Margiela (fall 2026)
Margiela (fall 2026)
Margiela (fall 2026)
Margiela (fall 2026)
WHAT: Margiela (fall 2026)
OCCASIONS: the future or standing motionless in the corner of formal French garden at 2:15 AM—so a pair of giggling lovers can spy you & scream
IF IT WERE A SCENT: stone stairs descending into a Venetian canal
EMOTIONAL RANGE: sentimental/pitiless
#MJMfashionGuide
Phoebe Philo (collection E*, fall 2026)
Phoebe Philo (collection E*, fall 2026)
Phoebe Philo (collection E*, fall 2026)
Phoebe Philo (collection E*, fall 2026)
WHAT: Phoebe Philo (collection E*, fall 2026)
OCCASIONS: saying, “If you say so,” & causing devastation & diary entries or not going to that thing you said you might go to because you’re listening to vinyl
IF IT WERE A SCENT: bricks at dawn
EMOTIONAL RANGE: instinctual/withdrawn
#MJMfashionGuide
Probably! All 2,000 of us at the #MJMfashionGuide are despondent.
Good morning! It’s everyone’s favorite day (where I take my Outfits of the Day that I post on Instagram & turn them into a reel & then hypnotize myself with it by playing it over & over)!
#MJMfashionGuide
Back of the closing look of the final look of Chanel (fall 2026) which appeared to be a simple black dress but featured a spiky dahlia in the back. HEY GUESS WHAT? I googled what the flower on the back of her dress might be & typed “spiky black dahlia” & that was its actual name. 💅🏻 They also can be called cactus dahlias. But still, I’M GIFTED. So nice not just to be described as handsome but vacuous.
That’s the end of the #MJMfashionGuide for the fall 2026 season! I posted about 54 shows (I forgot to use the hashtag on five! Devastated! & posted & took down my post on Gaultier (weird mood)).
Thanks to everyone for being so cool & for not asking me for once why the models aren’t smiling.*
The Row (fall 2026)
The Row (fall 2026)
The Row (fall 2026)
The Row (fall 2026)
WHAT: The Row (fall 2026)
OCCASIONS: post-arbitration martinis or, yes, you’re a guardian angel, but you’re modern & change with the times & prefer “seraphic agent.”
IF IT WERE A SCENT: garden breeze coming into a vast private library
EMOTIONAL RANGE: will o’ the wisp/deep
#MJMfashionGuide
Louis Vuitton (fall 2026)
Louis Vuitton (fall 2026)
Louis Vuitton (fall 2026)
Louis Vuitton (fall 2026)
WHAT: Louis Vuitton (fall 2026)
OCCASIONS: alt cocooning or accepting the presidency of a post-media society. It is so quiet. You communicate through liquid gestures, taps on the shoulder.
IF IT WERE A SCENT: rye bread straight from oven
EMOTIONAL RANGE: oracular/contingent
#MJMfashionGuide
Chanel (fall 2026)
Chanel (fall 2026)
Chanel (fall 2026)
Chanel (fall 2026)
WHAT: Chanel (fall 2026)
OCCASIONS: fast-talking damehood or in a powder room during a dull auction you find a door leading to a dryadic landscape. Birdsong. A shy silver animal hides behind a willow…
IF IT WERE A SCENT: roses in a speakeasy
EMOTIONAL RANGE: dazzling/mercurial
#MJMfashionGuide
Niccolò Pasqualetti (fall 2026)
Niccolò Pasqualetti (fall 2026)
Niccolò Pasqualetti (fall 2026)
Niccolò Pasqualetti (fall 2026)
WHAT: Niccolò Pasqualetti (fall 2026)
OCCASIONS: breaking up with someone by using the term “path” over & over or going on a yoga retreat but, like, reluctantly & you are absolutely meeting friends for drinks after
IF IT WERE A SCENT: unearthed statue of Pan
EMOTIONAL RANGE:🏺/⚔️
#MJMfashionGuide
Atheic Geng in Saint Laurent
Athiec Geng closing Balenciaga
Atheic Geng in Dries van Noten
Athiec Geng in Dior
Good morning! As I woke, shaft of sunlight across my torso, I (a) had no idea what actual time it was & (b) realized that when the model Athiec Geng appears on the runway I immediately think, “This is a great show.”
#MJMfashionGuide
Cèline (fall 2026)
Cèline (fall 2026)
Cèline (fall 2026)
Cèline (fall 2026)
WHAT: Cèline* (fall 2026)
OCCASIONS: having it all! or you’re a synth player & backup singer in a band & so over your moody lead singer. Shake it off, Bartholomew**! Brush your damn hair!
IF IT WERE A SCENT: coffee, cigarette, Danish
EMOTIONAL RANGE: industrious/contemplative
#MJMfashionGuide
Yohji Yamamoto (fall 2026)
Yohji Yamamoto (fall 2026)
Yohji Yamamoto (fall 2026)
Yohji Yamamoto (fall 2026)
WHAT: Yohji Yamamoto (fall 2026)
OCCASIONS: neighborhood game night! or cupping clear stream water in your hands to watch it shimmer & tremble with each heartbeat
IF IT WERE A SCENT: pine needles (if you press them a bit)
EMOTIONAL RANGE: vigilant/compelled
#MJMfashionGuide
Loewe (fall 2026)
Loewe (fall 2026)
Loewe (fall 2026)
Loewe (fall 2026)
WHAT: Loewe (fall 2026)
OCCASIONS: sucking a lollipop or ducking into a Madrid bar to lose a cop who saw you speeding on a motorcycle—cursing your lover & throwing his clothes onto the narrow streets
IF IT WERE A SCENT: tiled roof by the beach
EMOTIONAL RANGE: ¡apasionada!
#MJMfashionGuide
Rick (should be Ric) Owens (fall 2026)
Rick (should be Ric) Owens (fall 2026)
Rick (should be Ric) Owens (fall 2026)
Rick (should be Ric) Owens (fall 2026)
WHAT: Rick (should be Ric) Owens (fall 2026)
OCCASIONS: smoking a cigarette while an overhead train goes by in the Tokyo night or light shamanism
IF IT WERE A SCENT: vegetation that clings to rocks above the treeline
EMOTIONAL RANGE: tender despite everything/revolutionary
#MJMfashionGuide
Also, Dries, Courrèges, Tom Ford, & Alaïa (& Balmain! & the Row!) in one day is too much for me & my 2,000 person staff at the #MJMfashionGuide. Give us space to breathe!
I'm going to enjoy the rest of my day because I found this person on Bsky today. I laughed so hard. #MJMfashionGuide
Dior (fall 2026)
Dior (fall 2026)
Dior (fall 2026)
Dior (fall 2026)
WHAT: Dior (fall 2026)
OCCASIONS: charming Grandmama or approaching a diplomat at a party & saying, “In 30 seconds bullets will start flying. I can get you out of here but you need to follow me NOW.”
IF IT WERE A SCENT: fountain (just turned on)
EMOTIONAL RANGE: calculating/free
#MJMfashionGuide
Marine Serre (fall 2026)
Marine Serre (fall 2026)
Marine Serre (fall 2026)
Marine Serre (fall 2026)
WHAT: Marine Serre (fall 2026)
OCCASIONS: gaveling with confidence or dropping off your insolent stepchildren at boarding school. “Bye, darlings!” you say, waving from a helicopter
IF IT WERE A SCENT: adobe wall in blazing sun
EMOTIONAL RANGE: cheeky/imperious
#MJMfashionGuide
People ask me what it’s like to write the #MJMfashionGuide & conveniently I have footage of the process.
Bottega Veneta (fall 2026)
Bottega Veneta (fall 2026)
Bottega Veneta (fall 2026)
Bottega Veneta (fall 2026)
WHAT: Bottega Veneta (fall 2026)
OCCASIONS: hangovers or you’re a starlet in a Finnish cabin writing a screenplay (“my take on Strindberg”) & the neighbors keep arriving, like clockwork, offering you creepy soup
IF IT WERE A SCENT: snuffed candle
EMOTIONAL RANGE: afire/chilled
#MJMfashionGuide
A show with built in metaphors about the show.
#MJMfashionGuide
Good morning. This is what the Gucci (fall 2026) show was like.
#MJMfashionGuide
WHAT: Marni (fall 2026)
OCCASIONS: running out of your family’s summer trullo in Puglia, Italy, slamming the door, & saying, “You know nothing of love, Mama!” or sulking by a punch bowl
IF IT WERE A SCENT: burnt caramel
EMOTIONAL RANGE: consumed/distracted
#MJMfashionGuide
Prada (fall 2026)
Prada (fall 2026)
Prada (fall 2026)
Prada (fall 2026)
WHAT: Prada (fall 2026)
OCCASIONS: high-school-best-friend-who-would-always-ditch-you-for-a-guy’s engagement party or violinist at conservatory getting super (we’re worried, Ann!) into Mahler
IF IT WERE A SCENT: inkwell (toppled)
EMOTIONAL RANGE: Joan of Arc/Marian the Librarian
#MJMfashionGuide
I feel unworthy of this hashtag. The #MJMfashionGuide is one of my favorite things on this website.
Jil Sander (fall 2026)
Jil Sander (fall 2026)
Jil Sander (fall 2026)
Jil Sander (fall 2026)
WHAT: Jil Sander (fall 2026)
OCCASIONS: punishing silence or a existential crisis on a Copenhagen street corner when you see your ex holding hands with someone who looks like you but smiles more
IF IT WERE A SCENT: airport body scanner
EMOTIONAL RANGE: watchful/devoted
#MJMfashionGuide
Steve O Smith (fall 2026)
Steve O Smith (fall 2026)
Steve O Smith (fall 2026)
Steve O Smith (fall 2026)
WHAT: Steve O Smith (fall 2026)
OCCASIONS: gorgeous fan kick or appearing once a year in the English countryside as a ghost in a speeding roadster, laughing, & saying, “Ya’ gotta live, boys, live!”
IF IT WERE A SCENT: tulip bouquet discarded on train tracks
EMOTIONAL RANGE: 🫣/🙏
#MJMfashionGuide
Oscar Ouyang (fall 2026)
Oscar Ouyang (fall 2026)
Oscar Ouyang (fall 2026)
Oscar Ouyang (fall 2026)
WHAT: Oscar Ouyang (fall 2026)
OCCASIONS: Picking up (Thai) takeout or you find out your crush is a hunter/gatherer & run into each other & are like, “OMG, the hunting & gathering was so good last weekend”
IF IT WERE A SCENT: fresh tarragon?
EMOTIONAL RANGE: celeritous/savage
#MJMfashionGuide
Richard Quinn (fall 2026)
Richard Quinn (fall 2026)
Richard Quinn (fall 2026)
Richard Quinn (fall 2026)
WHAT: Richard Quinn (fall 2026)
OCCASIONS: slapping the hell out of Sam Spade or you’re a jazz singer caught in a cockamamie revolution but will croon your way out of it
IF IT WERE A SCENT: oleander & a just fired pearl-handled gun
EMOTIONAL RANGE: emotions are for saps, babe
#MJMfashionGuide
Simone Rocha (fall 2026)
Simone Rocha (fall 2026)
Simone Rocha (fall 2026)
Simone Rocha (fall 2026)
WHAT: Simone Rocha (fall 2026)
OCCASIONS: elevated hopscotch or after years of toil in your ancestral home you storm into the maths lab of your cruel advisor & write an equation on the board that changes everything
IF IT WERE A SCENT: dowry chest (on fire)
EMOTIONAL RANGE: 🌸/🔪
#MJMfashionGuide
