Fashion’s Fly On the Wall: Loïc Prigent

Every fashion lover knows the likes of Karl Lagerfeld, Marc Jacobs, and Jean Paul Gaultier. But fewer know the man behind the portrayal of their legacies: Loïc Prigent. Prigent is the name backstage at every major fashion show, from Simon Porte Jacquemus to Demna, to Maria Grazia– every icon in fashion values Prigent’s presence. 

Despite his well-established career in the fashion industry, Prigent began his career in music journalism in house music zines. His work led to freelance writing for Libération, where he started writing about fashion, and later, he began fashion reporting on a French television channel. From there, he transitioned into filmmaking, specifically focusing on backstage coverage of fashion weeks. One of his most notable films in fashion documentaries is Signé Chanel, released in 2005. The documentary series, in five parts, explores the behind-the-scenes creation of haute couture fashion in the iconic fashion house of Chanel. The series follows Karl Lagerfeld’s process from sketches to the runway, capturing the close relationship that Loïc Prigent and Karl Lagerfeld have built since the mid-90s.

Clearly, Loïc Prigent is the name to know in fashion journalism. Born in Britanny, France, Prigent maintains a quintessential French charm combining satirical humor with extensive knowledge and expertise, which enabled him to overcome the shift from print media to online publications. In 2019, Prigent embraced the online scene by posting documentary-style YouTube videos focusing on the work behind major fashion brands. His YouTube channel has allowed him to showcase his playful personality and genuine connections to beloved designers, demonstrating the future of fashion media coverage through online video journalism. Prigent does not shy away from finding the ridiculousness in certain shows or pieces, creating a casual environment that welcomes fashion lovers from diverse backgrounds and varying levels of appreciation for the craft. 

For example, Prigent released a video covering Le Paysan [The Farmer], Jacquemus’ spring/summer 2026 collection at the Orangerie de Versailles. As a farmer’s son, he relates to the juxtaposition of the collection’s title, The Farmer, with the grandiose landscapes of Versailles. Despite this spectacle of a show, he still manages to capture a relatability, revealing where his lovable personality lies. Prigent does not overlook fashion’s excessive luxury as he features guests light-heartedly imitating the models' walks, as well as his own reaction to Jacquemus explaining the leek leather pouch in his new collection.

Prigent’s video journalism has the ease of a conversation between friends, naturally shifting between French and English. In his exchange with Jacquemus about the design of the leek pouch, Prigent laughs lovingly — just as the viewer would — while still allowing Jacquemus to explain the leek as a representation of the humor and lightheartedness he likes to showcase in his brand. The combination of educational insight, humor, and back and forth between French and English is what makes viewers feel as though they have backstage passes. 

Prigent’s content is addictive, watchable by anyone, and creates an atmosphere that the viewer feels they can personally engage in— as if the viewer received an invitation to Paris themselves. He expertly cuts back and forth between clips of the runway and fittings, where Jacquemus explains his vision for the look and collection. Prigent’s voiceover portrays each runway look while presenting the fabrics, visions, and the thematic relation, showcasing his perspective as a friend of the designer and his well-researched coverage. To further deepen the viewer’s experience, Prigent beautifully captures brief conversations with guests, from celebrities to Jacquemus’s family. In his video coverage of Jacquemus’ collection, he shows his mood board featuring photos of his great-grandmother and other family members, as well as her notebook, which he used for branding and ideas. Over time, Prigent has built an audience through his unparalleled ability to humanize larger-than-life figures, making viewers feel like insiders. 

In every video, Prigent knows all the big names, and they know him as well, from models to celebrities to designers’ family members; he’s in every crowd. His camera work is understated, making the viewer feel as though they are part of the conversation with the designer, capturing the casualness and humanity amidst the chaos and stress of the fashion world.

“I studied newspapers at university and was making fanzines on the side, which is how the newspaper Libération first noticed me. I started freelancing for them in the mid-'90s, which is when I first met Karl. Libération had a very kooky approach to fashion… that's how I developed my sense of not always being over-respectful towards fashion— of having the ability of appreciating when fashion is being arrogant or absurd, and laughing about it.” – Loïc Prigent for Vogue

Prigent’s relationship with Chanel is a marker for his career trajectory and uniqueness. His coverage of Lagerfeld’s legacy, artistry, and work ethic all came together in 2023, as his videography was utilized and referenced, culminating in the Met Gala exhibit A Line of Beauty. That career landmark highlights the significance of his work and the trust placed in his journalism by major publications. The Met exhibit entrusted Prigent to conduct interviews with the women who had worked with Lagerfeld throughout his career, which were published on the Met’s website, and played a significant role in preserving Lagerfeld’s fashion legacy.
This plethora of experiences, combined with good timing and charm, led Prigent to many genuine connections, including those with modern fashion icons, and to his current pursuits of his blog, FASHION MOODBOARD, and YouTube videojournalism, where he covers every major backstage show. A style he “trained” for in documentaries of the 24 hours before the fashion show takes place. Prigent is frequently the only journalist allowed backstage and continues to capture the authentic energy and artistry of shows today.