They are far from being born from the last Fashion Week.
However, they are the ones who made the beautiful days of the spring-summer 2023 edition which has just ended in Milan.
Naomi Campbell opened the ball, treading the Boss brand podium with a haughty look, a gray coat over her shoulders.
The next day, we found her at Tod's, joined by Carla Bruni for a remarkable finale (top models in their fifties on the same podium, the case is still not very common).
A few hours later at Versace, it was Paris Hilton, heiress and icon of the 2000s, who put on the show, closing the Versace fashion show as a Barbie-style pink bride.
The next day, Fashion Week guests (and her millions of Instagram followers) applauded the passage of Kate Moss, in a checkered suede shirt,
at Bottega Veneta.
Or the thunderous appearance of Kim Kardashian alongside Frederico Dolce and Stefano Gabbana.
So, nothing beats the "new faces" of yesterday to make the headlines of the day?
In Milan, the stars invade the catwalks
In images, in pictures
See the slideshow05 photos
See the slideshow05 photos
surprise effect
Surely, in the steady stream of silhouettes making their way down the catwalks during fashion show month, a freeze frame is worth gold.
You still have to provoke it.
To make one of those suspended moments exist that captures looks and
likes
, the brands are betting on the effect of the surprise appearance/ex-top model/iconic celebrity combination.
A dramatic strategy that is not new (we remember Donatella Versace in 2017, which brought together in a fashion show Carla Bruni, Claudia Schiffer, Naomi Campbell, Cindy Crawford and Helena Christensen) but which works.
Those who had turned the page of the podiums are recalled and do not sulk their pleasure to be acclaimed as they pass.
It must be said that in this game, they have a definite advantage.
When Bella and Gigi Hadid, or even Kendall Jenner, are now regulars on the parades, the tops of previous generations have the benefit of the unexpected.
This reminder is also an ideal marketing operation to maintain the link with customers who have remained away from the
In video, Naomi Campbell, the unbeatable supermodel
Selective affinities
Because it is indeed a question, for the brands, of speaking to the consumers of tomorrow without forgetting those of today.
The generational gap shows that sometimes the references of iconic personalities differ.
As evidenced by the confidences, heard off, of a 21-year-old French influencer, followed by more than a million subscribers on Instagram who said “no” to a collaboration with Kate Moss, considering that “she is not so well known.
By summoning several generations of personalities, the labels hold the recipe for a parade that will be on everyone's lips: a handful of models elevated to the rank of icons to seduce generations X, Y and earlier.
Lined with a healthy dose of Gen Z stars, who swear by the thread of
news from their social networks boosted with algorithms.
And for whom the twig evokes the vegetable kingdom more than that of grunge and “heroine chic”.
