Articles by Don-Alvin Adegeest
Don-Alvin Adegeest is a consultant and specialist in brand strategy, communication, and design with extensive experience in the fashion and luxury retail industries. Since 2003, he has collaborated with FashionUnited as a senior editor, contributing analysis, interviews, and in-depth reports focused on the international fashion business. His career includes leadership roles at companies such as Hugo Boss or LVMH giving him a deep understanding of the market and the sector’s value chain.
Hong Kong’s fashion ambition faces its biggest test yet
HONG KONG — On a cool December evening, a runway hidden inside the waterfront Palace Museum, filled with models wearing looks from London, Paris, Seoul, Shenzhen and Hong Kong, all within the same show. It was a tableau few other cities could stage: a genuinely international mix, with designers from Italy, the mainland, the UK, France and Korea...
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Brand loyalty in 2026 gets personal
As 2026 approaches, loyalty programmes are evolving from simple retention tools into strategic growth engines, reshaping how brands engage with consumers. According to Lena Kleinwechter, Customer Engagement & Loyalty Strategist at Talon.One, four key trends are set to define the loyalty landscape next year. “The momentum behind loyalty has never...
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Sweaty Betty hit with second slogan row as small brands call out copying
Sweaty Betty is facing renewed criticism after a second small business alleged the activewear giant lifted its marketing language, intensifying a debate about big brands drawing “inspiration” from independents, according to a report in The Times. Following last month’s viral complaint from fitness influencer Georgina Cox, leak-proof underwear...
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Eco Age CEO John Higginson on the new era of proof-based sustainability
As regulators tighten the screws and consumers demand verifiable sustainability data, brands across fashion and luxury are being forced into a new era of transparency. Eco Age—long recognised for its influence on sustainability strategy, policy engagement and industry-wide advocacy—has been tracking this shift closely. Its CEO, John Higginson,...
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Canopy adds eight new fashion partners as industry pressure mounts to protect ancient forests
Environmental non-profit Canopy has expanded its fashion-sector coalition, adding eight companies to its Pack4Good and CanopyStyle initiatives in a move that underscores the industry’s accelerating pivot toward forest-free materials. Marc O’Polo, Victoria’s Secret & Co., Akyn, Mint Velvet, Spell, OUTnABOUT, DÔEN and ICICLE have all signed on to...
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British brand Boden opens first brick-and-mortar store in Georgia
British fashion label Boden has finally crossed a long-anticipated milestone: the opening of its very first standalone store in the United States. The 2,000-square-foot shop, located at 5165 Avalon Boulevard in Alpharetta, Georgia, opens a new chapter for the catalog-born retailer as it brings its cheerful, quintessentially British vibe to...
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Fashion shifts away from hype as consumers demand authenticity
Fashion’s long reliance on spectacle-driven marketing is beginning to feel outdated. Industry observers note a gradual but unmistakable shift in how luxury brands present themselves, driven by changing consumer expectations and a cooling global market. Leadership changes—such as Balmain’s recent decision to part ways with Olivier Rousteing after...
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Amazon founder launches AI venture Project Prometheus, signalling potential shifts for retail and fashion
Jeff Bezos is returning to the chief executive role with a new artificial intelligence venture, Project Prometheus, a move that could reshape how technology flows into sectors including retail and fashion. According to The Times, the early-stage company has secured 6.2 billion dollars in initial funding, placing it among the world’s most...
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Even Realities expands vision for wearable design
Shenzhen-based Even Realities, known for its minimalist approach to wearable technology, has unveiled two new products that blur the line between fashion accessory and intelligent device: the Even G2 Display Smart Glasses and the Even R1 Smart Ring. Positioned as the next evolution in discreet, human-centred design, the launch highlights a...
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Global fashion buyers return to confident ordering, says Joor
Fashion wholesale platform Joor has reported a strong rebound in international wholesale buying in the third quarter of 2025, as retailers outside the United States resumed orders following a slowdown earlier in the year. According to Joor’s transaction data from like-for-like retailers, global purchases declined by five percent year on year in...
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