The Independents Acquires Production Studio Smuggler
The global collective has brought film studio Smuggler under its umbrella to bolster its entertainment capabilities.
Marketing
How new technologies and cultural shifts are rewiring fashion communications.
Opinion: Is Fashion Still Desirable?
An industry that manufactures images at industrial scale and speed is forgetting how to create aspiration, writes Robert Triefus.
The Top 10 Contemporary and Accessible Luxury Fashion Brands Leading Customer Engagement
BoF Insights’ Brand Pulse tracking tool reveals how the industry’s top-performing contemporary and accessible luxury brands cultivated loyal online communities through sharp digital engagement strategies.
Why Some Brands Prefer Pinterest Over Instagram
A platform historically known as a destination for visual inspiration, Pinterest has been building out its shopping and advertising features to make it easier for brands to tap the power of its ready-to-shop user base.
How Fashion Marketers Will Nab Attention in 2026
After a year of experimentation and noise, 2026 marks a pivot for fashion marketers toward slower advertising, more thoughtful creative risks and human connection, as brands recalibrate how to entertain, engage and earn trust in an age of AI and consumer exhaustion.
The BoF Podcast | Examining 20 Years of Fashion’s Influencer Economy
At BoF VOICES 2025, Susanna Lau, Bryan Yambao, Camille Charrière and Gstaad Guy reflect on finding their voices, speaking to their communities and how brands need to get out of the wider luxury malaise.
Can Brands Turn Their Most Devoted Fans Into Paying Customers?
Plenty of people root for their favourite label like it’s their local football team — but that passion doesn’t always translate into sales.
Logomania Didn’t Die — It Evolved
Even in the age of minimalism, shoppers still love logos — but many are trading big brands’ monograms for niche merch.
The Best of BoF 2025: Standing Out Amid Sameness
In 2025, fashion marketers worked with unexpected campaign stars, tested new forms of messaging and more in order capture consumer attention — with mixed results.
How to Market a Hero Product
From J.Crew to Still Here, brands are leaning into hero product campaigns to capture customer attention. But balancing hero moments with broader brand storytelling remains key.
MAC, Chappell Roan and the Power of Polarisation in Marketing
In the wake of the announcement that the Gen Z pop star would become the latest face of MAC Cosmetics, some of her fans criticised her decision. But landing the star will likely still prove to be beneficial for the brand in the end.
Opinion: The ‘Ralph Lauren Christmas’ Trend Is Marketing Gold
The company’s viral holiday aesthetic is boosting the brand’s visibility and sales, the result of years of strategic image refinement and product honing, writes Andrea Felsted.
Why There Are So Many Influencer Collaborations Right Now
It’s not just your imagination: a growing number of brands are rolling out product collaborations with influencers, hoping to tap their marketing prowess and give customers — both existing and new — a reason to shop.
THE NEWS IN BRIEF
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.
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.