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 Kate Moss Help Scale an Influencer Brand?
With a new campaign starring Kate Moss, Anine Bing is looking to grow bigger than its famous influencer founder.
Can Kate Moss Help Scale an Influencer Brand?
With a new campaign starring Kate Moss, Anine Bing is looking to grow bigger than its famous influencer founder.
The PR Machines Building the Next Generation of ‘It Girls’
The girls we can’t stop talking about today have that it factor, but they also are armed with publicists and stylists curating their image.
The PR Machines Building the Next Generation of ‘It Girls’
The girls we can’t stop talking about today have that it factor, but they also are armed with publicists and stylists curating their image.
How Luxury Finally Cracked TikTok
Higher-end fashion labels have become more prolific on the short-form video app in 2023. BoF unpacks how brands are growing buzz on TikTok.
How Luxury Finally Cracked TikTok
Higher-end fashion labels have become more prolific on the short-form video app in 2023. BoF unpacks how brands are growing buzz on TikTok.
Unravelling What Threads Means for Fashion
Brands including Nike, American Eagle and Fashion Nova have jumped on Meta’s Twitter alternative, but the app has yet to prove its staying power or that it offers real benefits to fashion brands.
Unravelling What Threads Means for Fashion
Brands including Nike, American Eagle and Fashion Nova have jumped on Meta’s Twitter alternative, but the app has yet to prove its staying power or that it offers real benefits to fashion brands.
What if Fashion Went on Strike?
Workers in Hollywood and fashion share many of the same grievances, from compensation to the artificial intelligence threat. Could a labour reckoning be in the apparel industry’s future too?
What if Fashion Went on Strike?
Workers in Hollywood and fashion share many of the same grievances, from compensation to the artificial intelligence threat. Could a labour reckoning be in the apparel industry’s future too?
Breaking Down the Barbie Phenomenon, From Mattel to Chanel
Mattel’s president and COO sees the summer’s hottest film opening a new chapter for the company, with implications for partners across retail and fashion.
Breaking Down the Barbie Phenomenon, From Mattel to Chanel
Mattel’s president and COO sees the summer’s hottest film opening a new chapter for the company, with implications for partners across retail and fashion.
How Brands Can Get Influencer Trips Right
Influencer trips have come roaring back post-pandemic, sometimes to an opulent degree. A growing number of brands are toning down their events to deepen creator relationships without a PR headache.
How Brands Can Get Influencer Trips Right
Influencer trips have come roaring back post-pandemic, sometimes to an opulent degree. A growing number of brands are toning down their events to deepen creator relationships without a PR headache.
What the Hollywood Strike Means for Fashion
While red carpets have momentarily dried up for brands and stylists, the SAG and WGA’s simultaneous strikes pose an unlikely opportunity for fashion companies to tap celebrity talent.
What the Hollywood Strike Means for Fashion
While red carpets have momentarily dried up for brands and stylists, the SAG and WGA’s simultaneous strikes pose an unlikely opportunity for fashion companies to tap celebrity talent.
Can Internet ‘It Girl’ Mia Khalifa Build a Lasting Business?
The adult-film-turned-social-media star, who is quickly becoming a force in fashion, launched jewellery line Sheytan this week alongside former Ye and Virgil Abloh collaborator Sara Burn. She has a knack for generating conversation online, but sustaining a brand represents a whole new challenge.
Can Internet ‘It Girl’ Mia Khalifa Build a Lasting Business?
The adult-film-turned-social-media star, who is quickly becoming a force in fashion, launched jewellery line Sheytan this week alongside former Ye and Virgil Abloh collaborator Sara Burn. She has a knack for generating conversation online, but sustaining a brand represents a whole new challenge.
Lessons From Influencer Marketing Mishaps
Recent controversies from Tarte, Shein and even Bud Light have demonstrated the risks that come with building marketing campaigns around social media stars — and provided learnings for how to operate in the sector today.
Lessons From Influencer Marketing Mishaps
Recent controversies from Tarte, Shein and even Bud Light have demonstrated the risks that come with building marketing campaigns around social media stars — and provided learnings for how to operate in the sector today.
Why Fashion’s Biggest PR Firms Keep Getting Bigger
With the news that The Independents is adding another firm, Ctzar, to its roster, BoF breaks down the factors driving consolidation in the space, and what it means for the industry.
Why Fashion’s Biggest PR Firms Keep Getting Bigger
With the news that The Independents is adding another firm, Ctzar, to its roster, BoF breaks down the factors driving consolidation in the space, and what it means for the industry.
The Life Cycle of a Viral Fashion Trend
BoF explains why online trends from cottagecore and quiet luxury to barbiecore and coastal grandmother bubble up and spread out — and how brands can find their footing in the fast-moving, jumbled space.
The Life Cycle of a Viral Fashion Trend
BoF explains why online trends from cottagecore and quiet luxury to barbiecore and coastal grandmother bubble up and spread out — and how brands can find their footing in the fast-moving, jumbled space.
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.