Models Lila Moss & Athiec Geng deliver joyful smiles in their Vogue Spain August 2026 cover story, also published in British Vogue.

AOC supports this global joyfest launched by Chanel and Matthieu Blazy, but I do want to send AI to track increases in the word joy in fashion world. I have a feeling it’s like an 800% increase. Maybe even higher, because smiles have little value in the world of luxury fashion marketing, so this is feeling rather strange.

I can’t recall the ad campaign or fashion shoot, but a few weeks ago, New York Times fashion director and chief fashion critic Vanessa Friedman fumbled around for a few and then — as if she was about to sell her soul to the Devil — Friedman acknowledged all the joyful exuberance in the photos. That was a big step for Friedman to take, and we must support her in this new adventure.

Poppy Kain styles the fashion story shot in Barcelona June 3-7, celebrating the 24th edition of the Primavera Sound festival. Sebastian Faena [IG] is behind the lens, documenting the event and catching live all those smiling faces./ Hair by David Harborow; makeup by Celia Burton