A decade ago, Alexandra Golovanoff made cashmere the starting point of a unique adventure. As her brand joins the official Paris Fashion Week calendar for the first time, she is also renewing her perspective on fashion with a new video format, Fashion, always fashion.

Since her early days in journalism, Alexandra Golovanoff has observed clothing, but above all, what it reveals about the people who wear it. A shirt, a colour, a fabric can alter a silhouette, sometimes even a way of carrying oneself. For her, fashion begins there: in the interplay between a garment and a person.&nbsp;Alexandra Golovanoff grew up with a taste for mixing and matching, and with a more personal appreciation for objects that enhance one's appearance. Even before designing clothes, she was interested in creams, makeup, hair, and colours capable of brightening a face. This familiarity with beauty is not unrelated to her approach to clothing. For her, colour is never merely decorative. It must interact with a complexion, highlight a gaze, and complement a personality. Golorama, her colour map, stems from this rather simple and ultimately uncommon idea: it's not about which colour is fashionable, but which one seems to have been made for you.

In 2016, this philosophy took the form of a few cashmere sweaters. Ten years later, the brand has become a complete wardrobe: denim, tailoring, leather, accessories, and more casual wear. But the ambition remains unchanged. Alexandra Golovanoff doesn't aim to create a silhouette that one must adopt season after season. She prefers pieces that find their place in an existing wardrobe, pieces that can be worn for work, travel, relaxing, or dancing, and that can be rediscovered a few days later without needing to reinvent one's style. This commitment to longevity also extends to the production methods. The same partners have supported the brand since its inception, while the materials are chosen less for their immediate impact than for their quality and their ability to stand the test of time. Cashmere remains the foundation: its yarns come from Loro Piana and are derived from Hircus goats raised on the high plateaus of the Gobi Desert in Alashan. But the same principle applies to cotton, linen, denim, and leather. A wardrobe conceived as a whole rather than a succession of collections. There's something almost antithetical about this approach. While fashion readily expresses itself through events, images, and novelty, Alexandra Golovanoff champions another form of luxury: that of clothing that doesn't need to shout to be noticed. Pieces that can be passed down, mixed and matched, and worn differently years later. Yet, for its tenth anniversary, it was time to take stock. The Fall/Winter 2026 campaign, photographed by Jody Rogac, features <a href="https://www.lofficiel.com/beaute/philippine-leroy-beaulieu-nouvelle-icone-beaute-de-haus-labs" target="_blank" rel="noopener">Philippine Leroy-Beaulieu</a> and Sahtene Sednaoui, the daughter of Laetitia Casta and photographer Stéphane Sednaoui.

Until now, the brand's images had often featured the women of the Golovanoff family—her mother, her sister, her daughter. The shift to two outside personalities broadens the narrative: two temperaments, two ways of embodying a femininity that isn't defined by age. <a href="https://www.lofficiel.com/beaute/philippine-leroy-beaulieu-la-beaute-c-est-ce-qu-on-est-capable-de-donner" target="_blank" rel="noopener">Philippine Leroy-Beaulieu</a> embodies a form of elegant and confident freedom; Sahtene Sednaoui, something more instinctive, connected to another generation. The anniversary also marks an institutional milestone: for the first time, the house joins the official Paris Fashion Week calendar. This recognition doesn't necessarily change its nature, but it does acknowledge the progress made. The collection expands further with a first cashmere coat, and to tell the story of these ten years, ten historical colours are revisited, one for each year. Green, present since the very first collection in 2016, is among them. And then Alexandra Golovanoff returns to where many first knew her: in front of a camera. In 2006, as <a href="https://www.lofficiel.com/pop-culture/le-diable-shabille-en-prada-2-une-suite-brillante-et-necessaire" target="_blank" rel="noopener">The Devil Wears Prada</a> became a phenomenon, she launched Fashion, Fashion, Fashion, a weekly show blending runway analysis with conversations with designers. The program ended in 2019, but its memory remained vivid enough that its return now seems inevitable. With Fashion, Always Fashion, she's taking over Instagram. Ultimately, these ten years tell less about the birth of a brand than about staying true to a vision. The vision of a woman who has navigated the media, the runways, beauty, and clothing without ever truly separating them. Today, she returns to the screen as her fashion house enters the Fashion Week calendar. Two seemingly distinct movements, but both conveying the same message: Alexandra Golovanoff has always viewed fashion as a living space, made of conversations, colours, faces, and time. Perhaps this is, ultimately, his definition of allure: not what attracts the eye, but what remains once it has settled.

5 rue de Varenne – Paris 7th 21 rue du Mont-Thabor - Paris 1st

Alexandra Golovanoff, 10 Years of Style

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