Paris Fashion Week is always a key moment in the calendar for us at Parasol Store - a chance to step outside our day-to-day, reconnect with the brands we admire, and get an early look at what’s shaping the next year. For AW26, Paris felt particularly focused: less noise, more intention, and a clear emphasis on functionality, craft, and personality.
We spent our time moving between showrooms, previewing upcoming collections and talking directly with the teams behind the brands. Here’s a snapshot of what caught our eye.
Hoka - Performance with a Lifestyle Lens
HOKA’s AW26 preview continued their evolution beyond pure performance. While technical credibility remains front and centre, the collection leaned further into everyday wearability - new material stories, refined uppers, and colour palettes that sit comfortably both on the street and on the move. It’s footwear designed for people who value comfort but still care deeply about style.
Aries - Subversion with Purpose
The Aries AW26 collection balanced bold graphics and rebellious spirit with considered fabric choices and elevated construction. There’s a confidence to Aries right now - streetwear that isn’t chasing trends, but setting its own pace, drawing from art, counterculture, and craft in equal measure.
No Problemo - Playful but Thoughtful
No Problemo’s showroom was full of personality. AW26 builds on their signature humour and graphic identity, while subtly refining silhouettes and materials. Relaxed fits, wearable layers, and bold statements feel easy rather than forced - clothing designed to be worn, lived in, and enjoyed.
Snow Peak - Utility In Its Purest Form
Snow Peak’s AW26 collection stayed true to its roots: functional design elevated by restraint. The focus was on layering, texture, and versatility - garments that transition seamlessly between outdoor environments and urban life. Every piece felt intentional, with a clear emphasis on comfort, durability, and understated style.
Looking Ahead
Paris Fashion Week AW26 reinforced what we value most at Parasol Store: authenticity, quality, and design with purpose. From performance-led footwear to expressive streetwear and heritage craftsmanship, the collections we previewed share a common thread - clothing that feels relevant not just for a season, but for real life.
We’re excited to bring these stories to Parasol Store for AW26. Keep an eye for further previews and arrivals.
