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

What’s the Value of Viral Fashion?

More than ever, the fashion industry is geared to generate buzz, but some brands are rethinking their dependence on marketing stunts.
Sam Smith attends The BRIT Awards 2023.
Viral stunts can boost emerging designers like Harri, seen worn by Sam Smith at The Brit Awards 2023, but are seen as increasingly risky for established names. (Getty Images)

How gagged should a fashion fan be? “Very” seems to be the answer if recent seasons are any indication.

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