We've been shooting season five and been so busy so we told our stylist to pull something. Many one time now spend much of the year elsewhere on set in Atlanta, Vancouver or Australia, for example and some have left the city altogether. The collection will no doubt bolster already significant profile in the US the brand now has eight permanent stores there Alaia Handbag Sale and the campaign itself was shot in NYC neigrhood, the location of the brand's first store outside of Paris. We have more than 600 million users, he tells me. aside, they are one of those rare wardrobe staples that truly work for almost everyone, in almost every setting. tried to get ahead of the normalization by parting ways with Michele, tapping unknown designer from the design team to lead the house creative teams. But what I have learned over the years of scouting new brands is that first does always mean better and at Vogue we love a slow burn, sharing stories of new designers in their second or third season just as much as their first. Trusted creators continue to function as modern word of mouth, which makes authenticity and credibility even more important, she This also ties into our increased focus on IRL connections, where those relationships can extend beyond the screen. He I sense a return to craft and tradition not as nostalgia, but as a way of moving forward again. Being a millennial certainly informs the way I approach my work. I just love it here. In 2026, the brand will focus on fewer and more specific creators who perform well not necessarily with the highest follower counts via IRL events, longer partnerships and storytelling focused campaigns with the talent, which has invested heavily in marketing to date, will also be upping its efforts this year. We forgot we are a creative led industry and we need to dream and inspire customers to get emotional about clothes again, noting a more positive and creative atmosphere in Paris last season. The production model is not without challenges. The variety across mass, luxury and premium brands at is also attracting buyers. think we need to get back to creativity, and when we do, will take the old school function of making that beautiful item viable for everyday wear ability without losing its uniqueness. They come to us like they go to a tailor, but they want the speed and the coolness of a modern They do want to stay inside the usual frame anymore. Pricing structures, quality product, client eling strategies and consumer experiences all intersect under the eye of the marketer, whose job it is to establish a community identity that customers are not just willing, but eager, to buy into. It's part of a pop culture maze that is increasingly complex but where audiences feel right at home, switching happily between mediums, genres, discourse and aesthetics, cross referencing with fluency.