Agenda-setting intelligence, analysis and advice for the global fashion community.
Last year’s Super Bowl was crowned fashion’s
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Thom Browne, Abercrombie & Fitch and Tecovas are among the brands with Super Bowl activations. Meanwhile, the Winter Olympics kick off in Milan.
While fashion brands have flocked to the big game for activations and sponsorships, cosmetics, skincare and hair care lines have largely sat on the sidelines.
American brands swooped in on Super Bowl LIX, staging runway shows in its host city of New Orleans and collaborating with halftime star Kendrick Lamar as fashion and football took their relationship to a new level.
Haley Crawford is Marketing Correspondent at The Business of Fashion. She is based in New York and covers the marketing and public relations industries.
Women’s sports are booming and fashion is missing out, according to new analysis from Bank of America.
Gas prices won’t be the only thing rising due to the United States’ conflict with Iran. Prepare to feel the impact through some of your favourite fashion brands in the sportswear space too.
On finished its 2025 fiscal year with 30 percent sales growth. Despite its successful run last year, the company isn’t getting ahead of itself for 2026. Co-founder David Allemann explains that and more in today’s newsletter.
The activewear giant seems intent on turning its nearly 40-year-old niche outdoor fashion brand into a mainstream success. The plan hinges on convincing backpackers and athletes its rugged technical gear can perform just as well as The North Face or Arc’teryx.
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.
Global oil markets face turmoil after a US attack on Iran's main export hub heightened risks to supply across the Middle East.
