If you spied a white plume of smoke arising from the rooftops of Avenue Montaigne this week, please be aware that this was not a distress flare let off by the gilet jaunes, but instead an announcement that the SS23 campaigns have arrived. In a season of high-fashion gimmicks, the spring season bore witness to identical twins, sand-strewn runways and plastic flowers. There were anamorphic handbags and wearable art, 80s power shoulders and sweat-crinkled outfits, ballet pumps and Minnie Mouse heels. Designers were locked into a month-long SEO battle – which was not a bad thing, it was actually quite fun – getting Paris Hilton to close, and then FKA twigs to close, and then Bella Hadid to close as a team of scientists spray-painted a latex dress onto her naked body. To see how all of that might have translated into advertising, click through the gallery above.