Agenda-setting intelligence, analysis and advice for the global fashion community.
Fashion brands have hit on a use for NFTs that goes beyond quirky experiments or digital art. They’re using them as a gateway to old-fashioned physical products.
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Gmoney, an anonymous and influential figure in the NFT world who has worked with brands like Adidas, is launching a luxury fashion line with the tokens built into the business model.
Gucci, Balenciaga, Farfetch and others are adopting crypto payments. But before brands follow, they need to consider a number of factors, from how to handle transactions to the risks involved.
The trademark battle over NFTs is set to establish important precedents in how the law treats digital assets, leaving IP attorneys eagerly watching.
Marc Bain is Technology Correspondent at The Business of Fashion. He is based in New York and drives BoF’s coverage of technology and innovation, from start-ups to Big Tech.
Getting recommended by ChatGPT, Claude, Gemini and other AI chatbots is fast emerging as a competitive advantage for fashion brands. As AI reshapes discovery, which brands are being favoured by AI and why?
A new analysis suggests most big fashion and retail players are using AI, though many are still reluctant to speak about it publicly.
Synthetic consumer research, where AI is used to simulate shoppers, is emerging as a cutting-edge way for brands and retailers to better understand their customers and test everything from products to marketing campaigns before they launch.
The more conversational commerce becomes, the more important generative engine optimisation will be, writes Andrea Felsted.
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.
