When the Runways Are a Personal Playlist

If fashion is a storytelling business, it should follow that runway shows are narratives.

Yet they can’t be. For starters, they lack a plot. True, designers can be relied upon to spiel about inspirations, travels or philosophies as a listener’s eyeballs roll back in his head. The truth is that most fashion shows are best consumed, as everything else now is, in fragments. They are elements of an ongoing internal scroll, as continuous, algorithmic and addictive as Instagram reels.

That, anyway, is how this critic began viewing the collections in Milan and Paris this season, with the result that the following is best thought of as a mixtape, random and in some sense impressionistic and probably also solipsistic in the way everything is fundamentally forced to be in an attention economy.

Take Hermès. The designer Véronique Nichanian is anything but a household name, probably not even among those in the economic stratosphere this label was created to serve. So what? She’s as consistently fine as — and in many ways better than — other fixtures in the pantheon of men’s wear, people like Giorgio Armani or Helmut Lang. There is a reason you don’t know her.

“We don’t do marketing,” Axel Dumas, the Hermès chief executive, said at the company’s show. “We don’t even have a marketing department.”

Why bother when you are producing jaunty collections for those people whose own initials are enough, as the old Bottega Veneta tagline once held. So-called quiet luxury generally tends to make a racket. Ms. Nichanian’s is a muffled version and whispers wealth.