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G2 and Smiley tap into Gen Z’s gaming-fashion nexus with collab

In an era where digital identity holds as much sway as physical presence, esports giant G2 Esports and the iconic pop symbol Smiley have joined forces to launch a limited-edition capsule collection targeting a generation where gaming and fashion increasingly overlap. The collaboration marks a first for Smiley, both in the esports space and in...

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Business|Marketing

Why Labfresh ditched AI campaigns after four seasons: ‘Humans perform better’

AI still evokes different reactions. Enthusiasm and trepidation has now given way to experimentation and implementation. One of the fashion companies that started working with AI early on to help with its campaigns was Dutch brand Labfresh. After four seasons with AI by its side, however, the brand is now returning to fully “human” campaigns....

Fashion

H&M turns to AI ‘digital twins’ in new campaign, as fashion grapples with blurred realities

Fast‑fashion giant H&M has become the latest retailer to put artificial intelligence at the centre of its marketing, releasing a campaign that replaces flesh‑and‑blood models with photorealistic “digital twins” posed against stylised backdrops of cityscapes. The first tranche of images, unveiled on 2 July, forms part of a broader experiment the...

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Business

The Studio proposes new collaboration model between investors and agencies for international growth

In a context where brand culture is built from both narrative and operational structure, the traditional model of collaboration between brands and agencies appears to be falling short. London-based investment firm The Equity Studio, specialising in beauty, wellness and lifestyle brands, joined forces with The Studio, a platform integrating...

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Business

With a new ad business, has Farfetch found its feet under Coupang?

Farfetch was once the undisputed pioneer of luxury fashion online, a platform that married technological innovation with an insider’s grasp of fashion’s nuanced codes. But following its high-profile acquisition by South Korea’s Coupang at the end of 2023, the company has entered a new chapter, one marked less by editorial curation and more by...

Fashion

Frame and Sotheby’s team up in a stylised tribute to 1980s art-world chic

Frame, the California-based fashion brand known for its denim and minimalist sensibility, has entered into its first partnership with Sotheby’s, the 281-year-old auction house. The result is a 31-piece capsule collection that fuses preppy classics with the sartorial mood of 1980s Upper East Side, a decade when art and finance competed—and often...

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Business

Is Shein’s carbon neutrality pledge a drop in the ocean?

Shein, the global ultra-fast fashion behemoth known for releasing thousands of new styles weekly at rock-bottom prices, announced this week that its climate targets have been officially validated by the Science Based Targets initiative (SBTi). The retailer has pledged to reach net-zero greenhouse gas emissions by 2050, with interim targets that...

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Fashion

Louis Vuitton bets on speed and spectacle with Monaco Grand Prix partnership

Louis Vuitton is extending its presence on the global sporting stage with a renewed focus on Formula 1, unveiling a custom Trophy Trunk for the 2025 Formula 1 TAG Heuer Grand Prix de Monaco. The move is part of a broader luxury-sector shift: aligning heritage brands with the cultural momentum of elite sport. At the Monaco Grand Prix — arguably...

Fashion

Puma launches podcast to deepen consumer connection

Puma, the German sportswear giant, has taken its brand strategy into the audio realm with the launch of the Go Wild Podcast, a series designed to bolster its global "Go Wild" campaign and engage younger audiences through storytelling and digital intimacy. The podcast, which debuted with a conversation between former Olympic hurdler Colin Jackson...

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Fashion |marketing

Bottega Veneta’s social media silence boosts brand heat

In an age when luxury brands are tripping over themselves to chase virality, some of fashion’s most visionary leaders are choosing silence over noise—and winning. Bottega Veneta’s social media exit in 2021 was once seen as a bold, even questionable move. But as of Q4 2024, the Italian house has surged to sixth place on the Lyst Index of hottest...

Fashion

Heritage as currency: Tod's latest campaign banks on next gen nostalgia

A new advertising campaign by Italian luxury footwear brand Tod's is a revelation of the opportunities and tensions facing heritage brands seeking contemporary relevance. The leather goods house has unveiled "Italian Diaries," a campaign that positions its signature Gommino driving shoe within a carefully constructed narrative of international...

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Fashion

New UK legislation puts fashion’s green claims under scrutiny

As of April 6th, the UK’s Competition and Markets Authority (CMA) has been granted significantly enhanced enforcement powers under the Digital Markets, Competition and Consumers (DMCC) Act. This sweeping legislation represents a crucial shift in consumer protection, equipping the CMA with the ability to impose direct and severe penalties on...