The Lede Company Acquires London-Based Agency Aisle 8
As part of the acquisition, Aisle 8 founder Lauren Winslade will join Lede as president of brand for its UK office, bolstering the agency’s presence in the region.
Marketing
How new technologies and cultural shifts are rewiring fashion communications.
Highlights
Loading highlights…
Case Studies & Reports
Latest News & Analysis
Terrence O’Connor on Why Cultural Relevance Can’t Be Manufactured
The creative director and strategist joins Imran Amed on The BoF Podcast to discuss the evolution of his career, the realities of shaping artist narratives and why long-term collaboration outperforms short-term marketing.
How to Craft a Viral Marketing Moment
A trending Diwali campaign by cult Indian label Raw Mango and tech giant Apple offers a masterclass in modern marketing.
In Fashion’s Holiday Campaigns, the Medium Is the Message
From Prada to Rimowa, brands are embracing handcrafted campaign formats like illustration and stop-motion this season. But heightened transparency around the artistic process is necessary to both highlight artistry and avoid customer disappointment.
Why Dior’s Holiday Ad Sparked Debate
Dior claimed its winter campaign, ‘Christian Dior’s Night in Colour,’ was fully hand-illustrated. But online commenters have questioned whether the campaign used AI in its development.
ADVERTISEMENT
ShopMy Is Taking Its Influencer-Curated Marketplace Offline
With a pop-up holiday market in New York City, the influencer monetisation platform is hoping to bulk up its credentials as a shopping partner for brands — and build its own name recognition in the process.
Why Jude Bellingham Is Calvin Klein’s New Star
The British footballer strips down for a smouldering new campaign, giving Calvin Klein another viral moment in the business of selling sex appeal.
How to Measure the Marketing Impact of Desirability
Launchmetrics CMO Alison Bringé and sibling studio founder Lucinda Bounsall discuss how fashion and beauty brands can measure the attention they generate and translate it into business value.
How Twitch and Discord Are Shaping Menswear’s Next Generation
The rise of streaming culture and the social platforms that support it are influencing a generation of young men and spawning new menswear labels from Kai Cenat’s Vivet to Jarod John Leonard.
ADVERTISEMENT
How AI Is Transforming Personalisation Into Individualisation
As customers expect more from the shopping journey — across lifestyle, luxury, beauty and fashion — brands are using automation to create more relevant, individualised experiences. BoF sits down with Klaviyo’s CMO Jamie Domenici to explore how brands can move beyond standard personalisation.
BoF LIVE | How to Measure the Marketing Impact of Desirability
Join us on Thursday, October 22, at 16:00 BST / 11:00 EDT for our next #BoFLIVE.
Why Luxury Marketing Is Getting More Restrained
Rather than chasing viral spectacle, brands from Chloé to Prada are stripping back their marketing to prioritise their core DNA.
How Brands Are Democratising the Runway
To turn fleeting buzz into lasting customer loyalty, fashion labels are welcoming shoppers into the traditionally exclusive world of runway shows through invites, community events and content that deepens collection narratives.
THE NEWS IN BRIEF
Meta Bans Ads From TikTok on Its Apps
The policy bars ads from ByteDance, which remains in charge of key parts of TikTok, and extends to third-party advertisers running campaigns that link to TikTok.
Marc Jacobs Appoints New Chief Marketing Officer
Hearst veteran John Wattiker joins the American fashion house as CMO on the heels of its acquisition from LVMH by WHP Global and G-III.
The Independents Acquires Production Studio Smuggler
The global collective has brought film studio Smuggler under its umbrella to bolster its entertainment capabilities.
Nike Football Boss Says World Cup Final ‘Not What We Dreamed’
In a memo reviewed by Bloomberg News, Nike’s vice president and general manager of football acknowledged the tournament’s ending wasn’t the one the company hoped for.
Taylor Swift Weds in Dior Haute Couture by Jonathan Anderson
The couple also wore custom shoes by Christian Louboutin at their Madison Square Garden ceremony.
The Independents Acquires Production Firm Phantasm Group
The latest in The Independents’ agency acquisition spree, the Paris-based firm will bring its film and campaign production capabilities to the group at a time when entertainment is an increasingly important lever for fashion.
Mazarine Buys Luxury PR Firm Bacchus
The acquisition bulks up the French creative group with expertise from Bacchus in engaging ultra-high-net-worth individuals.