The aspirational familiarity of Lemaire and Auralee AW25

Auralee AW25

While the major fashion brands have seemingly gone nuts with their pricing, it makes sense that a certain demographic has shifted attention to Lemaire and Auralee. Both just showed at the menswear shows – precise (and practical) layering, easy-but-interesting silhouettes, harmonious colour palettes and distinctive accessories. Lemaire’s outerwear is particularly desirable with their gently exaggerated shoulders and I love the dopamine hits of red and green at Auralee (reminding me of Bally SS24).

As Hypebeast reports, Auralee designer Ryota Iwai “wants to communicate the importance of individual styling, blending vintage elements with nostalgia”, which maybe explains why these pieces – and the way they’re styled – feel familiar, and like they would slot easily into your own closet.

The casting is also fantastic; these feel like interesting-looking, everyday people that you would pass in the street in Paris. (Who is this hollow-cheeked dude at both shows? Not seen him before!)

Auralee AW25 (top and below)
Auralee AW25




Lemaire AW25 (below)
Lemaire AW25






WORDS: Disneyrollergirl / Navaz Batliwalla
IMAGES: Auralee AW25 by Gregoire Avenel; Lemaire AW25
NOTE: Most images are digitally enhanced. Some posts use affiliate links and PR samples. Please read my privacy and cookies policy here

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