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Agenda-setting intelligence, analysis and advice for the global fashion community.

Inside Kendra Scott’s Next Chapter

The Austin, Texas-based brand is making its biggest push beyond jewellery yet with another #RushTok favourite: cowboy boots.
Kendra Scott wears cowboy boots from her brand Yellow Rose, its latest category expansion.
Kendra Scott wears cowboy boots from her brand Yellow Rose, its latest category expansion. (Courtesy Kendra Scott)

Kendra Scott is the queen of #RushTok.

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Further Reading

What #BamaRush Says About Fashion’s Future on TikTok

The viral sensation that began with sorority rush videos at the University of Alabama and name-checked labels from LoveShackFancy to Kendra Scott offers a glimpse into fashion’s informal, subcultural future on the app.

Behind the Rise of the ‘It’ Sweatshirt

Brands like Parke and The Bar have turned a relatively ordinary item into a must-have for thousands of Gen-Z customers, building hype with limited drops and careful product design.

About the author
Diana Pearl
Diana Pearl

Diana Pearl is Senior News and Features Editor at The Business of Fashion. She is based in New York and drives BoF’s marketing and media coverage.

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