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Unravelling What Threads Means for Fashion

Brands including Nike, American Eagle and Fashion Nova have jumped on Meta’s Twitter alternative, but the app has yet to prove its staying power or that it offers real benefits to fashion brands.
The debut of Threads represents an opportunity for fashion brands to build an audience in a new format.
The debut of Threads represents an opportunity for fashion brands to build an audience in a new format. (Shutterstock)
By
BoF PROFESSIONAL

When the Gap went silent on Threads two weeks ago, its fellow retailers sounded the alarm. American Eagle was first, posting “someone check in on Gap, it’s been 4 days …” Old Navy then jumped in to help, writing “My sister was kidnapped … help me find her.” Soon, Gap replied with a GIF of a woman rolling her eyes and walking away from her laptop: “We’re working weekends now?”

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Further Reading

Should Fashion Quit Twitter?

Balenciaga was the first major label to bail on the troubled social network. Others will need to weigh how valuable the platform is to their business before deciding whether to follow the luxury brand's lead.

About the author
Joan Kennedy
Joan Kennedy

Joan Kennedy is Correspondent at The Business of Fashion. She is based in New York and covers beauty and marketing.

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