Weekly Fashion Highlights | Google To Invest $100 Million In Gentle Monster...

This week, Google announced a $100 million investment in Gentle Monster’s parent company, aiming to integrate fashion with smart eyewear for its upcoming Android XR line. The Korean brand will assist in shaping the design and interface of Google’s next-generation glasses. At Prada, CEO Gianfranco D’Attis stepped down following weaker brand growth compared to Miu Miu’s strong surge, highlighting internal challenges and strategic shifts. Meanwhile, Fendi is early in discussions with Willy Chavarria as a potential successor to Kim Jones. Known for his socially engaged, streetwear-inspired menswear, Chavarria could usher in a bold new era for the LVMH-owned house. Stay tuned for more updates from REVERSIBLE this week.

Google To Invest $100 Million In Gentle Monster

Google has confirmed on June 23, 2025, that it will invest approximately $100 million in IICOMBINED, the parent company of the Korean high-end eyewear brand Gentle Monster, in exchange for approximately 4% of the shares. This move marks Google's latest layout in the field of smart glasses.

This investment is in line with Google's strategic progress in launching Android XR smart glasses. Gentle Monster will become one of the first fashion partners of Google's new generation of wearable hardware to enhance product design and market appeal. Since its establishment in 2011, Gentle Monster has rapidly risen with its immersive retail experience and avant-garde design, and its valuation exceeded $1 billion in 2020. According to information revealed by Google at the I/O conference, this collaboration will not only cover the appearance design of smart glasses but will also be deeply involved in material selection and user interface optimization, striving to achieve a seamless integration of technology and fashion. Kim Han-wook, co-founder and creative director of Gentle Monster, said that the goal of both parties is to create smart glasses products that have both a high-end fashion texture and meet daily wear needs.

At a time when technology giants such as Meta, Apple, and Snap are competing in the wearable device market, Google's move highlights its strategic shift after reflecting on its early experience with Google Glass, using fashion brands as a bridge to enhance mainstream acceptance and market penetration of smart glasses. Analysts believe that with the synergy of technology and design, the cooperation between Gentle Monster and Google may lead the next wave of wearable technology trends and bring a new trend to the industry.

FKA twigs Launches First Capsule Collection With On

FKA twigs and Swiss sports brand On have launched their first full collection for the Spring/Summer 2025 season, marking a new phase in their creative collaboration. The collection is centered around the idea of "movement is art," continuing the creative spirit of the previous "The Body Is Art" campaign, incorporating dance and sports aesthetics into apparel and footwear design.

The design is inspired by twigs' diverse role as a performer, emphasizing the seamless transition between clothing and footwear for daily life and dynamic training. Key pieces in the collection include the Studio Bra FKA, Studio Short FKA, and Cloud x FKA shoes, which feature contrasting seams and low-cut silhouettes, two-in-one skirt-short silhouettes, and satin-textured elements made from woven fabrics. The Cloud x FKA shoe is made from lightweight woven material with On's iconic cloud midsole, combining dance-like flexibility with urban commuting comfort. The apparel fabric combines high-elastic nylon with composite suede stitching to ensure durability while enhancing friction and coverage. The series is mainly in neutral gray, dark black, and cream white, echoing twigs' minimalist style and multi-scenario adaptation concept.

Each item is engraved with the "FKA twigs x On" joint logo and comes with a customized storage bag to highlight the details. On and twigs were released simultaneously on the official website and designated retail channels on June 26, and consumers can participate in the limited lottery through the On App. Twigs stated in a statement that the creation of this collection aims to break the boundaries between sports and fashion and make clothing an extension of self-expression. On CEO Pedro Weber also said that this cooperation not only enriches the brand's product line, but also reflects the common pursuit of functionality and artistry. It is generally believed in the industry that the collection will attract consumers in the dance, fitness and fashion circles, and set a new benchmark for cross-border cooperation between sports brands.

Prada's Performance Pressure Leads To CEO Gianfranco's Resignation

Italian luxury brand Prada announced in June 2025 that its CEO Gianfranco D’Attis, will leave on June 30, a move that reflects the severe challenges the company faces in growing its flagship brand. During D’Attis’ two and a half years at the helm of the Prada brand, despite the Prada Group’s overall impressive performance, Prada itself only achieved a 4% increase in 2024, and sales remained flat in the first quarter of 2025, falling short of analysts’ expectations.

Gianfranco D’Attis became the CEO of the Prada brand in early 2023. He is the first independent CEO at the brand level. This move is aimed at setting strategic directions for Prada and Miu Miu, respectively. During his tenure, the Prada Group’s total revenue increased by 17% to 5.4 billion euros in 2024, but Miu Miu’s performance was eye-catching with a 93% retail growth, which was in sharp contrast. Market data showed that Prada’s main line sales were stable in Q1 2025, lower than the expected growth of 1.74%, which became the direct fuse of this personnel change. Industry insiders believe that the prominent performance gap between the Prada brand and Miu Miu, as well as the upcoming 1.25 billion euro Versace acquisition, have increased the complexity of management integration and strategic execution.

Prada Group CEO Andrea Guerra will temporarily take over the brand CEO position until a suitable successor is found. Guerra is known for his experience in optimizing the luxury goods and chain retail sectors and will play a key role in promoting Prada brand innovation and integration in the future. The industry generally expects that this high-level adjustment will help Prada consolidate its traditional craftsmanship advantages while accelerating its digital and youthful transformation to meet the challenges of the rapidly changing luxury market.

Fendi In Talks With Willy Chavarria

On June 23, 2025, Fendi, the Italian luxury house under LVMH, entered preliminary discussions with American designer Willy Chavarria, as the brand continues its search for a successor to Kim Jones. Known for blending tailoring, streetwear influences, and themes of social justice, Chavarria has emerged as one of the most distinctive voices in contemporary menswear. His collections often spotlight issues like race, migration, and identity, earning praise for their emotional depth and political resonance. Earlier this year, he presented a striking 10th-anniversary show in Paris that captured industry attention, prompting Fendi to initiate early contact. Sources say no final decision has been made yet.

Kim Jones joined Fendi in 2020 while also serving as Dior Men’s Artistic Director. At Fendi, he led womenswear and couture, launching collaborative collections and destination shows. While some praised his experimentation, his work received mixed reviews. His final collection attempted to fuse 1920s silhouettes with 1990s minimalism but lacked broader impact. Jones announced his departure in September 2024, stating his intent to focus fully on Dior Men. His exit reflects a wider reshuffle within LVMH’s creative leadership structure.

Chavarria is among several names under consideration, with other contenders including Maria Grazia Chiuri, Pierpaolo Piccioli, and Francesco Risso. Meanwhile, Silvia Venturini Fendi continues to lead menswear and accessories and will present a Spring/Summer 2026 co-ed collection during Milan Fashion Week. Should Chavarria be appointed, it would mark a significant step toward aligning the brand with inclusive narratives, fresh aesthetics, and a new generation of fashion values.

PUMA x Balenciaga FW25 Collaboration

In June 2025, Balenciaga launched its FW25 collaboration with PUMA, previously previewed at Paris Fashion Week. This marks Demna’s penultimate collection at the house and revisits a key element of his design vocabulary: the tracksuit. The show began with subdued greys and classic tailoring before shifting midway, when PUMA’s presence brought in vibrant blue and red, injecting new life into the runway. With crested football kits, taped tracksuits, retro windbreakers, and updated Speedcat sneakers, the collection emphasized Demna’s consistent fascination with athletic silhouettes and his ability to subvert luxury with irony. Matching accessories such as gloves, caps, and co-branded bags solidify the collaboration’s urban appeal.

This creative direction signals a shift for Demna. Known for popularizing exaggerated silhouettes, he has now declared disinterest in oversized fashion. Unlike his 2023 adidas collaboration, which exaggerated proportions for visual drama, the PUMA partnership favors conventional cuts, hinting at a more refined aesthetic. In recent interviews, Demna expressed fatigue with performative design, opting for clarity and purpose. This redefinition echoes in his concurrent Under Armour project, reflecting a return to his roots and a subtle evolution of his style. By blending sportswear into Balenciaga’s haute couture narrative, he continues to bridge everyday wear and elite fashion in provocative ways.

Demna’s affinity for tracksuits stems from his Eastern European upbringing, where bootleg sportswear and utilitarian dress were cultural constants. From co-founding Vetements to reshaping Balenciaga, Demna has continually explored how working-class aesthetics challenge fashion norms. At a time when global fashion is recalibrating, Demna’s pared-back approach offers insight into luxury’s evolving future—a future where athleticwear no longer just disrupts, but redefines, the very language of high fashion.