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

Why Hugo Boss Is Banking on Holograms to Get Your Attention

The company is unveiling giant holograms of Gisele Bündchen and South Korean star Lee Min-ho in London on Wednesday, giving tech-enabled formats like augmented reality and 3D billboards some new company.

The towering, lit-up image of Gisele Bündchen stands in front of the night-time backdrop of Tower Drop. — Hugo Boss' giant hologram of Gisele Bündchen in front of London's Tower Bridge, seen during a test run of the technology. (Hugo Boss)

Marc Bain

31 January 2024

BoF PROFESSIONAL

If all goes according to plan, looming in front of London’s Tower Bridge for several hours on Wednesday evening will be the beaming, 3D colossuses of supermodel Gisele Bündchen and alternately of South Korean star Lee Min-ho, looking like a couple of bosses.

Please sign in to ensure you can read our agenda-setting intelligence, analysis and advice. Or get in touch at support@businessoffashion.com if you experience difficulties.

Why 2024 Will Be the Year of the Brand

Even amid financial pressure, in 2024, marketers should focus on the strength of their brand, not the number of clicks on their Instagram ads.

How Luxury Is Using Augmented Reality

Cartier’s new augmented-reality experience in Snapchat highlights how luxury is testing the technology for storytelling and as a sales driver.

AI Marketing Stunts Are Here. Is Fashion Ready?

It’s only getting easier to create AI-generated content like the Balenciaga-Harry Potter mashup, but whether brands should be concerned about how their images are used or try to get in on the action themselves is up for debate.

About the author

Marc Bain

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.

In This Article

Topics

Technology

Which High Street Fashion Brands Are Winning the AI Discovery Battle?

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?

Why Fashion Doesn’t Talk About How It Uses AI

A new analysis suggests most big fashion and retail players are using AI, though many are still reluctant to speak about it publicly.

Want to Know What Consumers Think? Ask an AI-Generated Focus Group.

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.

Opinion: Online Shopping Could Be AI’s Next Victim

The more conversational commerce becomes, the more important generative engine optimisation will be, writes Andrea Felsted.

What Stops Beauty Shoppers From Buying More

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.

Underdays and Foundrae Are Hiring on BoF Careers

Check out this week’s new partner and job openings on BoF Careers, the global marketplace for fashion and beauty talent.

Can Lake Translate Success in Sleepwear Outside the Bedroom?

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

Who Won Fashion’s Red Carpet Season of Change

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 Business of Fashion

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

CONNECT WITH US ON

News & Analysis

Topics

More

Careers

Community

Subscribe

About Us