Designer Debuts Overtake Milan SS26 Schedule & US Tariffs Rattle Brands in This Week's Top Fashion News
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 fromlower sales. This new duty, though lower than the 30% tariff previously threatened by Trump, adds pressure to brands like Gucci,Chanel, andLouis 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 asLVMHopening new factories in the US, to mitigate the tariffs' effect and avoid alienating price-burdened shoppers.
adidasis 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 theSambaandGazelleas 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.
Hermèscontinues 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. TheBirkinbag-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.
Pharrellhas 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.
American skiing hub, Aspen, Colorado, will be the next location forMonclerGrenoble'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.
LVMH is reportedly in talks to sell theMarc Jacobsbrand 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 likeOff-Whiteand its stake inStella McCartney, signaling a clear shift in the company's business model.
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