“ Incroyable,” he said of the experience. Loïc Prigent and his trusty crew were the only guests at Louis Vuitton’s fall 2021 show. “It was so beautiful, and we were the only camera crew there. “At the Louis Vuitton show in March they put the fashion show lights on the Greek statues,” he enthused, recollecting Nicolas Ghesquière’s fall 2021 presentation. Even after our “phygital” year and counting, Prigent is still having pinch-me moments. But so does his never-waning enthusiasm for all things fashion. His unique combination of honesty and humor probably makes it so. “There was never any backlash,” he noted. Even the most searing quips haven’t gotten Prigent in hot water. “People sometimes are surprised that I can post it on Instagram in front of them, but never in an angry way,” he said.
It wasn’t until he got on Instagram, though, that it really took off.Īt the end of a pre-pandemic Paris Fashion Week day, you could tap through his stories and find a chronicle of everything said at both Loewe and L’Avenue. “So I put some fancy sentences that I would hear.” The practice of jotting down and publishing overheard phrases continued intermittently through some zines, and then began again in 2013 when Prigent joined Twitter.
“I knew they wouldn’t read it!” he declared. His presence is something of a guarantee in fashion if there is a show, a presentation, or even the sound of Champagne flutes clinking, there is Loïc Prigent. He chased up those successes with a television segment on France 1, 52 Minutes de Mode, and he’s got a growing YouTube presence, where he chronicles everything from the supermodels at Jacquemus to what BlackPink’s Rosé thinks of Saint Laurent. His numerous films and docuseries-2005’s Signé Chanel and 2007’s Marc Jacobs/Louis Vuitton, among them-are canon, depicting the raw, frenetic realities of the business’s most historic brands. Prigent is our industry’s consummate documentarian and fashion lover. One thing is true of all these fashion bon mots: They were written into record by Loïc Prigent. Even the panicked repeating of a name-“Joseph! Joseph! Joseph!”-with the anxious vibrato of a deadline looming can imprint on your memory. Everything was shining except their eyes.”). Their hair, their clothes, their swimming pool. Great.”), and the incisive digs dressed up as compliments (“I was with these people and everything was shining. There are the grandiose pronouncements (“I don’t care how the dress is made, as long as it’s chic!”), the flippant dismissals (“His first collection was all garbage bags.
Some phrases you only need to hear once to remember forever, especially in fashion.