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

Rebooting a Brand for a Post-Pandemic World

Like many fashion brands, Stockholm-based Filippa K was hammered by the coronavirus crisis. Now it’s gearing up for a reboot, hiring former Saint Laurent designer Liisa Kessler to help take the brand more upscale.
Filippa K recently teased looks from its SS22 collection on Instagram.
Filippa K recently teased looks from its SS22 collection on Instagram. (Instagram/@Filippa_K)

For Scandi brand Filippa K, the new year brings a new identity.

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Further Reading

The Contemporary Market Needs a Rebrand

How will middle-market labels that survive the pandemic convince shoppers their products are worth their price tag? The answer may be to get out of department stores — and tweak the narrative.

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