Skip to main content
BoF Logo

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

The Business of Fashion
Luxury

Op-Ed | Go Big or Go Hyper-Niche

Powerful shifts in media-technology are rewriting the playbook for building a fashion brand in 2023, argues Thom Bettridge.
Pharrell Williams and Rick Owens.
Shifts in media-technology are rewriting the playbook for building a fashion brand in 2023, argues Thom Bettridge. (Getty Images)
By
  • Thom Bettridge

In late January, after speculation that anyone from Tom Ford to Harry Styles would succeed Alessandro Michele at Gucci, owner Kering revealed that behind-the-scenes Valentino designer Sabato De Sarno would take the role, prompting some to wonder whether the age of the star designer was well and truly over and if an indie favourite like Martine Rose or Kidsuper could succeed Virgil Abloh at Vuitton. That didn’t happen.

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.

Further Reading

© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Luxury
How rapid change is reshaping the tradition-soaked luxury sector in Europe and beyond.

Hermès ‘Game’ Leaves a Bad Taste

In this week’s High Margin luxury newsletter: A softening resale market for Birkin and Kelly bags poses questions for luxury powerhouse Hermès. Plus, a run on Chanel’s stores during Paris Fashion Week.

view more
Latest News & Analysis
Unrivalled, world class journalism across fashion, luxury and beauty industries.

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.

VIEW MORE

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON
© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions, Privacy Policy, Cookie Policy and Accessibility Statement.