As trends come and go at lightning speed, Shein stays ahead by producing ultra-fast, trend-driven products that capture the essence of real-time retail. It has also started offering products in its physical store in Japan, where people look for trendy and affordable items with seamless shopping.

Why Shein blends online convenience and offline retail for Japanese shoppers

Zara has announced plans to launch its pre-owned platform in the US after running in 16 European countries. As the shift towards circularity gains traction, people expect brands to support their eco-values by encouraging convenient ways to repair, reuse, and extend the life cycle of garments.

Zara bolsters eco-efforts with pre-owned expansion

The global market demand for athleisure is rising, and one brand that remains at the forefront is Lululemon. Its premium product range is underpinned by a community and ethics-focused business strategy that ensures that, despite the hefty price, the brand remains accessible.

Why Lululemon encourages active shopping among Britons

Starbucks and Hello Kitty have united to launch exclusive merchandise and drinks across thirteen APAC regions to celebrate Hello Kitty's 50th anniversary. By tapping into nostalgia and people’s love for collaboration, they aim to captivate and unite new fan groups.

Starbucks and Hello Kitty launch anniversary merchandise

With a range of sports gear that attracts the attention of athletes and office workers alike, activewear brand On has risen over the last few years to compete with legacy names in the market. Through high-end partnerships and A-list celebrity collabs, the brand caters to the casualwear needs of the European affluent.

Why On restyles activewear for modern fitness goers

Stone Island’s Fall/Winter 2024 campaign looks to define precisely what makes its community so distinct. Straddling the worlds of music, sport, and art, it highlights what it means to be a truly modern brand – one that's as much about the people who wear it as it is about the clothes themselves.

Stone Island campaign celebrates community and culture

Primark is launching a Swap Shop pop-up experience where people can exchange pre-loved items in its stores. The initiative coincides with the rise of the circular economy and presents an opportunity for brands to extend garment lifespan by encouraging peer-to-peer exchanges and fashion rentals.

Primark’s pre-loved Swap Shop lures eco-minded shoppers

Palace and Vivienne Westwood have launched their first-ever collaboration with a uniquely British twist. As people increasingly want their clothes to reflect their roots and identity, brands can appeal to fashion lovers by emphasising the power of storytelling and reframing heritage codes.

Palace x Vivienne Westwood celebrate British heritage

After being discontinued in 2017, J.Crew is bringing back its catalog – a once-beloved staple of 90s American style. In a bid to escape the digital deluge, people are seeking out slower and more intentional modes of consumption, finding a sense of grounding in the analog.

J.Crew catalog re-launch taps analog newstalgia

Prada has launched a hotline connecting callers with writer Miranda July to recreate the conversations at the heart of their latest campaign. With the lines between artist and audience blurring, people are seeking more participatory ways to engage with media and get a peek behind the scenes.

Prada campaign lets fans join the conversation 

The Department of Nike Archives is opening up ahead of a 2025 exhibition. With heritage and limited editions central to how status is consumed and expressed in fashion, the celebration of Nike's cultural impact will resonate with fans looking to immerse themselves in the brand's world.

Nike exhibition offers immersive cultural status to fans

Stitch Fix’s online subscription service connects users with professional stylists who help revamp their wardrobe with clothing from partner brands. As the demand for personalized services rises, how are brands evolving to meet people’s needs? And what role can AI play in building personal style?

How Stitch Fix diversifies access to personalized style

Betty Smith effectively taps into the growing demand for authentic, localised experiences by offering a range of immersive activities – from custom jeans-making workshops to factory tours and museum exhibits – catering to today’s consumers who seek deeper connections with brands.

Why Betty Smith weaves Japan’s heritage into its jeans

Will AI put a stop to fashion creativity? Are brands adopting a back-to-basics approach? Can make-do mindsets reignite people’s love for sustainability? In this part of the 2025 Expert Outlook series, we speak to three experts about how people are rethinking fashion experiences for a new age.

2025 Expert Outlook on Fashion and Style

Y2K high-street darling Abercrombie and Fitch is in the midst of a subtle post-cancellation renaissance by dint of practical, high-quality clothing, inclusive sizing, and influencer word-of-mouth. Its return to form has resonated with Brits looking for comfort and nostalgia in their fashion choices.

How Abercrombie & Fitch won back Gen Y with classic fits

Chanel has jumped on the wearables bandwagon with the debut of its Première Sound Watch. Unlike other brands that are experimenting with more tech-forward approaches to wearables, the luxury house is putting a modern spin on old-school devices that could resonate with AI sceptics.

Chanel makes loud luxury play with nostalgic tech

IKEA has launched a peer-to-peer marketplace in Madrid to help customers sell their unwanted furniture directly to others. As the shift towards circularity gains momentum, brands that adopt eco-driven business models can extend their lifespan and deepen consumer trust and long-lasting loyalty.

IKEA trials peer-to-peer marketplace in circularity push

Charli XCX’s Brat has dominated the zeitgeist, slicking green across popular culture. Brat Summer will have one last hurrah at London Fashion Week as H&M and Charli XCX announce a party-fuelled collaboration. By turning Brat, both LFW and H&M are set to receive a critical boost to engagement.

Charli XCX x H&M turn London Fashion Week Brat

British charity Oxfam has partnered with Vinted to host a runway show at London Fashion Week. As people seek more sustainable choices in their daily lives, they want brands to bridge the intention-action gap by showcasing innovative ways to combat clothing waste and discover unique items.

Oxfam and Vinted revive interest in sustainable fashion

Fashion rental platform Rent The Runway is at the forefront of this sector’s revival, thanks to an influx of Gen Y and Z intrigue, smart use of AI, and a wildly successful thread of IRL events. So, what can brands learn from this thriving subsector of sustainable fashion?

How Rent The Runway renews fashionistas' eco values

Trapstar London emphasises the importance of cultural relevance and giving back to its audience, cementing itself as a key player in the global streetwear space that has a loyal following online and offline. What does its dominance say about the value of community connection and engagement?

Why Trapstar London builds on community and culture

The CFDA has announced a streaming partnership with the Rockefeller Center to showcase collections from American designers at NYFW. This move speaks to a growing desire for brands to break down barriers to accessing luxury by reviving people’s interest in local fashion stories.

CFDA aims to boosts appeal of US fashion during NYFW

eBay is bringing secondhand items to the runway with the launch of its first-ever Pre-Loved Fashion Week. As younger generations continue to turn to circular fashion to redefine luxury norms, brands can stand out by creating convenient and accessible ways for people to update their wardrobes.

eBay’s Pre-Loved Fashion Week boosts circular economy

Weight loss drugs like Ozempic are starting to impact the fashion resale market, with platforms being flooded with cast-offs in larger sizes. While this creates a tricky imbalance in terms of supply and demand, it also presents an opportunity for brands moving into the reselling space.

Ozempic is resizing the fashion resales market

Novel offline experiences help people to merge their online identities with a desire for meaningful IRL engagement. Maison Kitsuné’s pop-up in Shenzhen, with pastel colours and quirky activities, makes for ideal social media content, while also tapping into the desires of Chinese audiences.

Maison Kitsuné launches in Shenzhen with playful pop-up

British luxury carmaker Aston Martin has ventured into the world of fashion through a collaboration with BOSS. The partnership takes cues from the worlds of motorsport and premium apparel, courting existing luxury audiences who are shopping in alternative product categories.

Aston Martin x BOSS courts cross-category shoppers

Longchamp is set to host a multi-city pop-up installation to celebrate the launch of its AW24 collection. Beyond a desire to establish a community and cater to new shoppers, this move highlights the importance of creating memorable shopping experiences rooted in hyperlocal identities.

Longchamp’s multi-city tour courts experiential shoppers

Newless is a bespoke upcycling service in the UK, aiming to transform pre-loved garments into custom, fashion-forward pieces. As people seek ways to reduce their environmental impact, there is a strong desire for products that align with these values while still offering individuality and style.

Custom upcycled service courts eco-ambitious fashionistas

Netflix has partnered with Google to introduce shoppable features and ads to promote season 4 of Emily in Paris. The collaboration highlights the importance of directly engaging with superfans through innovative and exclusive offerings that help to further immerse them in their favorite worlds.

Netflix x Google offer fans immersive retail experience

After winning the hearts and wallets of British shoppers, Lidl has partnered with New York-based designer Nik Bentel to make a foray into fashion. The partnership will see the launch of a Croissant Bag, tapping into the supermarket’s cultural influence and people's interest in novel collaborations.

Lidl croissant bag taps into novel collaboration hype

Rodarte has created a capsule collection inspired by the upcoming film Beetlejuice Beetlejuice, available exclusively at Saks. Luxury and pop culture collaborations are courting younger fans who consider fandoms a key part of their identity, allowing them to signal their status and self-expression.

Saks-exclusive Rodarte collection targets Beetlejuice fans

After years of being among fashion’s major influences, streetwear has been toppled by ‘corpcore’ according to a  2024 report by The RealReal. Driven by Gen Z’s presence in the workplace and return-to-office mandates, people are adopting more formal styles, though not without personal expression.

'Corpcore' topples streetwear fashion influence

Kitsch collections of dolls, charms and trinkets are becoming the latest must-have fashion symbols. With people seeking relief from anger and hostility, toys offer a retreat into playful fun and naivety - this mechanism is being embraced by fashion houses and independent creators alike.




Toys and charms are injecting kidadult fun into fashion 

Good Squish, a small but influential London-based accessories brand, has become a fast favourite among trendy young professionals. Its unique DIY marketing and emphasis on sustainability, friendship, and nostalgia have earned it a loyal following that’s expanded from online to IRL.

How Good Squish wraps lonely Britons in public playfulness

In line with its sustainable ethos, CPHFW SS25 saw designers deconstruct micro-trends through material innovation. As people are torn between buying into trend culture and pursuing slower consumption, there’s an opportunity to examine what it means to be on-trend through a more sustainable lens.

Copenhagen Fashion Week’s eco focus resists trend cycles

Sinéad O’Dwyer’s SS25 showcase at Copenhagen Fashion Week has made headlines for its boundary-pushing commitment to equity on the runway. As inclusion efforts seem to have taken a backseat in the fashion world, the brand offers a blueprint on how to resonate with representation-hungry customers.

Sinéad O’Dwyer moves the needle on inclusive fashion

Fashion fans looking to sleep in style are fuelling growth in the nightwear category and driving fresh demand for premium offerings. As disconnecting from busy digital lifestyles becomes increasingly difficult, people are increasingly viewing relaxation as a symbol of luxury. 

Bedcore sees premium shoppers elevate their sleep style

Tesco is launching digital passports to provide people with more information about the lifecycle of their clothes. As audiences look for support in making sustainable choices, new technologies can support greater transparency and confidence in sustainable decision-making. 

Digital clothes passports show life cycle of fast fashion

Canadian brand Submission Shark is a leading player in the Brazilian jiu-jitsu (BJJ) world, known for its premium products and gear. The brand is now venturing into music, creating collaborations that resonate with both martial artists and music lovers, fostering a strong community in the process.

Why Submission Shark is big on culture for martial artists

Airbnb has partnered with By Rotation to offer free dress rentals with accommodation for wedding guests abroad. Amid soaring wedding costs, people are increasingly seeking out integrated, eco-friendly solutions that combine travel and fashion needs while reducing expenses.

Airbnb offers outfits to rent for destination weddings

Von Dutch, the iconic Y2K brand known for its trucker hats and tees, is making a comeback aided by Charli xcx and her viral song 'Von Dutch'. As young people turn to the past in a longing for nostalgia, Y2K fashion and recession pop have come together to tap into aesthetic desires.

Von Dutch taps Y2K interest and rides the BRAT wave

Prada Group has reported double-digit revenue growth in the first half of 2024. Thanks to an incisive and culturally relevant brand-building playbook – particularly in the APAC region – it is countering challenges faced by competitors amid a global decline in the sector.

Prada hits the right note with APAC's luxury shoppers

The Metropolitan Museum of Art has launched a new collaboration with accessories brand Sprayground based on works of art featured in its galleries. As Gen Zers look to remix heritage and access tradition in new ways, the bag collab offers a playful entry point to the Met's most iconic works.

Met x Sprayground launch collab inspired by classic art

Thrifting is becoming more popular in Japan, driven by the rising cost of goods, weakening yen, and shifting attitudes towards sustainability. With the fashion industry among the top polluters worldwide, brands face new challenges to meet the needs of fashionable but price- and eco-conscious youths.

Behind the sustained rise of thrifting in Japan

Heritage distillery Bushmills has teamed up with golf wear label Malbon to drop a limited-edition streetwear-inspired capsule. With both whiskey and golf becoming increasingly popular among American Gen Y and Zers, brands are carving out a bigger presence in youth culture through novel collabs.

Malbon and Bushmills collab elevates golfing lifestyles 

Fast fashion giant SHEIN will open its first pop-up in Johannesburg, offering audiences serendipitous encounters with fellow brand fans. Even as digital-first brands nurture digital communities, the power of IRL activations offers a chance for deeper engagement and brand discovery.

SHEIN hosts curated exhibition pop-up to court fans IRL

Young Britons are leading a revival of the Union Jack by incorporating the flag into their style choices. At a time when populations are becoming increasingly polarised, this trend speaks to people’s desire to interact with their heritage and national identity on a local, more personal level.

Young Britons drive resurgence of Union Jack fashion

An enduring symbol has regained popularity in the mainstream zeitgeist over the last few years. What’s behind the renaissance of the horse girl and the rise in horse girl-related symbols and products across beauty, fashion, music, and even tattooing?

What's behind the rise of the horse girl?

Southeast Asia is emerging as a key location in the luxury landscape, with global brands courting the interest of the region’s high-end clientele. Countries like Thailand and Vietnam are also surpassing well-known destinations, like Singapore, in market size as they cater to wealthy shoppers.

How are Southeast Asian shoppers changing luxury?

Prada has launched its campaign for the Qixi Festival – also known as the Chinese Valentine’s Day – that transforms actor Li Xian into an AI boyfriend. Ditching generic gestures towards heritage for locally resonant messaging, the brand effectively positions itself as a true cultural insider.  

Prada’s Qixi campaign fuses AI with hyperlocalism

As much as Aussies want to cut back on fast fashion purchases, living costs make the issue unavoidable. This pattern is why circular fashion brand Citizen Wolf is using AI to cut back on the price of lasting, personalised clothes, as it lends a hand to solving Australia’s textile waste problem.

How Citizen Wolf tailors eco-fashion for Aussie budgets

After backlash from Israel for featuring Palestinian supermodel Bella Hadid in its SL 72 campaign, adidas has removed Hadid from its adverts and released a public apology. The move has stoked debate online as the humanitarian crisis in Gaza continues to drive division.

adidas sparks backlash from Israel for Bella Hadid ad

The White Company has become one of Britain's go-to concept stores thanks to its curated minimalist aesthetic and clear messaging. By harnessing the power of off- and online marketing, it’s become the brand of choice for lifestyle shoppers who favour simplicity and a strong brand identity.

How The White Company is building on lifestyle branding

Vans has launched Vans World 2.0, a new iteration of its successful Roblox game, which includes a digital-first launch of the Mixxa sneakers. In addition to a sense of exclusivity, the move caters to younger generations' desire for immersive and interactive experiences.

Vans World 2.0 brings sneaker exclusivity to Roblox

Fashion label Marc Jacobs is distinguishing itself among the chronically online by leveraging celebrity endorsements and creative promotions on Gen Z-led platforms like TikTok. It’s showcasing how a brand can evoke positive emotions online and engage people suffering from attention fatigue.

How Marc Jacobs’ influencer era inspires Gen Z’s creativity

The acceleration of trend cycles has caused the demand for fast fashion (and the synthetic textiles used throughout the industry) to skyrocket. How might concerns about the effects of microplastics on health finally shift younger generations' conflicting attitudes towards the sector?

The planet versus Gen Z’s fast fashion microplastics

Crocs taps into the fresh interest in the Twilight trilogy with a parody that draws parallels between how much hatred there is for Crocs and how much there is for the film. As the shoe that people love to hate, Crocs is flexing hyper-self-awareness and irreverent humour that appeals to Gen Z.

Crocs launch Twilight parody to appeal to Gen Z humour

Balenciaga is immersing fashion lovers in futuristic mixed reality with an app for the Apple Vision Pro. With this move, the brand is seeking to cement its status as a visionary pioneer while giving the world a taste of what a new era of so-called ‘spatial commerce’ might be like.

Balenciaga presents spatial commerce on Apple Vision Pro

The pregnancy looks of major fashion tastemakers are influencing a more daring approach to maternity style. As traditional family dynamics evolve with a new generation of parents, the archetype of the mother is being redefined in a way that balances parenthood with personhood.

Fashion it-girls tap into shifting notions of motherhood

Etsy is implementing new product labels to clarify sellers' involvement, aiming to address concerns about marketplace infiltration by AI artists and resellers. However, the continued allowance of mass-produced items has led to scrutiny of the policy and Etsy's artisanal identity.

Etsy replaces its ‘handmade’ and ‘vintage’ labels

Louis Vuitton has teamed up with Timberland to court desires for accessible luxury. As people lean towards durability amid heightened eco-consciousness and rising prices, Louis Vuitton's approach aims to reach new audiences and flex cultural relevance by focusing on long-lasting everyday wear.

Louis Vuitton x Timberland focus on durable luxury

As fashion becomes increasingly important to people’s identity, young shoppers are turning to tech to ‘hack’ their personal style. From social media to AI tools, technology is revolutionizing how Gen Zers dress. What does this mean for fashion's future, and how should brands respond?

Why Gen Zers are using tech to hack their personal style

Fast-fashion behemoth SHEIN is launching a €200 million 'circularity fund' to tackle fashion waste. As a company that has received significant heat for its unsustainable practices, critics suggest the move is more about reputation management than a true commitment to better practice.

SHEIN launches circularity fund as it eyes IPO listing

Mimpikita has partnered with boutique hotel The Edison for a stunning collection that merges the power of history and architecture. As people increasingly rediscover cultural heritage through fashion, brands have the opportunity to instil a sense of local pride through values-led collaborations.

Mimpikita’s new collection showcases local heritage

Canadian brand Arc’teryx has tapped an Indigenous designer for an innovative outerwear collection. As people dig deeper into ancient traditions to help navigate an uncertain world, calls are increasing for mainstream culture to recognise the cultural contributions of Indigenous communities.

Arc’teryx outerwear spotlights indigenous designers 

Sales of Western styles are skyrocketing in the US as the iconography of country music crosses over, thanks to celebrities like Beyoncé and Lana Del Rey. As Western fashion leaves its rural bubble, people are looking to refresh old styles and remix old notions of Americana.

Western aesthetics witness a renaissance

In partnership with Sojo, M&S has announced its plans to launch a digital clothing repair service for consumers. As shoppers increasingly seek longevity and durability in their purchase decisions, the brand is imbuing circular practices and value for money into its business model.

M&S extends garment life cycle with repair service

Luxury beachwear label LOVE BRAND & Co. joins travel specialist Explorations Company to launch a collection spotlighting marine conservation projects in the Seychelles. By supporting value-based projects, brands can appeal to those who want to make a meaningful difference with their purchases.

LOVE BRAND & Co. spotlights marine conservation 

Body jewellery is witnessing a renaissance driven by self-expression, nostalgia, and social media influence. Brands are tapping into cultural heritage and personalisation to meet these desires, reflecting changing attitudes towards body adornment and a quest for authenticity in a digital age.

What’s behind the body bling renaissance?

Converse has relaunched a discontinued sneaker model in response to persistent demand across social media. People are increasingly looking for brand development to be a two-way conversation, and opening up space for co-creation can help brands form meaningful communities around their products.

Converse relaunches archived sneaker due to online demand

Loewe has paid tribute to Chinese culture, heritage, and craftsmanship with the launch of its latest retail space in Chengdu. The move reflects a growing expectation for nuanced global strategies and a desire for hyper-local offerings that reflect specific cultural identities.

Loewe taps local artists for Chinese store opening

Fashion has famously been an industry that favours the young, however, we’re seeing a rising trend of older models and celebrities starring in campaigns, from Maggie Smith for Loewe and Charlotte Rampling for Massimo Dutti. As brands embrace older stars, is age inclusion finally in vogue?

Is fashion finally tackling its ageism problem?

‘Nomad aesthetics’, which blend cultural tradition with contemporary styles, are resonating with Chinese youth. In a bid to escape from ongoing financial pressures, young people are finding solace in slow living and reconnecting with ethnic heritage as a source of re-invigoration.

Chinese Gen Zers embrace nomadic aesthetics

M.I.A. has released a streetwear line that claims to protect against electromagnetic waves. With faith in traditional authority declining, people are looking to decentralised sources of information and deeply felt uncertainty about the future has allowed fringe beliefs to merge with the mainstream.

Rapper M.I.A. launches conspiracy-laced fashion line

Japanese footwear brand Asics and Danish design brand Hay have collaborated in a lifestyle manifestation of the interest in ‘Japandi’ design cues. As consumer pressure to slow the pace of fashion consumption grows, the permanence of interior design could prove fertile grounds for more collaboration.

Asics x Hay brings 'Japandi' design cues to fashionistas

The international denim company Levi's appeals to young, fashion-conscious Indian shoppers by emphasising individualism, self-expression, and freedom. It combines digital and physical retail, catering to Gen Z's preferences with personalised in-store experiences and smart influencer partnerships.

Why Levi’s customises denim for Indian self-expression

Democratic members of Congress have launched the Slow Fashion Caucus to bring awareness to the environmental impacts of fast fashion. As more governments and consumers call for action, people are expecting brands to alter their processes to be more environmentally conscious.

US Slow Fashion Caucus looks to reduce textile waste

Geopolitical tensions, economic and election anxiety, and overarching stress make it difficult to see the bright side. In response, Loewe partnered with a Japanese ceramic studio to create designs that capture beauty and happiness in small, everyday moments, offering escapism through the mundane.

Loewe celebrates beauty of the mundane with Suna Fujita

Tween fashion brand Limited Too is making a comeback, with plans for brick-and-mortar stores and larger product launches. The retailer's return specifically caters to shoppers' nostalgia, especially for Gen Y parents, who likely would've grown up with the brand in their childhood.

Limited Too return caters to nostalgic Gen Y parents

For a quiet luxury brand, Bottega Veneta (BV) dares to take risks through different strategies to engage young Chinese luxury lovers. In its new creative era, BV’s endorsement strategies with local celebrities, unique theme pop-up stores, and social media stunts help it transcend ‘guochao’ gimmicks.

How Bottega Veneta renews luxury experiences in China

British retailer John Lewis has launched a circularity initiative for homeware and fashion offerings. As shoppers increasingly seek longevity and durability, brands are taking steps to promote longer-lasting and affordable options, helping their audiences make conscious choices.

John Lewis centres circularity in new collections

Adore Me has launched an AI tool for shoppers to customise their own bralette sets. In addition to adding a personalised touch to their styles, the feature promotes more sustainable consumption habits, responding to eco-conscious shoppers looking for innovative green initiatives from brands.

Lingerie brand launches AI tool for slow consumption

Dolce & Gabbana is showcasing local Sardinian craftsmanship in a luxury fashion event. With people increasingly seeking to celebrate their roots and identities, brands that organise exclusive events around lesser-known artistry and locations will broaden their appeal to wider audiences.

Dolce & Gabbana showcases local Sardinian craftsmanship

French fashion brand Coperni has become popular in the last few years for innovative runway stunts and creating tech-focused pieces suitable for everyday wear. As fashion houses tailor their offerings for a younger audience, what sets Coperni apart for a new generation of luxury consumers?

How Coperni models futuristic style for Gen Z fashionistas

Fashion retailer giant ASOS has warned its creative, marketing, and production teams that they may face disciplinary action if they don’t attend the majority of meetings in person. This act signals the growing tension between innovation and remote working seen across many industries.

ASOS discourages staff from remote working

Abercrombie has bounced back from the depths of the 2000s. Rather than holding onto its exclusive image, the brand is positioning itself as a nostalgic classic, appealing to fashionistas exhausted by fast fashion and trend cycles and those with eco-mindsets and anti-consumption values.

Abercrombie revives amid rapid trend cycle fatigue

In a world where athleisure wear is booming, it’s increasingly hard to stand out from the crowd. How can a brand make practical and functional garments exciting? Look no further than Pit Viper, who seamlessly blend internet nostalgia aesthetics with sharp-witted humor to sell their apparel.

How Pit Viper captivates adventure-seekers

For its latest Soft Lounge campaign, SKIMS has featured Bridgerton star Nicola Coughlan as the face of the collection. In an era of increased disinterest in celeb culture, SKIMS has built a reputation for spotlighting diverse talent at the right time in a way that appeals to fans.

SKIMS taps Bridgerton's Nicola Coughlan for campaign

Second-hand luxury retailer The RealReal has created a fake store to spark conversation around the negative impact of counterfeit goods. With low-cost designer ‘dupes’ now more available than ever, luxury brands are honing in on quality and ethical production to re-engage conscious consumers.

The RealReal’s counterfeit store challenges dupe culture

McDonald’s Black & Positively Golden Change of Fashion is a fashion incubator program aimed at uplifting emerging Black fashion designers. The program aligns with the desire for equitable solutions that drive inclusion and representation by providing access to mentorship and financial support.

McDonald’s pledges support to Black fashion designers

With gamified experiences, celebrity collaborations, and a strong omnichannel presence, Bombay Closet Cleanse is transforming the thrifting scene in India. See how their approach fuels the perception of circular fashion as cool and accessible to India's young, fashion-conscious population.

Why Bombay Closet Cleanse makes thrifting exclusive

Walmart is relaunching its private-label fashion line, 'No Boundaries,' with an affordable range of clothing aimed at young consumers. With a more inclusive fit and diverse sizes, the move reflects a broader shift towards identity-driven apparel made with consumers' needs in mind.

Walmart targets Gen Z with relaunch of fashion line

Zendaya’s Challengers and its press tour have inspired a ‘tenniscore’ movement in the fashion world. Tenniscore is one of the biggest fashion trends of the year, but how does it mark a shift in how fashion trends are made? And what does this trend signify about the future of sartorial choices?

Why 'tenniscore' is fashion's next Grand Slam

A24's new book, How Directors Dress, explores the on-set fashion and style choices of renowned film and TV directors like Kathryn Bigelow and Chloé Zhao. People are seeking expert-driven, exclusive, and diverse content that speaks to their desire for nuanced representation.

A24 further immerses cinephiles with book release

Chicago-based retailer Tie Bar is launching a limited-edition collection of neckties and accessories in partnership with British fashion staple Laura Ashley. The collaboration points to the latter's growing resurgence as a heritage brand and demonstrates shifting perceptions of masculinity.

Laura Ashley x Tie Bar showcases shifting masculinity

China’s ‘national wave’ has reached the shore, ready to sail to distant lands. Local athleisure brand Anta is part of the leading pack, outperforming global players like Adidas and Nike. As Gen Zers drive nationalism, local brands and culture are being revitalised for the rest of the world.

How Anta paces with Chinese Gen Zers’ sporty lifestyles

India's streetwear scene is heating up, with homegrown champions fighting hard for space alongside established cult legends from the West. Additionally, post-pandemic comfort clothing is now blending with Gen Z’s fondness for the, if you know, you know (IYKYK) culture to make a potent fashion mix.

What’s driving Gen Z Indians towards streetwear culture?

Germany is known for its iconic streetwear labels, with adidas and Puma leveraging collaborations with Bad Bunny and Rihanna to reach global audiences. Today, the vibe of German streetwear is shifting, celebrating local hip-hop and rap talent and hedonism – but also sustainability.

How is Germany’s streetwear scene changing?

Temporary piercings are infiltrating the beauty space, with several Gen Z tastemakers sporting pierced looks in recent months. The move falls in line with a wider rejection of conventional beauty standards among young people, who are prioritising experimentation and self-expression over conformity.

Fake piercings offer non-committal rebellion for Gen Z

Miu Miu has taken over newsstands worldwide to celebrate the work of three seminal female authors. Fashion plays a central role in how Gen Zers express their identities, and as the BookTok boom shows, literature has also become performative. Miu Miu's combo taps into the Gen Z's expressive desires.

Miu Miu Summer Reads project distributes feminist texts

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