Agenda-setting intelligence, analysis and advice for the global fashion community.
One October weekend, over 4,000 attendees queued for hours outside the skincare brand Glow Recipe’s 10th anniversary pop-up in Los Angeles. Styled after a Korean night market, once inside, attendees could grab Korean snacks, samples of a newly relaunched Watermelon Glow Jelly Sheet Mask and sweatshirts, hats and keychains evoking Blackpink merch. Printed onto merchandise and displayed in neon on a backdrop of paper lanterns, the words “Glow Recipe” were, for the first time, transliterated into Korean script.
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