Agenda-setting intelligence, analysis and advice for the global fashion community.
For its Autumn 2025 campaign, Theory took a bit of a risk.
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When exposure-hungry fashion labels present garments out of context, to be devoured and judged with the speed and superficiality of social media, they destroy the very grammar of brand storytelling, writes Simone Cotellessa.
A red carpet presence helps build legitimacy, awareness and credibility — but as luxury giants spend big and young designers closely watch their budgets in a touch market, many are reworking their approaches to celebrity dressing.
The race to dress fashion’s biggest stars has gotten tighter — and brands are deploying fresh, social media-friendly tactics to generate buzz.
Diana Pearl is Senior News and Features Editor at The Business of Fashion. She is based in New York and drives BoF’s marketing and media coverage.
As brands release their first spring ads, those that make an emotional appeal with fresh talent are resonating – as long as they remember to put the product front and centre.
Sunday night’s Oscars concluded an awards season that fashion’s biggest labels used to show off their new creative game. BoF breaks down what we learned about brands’ celebrity strategies.
Ryan Murphy’s smash hit chronicling the ill-fated romance of Carolyn Bessette-Kennedy and John F. Kennedy, Jr. is reshaping the trend cycle.
This week on The Debrief, BoF correspondent Lei Takanashi explains why the industry remains tethered to a small circle of established rap stars and whether a new generation of talent can break through.
The Swedish fast-fashion retailer is one of a shrinking number of companies that’s still drawing attention to its emissions goals. Plus, a Shanghai Fashion Week preview.
Small fashion labels have always been shortchanged by their wholesale partners. A wave of high-profile bankruptcies has turned a structural injustice into an existential crisis. There is a better way to do business, writes Imran Amed.
Fashion’s enfant terrible is trading exclusivity for the mass market. Is it the ultimate fashion coup, or the final surrender of prestige?
Textile hubs are already feeling the cascading risks of the conflict in Iran as Washington ramps up forced labour probes to revive tariffs, while decarbonisation in fashion’s factories might finally have a standard to go off of.
