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The Business of Fashion

Marketing

How new technologies and cultural shifts are rewiring fashion communications.

The Euphoria Effect

The stars of the HBO high school drama are racking up brand partnerships, magazine covers and industry influence.

The Instagrammer Who Became a Fashion Powerbroker

A simple post by @upnextdesigner’s Albert Ayal can change a young designer’s career. But Ayal is as much a connector as a curator.

Many Viewers Have Given Up On Awards Shows, But Fashion Hasn’t

The Golden Globes were presented on Twitter, and the Grammys and Critics Choice Awards were postponed. But the power of awards season in fashion remains, even amid uncertainty.

Guess USA Taps ERL Designer Eli Russell Linnetz for Rebrand

The subsidiary of Guess Inc. is betting that the in-demand Los Angeles creative will lend cachet to its new line of ‘premium-priced’ archive-inspired wears.

The Marketing Metrics That Matter in 2022

Doubts over the reliability of advertising data from platforms and the dubious nature of so-called vanity metrics are forcing marketers to think smarter about how they measure success moving forward.

Op-Ed | Sex Doesn’t Sell. Voyeurism Does.

‘Look, don’t touch’ is the ethos that pervades fashion’s exhibitionist post-pandemic look, argues Eugene Rabkin.

How to Sell Sunscreen (With a Little Help From the NFT Craze)

Vacation Inc. leveraged the power of community that came when its sister project, internet radio station Poolsuite, dropped blockchain tokens.

Fashion and Art Collide in Miami

This week, everyone will be talking about fashion crossovers at Art Basel Miami Beach, London’s Fashion Awards and BoF VOICES.

To Hold Gen-Z’s Attention, Brands Need to Show Some Personality

Brands have figured out how to go viral on TikTok, but holding young consumers’ attention for longer than it takes to swipe to the next video remains a challenge. Fashion must take a cue from the platform’s most successful creators and build an online persona that doesn’t need to hop on the latest trend.

How Brandon Blackwood Avoided Being a One-Hit Wonder

The designer, whose viral "End Systemic Racism" bags helped him build a cult following, is now turning his attention to building a full-fledged brand beyond his signature totes.

Finding Fashion Consumers Beyond Instagram

Once considered fringe, platforms like Reddit, Discord and Twitch are attracting the attention of digital marketers aiming to diversify their channel mix away from Instagram.

Confirmed: Fendi to Collaborate With Skims

The Roman brand is chasing renewed buzz, following up its Versace partnership after just a month.

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