Travis Scott Joins Oakley's as Chief Visionary & Louis Vuitton SS26 Looks to India in This Week's Top Fashion News
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Summary
- Travis Scott is now Oakley’s “Chief Visionary,” while Dover Street Market is launching its “DSM Label” with Kei Ninomiya designing it’s inaugural collection. Meanwhile, the Levi’s x Nike apparel collaboration blends denim with sportswear.
- Pharrell’s Louis Vuitton SS26 collection emphasizes wearable designs inspired by Indian sartorialism, and Prada’s SS26 menswear, “A Change of Tone,” signals a shift from traditional power dressing to a more introspective aesthetic.
- Google has invested $100 million in Gentle Monster, signaling a renewed push into the smart glasses market with its Android XR initiative, directly challenging Meta’s existing ventures.
Travis Scott Is Oakley’s First-Ever ‘Chief Visionary’
In a landmark move signaling a strategic pivot in its brand narrative, Oakley has officially welcomed Travis Scott as its inaugural ‘Chief Visionary.’ This multi-year alliance tasks Scott and his influential Cactus Jack creative collective with spearheading future campaigns, reinterpreting iconic designs, and shaping upcoming eyewear and apparel collections.
Oakley’s announcement follows other recent creative endeavors, including the recent Oakley x Meta HSTN smart specs. The appointment is poised to inject a fresh surge of cultural relevance into Oakley, capitalizing on the resurgent Y2K aesthetic and the enduring appeal of high-performance gear.
Louis Vuitton SS26 Is Rooted in Wearability
For SS26, Louis Vuitton showcased its collection on a life-size Snakes and Ladders gameboard in honor of the historic game’s roots in India — where Pharrell has drawn his core inspiration for the house’s latest collection. Showcased at the Centre Pompidou, the collection emphasized commercial appeal despite bold presentation elements.
Key pieces include refined leather jackets, sharp blazers, and spacious trousers, alongside audacious metallic and animal-print designs. Cultural infusions are evident with motifs from The Darjeeling Limited, and everyday items are elevated with hand-embroidered details. New accessories include the Speedy P9 bag and various footwear. The show featured an original soundtrack by Williams with notable collaborators.
Prada Invites “A Change of Tone” in Menswear for SS26
Prada‘s SS26 menswear collection, presented by joint directors Miuccia Prada and Raf Simons at Milan Fashion Week, signaled a departure from the conventional power dressing that the Italian label is known for. The collection, entitled “A Change in Tone,” was showcased in an unadorned venue, embracing an introspective and poetic aesthetic.
Designs subtly challenged traditional masculinity, featuring crisp shirts with high-cut shorts and tracksuits under formal wear. The color palette combined office attire palettes with bold blues, reds, yellows, and soft pastels. Tactile materials and playful accessories, like raffia hats, contributed to a blend of grounded and dreamlike elements, prioritizing suggestion over overt spectacle.
Why Google Bought a $100 Million Stake in Gentle Monster
Google has invested more than $100 million USD for a 4% stake in Korean eyewear brand Gentle Monster. The significant investment signals Google’s renewed push into the smart glasses market, specifically for its Android XR smart lens initiative announced in 2025 — a direct challenge to Meta’s ventures with Ray-Ban and Oakley.
Following its earlier (now obsolete) Google Glass, this move leverages advancements in AR and AI for more user-friendly wearables. Gentle Monster, known for its trend-driven designs, views the collaboration as a “pivotal step” toward integrating smart eyewear into essential lifestyle fashion. An official launch date for the Google x Gentle Monster smart glasses is pending.
Dover Street Market to Launch DSM Label at Paris Fashion Week
Dover Street Market (DSM) is launching its private-label line, “DSM Label,” during Paris Men’s Fashion Week, with Kei Ninomiya of Noir fame as its long-term creative lead. Unlike his usual avant-garde designs, Ninomiya’s DSM collection will feature “everyday, easy-to-wear staples” or “unnamed team wear,” focusing on a subtle shared visual identity. The debut collection will be showcased at the Dover Street Market Paris showroom from June 28 to July 1, alongside other Spring 2026 collections. Future DSM collections are anticipated from 2026 onwards, with plans to introduce additional creators under the DSM brand.
Levi’s and Nike Blend Denim and Sport in New Apparel Collection
The newly launched Levi’s x Nike apparel collaboration merges denim craftsmanship with sport-inspired design, featuring a revamped Air Max 95 in three denim colorways, a vintage denim jacket, and reworked Levi’s loose-fit jeans. The collection is adorned with minimalist branding, showing white Nike logos integrated into Levi’s signature silhouettes. Crafted from authentic selvedge denim, the campaign imagery shows Levi’s visible off-white chain-stitching. The nostalgic summer campaign features hip-hop artist Larry June, WNBA star Paige Bueckers, NFL player Keon Coleman, and designer Daniel Buezo. The collection launches July 10th via Levi’s channels and July 11th on SNKRS.
