Agenda-setting intelligence, analysis and advice for the global fashion community.
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Influencer trips have come roaring back post-pandemic, sometimes to an opulent degree. A growing number of brands are toning down their events to deepen creator relationships without a PR headache.
Recent controversies from Tarte, Shein and even Bud Light have demonstrated the risks that come with building marketing campaigns around social media stars — and provided learnings for how to operate in the sector today.
In the last decade, brands relied on buzz measurements like earned media value, to understand the impact of online campaigns and events. BoF unpacks what these metrics can and can’t tell a brand.
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.
The ‘everyman’ skincare market is moving towards premiumisation, as brands like Johnson’s Papatui ditch traditional one-note marketing for a more considered approach.
The successful restock of a vibrator and lube from Styles' beauty and wellness brand Pleasing shows how celebrities are sustaining the sexual wellness category, writes Bloomberg's Jessica Karl.
Following their Global Award wins, founders from Akt London, Yse Beauty and Ruka share how the recognition changed their business trajectories.
This week, Priya Rao examines Gen Alpha’s next big brand, Hiku.
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.
