To the best of my knowledge, the only other instance of a fashion show doubling as a wedding ceremony was in 2011 at Imitation of Christ in New York. Tara Subkoff arranged a wedding between Lydia Hearst and actor Miles Fischer, which was later revealed to be staged. In contrast, the Pigalle show in Paris offered the real deal: the event concluded with the nuptials of the brand’s founder, Stéphane Ashpool, and his new bride, Marissa. Paul Hamy, a model-turned-actor, placed a white cloth over their heads while a jazz band played in the picturesque garden of the Musée Montmartre.
The fashion presented was whimsical and dapper streetwear, featuring feathered hats, pearl necklaces, colorful socks, and slides, in hues reminiscent of dragées, much like the models’ manicured fingertips. The charm of the show lay not only in the clothing but also in the vibrant interaction between Ashpool’s diverse, multi-generational models and the audience, who exchanged smiles and air kisses, evoking memories of past fashion spectacles.
Stéphane Ashpool’s journey from a basketball enthusiast to a boutique owner, then sweatshirt designer, to finally leading a label that won the prestigious ANDAM fashion prize last year, highlights the triumph of his brand. His style of gentrified streetwear, buoyed by significant hype and influential supporters, resonates with a generation for whom a sweatshirt is as vital as Wi-Fi. This connection was evident from the numerous Parisian millennials at the show, whose devotion to the brand borders on matrimonial.