In 2025, luxury is no longer confined to catwalks and shop windows: it infuses every detail of everyday life, from sun-drenched beaches to winding Riviera roads. From Jacquemus parasols to Fiat Gucci and Armani yachts, the art of living becomes a total scenography, where elegance is imprinted in every gesture.
Just a few years ago, haute couture was confined to catwalks, showcases and the wardrobes of insiders. In 2025, it is everywhere - in our travels, our leisure activities, our seaside getaways - and imprinting its precious signature on every fragment of our lives. More than a market, it's an art of living that's taking shape, a gentle but profound quest for identification, where the appropriation of the dream goes through a Jacquemus parasol, a Paul Smith Mini Cooper or an Armani yacht.
Beaches become natural catwalks, open stages where fashion unfolds its ephemeral decorations. In Saint-Tropez, Jacquemus infuses its sunny imagination into a transformed beach: immaculate parasols, cream-colored deckchairs, the ensemble evokes a tableau vivant suspended between sky and sea. Dior reinvents Shellona by adorning the shoreline with its cult monogram, transforming the shade of palm trees into a natural extension of its Riviera wardrobe. In Athens, Balmain takes over One&Only with its graphic labyrinths, while in Tenerife, Casablanca resurrects a retro nostalgia, saturated with silk, crochet and old-fashioned reveries. The once pristine sand now becomes the blank page of an aesthetic narrative woven by some of the world's top fashion houses.
Beyond shores, this conquest of the everyday extends to roads and homes. Gucci affixed its emblematic green and red net to the Fiat 500, transforming the popular car into a mobile icon. Dior teams up with Vespa for a precious edition, while Bentley imagines bespoke woven interiors inspired by its couture shows. In the world of furniture, Loewe, Louis Vuitton and Bottega Veneta redesign sofas, armchairs and everyday objects, blurring the boundary between fashion and lifestyle. Even sport has not escaped this metamorphosis: Balenciaga revisits ski equipment, Off-White rethinks the surfboard with graphic audacity.
Yet this is no longer just an ostentatious quest for the logo. This movement aims for an intimate aesthetic coherence: that of inscribing every gesture in a desired scenography, of brushing aside the exceptional right down to the trivial rituals, from the first coffee in the morning to the impromptu departure for the horizon. Luxury, once reserved for rare moments, now slips into the present, like a second skin.
