Agenda-setting intelligence, analysis and advice for the global fashion community.
The sexual wellness consolidation trend continues.
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The once-promising sector is now facing setbacks in the US. As mainstream retailers retreat and social media censorship restricts digital marketing, brands are rethinking their approach to retail partnerships and are finding creative ways to navigate the shift towards cultural conservatism.
A new wave of friendly, elevated and sex-positive brands peddling vibrators, lube and sex-centric supplements are attracting retailer and investor attention.
Christina Aguilera is the co-founder and chief brand advisor of Playground, a line that specialises in sexual wellness – a space that’s emerging as the next frontier for celebrity branding.
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.
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