This season, Paris Fashion Week felt like a reset. New creative directors rewrote the codes of legendary houses, while 76 shows and 36 presentations set the tone for transformation. The city buzzed with anticipation: fashion was once again searching for new meaning, new energy, new visions of the future.
Amid it all, another player stepped into the spotlight: SIRO Hotels, a brand that speaks the language of wellness, recovery, and balance rather than fabrics and silhouettes. Their presence felt unexpected yet natural. As fashion embraces change, SIRO brought its philosophy of caring for both body and mind.
Recovery Stations
On October 1 and 3, SIRO hosted pop-up recovery stations at Palais de Tokyo and Opéra Bastille. These spaces became oases in the relentless marathon of shows, where guests could pause, reset, and recharge. The menu featured two signature blends: the vegan “Look What You Kale Me Do” with kale, broccoli, mango, and pea protein, and “Showgirl A-Peel”with strawberry, banana, and yogurt. Symbolically, these drinks turned into some of the most talked-about “accessories” off the runway.
Backstage with Victoria Beckham
The highlight was SIRO’s collaboration with Victoria Beckham. On October 3, the brand partnered with her show, transforming backstage into a wellness space with rooms for rest, pop-up bars, and a calm energy that carried through to the team and guests.
Choosing Victoria Beckham was no coincidence. Out of all the houses, SIRO aligned with a designer whose lifestyle embodies wellness and self-discipline. Her values of balance, mindfulness, and care mirror SIRO’s philosophy, making the partnership feel like a natural continuation rather than a marketing move.
When Wellness Becomes Fashion
SIRO’s presence at Paris Fashion Week was more than a pop-up. It reflected a broader shift: luxury is no longer defined only by what we wear but by how we feel. From backstage sanctuaries to designer partnerships, wellness is becoming part of fashion’s ecosystem.
In Paris, this shift was especially visible. At a time when the industry is searching for meaning, wellness brands stepping into the conversation point to a cultural reset. Fashion today is not just about clothes, but about energy, balance, and restoration.
A Personal Note
For me as a beauty editor, SIRO’s presence was a strong signal: wellness is no longer niche. It has stepped onto the same stage as fashion and art. Beauty today isn’t just about appearance, but about harmony between the inner and the outer.
And I would love to see more collaborations like this at future fashion weeks. When fashion meets self-care, new standards emerge, not only for the industry but also for how we view style, culture, and life itself.
