This is Issue 29.

SSON - THE RESORT

SSON turned the climate crisis into the central narrative of its latest collection, using fashion to confront the increasingly uncomfortable reality behind the idea of a perfect summer escape. Designer Yulia Kjellsson combined resort-inspired silhouettes with upcycled materials, contrasting beauty and optimism with references to extreme heat, pollution and environmental decline. Rather than treating sustainability as a marketing concept, the collection made it visible through both its construction and storytelling. The result offered a more direct perspective on responsible fashion while maintaining the playful energy of the brand. SSON demonstrated how a younger generation of designers is using the runway not only to present clothing, but also to address the world surrounding it.

FASHION BETS ON BALLET

Fashion’s relationship with ballet is entering a new phase as luxury houses and designers increasingly move beyond aesthetic references and build direct connections with dance institutions. Chanel continues its long-standing support of ballet, while designers including Paul Smith and Saul Nash are exploring costume, performance and movement through new creative projects. The renewed interest reflects a wider cultural fascination with ballet among younger audiences, but also fashion’s growing desire to participate in disciplines beyond the traditional runway. From craftsmanship and physical movement to storytelling and performance, the two worlds share an increasingly natural connection. Ballet is becoming more than another seasonal trend, developing into a wider cultural space for fashion to explore.

AI BECOMES FASHION’S NEW IT GIRL

Artificial intelligence is becoming increasingly intertwined with fashion culture as technology companies adopt the visual language of luxury, influencers and aspirational lifestyles. Rather than presenting AI purely as a technical tool, companies are using fashion imagery and cultural figures to make the technology feel desirable and socially relevant. The strategy reflects a larger shift in how AI is being introduced to consumers, moving from functionality toward identity and aspiration. At the same time, the relationship raises questions around authenticity, creativity and who controls the images shaping contemporary culture. As fashion continues experimenting with artificial intelligence, the technology is rapidly moving from behind the scenes into the center of the industry’s cultural conversation.

RAINS - NEW CEO

Danish fashion brand Rains enters its next phase of growth with Tom Bettinson taking over as CEO, while co-founder Daniel Brix Hesselager moves into a business development role. The leadership change comes as Rains continues expanding beyond its origins in functional rainwear into a broader international lifestyle and fashion business. With an increasingly global retail presence and stronger positioning within contemporary fashion, the company is now focusing on commercial execution and its next stage of expansion. The transition reflects the evolution of Rains from a Scandinavian outerwear specialist into an internationally recognized brand, while allowing its founding leadership to focus on new opportunities and long-term development.