Marketing / Branding

The social media commentator, known for deconstructing and analysing the quality of leather handbags online, is joining Stow London as director of craftsmanship.

Following a challenging year for American Eagle, the retailer is betting on actress Sydney Sweeney’s star power and girl-next-door appeal to drum up interest in its fall campaign.

Digitally native brands that were once known for rampant social media ads — from Rothy’s to Everlane — are going all in on storytelling that boosts loyalty and creates long term sales growth.

In a time of consumer caution and social division, fashion brands are investing in community to drive loyalty. BoF’s Lei Takanashi joins The Debrief to explore the emotional core of brand building today.

While tricky to get right, when item monikers resonate — think Glossier’s Boy Brow and Hill House Home’s Nap Dress — they can communicate a world of meaning in just a few words.

From Ugg to Milani to True Religion, popular early-aughts brands are leaning into “newstalgia” — striking a balance between reminding consumers of their glory days and offering something fresh to stay relevant across generations.

After a few high-profile failures, influencer-founded brands faded from the spotlight at the start of the decade. Now, a new generation is rising — but is determined to chart a different course from its predecessors.

The Ordinary’s latest campaign brought reasonably-priced eggs to two of its New York City locations. The response was polarising on social media, which in an online marketplace saturated with brands and advertising, is increasingly the point.