Agenda-setting intelligence, analysis and advice for the global fashion community.
At the start of the year, all signs pointed to the imminent return of maximalism.
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Fashion’s budding love affair with TV was on full display at this year’s Emmy Awards, where brands large and small dressed the industry’s next crop of likely ambassadors.
Brands are reverting to retro celebrity testimonials to drive awareness and renewed interest among ad-weary consumers.
Celebrity stylist Andrew Mukamal tells Imran Amed how a childhood love of fashion as a ‘language’ — and years apprenticing in editorial — shaped the storytelling behind Margot Robbie’s ‘Barbie’ and ‘Wuthering Heights’ press tours.
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.
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.
While pay-for-play on creators’ feeds isn’t going away entirely, the #ad is no longer the cornerstone of social media marketing that it once was. Some brands are taking a new approach they hope will feel more like an extension of creators’ relationships with their followers.
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.
