Milan Fashion Week has long been a stage for bold statements, but Simon Cracker’s Fall-Winter 2025-26 collection elevated the dialogue to a new level. On January 19, 2025, the independent Italian fashion house, led by Simone Botte and Filippo Biraghi, offered more than a runway show—it delivered a sharp critique of the luxury fashion world. By merging satire, sustainability, and cultural commentary, Simon Cracker disrupted conventional notions of exclusivity while reimagining what modern fashion can represent.

Rewriting the Rules of Luxury

At its core, Simon Cracker’s collection challenged the very foundation of luxury fashion. “People have lost interest in fashion,” Biraghi declared, a sentiment reflected in the audacious designs. The duo poked fun at iconic status symbols, such as the Hermès Birkin bag, by transforming them into tongue-in-cheek exaggerations. Models donned oversized sweaters printed with images of the legendary handbag, while leather totes were adorned with hand-drawn hardware. These pieces not only entertained but also questioned: Is the luxury industry too focused on profit and prestige to appreciate true creativity?

This playfully provocative approach was more than a joke—it was a reflection of deeper issues. In holding a mirror to the industry, Simon Cracker raised an important question: has the soul of luxury been lost in pursuit of exclusivity and inflated pricing?

Sustainability as a Cornerstone

While satire dominated the aesthetic, sustainability lay at the heart of the collection. Rejecting the use of new materials, Simon Cracker relied entirely on deadstock fabrics, discarded garments, and overlooked accessories—some sourced from as unlikely a place as dry cleaners. “We all have too many clothes. We don’t need more,” Botte observed. Through this ethos, the collection became a pointed commentary on overproduction and waste, issues that plague an industry often criticized for its environmental footprint.

Rather than creating beauty at the expense of the planet, Simon Cracker showed that storytelling and recycling have the potential to reshape fashion. Their designs inspire the industry to evolve from its cycle of excess into a more sustainable, thoughtful future.

Satire Meets High Culture

Adding another layer of critique, the designers infused the runway with cultural satire. Inspired by the archetypal Milanese sciura—the image of elite, wealthy women—the models paraded in bold, exaggerated portrayals of high-society tropes, complete with funky tweed ensembles and whimsical dog accessories. Runway performances were equally theatrical, with models exaggerating their catwalk antics to underline the satire.

Simon Cracker’s humorous, highly creative lens invited the audience to laugh, reflect, and reconsider entrenched ideals about status and glamour.

Unconventional Collaborations and Defiant Statements

Continuing its legacy of innovation, Simon Cracker paired up with Dr. Martens to create runway-exclusive boots designed to resemble trompe l’oeil ballerina slippers. Materials as mundane as tinsel packing material were brilliantly repurposed into playful fringe and collars, reinforcing the designers’ commitment to reimagination.

The finale was a showstopper: a garment completely covered in luxury brand tags amassed from Biraghi’s personal wardrobe over the years. “We are making fun of wealth,” Biraghi remarked as the audience erupted in applause. It was the ultimate punchline, encapsulating the spirit of the show—a rebellion against mindless consumerism and superficial status.

A Timely Statement in a Shifting Industry

Simon Cracker’s critique lands in a moment of reckoning for the luxury fashion market. Economic pressures, environmental concerns, and shifting consumer priorities have brought the industry to a crossroads. Reports from McKinsey and Bain & Company predict a slowdown in global luxury sales, signaling the need for renewed creativity and relevance.

Credit: Simon Cracker Fall/Winter 2025 collection

Simon Cracker is doing just that—delivering a fresh narrative that challenges the norms of high fashion. Through their rebellious satire and focus on sustainability, they represent a much-needed antidote to an industry trapped in tired traditions.

Fashion That Connects and Inspires

Amidst this deconstruction of luxury, Simon Cracker has cultivated a genuine connection with its audience. Italian singer Chiara Galiazzo, wearing an eclectic pinstripe-and-plaid ensemble, called the designs inclusive and authentic. The brand’s philosophy of community and belonging resonates deeply, proving that fashion can still inspire conversations about identity, values, and the future.

More Than Fashion—A Call to Action

Simon Cracker isn’t just creating clothes; they’re crafting a movement. By fusing satire, sustainability, and storytelling, Botte and Biraghi advocate for a fashion industry that prioritizes creativity, authenticity, and responsibility. In their defiant rejection of overproduction and exaggerated status symbols, they remind us that fashion can be more than an aesthetic statement—it can spark meaningful change.

In an era hungry for transformation, Simon Cracker delivers a bold, hopeful message: fashion doesn’t need to follow outdated rules to make an impact. Instead, it can lead the way toward a more thoughtful, inclusive, and sustainable future. And perhaps, it’s exactly the rebellious spark we all need.