Agenda-setting intelligence, analysis and advice for the global fashion community.
If 2025 was a year for fashion marketers to test and learn, then 2026 is the time to put those lessons into practice.
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In 2025, fashion marketers worked with unexpected campaign stars, tested new forms of messaging and more in order capture consumer attention — with mixed results.
Endless collaborations and celebrity tie-ups have come at a cost, making luxury brands feel more overexposed and interchangeable. Does the industry need to recalibrate its marketing machine?
It’s not just your imagination: a growing number of brands are rolling out product collaborations with influencers, hoping to tap their marketing prowess and give customers — both existing and new — a reason to shop.
Haley Crawford is Marketing Correspondent at The Business of Fashion. She is based in New York and covers the marketing and public relations industries.
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.
