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.
Louis Vuitton marks 130 years of its Monogram with heritage-led collections
As luxury brands continue to invest in recognisable visual codes, few symbols illustrate the power of branding as clearly as the Louis Vuitton Monogram. Created in 1896 by Georges Vuitton in tribute to his father, Louis Vuitton, the canvas marks its 130th anniversary in 2026. To coincide with the milestone, the French luxury house is launching a...
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2025: The year luxury lost its sheen?
If 2025 will be remembered for anything in fashion, it may be as the year luxury brands discovered that belief in the idea of luxury itself is not infinite. After more than a decade of uninterrupted growth, price inflation and relentless “newness,” the social contract between luxury houses and their customers began to fray. Factory and marketing...
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Why loyalty, not discounts, is shaping retail’s next growth phase
As the festive rush fades and discount fatigue sets in, many retailers are entering the new year questioning whether traditional promotional playbooks are still fit for purpose. While deep discounts continue to generate short term spikes in traffic, they are increasingly failing to deliver what brands need most: repeat engagement, loyalty and...
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Phan Huy becomes the youngest designer ever selected for Paris Haute Couture Week
At just 26 years old, Phan Huy has reached a milestone few designers ever approach: selected to present at Paris Haute Couture Week. His upcoming show on January 29th marks not only a personal breakthrough, but also a historic first for Vietnam, which will have an official representative on the couture calendar for the first time. Paris Haute...
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Fashion prediction 2026: Between caution and course correction
If 2025 was the year fashion learned to live with uncertainty, 2026 is shaping up to be the year it decides what to do with it. Many of the pressures that defined the past 18 months will not magically disappear on January 1st. Tariff uncertainty remains a structural concern, particularly as trade tensions between major economic blocs continue to...
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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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