Bottega Veneta SS26: Louise Trotter Breathes New Life into Milan

The fashion world’s eyes were on Milan this week, and for good reason: Italian house Bottega Veneta unveiled its highly anticipated Spring-Summer 2026 collection, the first under the helm of its new creative director, Louise Trotter. The show marks a major stylistic turning point, while retail giant H&M reported rising profitability, illustrating the contrasting dynamics of the sector. Here’s a breakdown of the key moments shaping the future of fashion.

Louise Trotter's Successful Trial by Fire

Louise Trotter’s arrival at Bottega Veneta was one of the most scrutinized events of Milan Fashion Week. Succeeding Matthieu Blazy, the British designer—currently the only woman leading one of the major heritage luxury houses—was tasked with a delicate mission: to usher in a new era while honoring the brand's legacy of quiet luxury and exceptional craftsmanship. Her debut collection was a resounding success, met with critical acclaim. Trotter presented a sensual and refined wardrobe, emphasizing fluid silhouettes, noble fabrics, and an almost architectural approach to clothing that moves with the body.

The collection was characterized by a "newfound sense of ease," featuring flowing dresses, supple leather pieces, and a tactile richness that signals a shift towards a more intimate and personal form of luxury. This move appears to be a deliberate return to the brand's core values, focusing on timelessness and the inherent quality of the garments rather than fleeting trends. This sophisticated vision is poised to captivate a clientele weary of logomania, seeking pieces that are both discreet and deeply desirable.

The Two Speeds of the Fashion Industry

While Bottega Veneta was reaffirming its commitment to high craft, another major industry player shared news that highlights the sector's economic diversity. H&M Group announced modest sales growth for its third quarter but a significant increase in profitability. Its operating margin rose to 7.8%, driven by better cost control and a 9% reduction in inventory. This performance demonstrates the resilience of the fast-fashion model, which relies on operational efficiency and optimized supply chains.

These two pieces of news, seemingly at odds, paint an accurate picture of the contemporary fashion landscape. On one hand, there is the world of high-end luxury, where creative visionaries like Louise Trotter thrive. On the other, fast fashion continues to prove its operational prowess. These two realities coexist, revealing the complexity of an industry in constant flux, torn between the desire for pure creativity and the demands of large-scale profitability.

Personalities Leaving Their Mark

Beyond the runways and balance sheets, the week was also defined by inspiring figures. French model Cindy Bruna, a muse to Jean Paul Gaultier and Olivier Rousteing, continues to champion a powerful message. After making a splash at the L'Oréal Paris show on September 23, 2024, for her commitment to inclusive beauty, she is pursuing her fight against violence towards women, a commitment detailed in her book Le jour où j’ai arrêté d’avoir peur (The Day I Stopped Being Afraid).

Her journey from haute couture to public advocacy is a reminder that fashion is also a platform for powerful social messages. These different stories—from the renewal of Bottega Veneta SS26 to H&M's economic resilience and the commitment of its icons—paint a portrait of a pluralistic and fascinating industry.

CONCLUSION This Milan Fashion Week was a tale of contrasts and powerful statements. Louise Trotter’s confident debut at Bottega Veneta signals a return to a more thoughtful, tactile luxury, while H&M’s robust results confirm the enduring efficiency of the mass market. It’s a clear sign that the industry isn’t just moving in one direction, but in many at once. It proves that from haute couture to the high street, fashion remains a vibrant mirror of our times.

KEY TAKEAWAYS: • Louise Trotter made a successful debut as creative director of Bottega Veneta with her SS26 collection. • Her vision focuses on fluidity, texture, and a more intimate, refined form of luxury. • H&M reported increased profitability, showcasing the continued strength of the fast-fashion business model. • Figures like Cindy Bruna are using their platform in fashion to advocate for social causes.

📎 Sources: [S1] Louise Trotter's Debut Bottega Veneta SS26 Collection - Hypebeast - https://hypebeast.com/2025/9/louise-trotter-debut-bottega-veneta-ss26-milan-fashion-week-collection [S2] Modest growth but rising profitability for H&M - Ecommercemag.fr [S3] Cindy Bruna, model, actress, and activist - Numero.com