Agenda-setting intelligence, analysis and advice for the global fashion community.
If 2025 was a year for fashion marketers to test and learn, then 2026 is the time to put those lessons into practice.
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In 2025, fashion marketers worked with unexpected campaign stars, tested new forms of messaging and more in order capture consumer attention — with mixed results.
Endless collaborations and celebrity tie-ups have come at a cost, making luxury brands feel more overexposed and interchangeable. Does the industry need to recalibrate its marketing machine?
It’s not just your imagination: a growing number of brands are rolling out product collaborations with influencers, hoping to tap their marketing prowess and give customers — both existing and new — a reason to shop.
Haley Crawford is Marketing Correspondent at The Business of Fashion. She is based in New York and covers the marketing and public relations industries.
Sunday night’s Oscars concluded an awards season that fashion’s biggest labels used to show off their new creative game. BoF breaks down what we learned about brands’ celebrity strategies.
Ryan Murphy’s smash hit chronicling the ill-fated romance of Carolyn Bessette-Kennedy and John F. Kennedy, Jr. is reshaping the trend cycle.
This week on The Debrief, BoF correspondent Lei Takanashi explains why the industry remains tethered to a small circle of established rap stars and whether a new generation of talent can break through.
While pay-for-play on creators’ feeds isn’t going away entirely, the #ad is no longer the cornerstone of social media marketing that it once was. Some brands are taking a new approach they hope will feel more like an extension of creators’ relationships with their followers.
Check out this week’s new partner and job openings on BoF Careers, the global marketplace for fashion and beauty talent.
The Savannah, Ga.-based pajama brand has developed a devoted following for its super-soft pyjamas. With their first daywear collection, they’re hoping that loyalty will apply in a much more competitive category
Sunday night’s Oscars concluded an awards season that fashion’s biggest labels used to show off their new creative game. BoF breaks down what we learned about brands’ celebrity strategies.
The executive order directs the FTC chairman to prioritise enforcement of existing laws against sellers and manufacturers who falsely claim products are made in America.
