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The Business of Fashion

Marketing

How new technologies and cultural shifts are rewiring fashion communications.

Did Mall Brands Just Win the Met Gala?

Well, not exactly. But some surprising names made an impression on the red carpet alongside the likes of Loewe, Alaïa and Balmain.

KidSuper’s Big Ambitions for His Funny Business

The designer — whose bright, arty clothes earned him a place in the 2021 LVMH Prize Finals, and a guest designer post for Louis Vuitton — curated a set at the Netflix Is a Joke Festival this weekend, the latest example of his creative approach to building brand awareness.

Why the Public Is So Fascinated With Publicists

Practitioners of this historically behind-the-scenes profession are building powerful followings, riding a wave of interest in how the fashion sausage is made. But even the highest-profile PRs caution that the client still has to comes first.

BoF Masterclass | How to Create Cultural Moments on Any Budget

Join us for a BoF Professional Masterclass that explores the topic in our latest Case Study, “How to Create Cultural Moments on Any Budget.”

Case Study | How to Create Cultural Moments on Any Budget

When done effectively, a cultural partnership can rightfully earn its own place in the zeitgeist. But it’s not so easy as just hiring a celebrity to star in an ad campaign; brands must choose a partner that makes sense, find the format that fits best and amplify that message to consumers.

The BoF Podcast | How Calvin Klein Taps Into Culture

Calvin Klein’s chief marketing officer Jonathan Bottomley speaks to Imran Amed about the strategy behind the brand’s buzzy Jeremy Allen White-fronted campaign.

Fashion’s Golden Opportunity With Older Shoppers

Often left out of the picture in a youth-obsessed industry, selling to Gen-X and Baby Boomer shoppers is more important than ever as their economic power grows.

Revolve Invented Influencer Marketing as We Know It. Now It’s Pulling Back.

The brand’s scaled-back Revolve Festival points to a new direction in its signature influencer marketing approach.

Should Lab-Grown Diamonds Be Labelled? Regulators (Again) Say Yes.

Brands selling synthetic stones should make their provenance clear in marketing, according to the UK’s Advertising Standards Authority.

What Happens When Coachella Is Just Another Concert

The two-weekend music festival kicks off on Friday amid questions about whether it’s losing its cachet with music lovers – and its status as one of fashion’s top marketing opportunities.

Why Aimee Song Is Taking a Different Approach to the Influencer Brand

With her new knitwear-centric label, Amiya, the influencer wants to create something with appeal beyond her “Song of Style” moniker — and that avoids the fate that has befallen so many brands led by internet personalities.

Western Wear Was Already Big. Then Beyoncé Released Cowboy Carter.

The blockbuster album, whose cover features the pop star in a red, white, and blue Rodeo-inspired outfit, could be another watershed moment for the red-hot trend.

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