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.
Marketing
How new technologies and cultural shifts are rewiring fashion communications.
Can Fashion Move Beyond Vanity Metrics?
Visibility matters, but as metrics like ‘media impact value’ come under scrutiny, analytics providers including Launchmetrics and CreatorIQ are evolving their toolsets to measure brand moments beyond impressive-sounding numbers that don’t tie back to key business outcomes.
Can Fashion Move Beyond Vanity Metrics?
Visibility matters, but as metrics like ‘media impact value’ come under scrutiny, analytics providers including Launchmetrics and CreatorIQ are evolving their toolsets to measure brand moments beyond impressive-sounding numbers that don’t tie back to key business outcomes.
Why Influencers Are Infiltrating the Masthead
Legacy titles and digital upstarts alike are flailing at a time when influencers are more powerful than ever. Refinery29 is the latest publication betting that joining forces will help them both succeed in the future.
Why Influencers Are Infiltrating the Masthead
Legacy titles and digital upstarts alike are flailing at a time when influencers are more powerful than ever. Refinery29 is the latest publication betting that joining forces will help them both succeed in the future.
How Books Became Fashion’s Favourite Flex
Fashion brands from Coach to Dior are piling into literature as books become key status symbols and markers of knowledge and taste in an age of visual overload and AI slop. Which strategies have substance?
How Books Became Fashion’s Favourite Flex
Fashion brands from Coach to Dior are piling into literature as books become key status symbols and markers of knowledge and taste in an age of visual overload and AI slop. Which strategies have substance?
Recho Omondi on How Brands Can Navigate the ‘TikTok City’
In a new knowledge report by BoF, in partnership with TikTok, Recho Omondi, founder of The Cutting Room Floor podcast, unpacks how creating culture and community on TikTok is possible if brands are bold enough to have a personality.
Recho Omondi on How Brands Can Navigate the ‘TikTok City’
In a new knowledge report by BoF, in partnership with TikTok, Recho Omondi, founder of The Cutting Room Floor podcast, unpacks how creating culture and community on TikTok is possible if brands are bold enough to have a personality.
Fashion and Beauty Leaders Gather in New York to Unpack AI Adoption
The Business of Fashion convened senior leaders from Amazon Fashion, Calvin Klein, and Victoria Beckham Beauty, among others, to explore its latest coverage of artificial intelligence.
Fashion and Beauty Leaders Gather in New York to Unpack AI Adoption
The Business of Fashion convened senior leaders from Amazon Fashion, Calvin Klein, and Victoria Beckham Beauty, among others, to explore its latest coverage of artificial intelligence.
Exclusive: Salomon Names Jisoo Global Ambassador
Salomon’s newest brand ambassador arrives at a moment when its lifestyle-focused Sportstyle line is still a powerful growth engine for the Amer Sports-owned brand.
Exclusive: Salomon Names Jisoo Global Ambassador
Salomon’s newest brand ambassador arrives at a moment when its lifestyle-focused Sportstyle line is still a powerful growth engine for the Amer Sports-owned brand.
Knowledge Report | Building Cultural Relevance on TikTok
To recapture consumer attention and inspire loyalty, brands and publishers are exploring new creative approaches on TikTok. This knowledge report examines how players in the fashion, beauty and media industries can leverage cultural capital and creator partnerships to grow their own fan communities.
Knowledge Report | Building Cultural Relevance on TikTok
To recapture consumer attention and inspire loyalty, brands and publishers are exploring new creative approaches on TikTok. This knowledge report examines how players in the fashion, beauty and media industries can leverage cultural capital and creator partnerships to grow their own fan communities.
The Tricky Business of Dupe-Fluencing
Influencers know their audiences want dupes. Fashion brands hate when they share them. It’s created a new tension that speaks to the shifting dynamics in the creator economy today.
The Tricky Business of Dupe-Fluencing
Influencers know their audiences want dupes. Fashion brands hate when they share them. It’s created a new tension that speaks to the shifting dynamics in the creator economy today.
You May Monetise the Bride
As weddings become content productions with viral potential, brands, stylists and publicists are cashing in.
You May Monetise the Bride
As weddings become content productions with viral potential, brands, stylists and publicists are cashing in.
The New Resale Marketing Playbook
As competition in the resale market continues to heat up, secondhand marketplaces from eBay to Poshmark are upping their marketing game to underscore what makes them unique.
The New Resale Marketing Playbook
As competition in the resale market continues to heat up, secondhand marketplaces from eBay to Poshmark are upping their marketing game to underscore what makes them unique.
How to Sell Aspiration in 2026
From Nike’s controversial Boston Marathon ad to the Met Gala, brands are grappling with how to sell aspiration without alienating people in a politically charged US market. ‘Exclusivity shouldn’t be about shutting people out, but calling the right people in.’
How to Sell Aspiration in 2026
From Nike’s controversial Boston Marathon ad to the Met Gala, brands are grappling with how to sell aspiration without alienating people in a politically charged US market. ‘Exclusivity shouldn’t be about shutting people out, but calling the right people in.’
What Makes a Beauty Experience Last Forever?
In an age of content oversaturation, brands are spending more to make their events and environments stand out — even if these moments are more fleeting than ever.
What Makes a Beauty Experience Last Forever?
In an age of content oversaturation, brands are spending more to make their events and environments stand out — even if these moments are more fleeting than ever.
THE NEWS IN BRIEF
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.
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.