ICYMI #007
ICYMI #007: Ronaldo’s Wife, Fake Bags, Fashion’s Digital Delusions & Arnault’s Reign
Bonjour, bonjour, bonjour! My post-fashion week brain fog has finally lifted, and I’m back into my usual routine, thank you very much. The weather in Paris v cute, sunny and everyone’s out in their best fits. It’s like the city is breathing again instead of being strangled by fashion week ( we love it though). What we don’t love is fake bags, the metaverse, and LVMH drama…. let’s get into it below
First off something I’m keeping an eye on (and honestly, kind of obsessed with): Georgina Rodríguez on the runway, most recently for Moncler in Courchevel this past weekend. I find the immense power of her marriage to Cristiano Ronaldo and her 65 million Instagram followers so fascinating. But actually Georgina is no longer just Ronaldo’s wife; she’s become a media mogul in her own right, wielding her massive following as an asset that brands can’t ignore.
Georgina is an absolute marketing goldmine and I’m very interested to see how brands continue to work with her. ( deep dive coming soon ! )
While Georgina’s taking over actual runways, some are still trying to make a mark in virtual ones
Just when I thought fashion had collectively sobered up from its Web3 bender, here comes Metaverse Fashion Week 2025. For a minute, it seemed like the industry had quietly quit the NFT-hawking, pixelated runway era, especially after brands spent millions on virtual collections that, let’s be honest, ended up as cyber trash. But no, Decentraland’s MVFW is back for round three, promising “Infinite Identities” and an AI-powered, hyper-personalized future where your avatar can be more stylish than you are in real life.
The press release is throwing around all the familiar buzzwords: "phygital fashion," "AI-driven styling," "interactive showrooms." The main event? Three “immersive animated runways” focused on digital streetwear, including Cyberdog’s neon ravewear, Free The Youth’s African street-style, and The Banners We Wear’s take on urban activism. Ok….Cool, but the metaverse’s fashion problem has never been about aesthetics….it’s about relevance.
And let’s not forget the scandals that continue to haunt this space. Remember Bella Hadid’s crypto flop, CY-B3LLA? The supermodel’s foray into the world of NFTs was an unmitigated disaster and a whole lot of “I told you so” from crypto critics… ( ME ) Meanwhile, Dolce & Gabbana’s dive into NFTs wasn’t much better. The Italian fashion house got hit with multiple fraud lawsuits claiming the Italian fashion house promised NFTs would include outfits for the metaverse, access to digital rewards, physical products, and exclusive events, but the outfits arrived 20 days late and couldn’t be used for another 11 days due to platform approval issues not to mention said platform barely had any users. Additionally, the NFTs have lost 97% of their value. As if we needed more proof that this digital fashion thing might be a little too much of a scam for even the most designer-brand-loyal among us.
So, while MVFW 2025 promises "immersive experiences" and digital streetwear that redefines identity, I’m not sure if it’s a bold new frontier or just the next season of fashion’s most overpriced glitch. There’s still a major disconnect between these high-concept digital fashion moments and actual consumer interest. The crypto crash killed the speculative gold rush, and most people have moved on from their brief flirtation with NFT outfits. Unless we suddenly see a mass migration to digital worlds, who is this for? Do people actually want to shop for clothes they can’t wear outside of a pixelated sandbox? Will Decentraland’s “latest updates” fix the fact that moving around in it still feels like playing The Sims on a 1990’s dial-up connection?
Maybe I’m too cynical. Maybe, in some alternate timeline, we’re all out there attending fashion week in VR headsets and flexing Balenciaga skins like it’s Fortnite. But in this reality? I will be watching from a safe, metaverse-free distance.
While some are still stuck in the digital realm, others are grappling with very real issues.
Chanel has been battling luxury reseller What Goes Around Comes Around since 2018, accusing them of selling counterfeit bags, misleading customers into believing they had an official partnership, and generally using Chanel’s trademarks like public property. A New York jury sided with Chanel last year, awarding the fashion house $4 million in damages BUT Chanel isn’t just taking the win and walking away, they’re now demanding another $6.7 million in legal fees, essentially handing WGACA a bill for seven years of bullshit, because according to Chanel, WGACA wasn’t just infringing, it was doubling down. Chanel says WGACA kept shifting its story in court, denied selling fakes despite clear evidence, and even continued marketing “Chanel luxury vintage” items afterlosing the case. Oh, and they allegedly sold more counterfeit bags while the lawsuit was still happening. Chanel is now arguing that this case was so EXCEPTIONALLY egregious that they deserve full reimbursement under trademark law and honestly TEA. A reminder fake bags sometimes come with REAL fines.
Speaking of Chanel, stylist and fashion historian Kim Russell has been noting Jacob Elordi out and about lately in a Chanel“Coco Paris” scarf for the second time. It's interesting, considering his previous journey with Bottega Veneta under Matthieu Blazy’s creative direction.
Elordi told GQ in May 2024 that he "never bought a bag" despite being photographed with luxury satchels like a Bottega Cassette and Valentino Locò all throughout 2023, admitting, "You just get sent stuff." By December, he wore a custom Bottega suit to GQ's 2023 Man of the Year party, and Bottega used candid shots of him with their bags, captured in paparazzi moments like walking his dog or balancing drinks, as part of their soft-launch strategy. This organic approach mirrored past campaigns featuring A$AP Rocky, Kendall Jenner, and K-Pop idol RM, subtly building authenticity around his eventual official ambassadorship.
Fast forward, and now Matthieu Blazy has gone to Chanel. It’s hard not to wonder, especially given the history of his Bottega relationship…. is this the soft launch of Jacob Elordi’s CC-ification???
Someone who is NOT soft launching their intentions?
Bernard Arnault
This man is not going quietly into that good retirement night. Oh no, he's raising the bar and his age limit to remain at the helm of LVMH until he’s 85. Yes, you heard that correctly, 85. Because apparently, 80 wasn’t enough of a stretch, so now shareholders will be asked to sign off on this historic extension at the annual general meeting in April. But I guess good for him for literally running a multi-billion dollar empire while most people are trying to figure out how to manage their retirement funds.
LVMH already made headlines in 2022 by raising the age limit from 75 to 80. Meanwhile, his kids are circling like hawks, moving up the ranks in key positions at LVMH, Delphine is CEO of Christian Dior, Alexandre’s now deputy CEO of Moët Hennessy, Frédéric’s set to take charge of Loro Piana, and Jean is head of Louis Vuittonwatches. But Bernard’s still calling the shots.
LVMH posted a cute €84.7 billion in sales last year, and with the Arnault family holding nearly 65% of voting rights, it’s pretty clear it’s about the dynasty they’re building. As for Bernard? Retirement? I don’t know her!
Vive la France!