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 to Build an Influencer Marketing Team
As creators have become a key part of any successful digital marketing strategy, brands and their digital partners are looking to bulk up their influencer operations.
How to Build an Influencer Marketing Team
As creators have become a key part of any successful digital marketing strategy, brands and their digital partners are looking to bulk up their influencer operations.
What Kim Kardashian’s Olympics Coup Says About American Fashion
The mega-influencer’s digital-first shapewear brand Skims has succeeded, not only in selling millions of units, but in quickly earning the sort of cultural credibility once reserved for the likes of Ralph Lauren.
What Kim Kardashian’s Olympics Coup Says About American Fashion
The mega-influencer’s digital-first shapewear brand Skims has succeeded, not only in selling millions of units, but in quickly earning the sort of cultural credibility once reserved for the likes of Ralph Lauren.
Brands Can Now Work With College Athletes. What Are the Rules?
Beginning July 1, thousands of American college athletes will be able to cash in on their name and image for the first time. Fashion labels are already lining up to tap star players for branded content, endorsements and product deals.
Brands Can Now Work With College Athletes. What Are the Rules?
Beginning July 1, thousands of American college athletes will be able to cash in on their name and image for the first time. Fashion labels are already lining up to tap star players for branded content, endorsements and product deals.
Gen Z Is Reimagining Masculinity. Brands Are, Too
Fashion is finding new ways to speak to men and male-identifying customers beyond gender stereotypes.
Gen Z Is Reimagining Masculinity. Brands Are, Too
Fashion is finding new ways to speak to men and male-identifying customers beyond gender stereotypes.
How to Sell Menswear to Women and Womenswear to Men
Selling to another gender offers growth opportunities but comes with a unique set of challenges for marketers.
How to Sell Menswear to Women and Womenswear to Men
Selling to another gender offers growth opportunities but comes with a unique set of challenges for marketers.
How Fashion Brands Should Play the Women’s Sports Boom
Women’s sports viewership has been rising for years and the influence of female athletes is growing with it — but fashion has yet to fully capitalise on the marketing opportunity.
How Fashion Brands Should Play the Women’s Sports Boom
Women’s sports viewership has been rising for years and the influence of female athletes is growing with it — but fashion has yet to fully capitalise on the marketing opportunity.
Why Orenda Tribe Changed Its Name at the Peak of Its Success
The Diné designer Amy Denet Deal has both levied and been on the receiving end of charges of cultural appropriation in the last year, even as her business soared to new heights. The controversy highlights the challenge of bringing personal identity into a brand’s narrative.
Why Orenda Tribe Changed Its Name at the Peak of Its Success
The Diné designer Amy Denet Deal has both levied and been on the receiving end of charges of cultural appropriation in the last year, even as her business soared to new heights. The controversy highlights the challenge of bringing personal identity into a brand’s narrative.
The Secret to Sephora’s Influencer Marketing Success
On the surface, Sephora’s influencer marketing programs seem comparable to those of its competitors like Ulta. But a unique approach to talent scouting and development sets it apart from the rest.
The Secret to Sephora’s Influencer Marketing Success
On the surface, Sephora’s influencer marketing programs seem comparable to those of its competitors like Ulta. But a unique approach to talent scouting and development sets it apart from the rest.
Fashion Brands Are Betting on Streaming Ads
The boom in streaming services like Hulu and Roku is creating new opportunities, though brands that use these platforms to build their reputation, rather than just selling products, will find more success.
Fashion Brands Are Betting on Streaming Ads
The boom in streaming services like Hulu and Roku is creating new opportunities, though brands that use these platforms to build their reputation, rather than just selling products, will find more success.
Why Gucci Recruited James Corden to Host a Key Comeback Campaign
Getting Gucci back to rapid growth will require selling to hypebeasts and grandmothers at the same time. With a fake talk show, the brand is trying to balance Alessandro Michele’s maximalist hits with more understated styles.
Why Gucci Recruited James Corden to Host a Key Comeback Campaign
Getting Gucci back to rapid growth will require selling to hypebeasts and grandmothers at the same time. With a fake talk show, the brand is trying to balance Alessandro Michele’s maximalist hits with more understated styles.
How Small Brands Get Big Media Attention
In a fashion media landscape that favours advertisers, small brands have to be creative to draw coverage, let alone a spot on a magazine cover.
How Small Brands Get Big Media Attention
In a fashion media landscape that favours advertisers, small brands have to be creative to draw coverage, let alone a spot on a magazine cover.
BoF LIVE: What Makes the Perfect Influencer Collaboration?
As brands leverage marketing budgets, influencer collaborations are increasingly the go-to option. A panel of experts discuss how brands and influencers can make sure these relationships work.
BoF LIVE: What Makes the Perfect Influencer Collaboration?
As brands leverage marketing budgets, influencer collaborations are increasingly the go-to option. A panel of experts discuss how brands and influencers can make sure these relationships work.
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.