Exclusive: The Independents Acquires Ma+Group
The communications giant adds Ma+Group’s artist representation and content production skillset to its roster.
Marketing
How new technologies and cultural shifts are rewiring fashion communications.
How Hotels Became Fashion’s Most In-Demand Partner
In a fresh wave of collaborations, fashion and beauty brands are creating merch for top hotels that goes far beyond gift shop merchandise.
How Hotels Became Fashion’s Most In-Demand Partner
In a fresh wave of collaborations, fashion and beauty brands are creating merch for top hotels that goes far beyond gift shop merchandise.
Case Study | The Complete Guide to Communicating Value to Shoppers
Among the greatest challenges fashion businesses face today is convincing increasingly discerning and discount-driven shoppers that their products are worth the buy — at full price. This case study explores how brands, from luxury to mass market, can communicate value in a competitive and choosy environment.
Case Study | The Complete Guide to Communicating Value to Shoppers
Among the greatest challenges fashion businesses face today is convincing increasingly discerning and discount-driven shoppers that their products are worth the buy — at full price. This case study explores how brands, from luxury to mass market, can communicate value in a competitive and choosy environment.
What Comes After TikTok’s Wild Weekend
Many US users had come to depend on the platform for their livelihoods, and brands found great success in partnering with them. Rebuilding that ecosystem in a suddenly fragmented social media landscape won’t be easy.
What Comes After TikTok’s Wild Weekend
Many US users had come to depend on the platform for their livelihoods, and brands found great success in partnering with them. Rebuilding that ecosystem in a suddenly fragmented social media landscape won’t be easy.
Lessons From the Last Week of TikTok
Barring a last-minute miracle, a new generation of creators are about to learn firsthand the high cost of relying too heavily on one platform.
Lessons From the Last Week of TikTok
Barring a last-minute miracle, a new generation of creators are about to learn firsthand the high cost of relying too heavily on one platform.
Marketing 101 for the Unpredictable Year Ahead
Despite complaints around higher prices and concern over global uncertainty, consumer spending remains relatively resilient. To reach these cautiously confident shoppers in 2025, marketers should highlight value and remain consistent, yet agile, in their brand storytelling.
Marketing 101 for the Unpredictable Year Ahead
Despite complaints around higher prices and concern over global uncertainty, consumer spending remains relatively resilient. To reach these cautiously confident shoppers in 2025, marketers should highlight value and remain consistent, yet agile, in their brand storytelling.
How to Choose a PR Agency | The Debrief
From emerging designers to global names, The Debrief unpacks what to look for in a PR partner and how to make the most of that relationship.
How to Choose a PR Agency | The Debrief
From emerging designers to global names, The Debrief unpacks what to look for in a PR partner and how to make the most of that relationship.
GQ and Bode to Host Super Bowl Fashion Show
The sports-meets-fashion event, including a runway show, will take place in New Orleans ahead of the American football championship in February.
GQ and Bode to Host Super Bowl Fashion Show
The sports-meets-fashion event, including a runway show, will take place in New Orleans ahead of the American football championship in February.
This Week: Countdown to the TikTok Ban
Barring a last-minute intervention by the US Supreme Court, these may be the final days of social media as we know it. Plus, men’s shows and luxury earnings season kick off.
This Week: Countdown to the TikTok Ban
Barring a last-minute intervention by the US Supreme Court, these may be the final days of social media as we know it. Plus, men’s shows and luxury earnings season kick off.
The Decline and Fall of the Viral Microtrend
Fast spreading — and disappearing — online “microtrends” or “cores” have driven fashion conversation for young shoppers over the past few years. Now, the churn has started to slow.
The Decline and Fall of the Viral Microtrend
Fast spreading — and disappearing — online “microtrends” or “cores” have driven fashion conversation for young shoppers over the past few years. Now, the churn has started to slow.
What Happens When TikTok’s Trend Machine Shuts Down?
Facing a looming ban, brands and creators must contemplate the internet without its most important cultural production engine.
What Happens When TikTok’s Trend Machine Shuts Down?
Facing a looming ban, brands and creators must contemplate the internet without its most important cultural production engine.
Why the ‘Walmart Birkin’ Struck a Nerve
There are countless “dupes” for luxury goods available, but the fact that a copycat version of Hermès' ultra-coveted bag attracted so much attention online speaks to a shift in consumer sentiment around buying knockoffs.
Why the ‘Walmart Birkin’ Struck a Nerve
There are countless “dupes” for luxury goods available, but the fact that a copycat version of Hermès' ultra-coveted bag attracted so much attention online speaks to a shift in consumer sentiment around buying knockoffs.
The Best of BoF 2024: Fashion’s Cultural Crossover Continues
In 2024, fashion leaned heavily on cultural moments — especially anything to do with sports — to connect with cautious consumers.
The Best of BoF 2024: Fashion’s Cultural Crossover Continues
In 2024, fashion leaned heavily on cultural moments — especially anything to do with sports — to connect with cautious consumers.
THE NEWS IN BRIEF
TikTok Star Khaby Lame Signs $975 Million Deal to Monetise Global Fan Base
Lame is partnering with Rich Sparkle Holdings Ltd. to turn his 360 million social-media followers into a commercial venture.
Italian Judge Acquits Influencer Chiara Ferragni Over Charity Fraud Claims
The fashion influencer with over 28 million followers was fined almost $1.14 million in 2023 on charges of fraud over allegedly misleading claims linked to charity sales of Ferragni-branded Pandoro Christmas cakes.
Ykone and Mirror Mirror Agencies Merge to Form New Group
The Paris-based agencies joined forces to create One, a new group offering services in event production, influencer marketing and more.
PR Firm BPCM Names New Leadership
Co-founders Vanessa von Bismarck and Carrie Ellen Phillips have appointed chief-of-staff Nancy Cuocci and global managing director Victor de Vita as partners.
WMH Acquires Production Company Profirst France, To Be Merged with Petit Ami
Under new ownership the agencies will rebrand as The Officin.
Radical PR Opens New York Office
The new location marks the agency's first in North America.
Alexandre de Betak to Open His First Independent Atelier During Frieze London
The artistic director behind Bureau Betak, who has staged hundreds of fashion shows, is debuting his personal artistic studio with a new light installation.