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.
The PR Machines Building the Next Generation of ‘It Girls’
The girls we can’t stop talking about today have that it factor, but they also are armed with publicists and stylists curating their image.
The PR Machines Building the Next Generation of ‘It Girls’
The girls we can’t stop talking about today have that it factor, but they also are armed with publicists and stylists curating their image.
How Luxury Finally Cracked TikTok
Higher-end fashion labels have become more prolific on the short-form video app in 2023. BoF unpacks how brands are growing buzz on TikTok.
How Luxury Finally Cracked TikTok
Higher-end fashion labels have become more prolific on the short-form video app in 2023. BoF unpacks how brands are growing buzz on TikTok.
Unravelling What Threads Means for Fashion
Brands including Nike, American Eagle and Fashion Nova have jumped on Meta’s Twitter alternative, but the app has yet to prove its staying power or that it offers real benefits to fashion brands.
Unravelling What Threads Means for Fashion
Brands including Nike, American Eagle and Fashion Nova have jumped on Meta’s Twitter alternative, but the app has yet to prove its staying power or that it offers real benefits to fashion brands.
What if Fashion Went on Strike?
Workers in Hollywood and fashion share many of the same grievances, from compensation to the artificial intelligence threat. Could a labour reckoning be in the apparel industry’s future too?
What if Fashion Went on Strike?
Workers in Hollywood and fashion share many of the same grievances, from compensation to the artificial intelligence threat. Could a labour reckoning be in the apparel industry’s future too?
Breaking Down the Barbie Phenomenon, From Mattel to Chanel
Mattel’s president and COO sees the summer’s hottest film opening a new chapter for the company, with implications for partners across retail and fashion.
Breaking Down the Barbie Phenomenon, From Mattel to Chanel
Mattel’s president and COO sees the summer’s hottest film opening a new chapter for the company, with implications for partners across retail and fashion.
How Brands Can Get Influencer Trips Right
Influencer trips have come roaring back post-pandemic, sometimes to an opulent degree. A growing number of brands are toning down their events to deepen creator relationships without a PR headache.
How Brands Can Get Influencer Trips Right
Influencer trips have come roaring back post-pandemic, sometimes to an opulent degree. A growing number of brands are toning down their events to deepen creator relationships without a PR headache.
What the Hollywood Strike Means for Fashion
While red carpets have momentarily dried up for brands and stylists, the SAG and WGA’s simultaneous strikes pose an unlikely opportunity for fashion companies to tap celebrity talent.
What the Hollywood Strike Means for Fashion
While red carpets have momentarily dried up for brands and stylists, the SAG and WGA’s simultaneous strikes pose an unlikely opportunity for fashion companies to tap celebrity talent.
Can Internet ‘It Girl’ Mia Khalifa Build a Lasting Business?
The adult-film-turned-social-media star, who is quickly becoming a force in fashion, launched jewellery line Sheytan this week alongside former Ye and Virgil Abloh collaborator Sara Burn. She has a knack for generating conversation online, but sustaining a brand represents a whole new challenge.
Can Internet ‘It Girl’ Mia Khalifa Build a Lasting Business?
The adult-film-turned-social-media star, who is quickly becoming a force in fashion, launched jewellery line Sheytan this week alongside former Ye and Virgil Abloh collaborator Sara Burn. She has a knack for generating conversation online, but sustaining a brand represents a whole new challenge.
Lessons From Influencer Marketing Mishaps
Recent controversies from Tarte, Shein and even Bud Light have demonstrated the risks that come with building marketing campaigns around social media stars — and provided learnings for how to operate in the sector today.
Lessons From Influencer Marketing Mishaps
Recent controversies from Tarte, Shein and even Bud Light have demonstrated the risks that come with building marketing campaigns around social media stars — and provided learnings for how to operate in the sector today.
Why Fashion’s Biggest PR Firms Keep Getting Bigger
With the news that The Independents is adding another firm, Ctzar, to its roster, BoF breaks down the factors driving consolidation in the space, and what it means for the industry.
Why Fashion’s Biggest PR Firms Keep Getting Bigger
With the news that The Independents is adding another firm, Ctzar, to its roster, BoF breaks down the factors driving consolidation in the space, and what it means for the industry.
The Life Cycle of a Viral Fashion Trend
BoF explains why online trends from cottagecore and quiet luxury to barbiecore and coastal grandmother bubble up and spread out — and how brands can find their footing in the fast-moving, jumbled space.
The Life Cycle of a Viral Fashion Trend
BoF explains why online trends from cottagecore and quiet luxury to barbiecore and coastal grandmother bubble up and spread out — and how brands can find their footing in the fast-moving, jumbled space.
Why Surrealist Marketing Is Suddenly Everywhere
Brands including Jacquemus, Tod’s, Isabel Marant, and Victoria Beckham are experimenting with eccentric and absurd CGI marketing campaigns.
Why Surrealist Marketing Is Suddenly Everywhere
Brands including Jacquemus, Tod’s, Isabel Marant, and Victoria Beckham are experimenting with eccentric and absurd CGI marketing campaigns.
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.