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.
5 Fashion Brands That Dominated the Met Gala Social Conversation
Analysis from BoF INSIGHTS PULSE shows which brands and celebrities drove the conversation around the Met Gala on social media — and why.
5 Fashion Brands That Dominated the Met Gala Social Conversation
Analysis from BoF INSIGHTS PULSE shows which brands and celebrities drove the conversation around the Met Gala on social media — and why.
The Art and Science of Product Naming
While tricky to get right, when item monikers resonate — think Glossier’s Boy Brow and Hill House Home’s Nap Dress — they can communicate a world of meaning in just a few words.
The Art and Science of Product Naming
While tricky to get right, when item monikers resonate — think Glossier’s Boy Brow and Hill House Home’s Nap Dress — they can communicate a world of meaning in just a few words.
Lucien Pagès Merges with AIPR
The Paris public relations star Lucien Pagès is forming a joint venture with Adam Iezzi’s London-based firm AIPR, backed by superagency The Independents.
Lucien Pagès Merges with AIPR
The Paris public relations star Lucien Pagès is forming a joint venture with Adam Iezzi’s London-based firm AIPR, backed by superagency The Independents.
The Secret to Influencer Longevity
In an industry that’s constantly churning out a hot new follow, it’s a rare creator who can build a lasting career. Several who did tell BoF that consistency and authenticity was key – even as they hopped platforms and radically changed their content.
The Secret to Influencer Longevity
In an industry that’s constantly churning out a hot new follow, it’s a rare creator who can build a lasting career. Several who did tell BoF that consistency and authenticity was key – even as they hopped platforms and radically changed their content.
Product Drops Are Fashion’s New Can’t-Miss Events
Brands from streetwear to beauty are connecting with young audiences by turning product drops into fun-filled events involving games, quests and competitions.
Product Drops Are Fashion’s New Can’t-Miss Events
Brands from streetwear to beauty are connecting with young audiences by turning product drops into fun-filled events involving games, quests and competitions.
Explainer: The Digital Advertising Disruption Coming for Fashion
With Google’s online advertising business declared an illegal monopoly and Meta at risk of spinning off Instagram, the digital advertising market could be headed for an overhaul with a looming recession in the backdrop.
Explainer: The Digital Advertising Disruption Coming for Fashion
With Google’s online advertising business declared an illegal monopoly and Meta at risk of spinning off Instagram, the digital advertising market could be headed for an overhaul with a looming recession in the backdrop.
Fashion’s Unexpected Data Treasure Troves
A wave of independent fashion brokers — including sourcers, Substackers and stylists — are figuring out how to use the information they gather from their plugged-in audiences, who are increasingly interested in data themselves.
Fashion’s Unexpected Data Treasure Troves
A wave of independent fashion brokers — including sourcers, Substackers and stylists — are figuring out how to use the information they gather from their plugged-in audiences, who are increasingly interested in data themselves.
How Brands Are Selling Higher Prices to Their Customers
As US tariffs create market uncertainty globally, brands are balancing transparent communications and conversion-driving marketing tactics to maintain sales and customer loyalty.
How Brands Are Selling Higher Prices to Their Customers
As US tariffs create market uncertainty globally, brands are balancing transparent communications and conversion-driving marketing tactics to maintain sales and customer loyalty.
How Zales Is Marketing Diamonds to Gen-Z
In a move away from marketing fine jewellery as an occasion-specific opportunity, Zales is hoping to sell Gen-Z on diamonds and precious metals as everyday staples they can buy for themselves.
How Zales Is Marketing Diamonds to Gen-Z
In a move away from marketing fine jewellery as an occasion-specific opportunity, Zales is hoping to sell Gen-Z on diamonds and precious metals as everyday staples they can buy for themselves.
Actual Y2K Brands Want In on the Y2K Trend
From Ugg to Milani to True Religion, popular early-aughts brands are leaning into “newstalgia” — striking a balance between reminding consumers of their glory days and offering something fresh to stay relevant across generations.
Actual Y2K Brands Want In on the Y2K Trend
From Ugg to Milani to True Religion, popular early-aughts brands are leaning into “newstalgia” — striking a balance between reminding consumers of their glory days and offering something fresh to stay relevant across generations.
Influencer Brands Are Making a Comeback
After a few high-profile failures, influencer-founded brands faded from the spotlight at the start of the decade. Now, a new generation is rising — but is determined to chart a different course from its predecessors.
Influencer Brands Are Making a Comeback
After a few high-profile failures, influencer-founded brands faded from the spotlight at the start of the decade. Now, a new generation is rising — but is determined to chart a different course from its predecessors.
How AI Is Already Changing Marketing
With an array of new AI tools on hand, fashion marketers need to balance automating rote tasks and maintaining their creative vision to ensure brand integrity.
How AI Is Already Changing Marketing
With an array of new AI tools on hand, fashion marketers need to balance automating rote tasks and maintaining their creative vision to ensure brand integrity.
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.