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The State of Fashion

In-depth reports by The Business of Fashion and McKinsey & Company on the future of the fashion, beauty and luxury industries.
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Luxury

The Rise of Challenger Brands as Beacons of Exclusivity

“If-you-know-you-know” recognition from other insiders is growing in importance, according to BoF Insights and McKinsey’s report ‘Face to Face With Luxury Clients.’

Luxury

The Rise of Challenger Brands as Beacons of Exclusivity

“If-you-know-you-know” recognition from other insiders is growing in importance, according to BoF Insights and McKinsey’s report ‘Face to Face With Luxury Clients.’


Luxury

Who Is Using AI Assistants for Luxury Shopping?

Algorithms are increasingly shaping how luxury clients shop, redefining their relationships with brands, according to BoF Insights and McKinsey’s report ‘Face to Face With Luxury Clients.’

Luxury

Who Is Using AI Assistants for Luxury Shopping?

Algorithms are increasingly shaping how luxury clients shop, redefining their relationships with brands, according to BoF Insights and McKinsey’s report ‘Face to Face With Luxury Clients.’


Luxury

Secondhand Chic: Resale’s Appeal to Wealthy Clients

Higher-spending luxury clients, not budget-conscious consumers, are the most engaged secondhand shoppers, according to BoF Insights and McKinsey.

Luxury

Secondhand Chic: Resale’s Appeal to Wealthy Clients

Higher-spending luxury clients, not budget-conscious consumers, are the most engaged secondhand shoppers, according to BoF Insights and McKinsey.


Luxury

Why Brand Experiences Are Redefining Luxury

Luxury value is increasingly measured through the access, moments and memories linked to a brand, according to BoF Insights and McKinsey’s latest report.

Luxury

Why Brand Experiences Are Redefining Luxury

Luxury value is increasingly measured through the access, moments and memories linked to a brand, according to BoF Insights and McKinsey’s latest report.


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Luxury

Urban Jürgensen: Introducing Elite Watchmaking to New Audiences

Chief executive Alex Rosenfield explains in 'Face to Face With Luxury Clients' how the historic, ultra-high-end watchmaker is engaging lifestyle customers and the next generation of ‘gearheads’ with a Timothée Chalamet tie-up and a fresh approach to community building while bypassing traditional retail.

Luxury

Urban Jürgensen: Introducing Elite Watchmaking to New Audiences

Chief executive Alex Rosenfield explains in 'Face to Face With Luxury Clients' how the historic, ultra-high-end watchmaker is engaging lifestyle customers and the next generation of ‘gearheads’ with a Timothée Chalamet tie-up and a fresh approach to community building while bypassing traditional retail.


Luxury

Jessica McCormack: How a Challenger Is Seizing the Jewellery Opportunity

The London-based independent jewellery label, which sells high-end pieces for everyday wear, has boosted sales by leveraging jewellery as a means of self expression. Chief executive Leonie Brantberg details in our latest report ‘Face to Face With Luxury Clients’ the brand’s strategy and expansion plans.

Luxury

Jessica McCormack: How a Challenger Is Seizing the Jewellery Opportunity

The London-based independent jewellery label, which sells high-end pieces for everyday wear, has boosted sales by leveraging jewellery as a means of self expression. Chief executive Leonie Brantberg details in our latest report ‘Face to Face With Luxury Clients’ the brand’s strategy and expansion plans.


Luxury

Luxury Clients Want Meaning More Than Status

The era of buying luxury purely for status and visibility is giving way to something more personal, centred on identity, connection and self-expression, according to BoF Insights and McKinsey’s report ‘Face to Face With Luxury Clients.’

Luxury

Luxury Clients Want Meaning More Than Status

The era of buying luxury purely for status and visibility is giving way to something more personal, centred on identity, connection and self-expression, according to BoF Insights and McKinsey’s report ‘Face to Face With Luxury Clients.’


Luxury

Icicle: Capturing Interest in Chinese Brands

Executive president Louise Xu explains how the Shanghai-based quiet luxury label is tapping rising interest in Chinese brands, its novel retail concept and the differences between Chinese and Western consumers.

Luxury

Icicle: Capturing Interest in Chinese Brands

Executive president Louise Xu explains how the Shanghai-based quiet luxury label is tapping rising interest in Chinese brands, its novel retail concept and the differences between Chinese and Western consumers.


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Luxury

Chanel’s Bruno Pavlovsky on Reengineering an Iconic Brand

Chanel’s president of fashion, Bruno Pavlovsky, explains in our latest report ‘Face to Face With Luxury Clients’ how the French megabrand has reignited customer excitement and sales growth since onboarding a new artistic director last year.

Luxury

Chanel’s Bruno Pavlovsky on Reengineering an Iconic Brand

Chanel’s president of fashion, Bruno Pavlovsky, explains in our latest report ‘Face to Face With Luxury Clients’ how the French megabrand has reignited customer excitement and sales growth since onboarding a new artistic director last year.


Retail

Fashion Enters Its Wellbeing Era

Fashion brands are opening wellbeing-adjacent 'third spaces' and seeking other opportunities to integrate wellness as shoppers devote more spending to their health, according to the BoF-McKinsey State of Fashion 2026.

Retail

Fashion Enters Its Wellbeing Era

Fashion brands are opening wellbeing-adjacent 'third spaces' and seeking other opportunities to integrate wellness as shoppers devote more spending to their health, according to the BoF-McKinsey State of Fashion 2026.


Retail

COS Is Building a Bridge Between Mass Market and Luxury

The H&M-owned brand is drawing customers in search of sophisticated design and those looking for value. Managing director Daniel Herrmann discusses in the BoF-McKinsey State of Fashion 2026 how it strikes its high-low balance.

Retail

COS Is Building a Bridge Between Mass Market and Luxury

The H&M-owned brand is drawing customers in search of sophisticated design and those looking for value. Managing director Daniel Herrmann discusses in the BoF-McKinsey State of Fashion 2026 how it strikes its high-low balance.


Retail

Why Almost Every Brand Is Moving Upmarket

Brands are elevating their offerings to avoid competition with Shein on the low end or capture high-end shoppers squeezed out by luxury's soaring prices, says the BoF-McKinsey State of Fashion 2026.

Retail

Why Almost Every Brand Is Moving Upmarket

Brands are elevating their offerings to avoid competition with Shein on the low end or capture high-end shoppers squeezed out by luxury's soaring prices, says the BoF-McKinsey State of Fashion 2026.