I recently had the opportunity to attend Paris Fashion Week 2025, and with London Fashion Week 2025 now coming to a close, I’ve been reflecting on the insights the high street can gain from these major moments in the couture calendar.

It is no secret that bricks-and-mortar retail has suffered since the pandemic, but there has been one saving grace for our high streets and shopping centres that online shopping cannot replicate – immersive and dynamic shopping experiences. Fashion Week exemplifies the importance of experiential retail and engaging with customers, offering more than just products on a shelf. These immersive and dynamic ways of presenting new collections are already influencing retail spaces and trends, and the high street would do well to pay close attention.

Throughout Paris Fashion Week, I attended a range of shows, with each designer presenting their new collections in immersive and unexpected ways. From deconstructed ‘avant-garde’ to theatrical performances and storytelling, each designer tapped into the cultural identity of their consumer to shape both their runway presentations and retail strategies. Japanese designer Maison Mihara Yasuhiro’s show was a great example of this. Yasuhiro’s shows transformed the audience to the 90s grunge period with low lighting, an industrial setting and a live rapper sat at a desk at the end of a runway performing live as the models took to the runway. His runway show was an extension of the conceptual stores often seen in Japan, fusing avant-garde aesthetics with streetwear.