FASHION Magazine

Amidst the mass hysteria (how else could one describe it?) that was the Dior succession saga of 2011/2012, you may have heard the name of a little-known French couturier, Maxime Simoëns, thrown around. And while those rumours may have been totally unfounded, today’s announcement that LVMH would be investing in his eponymous line has made it crystal clear that his is one name to remember.

In a surprising turn of events, LVMH head honcho Bernard Arnault has invested a significant but undisclosed amount in the 27-year-old’s two-years-young label. And while Arnault is famous for treating the global luxury market as one gigantic game of Hungry Hungry Hippos (hint: LVMH=the hippo, everyone else=the balls), the mogul almost never invests in new labels.

Despite his young age, Simoëns is no stranger to the fashion world. He studied fashion at the famed École de la Chambre Syndicale de la Haute Couture and then apprenticed at Elie Saab, Jean Paul Gaultier, Balenciaga and—get this—Dior under Galliano. Not to mention his Maxime Simoëns line that shows during Paris Couture Week and his bevy of celebrity clients (mostly French) including Canadian Rachel McAdams.

Arnault must think the wunderkind has got some serious talent—and with his track record, can you blame him? This has people wondering if Simoëns is being readied to take the reins at one of LVMH’s more established labels. Could we see Simoëns at Givenchy post-Tisci? Or at Fendi post-Karl? Given this year’s intense, never-ending game of fashion musical chairs (Jil! Raf! Stefano! Hedi!), we can’t help but applaud Arnault’s foresight.

We’ve been longing for some spectacular—as in, spectacle-laden—fashion since the days of Alexander McQueen’s Widows of Culloden hologram and Galliano’s snow tunnel. And then came McQ’s Fall 2012 finale starring model and actress Kristen McMenamy (all masterfully caught on video).

The grey-haired fashion doyenne (with her tresses in what we can only describe as a cross between a ‘50s pin-up ‘do and a Twister bagel) closed the show in a white tulle wedding gown. But in true McQueen style, McMenamy does so much more than just strut down the runway; she discovers a rope hidden in the floor and artfully prances around follows it.

As she reaches the end of the catwalk, the brick wall disappears only to be replaced by 60 real-life trees straight out of Harry Potter’s Forbidden Forest (we literally gasped) and a little cottage with pulsing lights and techno music. Now that’s our kind of rave.

We think this is a brilliant PR move for the lesser-known brand, which has been trying to realign itself with its eponymous big sister since the two recoupled in 2010. Both Sarah Burton and François Pinault (chief executive of McQueen’s parent company PPR and, more famously, Salma Hayek’s husband) have acknowledged that they are trying to elevate McQ to new sartorial heights. And wow, have they ever succeeded.