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A social media stir accusing the brand’s fall campaign featuring Sydney Sweeney of having “Nazi” undertones caused the retailer — for better or for worse — to regain social media mindshare.

From ‘Smurfs’ to ‘Jurassic World Rebirth’, big-budget films are an increasingly popular marketing tie-in for beauty companies — especially when their founder is also a star.

Alison Bringé, chief marketing officer at Launchmetrics, Nicole Baum, global head of marketing at Moschino, and Carlota Rodben, founder of Beyond Luxury Group and co-founder of Memora, share their insights on building culturally fluent partnerships — leveraging micro-creators and combining qualitative signals with performance data to drive brand impact.

A wave of new performance basketball sneakers featuring fresh designs has shoppers once again considering the category for fashion and not just for wear on the court.

The Ordinary, Deciem’s flagship brand, went from disruptor to industry giant. Co-founder Nicola Kilner shares how the company stays true to its founding ethos, even after an acquisition and amid growing competition, for The State of Fashion: Beauty Volume 2.

Over the last decade, an avalanche of brands with public-facing founders emerged. While a prominent founder can propel growth, customers use other factors to assess whether a brand is suited to their needs, according The State of Fashion: Beauty Volume 2.

The Lady Gaga-fronted line went through a renaissance, changing its product offering, distribution and overall look and feel to better connect with customers. CEO Ben Jones tells The State of Fashion: Beauty Volume 2 how the brand pulled it off.

Brands are reverting to retro celebrity testimonials to drive awareness and renewed interest among ad-weary consumers.