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H&M defines a new, music-focused marketing direction

H&M is doubling down on its strategy to blend fashion and music, amid increasing competition in the fast fashion market. Inditex is elevating Zara’s product assortment, while Shein and Temu are doubling down on rock-bottom prices.After hosting activations with Charli XCX in London and a H&M Studio music focused event in Paris, the Swedish retailer is hosting a full day of programming at its SoHo concept store in New York City on October 9. Connecting with consumers, joining cultural conversation...
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Stitch Fix introduces AI-driven customer profiles amid revenue decline

Over the last year, Stitch Fix has increasingly used data and AI to create personalized shopping experiences. Its newest bet on AI, a tool called StyleFile, aims to improve its service as the company works to recover from an extended rough patch.StyleFile is a personalized style profile assigned to each Stitch Fix customer based on their preferences and shopping behavior. When customers join, they take a survey to define their style, resulting in multi-faceted profiles that can include styles li...
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Game Changers: How athletes are redefining luxury fashion's marketing playbook

This story is part of Glossy’s week-long look at the state of luxury, exploring what consumers and brands are deeming worthy of investment in 2024. To see all the stories in the series, click here.Athletes and luxury brands — two seemingly distinct worlds that, over the past few years, have become inseparable, bringing new energy to both industries. In a marketplace where consumers are increasingly demanding authenticity, luxury brands are pivoting to sports partnerships to connect with their au...
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Google updates Lens to streamline the path to purchase

Google Lens is getting an upgrade with more advanced visual search capabilities to improve the shopping experience. Introduced in 2017, Google Lens has become a useful tool for consumers seeking quick and convenient ways to find products. It solves a key pain point for fashion shoppers: identifying and purchasing products spotted online, in stores or on the street without knowing their brand or name.In addition to serving up linkable images of products resembling that in the uploaded image, Lens...
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Inside H&M Studio's multi-faceted Paris Fashion Week strategy

During Paris Fashion Week activations, including private events and parties, H&M debuted its fall 2024 collection for H&M Studio, the mass brand’s 10-year-old elevated diffusion line. The marketing investment signaled H&M’s aim to further align with elevated fashion while it’s at the center of the fashion conversation. “We call [H&M Studio] the crown jewel,” said Maria Gemzell, head of design at H&M Studio. “We invest a lot in the design. There is a story behind every drop we do, and it’s someth...
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Inside Nihi Sumba, Chris Burch's celeb-frequented luxury resort

This story is part of Glossy’s week-long look at the state of luxury, exploring what consumers and brands are deeming worthy of investment in 2024. To see all the stories in the series, click here.Nihi Sumba, described by Chris Burch as “the edge of wildness,” aims to redefine what it means to experience luxury travel. Situated on the unspoiled Lost Island in Indonesia, about an hour flight from Bali, Nihi Sumba has become a hidden gem for the ultra-wealthy and A-list celebrities — Jennifer Lawr...
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Adore Me aims to bring sustainability to seasonal Halloween styles

Adore Me is launching a Halloween capsule collection in partnership with the natural dye company Ever Dye, marking the first product release to come out of the brand’s year-long collaboration with the climate tech startup. “Halloween is a key period for us, coming right before our peak period that usually starts around the holiday. We’ve invested a lot in our Halloween collection this year,” said Chang. The brand has launched a Costume Shop featuring Halloween lingerie and costumes, in addition...
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Fashion Briefing: For holiday 2024, chatbots, influencers and early discounts expected to drive record sales

This week, a deep dive into holiday shopping predictions and how AI chatbots are helping customers with search. Also, Pinko’s Milan AR activation, earnings to know and executive moves. This holiday season is on track to be the biggest yet. Adobe’s analytics division’s September 24 report projects $240.8 billion in U.S. online spending, a jump of 8.4% from last year. Electronics, apparel and home goods will lead this surge, said Vivek Pandya, Adobe Digital Insights’ Lead Analyst. “In a constraine...
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Shiseido launches immersive experience at Macy’s to promote its most premium skin-care line

Shiseido is taking luxury beauty to new heights with The Essence of Enmei, a 4D immersive experience featured at Macy’s Herald Square from September 26-29. Developed in collaboration with immersive tech company Xydrobe, which has previously worked with Dr. Barbara Sturm, the experience highlights the science and craftsmanship behind Shiseido’s Future Solution LX collection, its most premium skin-care line. Products in the Future Solution LX collection, including the Legendary Enmei Ultimate Rene...
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Swedish hair-care pioneer Björn Axén expands to the UK 

Björn Axén, the Swedish luxury hair-care brand established in 1963, is making its move into the U.K. market this month. Known for its premium products, innovative formulations and royal fans, the brand has been in growth mode over the past three years. Björn Axén has been expanding its presence across Europe with retail partners in the Netherlands, Germany and Spain. It reached $7 million in sales in 2023. Its products, from hair care to tools, range in price from $15-$50. Prior to 2021, its pro...
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Video: London Fashion Week's runway highlights

London Fashion Week Spring 2025’s runway shows offered more than just designer brilliance — they were also a reflection of shifting market dynamics.


Edeline Lee brought family-focused fashion to the forefront with her debut children’s collection for Harrods. She also debuted a new shoe line, which she discussed on the Glossy Podcast. Mothers and their personal style inspired collections across the board, including at Bora Aksu. And mass brand collaborations remained a trend among young design...
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Gymshark’s hosts its largest event to date in Manhattan amid US expansion

On September 14-15, the U.K.-based activewear brand Gymshark hosted its largest event to date, Lift: NYC, drawing in 7,500 fitness enthusiasts and athletes from around the world. The event featured lifting competitions, strength challenges, workouts and opportunities to meet fitness influencers, all aimed at fostering community and promoting Gymshark’s brand.American expansion is a crucial part of the brand’s growth strategy. The U.S. accounts for around 50% of its total revenue, while the U.K....
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Urban Outfitters bets on college culture and comfort to win back Gen Z

After a challenging second quarter, Urban Outfitters is investing in UO College Shops, a multi-state marketing activation focused on comfort, college culture and curated experiences. The goal is to win back Gen Z. The brand’s core demographic is 18-30.Shea Jensen, president of Urban Outfitters North America, said the Shops offer dorm essentials, sweats like the retailer’s popular Harri joggers and Champion-branded collegiate gear. The campaign kicked off on August 9 and will run through October...
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Uniqlo's Clare Waight Keller: 'I'm bringing the essence of high fashion to the everyday'

This is an episode of the Glossy Fashion Podcast, which features candid conversations about how today’s trends are shaping the future of the fashion industry. More from the series →Subscribe: Apple Podcasts • Stitcher • Google Play • SpotifyOn this week’s episode of the Glossy Podcast, we catch up with Clare Waight Keller, named Uniqlo’s creative director early this month. Waight Keller discusses her transition from designing at luxury fashion houses to leading the creative direction at a global...
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London Fashion Week designer Edeline Lee on dressing high-powered clients

Subscribe: Apple Podcasts • Stitcher • Google Play • SpotifyThis London Fashion Week brings to mind politics, with the country getting caught up in a buzzy election earlier this year, leading to a victory for the Labour party. Canadian-British designer Edeline Lee, who founded her label in 2014, has become a favorite of political figures including Victoria Starmer, wife of U.K. Labour Party leader Keir Starmer, who has been spotted wearing Lee’s creations at major public events.Known for her bol...
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British Fashion Council partners with JD.com to support U.K. designers' international expansion

The British fashion industry has long been celebrated for its creativity and innovation, but recent challenges, including Brexit and the pandemic, have made its growth and sustainability more difficult. Even so, the British Fashion Council has continued to find ways to support its designers and maintain the industry’s global relevance. Its most recent move was establishing a partnership with Chinese e-commerce giant JD.com, announced on the first day of London Fashion Week, September 13. For U.K...
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Luxury Briefing: The luxury bag charms craze is not stopping

This week, a look at the rise of luxury bag charms as customers seek personalized products. Plus, how NYFW brand Jonathan Cohen leverages retail partners to its advantage, and what it takes to be a luxury super-shopper.The luxury bag accessories trend has gained significant momentum in recent years, as playful personalization has caught on, fueled by younger consumers.This trend has roots in Asia, particularly in Japan, where the concept of “kawaii,” or cuteness, and playful fashion accessories...
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Under Zac Posen, Old Navy releases the ‘94 Reissue collection playing to the nostalgia trend

Zac Posen and Old Navy are celebrating the brand’s 30th anniversary by launching the ’94 Reissue collection, a limited-edition line that revives the brand’s iconic pieces from the 1990s. Among them: baby tees, baggy jeans, matching tracksuits and performance fleece. Hitting stores on September 13, the collection draws on Old Navy’s deep history of shaping casual American fashion, while Posen’s creative leadership brings a modern twist to the classic designs.Noah Palmer, vp and gm of men’s global...
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Designers are using collaborations and gaming to expand their NYFW reach

Designer brands are teaming with mass-brand Sperry for springAhead of their spring 2025 show for Monse, designers Laura Kim and Fernando Garcia were seen wearing Sperry shoes on their personal social channels, which inspired the brand to reach out for a collaboration.“A successful partnership thrives on synergy and a shared vision,” said Jonathan Frankel, president of Sperry. “And it allows both brands to stay connected to today’s style-conscious consumers.”


On the Monse runway, brown and bl...
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Court Day: What the ruling on the Tapestry-Capri deal means for the future of fashion

Tapestry Inc.’s attempted $8.5 billion acquisition of Capri Holdings heads to a federal court trial on Monday after facing opposition. For those in the fashion industry, the outcome is set to be impactful.Announced in August 2023, the deal, which would create one of the world’s largest luxury fashion houses, hit a regulatory roadblock in April this year as the Federal Trade Commission moved to block the merger, citing antitrust concerns. If successful, the acquisition would combine Tapestry’s br...
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Fashion Briefing: Why Revolve’s AI-powered search is a game-changer for the business

This week, an insider look at how Revolve’s AI-powered search is driving better customer experience for its customers and cost savings for its operations. Also, Burberry’s FTSE drop and forecast, plus earnings and executive moves.Revolve Group is betting big on AI to push boundaries in the e-commerce space. With the launch this year of its internally developed AI search algorithm, the fashion-forward retail company is already seeing significant gains in customer engagement, conversion and effici...
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After Roblox success, Nars launches a virtual experience on its own website

Timed with its 30th anniversary, Nars launched Nars Maison Explicit on Tuesday on narscosmetics.com. The virtual experience, which merges storytelling, gaming and commerce, is accessible on mobile and desktop in nine languages and in 13 markets, including the Americas, EMEA and Asia. According to Gabrielle Archambault, Nars’s executive director of global digital innovation and media, the brand will also host IRL Maison Explicit events where on-site QR codes will link to the online experience. Th...
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Victoria's Secret reports sales of $1.4 billion, talks challenges of modernizing the VS Fashion Show

On Thursday, Victoria’s Secret & Co. delivered stronger-than-expected results for the second quarter. The company reported net sales of $1.42 billion, a 1% decrease from the same period last year but at the favorable end of its guidance range. At the time of the earnings announcement, Victoria’s Secret was preparing for the return of its Victoria’s Secret Fashion Show, taking place on October 15 in New York City. After a four-year hiatus, the show promises to bring back the glamour and excitemen...
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Abercrombie & Fitch gets a boost from NFL, wedding and back-to-school apparel sales

Abercrombie & Fitch Co., the parent company of Abercrombie & Fitch, Hollister and Gilly Hicks, reported its second quarter 2024 earnings Wednesday, showing strong financial performance despite ongoing challenges with freight costs. The company achieved record net sales of $1.13 billion for the quarter ending on August 28, marking a 21% increase compared to last year. CEO Fran Horowitz noted the company’s “balanced performance across brands, regions and genders.”During the earnings presentation,...
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