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Marketing

How Fashion Marketers Will Nab Attention in 2026

After a year of experimentation and noise, 2026 marks a pivot for fashion marketers toward slower advertising, more thoughtful creative risks and human connection, as brands recalibrate how to entertain, engage and earn trust in an age of AI and consumer exhaustion.

Marketing

How Fashion Marketers Will Nab Attention in 2026

After a year of experimentation and noise, 2026 marks a pivot for fashion marketers toward slower advertising, more thoughtful creative risks and human connection, as brands recalibrate how to entertain, engage and earn trust in an age of AI and consumer exhaustion.


Marketing

Can Brands Turn Their Most Devoted Fans Into Paying Customers?

Plenty of people root for their favourite label like it’s their local football team — but that passion doesn’t always translate into sales.

Marketing

Can Brands Turn Their Most Devoted Fans Into Paying Customers?

Plenty of people root for their favourite label like it’s their local football team — but that passion doesn’t always translate into sales.


Beauty

The Themes Shaping Wellness in 2026

Holistic health is the hot topic of the year, as consumers seek products, treatments and habits that will improve their wellbeing across the board.

Beauty

The Themes Shaping Wellness in 2026

Holistic health is the hot topic of the year, as consumers seek products, treatments and habits that will improve their wellbeing across the board.


Executive Briefings

The Executive Briefing: Saks in Crisis; The Battle for Lululemon; A Holiday Shopping Miracle

America’s largest department store operator is on the brink, Lululemon’s founder is making moves and GLP-1 pills promise to shake up fashion this year. Read on for your concise breakdown of November’s key developments from executive editor Brian Baskin.

Executive Briefings

The Executive Briefing: Saks in Crisis; The Battle for Lululemon; A Holiday Shopping Miracle

America’s largest department store operator is on the brink, Lululemon’s founder is making moves and GLP-1 pills promise to shake up fashion this year. Read on for your concise breakdown of November’s key developments from executive editor Brian Baskin.


Retail

The Themes That Will Define the 2026 Fashion Agenda | The Debrief

Brian Baskin and Sheena Butler-Young sit down with BoF correspondent Marc Bain to unpack why executives are calling 2026 a ‘challenging’ year.

Retail

The Themes That Will Define the 2026 Fashion Agenda | The Debrief

Brian Baskin and Sheena Butler-Young sit down with BoF correspondent Marc Bain to unpack why executives are calling 2026 a ‘challenging’ year.


Beauty

How the K-Shaped Economy Is Redefining the Lipstick Effect

Skincare, makeup and fragrance are often touted for their ability to withstand market turbulence, but a splintering economic landscape is testing them in new ways.

Beauty

How the K-Shaped Economy Is Redefining the Lipstick Effect

Skincare, makeup and fragrance are often touted for their ability to withstand market turbulence, but a splintering economic landscape is testing them in new ways.


Luxury

Luxury Fashion Is Rethinking Its Value to Shoppers

After years of raising prices with no corresponding bump in quality or creativity, the industry is being forced to rebuild its trust with shoppers, according to the BoF-McKinsey State of Fashion 2026.

Luxury

Luxury Fashion Is Rethinking Its Value to Shoppers

After years of raising prices with no corresponding bump in quality or creativity, the industry is being forced to rebuild its trust with shoppers, according to the BoF-McKinsey State of Fashion 2026.


Beauty

The Fast-Growing Beauty Brands to Watch in 2026

Fresh points of view, distinct product offerings and international perspectives all unite the next generation of skincare, makeup, fragrance, hair and body labels.

Beauty

The Fast-Growing Beauty Brands to Watch in 2026

Fresh points of view, distinct product offerings and international perspectives all unite the next generation of skincare, makeup, fragrance, hair and body labels.


Luxury

Burberry’s CEO on Turning ‘Britishness’ Into a Global Language

Joshua Schulman reveals how he’s fuelling the brand’s turnaround with a more get-able take on British luxury and a new sense of urgency in the BoF-McKinsey State of Fashion 2026 report.

Luxury

Burberry’s CEO on Turning ‘Britishness’ Into a Global Language

Joshua Schulman reveals how he’s fuelling the brand’s turnaround with a more get-able take on British luxury and a new sense of urgency in the BoF-McKinsey State of Fashion 2026 report.


News & Analysis

The 10 Themes That Will Define the Fashion Agenda in the Year Ahead

From subdued consumer confidence to AI’s expanding role in business, The State of Fashion 2026 sets out the key challenges and opportunities shaping the industry in the year ahead.

News & Analysis

The 10 Themes That Will Define the Fashion Agenda in the Year Ahead

From subdued consumer confidence to AI’s expanding role in business, The State of Fashion 2026 sets out the key challenges and opportunities shaping the industry in the year ahead.


Retail

Can the Multibrand Fiasco Be Salvaged in 2026?

Matches is plotting yet another reboot, Ssense has a restructuring lifeline and an interest payment looms for Saks. Together, they signal an industry in crisis, but hope springs eternal.

Retail

Can the Multibrand Fiasco Be Salvaged in 2026?

Matches is plotting yet another reboot, Ssense has a restructuring lifeline and an interest payment looms for Saks. Together, they signal an industry in crisis, but hope springs eternal.


Beauty

Beauty Brands Are Finding Their Next Customers on the Operating Table

As interest in surgical procedures and so-called “tweakments” builds, a new cottage industry is emerging. Brands are targeting patients looking to maximise, extend and protect the results.

Beauty

Beauty Brands Are Finding Their Next Customers on the Operating Table

As interest in surgical procedures and so-called “tweakments” builds, a new cottage industry is emerging. Brands are targeting patients looking to maximise, extend and protect the results.