Haute Couture has gained widespread popularity due to overcommunication. Do you see this as an advantage or a disadvantage?
Haute Couture has a unique role within the fashion ecosystem. It is the highest expression of savoir-faire, creativity and innovation, where fashion becomes art. Its purpose has always been to elevate the brand, create desire and inspire emotion. It sits at the very top of the pyramid, offering something truly aspirational. Social media has simply made couture more accessible to a wider audience. That visibility is an advantage, provided it never diminishes the sense of rarity and wonder that defines couture. The medium has changed, but the essence has not.
In today's fast-paced society, how can it coexist with the slow processes of crafting Haute Couture?
The value of couture lies precisely in what cannot be rushed. Every piece represents extraordinary craftsmanship, technical mastery and countless hours of human dedication. In a world driven by speed and constant consumption, couture reminds us that some things deserve time. Paradoxically, that slower rhythm makes couture even more relevant today. Amid endless content and noise, it creates moments that invite people to pause, feel something and reconnect with beauty.
How do you envision the future of Haute Couture?
Couture will always remain a space for experimentation, craftsmanship and artistic freedom. It allows a house to explore its identity without compromise; to dream, innovate and push creative boundaries in ways that influence everything that follows. Its future is not about changing its purpose, but about continuing to create emotion. Couture is where ideas become possibility, where exceptional craftsmanship meets imagination, and where brands continue to create aspiration through authenticity.
What is the most significant change you are seeing in fashion right now?
Fashion has become one of the most powerful cultural platforms in the world. A fashion show is no longer simply a runway presentation; it is the beginning of a much larger conversation. The collection, the scenography, the music, the casting, the ambassadors and the creative collaborations all contribute to expressing a brand's point of view. The most interesting shift is that fashion brands are increasingly becoming cultural brands. They engage with art, music, film, architecture and entertainment to create richer narratives and deeper emotional connections with audiences. Ultimately, fashion has always reflected society. Today, it participates in shaping culture in real time.
What is your perspective on the role of new technologies in Haute Couture?
Innovation has always been part of couture. Technology is simply the next chapter. AI, digital tools and new manufacturing techniques will continue to expand creative possibilities, but they will never replace what makes couture extraordinary: the human hand, human intuition and human emotion. Technology should amplify craftsmanship, not substitute it. The future lies in combining technical innovation with the sensitivity, imagination and savoir-faire that only people can bring.
Your work enhances the inspiration behind the collection, creating the world it inhabits. Have you seen the role of scenography change over the years?
Our role has always been to translate the creative director's vision and the brand's vision into a physical, emotional experience. What has changed is the scale of that experience. A fashion show is no longer seen only by the people in the room; it is experienced simultaneously by millions around the world. That means every creative decision—from the architecture of the set to the sound, lighting and camera angles—must faithfully express the creative vision while working both emotionally in the room and digitally across every screen. The challenge is to preserve the authenticity and emotion of the live experience while allowing that feeling to travel far beyond the venue.
What excites you most about fashion at the moment?
Fashion has an extraordinary ability to create shared emotion. A show is no longer just something people attend; it is something people experience together, wherever they are in the world. Through scenography, music, movement, casting and storytelling, brands can create moments that resonate far beyond the runway. When all of those elements come together, a fashion show becomes more than a presentation, it becomes a cultural moment that people remember because of how it made them feel. That ability to create emotion at a global scale remains incredibly exciting.
When was the last time you marvelled over something in fashion?
We are incredibly fortunate to work with visionary designers and exceptional maisons, so every season offers a new opportunity to be surprised and inspired. What continues to amaze us is fashion's ability to move people emotionally. When a collection, a space, music and performance come together perfectly, there is a moment that feels almost impossible to describe. Those are the moments we all strive to create. As we often say, the most exciting show is always the one we haven't done yet. It reminds us to keep looking forward, to keep experimenting and to keep searching for the next moment of emotion and wonder.
This interview has been lightly edited.
