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The Business of Fashion

Marketing

How new technologies and cultural shifts are rewiring fashion communications.

Is ‘Elle’ the New Blueprint for Product Placement?

The ‘Legally Blonde’ prequel series is taking the ties between product and plot to another level, incorporating its stars into spots and referencing the show in corresponding social content.

Why This Summer’s Fashion Campaigns Are All-In on Retro Escapism

Driven by digital fatigue, brands across the pricing spectrum are transforming consumers’ collective memories of simpler times into marketing material. But with so many campaigns leaning into a similar aesthetic, it’s become a race to stand out.

Why Hollywood Executives Are Fashion’s New Power Hire

As content and entertainment become increasingly central to brands’ marketing strategies, companies from Gap to E.l.f. are broadening the talent pool, considering everyone from entertainment IP experts to filmmakers.

How Creative Promotions Are Reshaping Customer Engagement

Talon.One’s ‘Creative Currencies in Promotions’ explores how brands are moving beyond traditional discounting and using promotions to create stronger customer engagement, emotional connection and long-term loyalty. Here, BoF shares key extracts from the report, alongside analysis of the shifts reshaping promotional strategy.

How to Build Lasting Communities on TikTok

BoF and TikTok convened brand leaders, editors, and creators at Nine Orchard in New York to examine how fashion and media players can move beyond trend-chasing to build lasting communities on the platform.

Can Indie PR Scale Without Selling Out?

Boutique communications agencies are increasingly winning major fashion accounts from industry incumbents. However, a sweeping wave of industry consolidation is forcing independent founders to choose between corporate backing and the rising cost of autonomy.

Inside BoF and LTK’s Intimate London Dinner on the New Fundamentals of Creator Commerce

As AI transforms how consumers search, discover and purchase from brands, marketing and creative leaders gathered in London with The Business of Fashion and LTK to discuss the future of creator-led commerce and the growing value of trust.

Explainer: What Social Media Bans Mean for Marketers

As the UK joins countries like Australia and Malaysia in their efforts to curtail under-16 social media access, brands may need to rethink their marketing strategies.

For Some Brands, Pride Month Is Sexy Again

Labels like Away and Levi’s have moved on from bland rainbows to more daring takes on Pride month.

Why Brands Are Yielding Control to Creators Like Lyas on TikTok

From luxury brands and The Devil Wears Prada 2 to Willy Chavarria and Nothing, a growing list of names are courting the founder of La Watch Party. In a new knowledge report by BoF, in partnership with TikTok, Lyas shares his recipe for success.

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.

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?

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