Six voices. One vision. Rabanne’s Winter 2026 campaign brings together a fearless cast—led by Marie Colomb—to celebrate individuality, identity, and the power of personal style. This is fashion as self-expression, redefined for a new generation.
The Origins of Rabanne: A House Built on Rebellion
Founded in 1966 by Spanish-born, French-raised designer Paco Rabanne, the house made its debut with a collection titled “12 Unwearable Dresses in Contemporary Materials.” That title alone set the tone: Rabanne was never about playing it safe. Known for using unconventional materials like metal, plastic, and paper, the brand quickly became synonymous with futuristic fashion and avant-garde silhouettes.
By 1968, Rabanne had signed a licensing deal with Puig for perfumes, and in 1986, Puig acquired the house entirely. Though the couture line was discontinued in 1999, the brand has since evolved into a powerhouse of ready-to-wear and fragrance, recently rebranding from “Paco Rabanne” to simply “Rabanne” in 2023 to reflect a more global, modern identity.
As both an editor and educator, I’ve long admired Rabanne’s ability to balance heritage with reinvention—and the Winter 2026 campaign is a masterstroke in that ongoing evolution. Under Julien Dossena’s creative direction, the house has tapped into something rare: a campaign that doesn’t just speak to Gen Z, but listens to them. With a cast led by French actress Marie Colomb, the visuals are emotionally resonant, visually arresting, and unapologetically individualistic. It’s a bold reminder that fashion, at its best, is a language of identity—and Rabanne is fluent.
That said, this campaign arrives at a pivotal moment. The fashion industry is still navigating a complex transition as it attempts to decode the buying habits and cultural values of Gen Z—arguably the most unpredictable and paradoxical generation to date. They crave authenticity but are hyper-aware of marketing. They value sustainability but demand immediacy. For designers, manufacturers, and legacy brands alike, the challenge lies in building relevance without sacrificing integrity. Rabanne’s approach—casting real, expressive individuals and emphasizing personal style over trend-chasing—feels like a smart, strategic step in that direction.
In a market saturated with noise, Rabanne’s Winter 2026 campaign cuts through with clarity and conviction. It’s not just a collection—it’s a cultural statement. And while the road ahead for fashion’s Gen Z pivot remains uncertain, this campaign proves that when a brand leads with purpose and creativity, the next generation is ready to follow.
Gen Z Meets Rabanne: A Campaign That Speaks Their Language
Fast-forward to 2026, and Rabanne is speaking directly to Gen Z—fluent in irony, authenticity, and aesthetic maximalism. The Winter 2026 pre-collection campaign, conceived by creative director Julien Dossena and shot by Quentin Saunier, brings together seven individuals who each represent a facet of the Rabanne wardrobe: free-spirited, bold, and authentic.
Among them is French actress Marie Colomb, whose presence captures the brand’s signature tension between strength and vulnerability. The campaign doesn’t just showcase clothes—it builds a community. It’s a visual manifesto that says: style is identity, and identity is power.
What Gen Z Wants (and What They Don’t)
Gen Z is rewriting the rules of fashion consumption:
- Values over vanity: 62% of Gen Z shoppers say their purchases must align with their personal values.
- Quality over quantity: They’re willing to pay more for ethical, sustainable, and well-crafted pieces.
- Digital-first, but IRL matters: While they dominate online shopping, 74% still shop in-store weekly for the experience.
- Influenced by peers, not ads: 89% rely on customer reviews and 86% on user-generated content when buying apparel.
- Style as self-expression: They’re less brand-loyal and more identity-loyal—choosing brands that reflect who they are or aspire to be.
Rabanne’s Evolution: From Space Age to Social Age
Rabanne has evolved from a house of experimental couture to a Gen Z–friendly lifestyle brand. The launch of Rabanne Beauty in 2023, with its metallic finishes and accessible price points, was a strategic move to reach younger consumers through Ulta and Sephora. The brand’s aesthetic—metallics, chainmail, and unapologetic glamour—has found new life in the TikTok era, where maximalism and nostalgia reign.
French actress Marie Colomb, whose presence captures the brand’s signature tension between strength and vulnerability.
The Faces of the Future: Casting with Purpose
The Winter 2026 campaign features a diverse cast that reflects Gen Z’s demand for representation and realness. Alongside Marie Colomb, the campaign includes models and creatives who embody individuality over perfection. Each face is a statement, each look a declaration.
What Makes the Pre-Fall 2026 Collection Unique?
- Chainmail reimagined: From silver party dresses to striped tanks layered over tees, Rabanne’s signature material is now wearable, not just iconic.
- Glamour meets grunge: Think sequined tuxedos, crocodile-embossed skirts, and caramel leather jackets that feel both vintage and futuristic.
- Accessories that pop: The Ring bag returns in butter yellow, and the brand’s first footwear line debuts with silver sequined flats.
- Style as language: This isn’t just fashion—it’s a visual vocabulary for self-expression.
Why Rabanne Is the Gen Z Brand to Watch
Rabanne isn’t chasing Gen Z—it’s collaborating with them. By embracing individuality, sustainability, and bold aesthetics, the brand has transformed from a relic of the Space Age into a beacon of the Social Age. The Winter 2026 campaign is more than a lookbook—it’s a cultural statement.
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