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Fashion Week used to be about style. Now it’s about spectacle. And not the glamorous kind—more like a roaming circus: tech giants dressed as minimalist monks, aging supermodels strutting for shock value, and celebrities revealing far too much skin, writes Jacqueline Powers for the Daily Mail.

Take Jeff Bezos, the billionaire Amazon founder who once symbolized casual style, showing he didn’t care what he wore. Today, Bezos is practically a fashion accessory for the front row. Last month, his extravagant second wife, Lauren Sánchez, brought him to the Spring/Summer 2026 shows in Paris—Schiaparelli and Dior. The couple appeared in coordinated outfits that screamed not “power couple” but “brand activation in sync.” Bezos trailed faithfully behind her, marveling at her incredibly ornate manicure.

This is the same Bezos who built a trillion-dollar empire in plain shirts and khakis. Now he poses at haute couture shows and takes “honorary seats” at the Met Gala alongside Nicole Kidman and Beyoncé, as if global tech domination were merely a stepping stone to being a fashion mascot.

Meanwhile, Milan has reverted to its other function: a stage for surrealist fashion theater.

At the current Milan Fashion Week, influencers such as Kendall Jenner, Amelia Gray Hamlin, and Romeo Beckham have already appeared. Jessica Alba attended the Fendi show with her 14-year-old daughter as her date. But the real shock came from Mark Zuckerberg.

The Meta CEO, long known for his rotation of identical gray T-shirts, sat front row at Prada with his wife, Priscilla Chan, dressed entirely in Prada: a knit polo, dark brown pants, and chunky loafers with ridged soles. Chan mirrored his aesthetic in a muted gray sweater and navy skirt. The pair looked more like tourists wandering into someone else’s room than fashion insiders. Yet they sat next to Vogue’s global editor Anna Wintour.

Why? Because in 2026, fashion is no longer about taste. It’s about power, scandal, and provocation.

No one embodies this better than Demna, the fashion provocateur and creative director of Gucci. He was behind the Balenciaga campaign featuring children holding teddy bears in BDSM straps—a global controversy that forced public apologies.

The same Demna who dressed Kim Kardashian in a black mask at the 2021 Met Gala, turning her into a faceless silhouette, a moment that now feels eerily prophetic in an era of AI, surveillance, and control.

Yet fashion’s memory is short.

Demna’s debut for Gucci in Milan was met with triumph, culminating in Kate Moss, now 52, closing the show in a glittering black gown with a plunging neckline, exposing Gucci thongs—a nod to Tom Ford’s iconic 1997 original. Moss, once the embodiment of effortless cool, now seemed more like a relic for nostalgic shock. Too much back, baby!

The Gucci show resembled a fever dream: Emily Ratajkowski sashayed in, accentuating her hips and plump lips—far too “va-va-voom” for haute couture. The stage evoked scenes from the cult film Showgirls, only without irony. Vivian Wilson, Elon Musk’s trans daughter, debuted in a white dress and sparkling heels—a pure casting stunt.

Demi Moore appeared in Gucci as the heroine of her horror film Substance, where she uses black-market drugs to rejuvenate herself. In a leather body-hugging outfit, holding her dog Pilaf, sporting a new bob haircut and an unnervingly youthful face, Moore once again sparked plastic surgery speculation.

Modern fashion has become a surreal plane where age, relevance, and irony merge. What was once avant-garde is now mandatory: more skin, less fabric, ever more boundaries.

Another example: Teyana Taylor, Oscar nominee, appeared at Schiaparelli during Paris Fashion Week in a completely sheer black lace gown with a diamond crown, as if auditioning for a Love Island reality show.

Today, Fashion Week is about creating moments for viral consumption. Models exist for shock. Designers exist for scandal. Celebrities arrive with dogs, daughters, and diamond crowns.

This is not evolution. It’s exhibitionism. A freak show is the essence of the process.

And everyone—from Bezos to Zuckerberg to Moss—is playing their part.

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