Phlur to Launch in Australia and the Middle East
The fragrance brand, recently acquired by TSG Consumer Partners, will roll out its range of perfumes, mists and body care in Australia’s Mecca from Aug. 26 and in Sephora Middle East from Sept. 15.
technology / Virtual Fashion
The Debrief | Fashion Tech Boom 2.0
Investor interest in fashion tech is back, but this time, is it more substance than style? Malique Morris joins The Debrief to discuss how startups with real technical expertise and practical AI tools are leading a new wave of innovation.
The Best of BoF 2024: Finding Technology’s Value
Technology was forced to prove its worth this year as businesses sought practical use cases for AI and data analytics amid a tough consumer environment that brought a few high-profile businesses crashing back down to earth.
Nike-Owned Virtual Sneaker Brand RTFKT Is Shutting Down
The virtual sneaker and fashion brand will cease operations at a moment when Nike is reassessing priorities under new CEO Elliott Hill.
L’Oréal Is Trying to Bring Virtual Try-On for Hair Colour to the Masses
In a bid to take AR mainstream, L’Oréal and Snapchat have teamed with retail behemoth Walmart to bring their virtual try-on for hair colour to store shelves across the US.
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Partner Content
Meeting Consumer Expectations Through Augmented Reality, In-Store and Online
Zero10 offers digital solutions through AR mirrors, leveraged in-store and in window displays, to brands like Tommy Hilfiger and Coach. Co-founder and CEO George Yashin discusses the latest advancements in AR and how fashion companies can leverage the technology to boost consumer experiences via retail touchpoints and brand experiences.
Meeting Consumer Expectations Through Augmented Reality, In-Store and Online
Zero10 offers digital solutions through AR mirrors, leveraged in-store and in window displays, to brands like Tommy Hilfiger and Coach. Co-founder and CEO George Yashin discusses the latest advancements in AR and how fashion companies can leverage the technology to boost consumer experiences via retail touchpoints and brand experiences.
Fashion Is Already Trying to Cash In on Apple’s Vision Pro
Mytheresa, J.Crew and E.l.f. Cosmetics are among the retailers to have developed apps for the newly launched ‘spatial computing’ headset as they try to leverage its capabilities for more immersive, emotional shopping experiences.
The Best of BoF 2023: The AI Revolution
In the year since it exploded onto the market, generative AI is already promising to reshape how brands create products and interact with customers. But it’s not the only technology that had an impact in 2023.
The Year Ahead: How Gen AI Is Reshaping Fashion’s Creativity
After generative AI’s breakout year in 2023, The State of Fashion 2024 examines emerging use cases across creative industries, including fashion.
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Nike’s Virtual Studio Is Dropping Its First Physical Sneaker
But only members who previously purchased one of Nike’s virtual releases will have the chance to buy it.
Technology
Why Puma Sees a Future in Virtual Products, Despite the NFT Bust
The sneaker brand has faced challenges in the year since it launched a 3D online space and introduced NFT-linked sneakers, but it sees a long-term opportunity ahead in virtual goods and experiences, including a chance to make them a significant part of its business.
Why Puma Sees a Future in Virtual Products, Despite the NFT Bust
The sneaker brand has faced challenges in the year since it launched a 3D online space and introduced NFT-linked sneakers, but it sees a long-term opportunity ahead in virtual goods and experiences, including a chance to make them a significant part of its business.
BoF Masterclass | The Complete Playbook for Generative AI in Fashion
Watch on demand a special Masterclass, as BoF’s technology correspondent Marc Bain, along with a panel of experts, unpacked our case study on generative AI.
Technology
Will Apple’s New Headset Be the Metaverse’s iPhone Moment?
Apple’s expected announcement of its mixed-reality headset on June 5 will undoubtedly shape expectations about the metaverse. Many in the fashion industry will be keeping close watch. That, plus what else to watch for in the coming week.
Will Apple’s New Headset Be the Metaverse’s iPhone Moment?
Apple’s expected announcement of its mixed-reality headset on June 5 will undoubtedly shape expectations about the metaverse. Many in the fashion industry will be keeping close watch. That, plus what else to watch for in the coming week.
The News in Brief
Fast-Fashion Retailer Shein’s UK Sales Surged to $2.8 Billion in 2024
The global retailer’s UK business reported a pretax profit of £38.25 million ($51.8 million) in 2024, up 56.6 percent from 2023.
Used Rolexes, Pateks Are Bright Spot in Struggling Watch World
The Bloomberg Subdial Watch Index, which tracks the 50 most-traded timepieces by transaction value, gained 5.3 percent in the first half of 2025 — and extended that recovery in the third quarter.
Procter & Gamble Announces New Beauty CEO
Freddy Bharucha will accede to the role on Dec. 1, replacing P&G veteran R. Alex Keith, who will retire in February 2026.
Valentino CEO Jacopo Venturini Steps Down
After five years at the helm, Venturini is leaving for personal reasons as the Italian luxury house navigates a creative reset and ownership transition.
Tapestry Plummets With Tariff Costs Weighing on Profit Outlook
Offloading Stuart Weitzman will enable Tapestry executives to spend more time and resources on increasing sales at Coach and turning around Kate Spade.
Ulta Beauty to Cease Shop-in-Shop Partnership With Target
The programme, which has run in 610 stores since 2021, will end in August 2026 when the initial partnership agreement expires.
Birkenstock’s Profit Beats Estimates on Strong Full-Price Footwear Sales
Demand for the German brand’s sandals has remained healthy even after it raised prices in response to tariffs.