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.
When the moment is the message: fashion marketing at sports’ biggest stages
Arriving at the top of the escalator in Antwerp’s flagship Zara store, shoppers are met with a mannequin dressed head to toe in white. The look is instantly recognisable. Worn by Bad Bunny during his Super Bowl performance, it went viral within hours. Much of the post-game commentary focused on the estimated “media value” of the appearance, but...
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Pieter Mulier’s arrival at Versace signals a reset for the Italian luxury house
Thursday’s announcement that Pieter Mulier will become chief creative officer of Versace confirms what fashion circles had been whispering for months. The Prada Group and Versace jointly confirmed the appointment, positioning the Belgian designer at the creative helm of one of fashion’s most iconic names as it enters a new chapter under Italian...
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Crocs bets on feeling over function as comfort footwear enters its confidence era
Comfort footwear is no longer having a moment, it is the moment. Recent earnings from Birkenstock and Deckers underline what many retailers already see on the shop floor: consumers are investing in shoes that prioritise wearability, and they are doing so without waiting for discounts. Against that backdrop, Crocs’ newly unveiled global brand...
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AI shopping assistants gain traction, but early missteps risk losing customers
AI is fast becoming part of the online shopping journey, but fashion retailers face a narrow margin for error. According to a new survey of 2,000 consumers in the US and UK, 66 percent of shoppers have already tried, or are open to using, an AI assistant such as ChatGPT or a retailer’s own tool when shopping online. Yet the same research...
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Oakley doubles down on snow as sport-fashion collaborations accelerate ahead of Olympic Winter Games
Oakley is expanding its presence in competitive snow sports at a moment when performance outerwear is enjoying renewed momentum. For the first time in its history, the brand has become the official apparel sponsor of the national freestyle snowboard federations of Canada and Finland, while also equipping New Zealand’s freestyle ski athletes with...
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What if consumers stopped shopping for fashion?
After a costly festive season, January has become a financial reset for many households. What starts as No Spend January, a short-term pause on non-essential purchases, is increasingly extending into longer commitments such as a No Buy Year, as consumers look for structured ways to curb spending and rebuild financial stability throughout 2026....
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Jonathan Anderson’s Dior couture debut
With a meadow suspended overhead, Jonathan Anderson’s haute couture debut for Dior unfolded beneath a ceiling of flowers at the Musée Rodin, transforming the historic venue into a living ecosystem. The gesture inevitably recalled Raf Simons’ own floral interventions for the house, most memorably his 2015 couture show, when the museum’s walls...
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French Connection returns to North America with G-III licensing deal
French Connection is making a renewed push into North America, announcing a long-term licensing partnership with G-III Apparel Group to develop and distribute men’s and women’s apparel, as well as selected accessories, across the region. The agreement, which takes effect on February 1st, is a strategic step forward for the London-based brand as...
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Canopy unveils wood-supply risk brief and 2bn dollar finance platform at Davos
At the World Economic Forum in Davos this week, solutions-driven environmental non-profit Canopy is announcing two initiatives aimed at reshaping how global industries source forest-based materials, as pressure on wood supply chains intensifies. First, Canopy is launching a new research brief developed with investment advisory firm Finance...
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Prada looks to the past for Fall/Winter 2026 menswear
Prada unveiled its Fall/Winter 2026 menswear collection in Milan on January 18th, with Miuccia Prada and Raf Simons offering a refined take on tailoring that merged historical references with contemporary construction. The collection introduced a new elongated silhouette that dominated the runway. Slim outerwear took center stage, with extended...
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