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

How Brands Are Using Gen-Z’s Latest App

Geneva, the social messaging platform that combines text, audio and visual tools, has attracted young consumers looking for a community to call home. Brands are helping build those hubs, but how they measure the success of the platform is ambiguous.

iphone displaying screengrab of geneva app — Beauty brands are building "homes" on the social app Geneva, which aims to build a world of online communities focused on a range of interests. (Geneva)

Alexandra Mondalek

29 June 2022

When Nadya Okamoto, founder of period care brand August, spoke with investors interested in her pre-seed business in June 2021, they were compelled by Okamoto’s vision for a more inclusive, gender-neutral period product. But they were even more intrigued by August’s hyper-engaged community of a few thousand people on a little-known platform called Geneva, what Okamoto calls “slack for Gen-Z.”

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Here Come the ‘ZEOs’: Inside Edelman PR’s New Gen-Z Project with Harris Reed

The world’s biggest PR firm and consultancy tapped the gender-fluid designer Harris Reed to help lead its “Gen Z Lab,” part-consultancy, part-data hub, to better understand the next generation of consumers.

The Marketing Metrics That Matter in 2022

Doubts over the reliability of advertising data from platforms and the dubious nature of so-called vanity metrics are forcing marketers to think smarter about how they measure success moving forward.

Can Brands Make Instagram Less Toxic?

Leaked internal documents show Facebook is concerned the fashion and beauty content on its platforms can make users feel worse about themselves. But brands must assess their own culpability too.

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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.

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.

Bella Freud on Fashion and the Art of Getting People to Open Up | The BoF Podcast

The designer and podcaster joins Imran Amed to reflect on the emotional power of clothes, what Vivienne Westwood taught her about rebellion and how Fashion Neurosis has unlocked a new chapter in her creative life.

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