I focused in the Women's Collection for AW 25/26 to ask how Louis Vuitton could evolve and acquire older customers as well as younger generations of customers.
The women's collection provides room for bold experiments, and I wished to accentuate a movement that communicates with Gen Z and Millennials' desire for individuality.
I presented my concept through a one-page analysis and a mood board to visually showcasing key elements of the trend for clear aesthetic direction.
My discovery process consists of analyzing key consumer groups and their mindsets, and exploring relevant luxury fashion trends.
First, I identified key target consumer groups for luxury fashion in 2025 by reviewing reports from McKinsey & Company and Bain & Company, which highlighted the growing influence of Gen Z.
Gen Z consumers are reshaping the luxury market with their demand for uniqueness, authenticity, sustainability, and inclusivity. Unlike previous generations, they seek products that reflect their personal values, not just brand names. Understanding this shift, I recognized that appealing to these segments would be crucial for keeping Louis Vuitton relevant in the evolving luxury market.
Then, I needed to understand the current luxury trends, and find trends that matches with Louis Vuitton's legacy.
In order to ensure that I was accessing accurate information, I focused on established fashion forecasting sites such as WGSN and Coloro, which are well-established in the industry for trend prediction and color forecasting. These sources identified future trends such as the Return of Maximalism and genderless elegance, which guided me to the key elements that would be appealing to the target audience.
In addition, I reviewed a mix of high-end and emerging designer collections to see how dramatic silhouettes and bold patterns were being incorporated.
I also reviewed the past two years of Louis Vuitton's collections to ensure my trend concept aligned with the brand's history of bold design and craftsmanship while being forward-looking.
To add depth, I drew inspiration from non-fashion sources like art, architecture, and popular culture that influenced the sculptural and asymmetrical elements I emphasized in the trend. I wanted to create a solid foundation for my analysis by combining broader fashion movements with Louis Vuitton's rich history.
After studying consumer behaviors and emerging trends, it became clear that the Return of Maximalism was a perfect fit for Louis Vuitton’s AW 25/26 collection—blending contemporary influences with the brand’s timeless legacy.
For Louis Vuitton AW 25/26 Women's Collection, I proposed the embracing of the return of maximalism, with sentimental, extravagant fashion paired with the brand's long-lasting craftsmanship.
Theatrical silhouettes in the form of bubble skirts and puff sleeves, graphic print, and sculptural elements are to be anticipated, merging modern trends with timeless sophistication.
The collection caters to Millennials and Gen Z's desire for unique, show-stopping pieces. With gender-neutral styles, oversized silhouettes, and a focus on bespoke tailoring, this trend appeals to a diverse, global audience.
Colors will range from sleek tones like Future Dusk to vibrant pops like Cherry Lacquer and Neon Flare.
