Get Ready for Milan Fashion Week SS26: New Creative Directors, Capsule Collections, and Tariff Woes
This September, Milan Fashion Week SS26 is set to make a splash with a lineup of highly anticipated debuts from new creative directors. From Demna’s first show for Gucci to Dario Vitale’s debut for Versace and Louise Trotter’s first collection for Bottega Veneta, the fashion world is buzzing with excitement. But amidst all the glitz and glamour, there are also some concerns about the impact of a new 15% tariff on European goods coming to the US. This could spell trouble for luxury brands like Gucci, Chanel, and Louis Vuitton, who are already facing a slowdown in sales. But fear not, as there are also some exciting developments, such as Pharrell Williams’ new menswear capsule for Louis Vuitton, inspired by Ivy League style. So get ready for a week of fashion, drama, and economic woes at Milan Fashion Week SS26.
Versace, Gucci, & Bottega Veneta Debut Dates Unveiled Ahead of Milan Fashion Week SS26
Mark your calendars fashionistas, because Milan Fashion Week SS26 is just around the corner. From September 23 to 29, the fashion world will be abuzz with the debuts of several highly anticipated creative directors for Spring 2026. Demna for Gucci will kick things off on September 23, followed by Simone Bellotti for Jil Sander on September 24, Dario Vitale for Versace on September 26, and Louise Trotter for Bottega Veneta on September 28. And that’s not all, as Armani will also be celebrating its 50th anniversary with a special evening runway show at Palazzo Brera, in the heart of Milan’s design district. But before that, there will be two Emporio Armani shows on September 25. It’s going to be a week full of fashion and excitement, so don’t miss out.
Will the US-EU Tariff Worsen the Luxury Slowdown?
The fashion industry is facing some tough times, and the new trade deal between the US and the EU is only adding to the woes. With a 15% tariff on most European goods, luxury brands like Gucci, Chanel, and Louis Vuitton are bracing for the impact on their already struggling sales. While the new tariff is lower than the previously threatened 30%, it still adds pressure to brands that have already increased prices by 33% between 2019 and 2023. This could force them to raise prices even further, by an estimated 2% in the US, in order to maintain profit margins. Some brands are already exploring alternative strategies, such as LVMH opening new factories in the US, to mitigate the tariffs’ effect and avoid alienating price-burdened shoppers.
adidas May Hike Prices as US Tariff Costs Increase by $230 Million USD
Sportswear giant adidas is among the many brands bracing for the impact of the new US-EU tariff. The company’s CEO, Bjørn Gulden, has warned that the tariffs could add up to $230 million USD to its costs, which could result in price hikes for consumers. While adidas plans to keep prices stable on its popular models like the Samba and Gazelle, newer silhouettes are likely to see an increase in price. The company is currently assessing its product assortment to determine which items will be impacted by the tariffs. So if you’re a fan of adidas, you may want to stock up on your favorite styles before the prices go up.
