You know that unspoken rule about never wearing a band’s t-shirt to their own show, lest you look like a complete fool? Couture Week clients have never even heard of that. We know this to be true because – not only would they never be caught dead at the kinds of sticky-floored “gigs” you attend – this season’s street style told us the story perfectly. At practically every single SS25 Haute Couture show, not only was it customary to be wearing a head-to-toe look from the brand you were attending, it was pretty much mandatory. At Couture Week, wearing the band tee to the concert is far from a faux pas, and as Roseberry, Chiuri, Michele, et al ascend to near rock star status, it makes perfect sense for these paying customers to pledge allegiance to their maison. Plus, when you’re shelling out upwards of $100,000 on a single outfit, you best believe they’re gonna put that shit on and wear it to the show!

Last week, that fashion house loyalty was on full display at Schiaparelli, when Daniel Roseberry kicked off Couture Week with a time-travelling new collection called Icarus. It’s incredibly easy to spot a Schiaparelli customer due to various accoutrements (read: tonnes of gold hardware), and though Roseberry pared that house code back this season, guests filed into the show wearing gilded bags, golden sunglasses, gold-toe heels and gold buckle bomber jackets from collections gone by.

It was the same story over at Dior, with clients flexing their metallic Lady Dior handbags and Maria Grazia Chiuri designs, and also at Valentino, with guests arriving in Alessandro Michele’s first ready-to-wear collection and previous pieces from the brand. Arguably the most ardent fans, though, were at the house of Chanel, with showgoers turning up in a sea of pastel tweed suits, giant strings of pearls, and the house logo splattered across almost every surface they could muster. Despite not actually having an artistic director in place – Matthieu Blazy is due to show his first collection at the end of the year – Chanel’s Couture Week clientele still came out to pledge their allegiance en masse, proving that, through it all, that double ‘C’ is still the strongest currency in fashion.

Scroll through the gallery above to see all the SS25 Couture Week street style