The Democratization of Creativity at Paris Fashion Week
In Paris, creativity was truly accessible to everyone.
Last month, I was in Paris for Fashion Week, looking for fresh inspiration for the fashion and retail clients we work with at Home. It was just a week after Cannes, so perhaps I was anticipating it even more than usual. Both events are born from creativity, but I was curious: could their creative energy be compared? And if so, what role do brands play in shaping it?
It didn’t take long to find my answer in Paris. The short version: no, they are not the same and perhaps we shouldn’t even try to compare them. But what I did witness in Paris was a creative culture I secretly hope will spill over into the advertising world. It’s been a long time since I’ve felt this inspired.
Democratized creativity
In Paris, I saw something rare: a creative culture that felt truly democratized. Creativity was accessible to everyone, rooted in authenticity, a celebration of diversity and a brands were adding to the culture.
Unlike Cannes, where creativity can sometimes feel grand and exclusive, Paris reminded me that inspiration doesn’t always require scale or extravagance. Of course, the week still had its iconic spectacles, from Louis Vuitton to Dior. But what stood out was how seamlessly someone like Pharrell Williams (Louis Vuitton’s creative director) navigated between high fashion and the city’s culture.
Many brands mirrored that approach, intentionally connecting with the city and its people. Not just through showrooms or invite-only events, but through activations that brought the creative community together. Adidas, for example, partnered with Jah Jah: a small, culturally rooted local restaurant and “outdoor community club.” Together they launched a new shoe, building an immersive brand experience around it.
Another standout was Miu Miu Summer Reads, which highlighted the work of two female authors and gave visitors a free book. It was open to everyone—and the demand was proof of its impact: people were willing to queue for two hours just to get inside.
Third culture kids
What inspired me most in Paris was the influence of third culture kids, young people with migrant heritage, born or raised in Europe, on the city’s creative culture. You could feel their unique cultural blend at work: the way influences from Vietnam, Senegal, or Algeria merge with the identity of their home city.
One place that captured this energy perfectly was Union de Jeunesse Internationale. It was a living, breathing space for creativity, platforming new fashion labels, hosting panels and workshops, and showcasing a collaboration between French brand Maison Chateau Rouge and Jordan (Nike). It felt inclusive, open, and buzzing with possibility.
It’s a sharp contrast to the selectiveness I sometimes feel in Cannes. Don’t get me wrong, Cannes has its place, and I see its value. But I truly believe creativity becomes more relevant and elevated when more people have a seat at the table.
A new reality
This shift isn’t just visible to brands, it’s recognized by some of the world’s most influential creatives. Pharrell clearly knows how to tap into it, and even Spike Lee had stopped by Union de Jeunesse Internationale just before we arrived.
If there’s one takeaway I’d like our industry to carry forward, it’s this: the future of creativity lies in recognizing and celebrating diverse cultural perspectives and making inspiration accessible to all. When we remove the barriers to who gets to create, we don’t just make better work. We make work that’s more relevant, more human, and ultimately, more impactful.
Written by: Baba Touré