In a world where fashion often feels like a never-ending carousel of trends and spectacle, one designer just flipped the script entirely. Simon Porte Jacquemus, instead of tapping a celebrity from his A-list circle, chose his grandmother, Liline, as his brand’s first ambassador. But here’s where it gets controversial: in an era dominated by influencer culture and AI-driven replication, is this a genuine return to authenticity or just another clever marketing ploy? Jacquemus himself wrote on Instagram, ‘Before Jacquemus existed, she was already my inspiration… Her strength, her elegance, her authenticity… she shaped the way I see women, and the way I imagine this maison.’ This move isn’t just about family—it’s about reclaiming what’s real in a world that feels increasingly manufactured.
Katie Devlin, fashion trends editor at Stylus, puts it bluntly: ‘Friends and family casting feels like a breath of fresh air when done correctly. Consumers are growing weary of slick and glossy perfection.’ And this is the part most people miss: as AI accelerates and global crises weigh on our minds, the industry is pivoting away from scale-driven value toward what can’t be replicated—personal history. Across the Fall/Winter 2026 season, designers are honoring the people who shaped them: family, mentors, artisans, and models. Take Jonathan Anderson, who, before his Dior Haute Couture debut, invited his design hero, John Galliano, to the atelier. For the show invitation, guests received a posy of cyclamen tied with black silk ribbon—a nod to a bouquet Galliano had brought. ‘The most beautiful flowers I had ever seen,’ Anderson shared on Instagram, emphasizing the gesture’s significance. He even invited Paulette Boncoure, a Dior artisan since 1947, to the show, sparking widespread admiration online. One user commented, ‘Finally, someone worthy of being recognized for their hard work and passion.’
But let’s pause here—why does this matter? In a time of sociopolitical instability and AI-driven detachment, people crave connection. ‘They want to feel recognized and form meaningful connections with the brands they choose,’ Devlin explains. This shift isn’t just about storytelling; it’s about grounding fashion in lived experience. Take Chanel’s Matthieu Blazy, whose debut show went viral not for a stunt, but for a spontaneous, joyful moment between model Awar Odhiang and the designer. ‘It was completely unscripted and spontaneous,’ Odhiang told Vogue. Similarly, Indian model Bhavitha Mandava’s emotional reaction to opening Chanel’s Métiers d’Art show—and her parents’ joy—resonated deeply, amassing over 2.5 million likes.
And this is where it gets even more intriguing: while smaller designers like Willy Chavarria are pioneering genuine community engagement—surprising 400 fans with runway tickets and using his platform for political commentary—larger houses face limitations. Fashion commentator Anastasia Vartanian notes, ‘Big brands will always feel a bit disconnected… but the vision of the creative director ends up connecting with people.’ So, here’s the question: Can fashion truly balance authenticity with scale? Or is this shift toward personal history just another trend? Let’s discuss—do you think this is a genuine evolution or a clever rebranding of the same old tactics? Share your thoughts below.
