At London Fashion Week, Aadnevik didn’t just take the stage—they set it ablaze, redefining luxury for a new era. The dynamic duo, consisting of self-taught designer Hila Aadnevik and Kristian Aadnevik, stayed true to their feminine designs, but unveiled a collection that melded timeless elegance with a daring-yet-delicate modern twist, shattering conventional notions of what luxury can—and should—be.
This wasn’t just a showcase; it was a visual symphony. The refined craftsmanship was undeniable. Ethereal fabrics and intricate detailing danced together in an enchanting color palette, merging lightness with opulence. From shimmering silks to delicate French lace, every piece radiated royal charm, while unexpected whimsical touches like soft layering struck a chord with a younger, more playful audience.
So, why should we care?
As we unpack Aadnevik’s new collection, here are some important lessons that leaders and marketers in the luxury sector and beyond must absorb from their innovative future-forward approach:
Firstly, despite the pull of the past, we must break away from tradition.
Aadnevik’s genius at London Fashion Week lies in demonstrating that luxury is not just static and traditional but dynamic and modern—even amongst the romantic of brands. It’s the right move for brands that want to win with stats showing that by 2025, younger generations are projected to make up 70% of the luxury market and contribute to 130% of its growth.
Secondly, it’s okay to embrace whimsical. Anyone who has read my book, The Kim Kardashian Principle, knows this to be true. Luxury no longer has to be a stiff affair. Aadnevik’s playful aesthetics, and especially this season were anything but too serious. According to a report from Oracle, 91% of people worldwide enjoy brands that incorporate humor, but 95% of business leaders are apprehensive about using humor in their interactions with consumers. Aadnevik’s emphasis on fluid, airy designs in my mind spoke openly to this trend.
Thirdly, luxury just like leadership today must uplift your audience. And especially during uncertain times, luxury has the power to inspire. Aadnevik’s enchanting pieces at London Fashion Week evoked beauty and strength. Interestingly, a Zeno Strength of Purpose Study found that 94% of consumers consider it important for the companies they interact with to have a clear purpose, while 82% stated they are more likely to support a company if they resonate with its purpose.
And last but not least, transparency is key. In an era of ethical consumerism, Aadnevik’s unwavering commitment to handcrafted production techniques resonates with today’s discerning clientele. In fact, in a survey of audiences from various countries, 60% indicated that they viewed trustworthiness and transparency as the most essential qualities of a brand, surpassing all other characteristics.
All this to say, Aadnevik’s runway show at London Fashion Week further solidifies the brand’s status as pioneers in the luxury industry. With a star-studded following that includes Adriana Lima, Camilla Cabello, Jennifer Lopez, Rihanna and Beyoncé, the brand is not just breaking boundaries; they’re redefining what luxury means for a new generation.
Aadnevik’s Spring Summer 2025 London runway show at London Fashion Week is a reminder that true luxury goes beyond images of exclusivity; it embodies creativity, authenticity, and the courage to evolve with purpose—especially in today’s world. Brands, take note: the future belongs to those bold enough to rewrite the rules, and at London Fashion Week, Aadnevik is undeniably leading the charge.
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.)