The Independents Acquires Production Studio Smuggler
The global collective has brought film studio Smuggler under its umbrella to bolster its entertainment capabilities.
Marketing
How new technologies and cultural shifts are rewiring fashion communications.
Influencers Urged to Steer Clear of Politics During US Immigration Crackdown
Lawyers are advising content creators that weighing in on political topics can come with serious risks.
The Bezos Wedding Was a Social Media Win for Fashion
Though the ceremony sparked ire online, it generated significant media impact value for the brands involved.
The Return of Old-School Celebrity Campaigns
Brands are reverting to retro celebrity testimonials to drive awareness and renewed interest among ad-weary consumers.
The Fashion and Beauty Opportunity on Snapchat in the Gulf
BoF sits down with Snap Inc.’s vice president and general manager of the Middle East, Hussein Freijeh, to learn more about the changing social media landscape in the Gulf, its impact on consumer behaviour, and the new opportunities it presents for fashion and beauty brands to reach audiences in the region.
Why DTC Is Finally Investing in Brand Marketing
Digitally native brands that were once known for rampant social media ads — from Rothy’s to Everlane — are going all in on storytelling that boosts loyalty and creates long term sales growth.
How to Acquire Customers with Instagram Ads in 2025
As paid marketing on Meta gets cheaper and easier to target customers, brands are getting more strategic about the content that attracts consumers at different points in their shopping journey.
The Independents Acquires Culinary Studio We Are Ona
The conglomerate’s latest acquisition marks its entry into the culinary space.
Sunscreen to Shoppers: Pick Your Poison
As unchecked facts infiltrate the health and wellness market, indie sunscreen brands are burning out on misinformation — and getting heated in the comment section.
The New Rules of Brand Ambassadorship
As the influencer economy matures, brands are shifting their focus from star power to strategic alignment. A new report from Launchmetrics — “Brand Ambassador Marketing 2025” — reveals how resonance — not reach — is now defining success.
Why Food Is Everywhere in Fashion Advertising
As foodie culture peaks and the cost of living rises, food is popping up more than ever in fashion imagery.
Indigenous Designers Are Driving Brands to Collaborate, Not Appropriate
Though appropriation of Native art and traditions still exists in fashion, more brands are finding ways to ethically work with Native designers and communities.
The Debrief | How Fashion Brands Build Community in 2025
In a time of consumer caution and social division, fashion brands are investing in community to drive loyalty. BoF’s Lei Takanashi joins The Debrief to explore the emotional core of brand building today.
THE NEWS IN BRIEF
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.
Exclusive: The Independents Acquires Ma+Group
The communications giant adds Ma+Group’s artist representation and content production skillset to its roster.
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.