Agenda-setting intelligence, analysis and advice for the global fashion community.

Why Fashion Needs to Stop Sleeping on YouTube

The Google-owned video-sharing service is among the largest entertainment platforms in the world, and a destination for in-depth, long-form content. BoF breaks down how brands can use the site as a world-building tool to attract loyal consumers.

Collage — The brands investing in YouTube understand it as a world-building platform that can help them stand out in a saturated attention economy. (BoF Team)

Malique Morris

12 February 2026

BoF PROFESSIONAL

In 2020, Timothy Grindle, the co-founder and chief executive of the nine-year-old Boulder-based indie menswear boutique Canoe Club, uploaded a video to YouTube of himself and his chief operating officer answering customers’ frequently asked questions.

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TikTok’s Rivals Are Coming for Its E-Commerce Business

The platform turned viral content into a major revenue driver. With a ban on the horizon, platforms like Instagram, YouTube, and WhatNot are hoping to replicate TikTok’s blend of shopping and entertainment.

YouTube Digs Deeper Into Beauty

Amid rising competition for online eyeballs, the Alphabet-owned video app will host its second Beauty Festival this week to reassert itself as a hub for beauty creators.

How Beauty Brands Can Navigate Rising Google Ad Costs

It’s more expensive than ever for beauty brands to advertise on Google, as competition in the digital ad space for the category heats up. Here’s how brands can adapt.

About the author

Malique Morris

Malique Morris is Senior E-Commerce Correspondent at The Business of Fashion. He is based in New York and covers digital-native brands and shifts in the online shopping industry.

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What It Takes for a Fashion Campaign to Break Through Now

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.

Who Won Fashion’s Red Carpet Season of Change

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.

Minimalism Was on Its Way Out. Then Came ‘Love Story’

Ryan Murphy’s smash hit chronicling the ill-fated romance of Carolyn Bessette-Kennedy and John F. Kennedy, Jr. is reshaping the trend cycle.

How Fashion Picks Its Hip Hop Style Icons | The Debrief

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.

Why H&M’s Sustainability Report Is So Unusual

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.

The Industry That Eats Its Young

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.

The Zara-Fication of John Galliano

Fashion’s enfant terrible is trading exclusivity for the mass market. Is it the ultimate fashion coup, or the final surrender of prestige?

The Impact of War on Fashion’s Supply Chain

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.

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