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How to Launch a Fashion Brand in 2026

A new generation of startups is launching amid a lack of investor funding, a weaker multi-brand retail landscape and a broken supply chain. To beat the odds, they’re going even more niche to attract and retain overstimulated consumers.
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A new class of startups are hoping to build lasting brands in an increasingly difficult market. (BoF Team)
By
BoF PROFESSIONAL

When Madeline Duneier launched her jewellery brand State Fair in September, she was entering a booming — and increasingly crowded — lab-grown diamond market. That meant she couldn’t just rely on the standard line-up of stud earrings and tennis bracelets that her competitors were already selling (and others imitate with less expensive stones).

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Further Reading

Case Study | The Art & Science of World-Building

Once the preserve of a handful of high-end labels, world-building has become a powerful method for any brand to create a lasting impression and connect emotionally with customers. Pulling it off requires more than just consistent branding across channels.

Why DTC Is Finally Investing in Brand Marketing

Digitally native brands that were once known for rampant social media ads — from Rothy’s to Everlane — are going all in on storytelling that boosts loyalty and creates long term sales growth.

Case Study | How Brands Build Genuine Communities

Community is too often reduced to a buzzword, but when cultivated correctly, it can be one of fashion’s most powerful means for engaging customers and building loyalty, particularly in times of economic uncertainty. This case study looks at examples of brands that have successfully created thriving fan communities and their approaches to creating lasting and rewarding relationships with their customers.

About the author
Malique Morris
Malique Morris

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.

© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

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