John Richmond, the standout show at London Fashion Week 2025, didn’t just present fashion—it shattered expectations. Rather than conforming to the traditional runway format, Richmond left it in the dust, taking a bold, uncompromising approach that embodied the raw defiance at the heart of his brand. The Tate Britain wasn’t a venue—it was a statement.
There were no models strutting down a catwalk, no passive spectators in shades admiring clothes from a distance. Instead, the audience was plunged into an all-consuming experience, a visceral collision of past, present, and future. Bitter Sweet Symphony blasted through the space in pure defiance, vibrating through every corner of the room. Stark black-and-white visuals, reminiscent of Peter Lindbergh’s late-eighties supermodel era, flickered across the walls—raw, unfiltered, beautifully imperfect. Digital imagery pulsed with the restless energy of today, layered over deep, moody lighting that sharpened every moment. And then there was the DJ—seamlessly mixing tracks from past and present, transforming the space into something cinematic, immersive, and larger than life.
This was not your ordinary London Fashion Week show—it was a brand manifesto. A rejection of passivity and a call to action. A demand to feel, not just watch. Every element worked together with a clear, unapologetic point of view, pulling the audience deep into the world of John Richmond—not just as observers, but as participants in something bigger.
I’ve always believed that the most rich and resilient brands are the ones that don’t just present products but build movements—brands that embed themselves into culture so deeply that they become inseparable from it. John Richmond was the leading example of that at London Fashion Week.
At its core, the John Richmond brand is about something far deeper than fashion. It taps into a raw societal tension—the unspoken restlessness beneath the surface. Audiences today aren’t just looking for style; they’re searching for something more, something bigger than themselves. Younger generations, in particular, crave identity, meaning, and the freedom to break free from the labels and expectations placed upon them. The need to push back, to carve out space, to rebel against what is imposed and define ourselves on our own terms—it’s primal.
You feel that? Good.
John Richmond has long been more than a British fashion champion—he has built a brand that thrives on resilience, disrupting conventions rather than following them. From the very beginning, he infused his work with an unapologetic attitude that resonated with musicians, subcultures, and fashion industry outsiders—the very people who would go on to shape mainstream culture. Richmond didn’t just design for rock stars and British style icons like David Bowie, Annie Lennox, and Mick Jagger—he became part of their world, defining an era where fashion and music became inseparable.
And that’s an important lesson from John Richmond’s leadership and vision—it has always been about open-minded, fusion. Fashion colliding with punk. Style intertwined with music. High design seamlessly merging with street culture. In the 1990s and early 2000s, John Richmond’s aesthetic became a cornerstone of British fashion’s rock-and-roll edge. His designs—bold graphics, distressed leather, rebellious slogans—weren’t just fashion statements; they were cultural declarations.
With the British Fashion Council welcoming John Richmond’s return to London Fashion Week, after twenty years, here’s what we can learn about building a rich and resilient brand.
A Legacy of Cultural Currency
There is no doubt in my mind that among the many talented designers at London Fashion Week, from Joseph Lawrence to Charlie Constantinou, John Richmond stands apart—not just as a designer, but as a CMO and cultural architect of the brand.
Richmond hasn’t just built a fashion label; he’s forged a brand with deep cultural currency, seamlessly weaving together subcultures, rebellion, and attitude in a way that extends far beyond the runway. At a time when high-level fashion design distanced itself from street culture, Richmond was brave enough to break the mold, merging the raw energy of rock, punk, and club culture into a singular, unapologetic aesthetic—and he continues to do so.
His designs aren’t just about what people wear—they are about who they are, where they belong, and the movements that define them, and by aligning his brand with these movements, Richmond ensures that his work doesn’t just reflect style—it carries meaning. His graphic-heavy designs, distressed leathers, and provocative slogans have become a uniform—even a belief system of sorts—for those who reject the mainstream but still want fashion that speaks to them.
Unlike brands that adopt subcultural aesthetics as a marketing tool, this way of thinking has been part of John Richmond’s brand from the get-go. Think of it as an evergreen brand positioning of sorts. He capitalizes on a mindset which is why musicians, club kids, style rebels—over decades—continue to gravitate toward his brand.
And that’s the emotional branding lesson here. Richmond’s impact isn’t about seasonal trends or fleeting moments of hype or even the high quality and comfort of his products—it’s about the deeper, universal need to belong, to stand for something, to claim an identity that isn’t dictated by the mainstream. It’s a universal truth that has stood the test of time. And that’s what makes his work feel as urgent and relevant today as it did in the past.
I often emphasize that today’s audiences crave authenticity more than ever, the John Richmond show made me realize that, to a degree, they always have. People have always sought something real—something that doesn’t just sell them an image but gives them a language to express themselves.
Research supports this idea—one study, Brand Authenticity in The Heart of Local Fashion Brand Consumers and The Need for Relationship, found that perceptions of brand authenticity are deeply influenced by marketing content. In turn, this authenticity strengthens brand relationships and increases consumer engagement. This reinforces the notion that people aren’t just looking for products; they seek brands that align with their identity and values.
And while designers like Alexander McQueen pushed theatrical rebellion and Jean Paul Gaultier played with androgyny and provocation, John Richmond has remained deeply intertwined with the pulse of youth culture, making his brand feel authentic at London Fashion Week rather than appropriative. That authenticity continues to give his brand lasting cultural relevance over decades.
Resilience as a Brand Ethos
In an industry defined by relentless change, John Richmond’s return to London Fashion Week after years is a testament to leadership resilience. While institutions like the British Fashion Council continue to grapple with their own challenges to nurture creative talent and stay relevant—a recent report highlighted stark realities: only 9% of executive and board positions in the UK fashion industry are held by people of color, and just 39% by women. John Richmond, tells a different story.
Richmond has immersed himself in multiple fashion movements—punk, grunge, glam rock, and logomania—lived it, breathed it, loved it—without ever losing his distinct, recognizable identity. And rather than chasing trends, he filters them through his own perspective, ensuring that his brand’s evolution never feels like a compromise.
What makes the John Richmond brand so resilient, in my view, is its ability to translate that mindset and energy across generations. Not an easy task. Richmond is clearly an open-minded leader who understands that cultural movements are never static. His work continues to resonate with modern musicians, influencers, and rebels who connect with marching to their won drumbeat—just as they did twenty years ago.
While rock ‘n’ roll once shaped his aesthetic—and it carried a distinct visual language—he’s also tapped into hip-hop, recognizing its dominant place in contemporary culture. Is John Richmond this open-minded leader because of his Northern roots in England? Who knows. But it certainly can’t hurt to have Mena Marano, CEO of Arav Group the parent company of John Richmond, and also a vocal advocate for gender equality and female leadership in fashion, playing a key role in expanding the brand’s reach and influence too.
I’ve long believed that brands are living, breathing entities that need to move, shift, and reposition themselves without losing their soul. And the ability to evolve beyond what once defined a brand is next-level thinking—but today, it’s increasingly becoming a requirement for any leader and a defining trait of any brand built to last. Richmond’s refusal to be confined by past successes—no matter how iconic—and the leadership’s ability to let go, embrace the future, and remain open-minded is exactly what keeps his brand relevant, allowing it to survive industry shifts and cultural changes.
Research supports the idea that resilient leadership and adaptability are essential for maintaining brand relevance in fashion. One study, Fashion Leadership and Intention Toward Clothing Product-Service Retail Models, highlights how fashion leaders play a key role in trend diffusion, underscoring the importance of forward-thinking leadership.
For example, when luxury fashion leaned into minimalism in the 2010s, many rock-inspired brands lost relevance. But John Richmond maintained his rebellious aesthetic while leveraging branding and timely cultural storytelling to keep his brand relevant, even as mainstream fashion shifted toward quieter luxury. His ability to adapt wasn’t about chasing trends—it was about understanding cultural movements from the inside out and staying open to reinvention while remaining true to his DNA.
That same open-minded approach has fueled Richmond’s global expansion. Amongst the slew of fashion brands and boutiques on Bedford Street to King Street, from Henrietta Street to Brewer Street in London, John Richmond’s additional presence in New York and Shanghai has allowed him to tap into markets far beyond the West and Richmond’s Manchester roots. The brand’s strong foothold in Europe, the Middle East, and Asia—under the leadership of Mena Marano, who has championed both cultural relevance and commercial strategy—has ensured its viability even as Western markets shifted. Licensing deals and strategic retail partnerships have also kept the John Richmond brand in circulation, proving that resilience in fashion isn’t just about surviving industry changes—it’s about mastering them through gutsy, forward-thinking leadership.
And what makes John Richmond’s return to London Fashion Week equally compelling is that it reflects an understanding of something many brands still struggle with: timing. The old rules once dictated that if a brand faded from the mainstream, it was finished. But today, that’s no longer the case. Generation Z, in particular, is more open to brands stepping back and returning—provided they do so in a way that feels relevant and intentional.
For modern leaders attuned to Generation Z, success is no longer dictated by an unforgiving “in or out” binary. Younger audiences today are more open, more entrepreneurial, and more willing to embrace reinvention—provided it’s done with authenticity. I explored this shift in The Kim Kardashian Principle, emphasizing that cultural longevity isn’t about maintaining constant visibility—it’s about knowing when to reemerge, how to evolve, and how to engage audiences in a way that feels both fresh and real.
Take Pamela Anderson, for example. Her barefaced, no-filter red carpet reinvention has made her more relevant to younger audiences than ever before. In an old-school mindset, her post-Baywatch years would have marked the end of her cultural moment. But in today’s landscape, her willingness to embrace change, vulnerability, and radical authenticity has only increased her influence among Generation Z—arguably our most color-blind, gender-blind, and age-blind generation.
John Richmond operates with the same understanding. His approach to branding isn’t about simply weathering change—it’s about embracing reinvention with confidence and intention. Resilience today isn’t just about endurance; it’s about knowing how to evolve, how to reintroduce yourself, and how to capture attention in a way that feels both unexpected and undeniably authentic.
And that, I believe, is the real takeaway for leaders. John Richmond’s standout success at London Fashion Week proves that leadership, like culture itself, cannot remain static. The leaders who endure aren’t those who cling to past glories or judge others—they’re the ones willing to step outside their comfort zones, immerse themselves in different cultures and environments, and adapt without losing their essence.
It’s an Attitude, Not an Aesthetic
John Richmond at London Fashion Week made it clear that the brand was more of an attitude than an aesthetic. Richmond doesn’t just dress people; he arms them with a perspective, making his collections feel more like statements than seasonal trends.
Research also shows that brands that prioritize attitude and identity over aesthetics create stronger consumer connections. Audiences gravitate toward brands that align with their personal identity and values, reinforcing the power of an attitude-driven branding approach.
This spirit is woven into everything he creates, influencing not just his designs but the conversations they ignite. This attitude-centric approach has always been the genesis of the brand. The slogan ‘Destroy. Disorientate. Disorder’ became a defining mantra for Richmond in the 1990s and early 2000s, encapsulating the anarchic, anti-establishment energy that’s made his brand a cult favorite.
Unlike many designers who borrow from punk as an aesthetic, Richmond lived and breathed its ethos. The phrase wasn’t just printed on jackets and T-shirts—it was a provocation, a call to disrupt norms, a way for wearers to signal that they belonged to something outside the system. It resonated with youth culture, musicians, and fashion outsiders who saw Richmond’s designs as a way to project defiance, not just style.
His “RICH” slogan in the early 2000s carried a similar weight but played with a different kind of rebellious attitude, at a time when logo-heavy fashion dominated. The bold block-letter “RICH” wasn’t about wealth—it was about power, presence, and self-expression. In Richmond’s world, “rich” didn’t mean financial status; it meant being rich in identity, creativity, and attitude. His use of the word embodied a mindset of positivity and abundance—an unapologetic belief in confidence, individuality, and inclusivity over exclusivity. And that attitude remains unchanged. When asked how he was feeling at Fashion Week, his response was simple yet telling: “I’m feeling good.”
In many ways, Richmond’s interpretation of “RICH” mirrors the way hip-hop and rock culture redefined wealth—not as something purely material but as an attitude. Just as rap artists turned designer logos into symbols of empowerment and rock stars turned ripped jeans into statements of defiance, Richmond used fashion to amplify self-expression.
Bottom line, the most powerful brands don’t rely on visuals they rely on values. They don‘t just sell aesthetics; they sell a point of view, an identity, an energy that people can step into. That’s why John Richmond has never been confined to a single category. He isn’t a “punk” designer, a “rock” designer, or a “luxury” designer—he’s a designer of attitude.
Aesthetics can change, but attitude endures.
A New Era for Fashion Branding
As fashion evolves (and some designers are choosing to sit out alternate fashion weeks,) so does the way brands connect with their audiences—a reality that every leader must recognize. Richmond’s approach at London Fashion Week isn’t just a playbook for the future of fashion marketing—I wouldn’t be surprised if other brands adopt a similar strategy in the future—it’s a blueprint for the future of branding itself.
His strategy prioritizes experience and emotional connection, but what truly sets it apart is its commercial sharpness. Unlike so many brands at Fashion Week chasing hype, style, or surface-level sex appeal, John Richmond prioritizes buyers over buzz—arguably the sexiest move of all. Striking that balance between commerce and culture, between artistic integrity and business growth, is no small feat, especially in an industry that is scaling down, reinventing itself, and fighting for relevance just to stay alive. Yet Richmond proves that a brand doesn’t have to choose between being creatively bold and commercially successful—it can be both.
The numbers speak for themselves. Since being acquired by Arav in 2016, John Richmond now accounts for 80% of Arav’s revenue, which totaled €70 million in 2024. And yet, his brand isn’t just thriving financially—it continues to push creative boundaries. Richmond’s success forces the industry to rethink how designers present their work and engage with audiences, proving that a brand’s impact isn’t measured only in sales or cultural relevance—it’s in how successfully it fuses the two.
John Richmond dares to be different. Readers of The Kim Kardashian Principle will recognize this as one of the fundamental ideas in my book: true influence comes from owning your identify and being fearless even if that means standing apart and not fitting in. And that’s exactly what makes Richmond so significant.
But perhaps the most powerful lesson from John Richmond’s brand is this: despite its deep history and heritage, it refuses to be defined by the past—it thrives in the present. Every day, it evolves, seemingly never weighed down by its crown or what came before. That’s a lesson for brand leaders everywhere. In an era where immediacy defines relevance, any brand can be culturally significant if it has the right mindset.
Long gone are the days where success was about legacy—today, it’s about presence. It requires a different way of thinking—one that prioritizes movement over stagnation, agility over tradition. John Richmond embodies this mindset, proving that in today’s world, branding isn’t just about survival—it’s about mastering the art of the right moment.
John Richmond: More Than a Fashion Moment—A Movement
At London Fashion Week 2025, many shows were remarkable in their own right. Richard Quinn transported audiences into a stunning dreamscape with his snow-covered London street, 66-year-old Irish actress Fiona Shaw made a powerful statement as she stormed the runway at the Simone Rocha show, Hollywood star Florence Pugh delivered a commanding monologue for British-American fashion designer, Harris Reed, and Madonna’s bestie, Debi Mazar infused wit and charm into Completedworks with her comedic skit. Meanwhile, Harry Styles-backed Daley secured a place at John Lewis, marking another milestone. Yet, John Richmond stood apart—not just as a favorite fashion moment, but as a substantial, lasting movement.
John Richmond didn’t just stage a show—he created an experience, a statement, a world that resonated across different audiences—a call to action. The British Fashion Council, which has long played a pivotal role in shaping British fashion, champions innovation and creativity. But Richmond is something rarer—a designer who doesn’t just follow cultural shifts but anticipates and defines them, ensuring that his influence remains as relevant today as it was decades ago.
His brand carries the weight of history, rebellion, and cultural resilience—not the kind that fades with the seasons, but the kind that leaves cars and is forged over decades. From Milan to London, Naples to New York, Shanghai to the UAE, his presence is global yet deeply personal, shaping not just what people wear, but how they express themselves. Richmond’s international footprint speaks to his lasting impact—his name isn’t just remembered, it’s lived.
As fashion month unfolds, John Richmond stands as a prime example of how fashion, culture, and branding must now merge. More than just a designer, he operates like the ultimate chief marketing officer—blending cultural awareness, artistic instinct, and brand-building mastery into something that feels both personal and universal. He doesn’t just reference movements—he lives them, embedding their energy into his brand in a way that feels effortless and real.
That’s what made John Richmond different at London Fashion Week. His work isn’t about following the moment—it’s about creating the movement that others will follow.
From Observer to Architect: The Leadership Shift That Defines Influence
John Richmond’s leadership proves that what makes a brand rich and resilient—is not just aesthetic appeal or a fun fashion party, but a brand’s ability to borrow from cultural scenes, to embed itself into cultural movements and to stand for something greater than the product it sells.
And in order to borrow—you need to become.
The evolution of branding and leadership has made one thing clear: observation is no longer enough. CEOs, CMOs, and creative leaders who once kept a calculated distance from subcultures must now immerse themselves fully. What was once seen as a risk—engaging too deeply with a movement, dressing outside the corporate norm, or embedding oneself in a creative scene—I believe, is now a requirement. Today’s most influential brands aren’t shaped by those who study culture from the sidelines, but by those who live it, breathe it, and, in many ways, become it.
And that’s the real lesson here. The most influential brands and leaders aren’t defined by trends—they define them. They don’t wait for cultural shifts; they anticipate them. They don’t just reflect the world around them; they reshape it.
I believe John Richmond at London Fashion week showed us that true value isn’t just in the product—it’s in the depth of the audience insight, the courage to step beyond your own world and embrace another, the vulnerability to connect on a human level, and ultimately, the legacy you create that outlasts trends and time.
The human truth behind John Richmond? Many of us are searching for something bigger than ourselves—whether we admit it or not. We crave identity, meaning, and the freedom to break free from the labels and expectations imposed upon us. We want to live fully, love deeply, and embrace the freedom to make mistakes along the way. I, for one, refuse to be confined, categorized, or limited by others.
So, my question to you is this: Are you shaping your own identity—or letting the world define it for you?
Named Esquire’s Influencer Of The Year, Jeetendr Sehdev is a media personality, international speaker and the author of the New York Times bestselling sensation, The Kim Kardashian Principle: Why Shameless Sells (and How to Do It Right.)