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Marion Prost 

February 28th, 2026

 

A tech billionaire walks into Prada. It’s not the beginning of a bad joke, but is it the start of the runway show?

 

The fashion society likes to say they’re at runway shows for the clothes. And on paper, that’s still true. But anyone who’s been to a show lately knows something has shifted lately, past the black SUVs, publicists, and bodyguards looking over someone whose IMDb page you vaguely recognize. 

 

It wasn’t always like this: originally, fashion shows were closer to business meetings with better lighting. The editors were taking notes, the buyers were calculating orders, and the clients were deciding what would live in their wardrobes in about six months. Fifty people in a salon, maybe a hundred if things were going particularly well. And now, there’s always the half hour before the show where no one is looking at the runway: they’re all looking across it.