Agenda-setting intelligence, analysis and advice for the global fashion community.
For its latest campaign, Saint Laurent shed its de rigueur dark, sleek backdrops, for a more unexpected setting: a backyard picnic.
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Following a year where surrealist stunts were fashion’s biggest marketing trend, voyeuristic campaigns that centre reality — and the often boring moments of the everyday — are gaining steam.
Brands including Jacquemus, Tod’s, Isabel Marant, and Victoria Beckham are experimenting with eccentric and absurd CGI marketing campaigns.
As consumers seek out products that are both uplifting and unique, brands from Coach to Anthropologie are leaning into whimsical motifs.
Joan Kennedy is Correspondent at The Business of Fashion. She is based in New York and covers beauty and marketing.
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.
Saks is moving towards exiting bankruptcy and tapped an additional $300 million of its Chapter 11 financing package.
War in the Middle East, the luxury industry’s fastest-growing market, threatens to delay a long-expected rebound in demand.
Beauty brands must rethink upselling with smarter value plays, from curated bundles to jumbo sizes and subscriptions, to keep their customers from switching to the competition.
Check out this week’s new partner and job openings on BoF Careers, the global marketplace for fashion and beauty talent.
