collection Dresses the Modern Dandy
Pharrell has unveiled a new Louis Vuitton Fall 2026 menswear capsule, a cross-seasonal collection set to hit the shelves in September. The range reimagines the classic “dandy” through a contemporary, collegiate lens that combines Ivy League aesthetics with a relaxed sensibility. Inspired by university life on both sides of the Atlantic, the collection features an academia-inspired color palette with pops of bold hues and patterns. Outerwear is a key focus for the designer this season, showcasing structured wool blousons, jacquard coats, and camel jackets. The line also introduces new takes on the Louis Vuitton monogram, a tartan-style pattern on flannel and denim, and a reworking of the brand’s iconic floral design.
Moncler Grenoble to Show Fall 2026 Collection in Aspen, Colorado
American skiing hub, Aspen, Colorado, will be the next location for Moncler Grenoble‘s outdoor runway presentation. Following up on its March show at the French Alpine ski resort of Courchevel, Aspen will mark the label’s first show at a US ski destination. Moncler announced its US-based Grenoble show after its H1’25 earnings report last week, which showed a 1% decline in Q2 revenue, attributed to lower tourist spending in Europe and Japan. While revenue in Europe and the Middle East dropped 8%, sales in the Americas were a stronghold, hence the label’s renewed focus on the US. The Moncler Grenoble Fall 2025 show is set to take place on January 31, 2026, at an unrevealed location.
Is LVMH About to Sell Marc Jacobs?
LVMH is reportedly in talks to sell the Marc Jacobs brand for an estimated $1 billion. This potential move is part of a larger strategy by the luxury conglomerate to streamline its portfolio and focus on its most profitable brands amidst a broader slowdown in the luxury market. LVMH’s first-half 2025 financial results showed a significant drop in net profit and sales, fueling the decision. Potential buyers for Marc Jacobs, which LVMH has owned since 1997, are said to be brand management firms like Authentic Brands Group, Bluestar Alliance, and WHP Global. This follows LVMH’s recent divestment of other contemporary labels like Off-White and its stake in Stella McCartney, signaling a clear shift in the company’s business model.
The post Designer Debuts Overtake Milan SS26 Schedule & US Tariffs Rattle Brands in This Week’s Top Fashion News appeared first on Hypebeast.
