Around the 2010s, the advent of the online world revolutionized the entire marketing industry, switching the strategy in fashion from brand marketing to performance marketing. Performance marketing shifted the focus away from “telling a story” to a more data-driven approach, only paying partners when buyers take pre-defined actions. This new analytical approach was lauded as a way to promote maximum effectiveness in marketing, a notoriously unpredictable field, and has had widespread impacts on consumer engagement, brand perception, trendsetting, and overall business success. However, the future of fashion marketing announces itself to shift away from simple performance marketing, mixing past strategies and new trends to achieve brand goals. (P) What is…

Synonymous with jet set and glamour, Emilio Pucci fastly became one of the most worn fashion brands by the high-class society of the 60’s and 70’s. The vibrant splash of colors in Emilio Pucci’s designs not only symbolized freedom of expression but also liberated the woman’s body from the rigid, sober tailored suits of the previous decades. It mirrors a form of rebellion and feminine freedom that revolutionized society and modern art. However, with the rise of minimalism and the death of Emilio Pucci, the brand struggled to keep up its influence, having a hard time coming up with creative innovations. Today, Pucci’s designs are once again being spotted everywhere…

In early December, it was announced that the Nike-owned virtual sneaker brand, RTFKT, would cease operations. RTFKT, founded by Benoit Pagotto, Chris Le, and Steven Vasilev, sought to merge their passions for video games and sneakers. It demonstrated that the multi-billion-dollar sports apparel giant was exploring the realm of NFT and virtual goods within their brand. In April 2022, RTFKT revealed a virtual sneaker collaboration, allowing customers to design shoes with customizable ‘digital skins.’ Although physical replicas were available for purchase in very limited quantities, the digital sneaker was undeniably the main product. Shortly after this project, however, crypto prices crashed and given the volatility of the market, there was…

The fast fashion industry has emerged as a dominant force in global markets, delivering affordable and trendy clothing at unprecedented speeds. While this business model satisfies consumer demands for low-cost fashion, it does so at a significant ethical cost. By employing practices that prioritize profit over human welfare, fast fashion exploits vulnerable workers, fosters social inequality, and contributes to unsustainable consumption patterns. Applying Jeremy Bentham’s utilitarian ethical framework, this article explores whether the industry’s actions can be deemed morally justifiable. Utilitarianism according to Jeremy Bentham Utilitarian ethics is a normative ethical theory that assesses the morality of an action based on its consequences rather than the intention or motivation behind…

Paris is unique in the fashion world for being the home of haute couture, the french word for ‘high sewing’ a term for exclusive and often extravagant custom-fitted pieces. Paris is the only fashion capital to host a fashion week specifically dedicated to couture. Running from January 27th to the 30th of this year, Paris Couture Week showcased lines from big names such as Schiaparelli, Dior, Chanel, Giorgio Armani, Valentino, Jean Paul Gaultier. Schiaparelli’s show kicked off the week, and its strong opening proved to be its highlight. As the luxury sector continues to struggle to find its footing and many creative directors choose to embrace a ‘back to the…

Created in 1968, Calvin Klein is an American designer fashion retail chain, primarily known for its underwear and denim lines. On top of those two categories, it now focuses on clothing for all genders and age groups, lifestyle accessories, shows, perfume, and jewelry. Sparking controversy over its ads and fashion shows over the years,Calvin Klein differentiates itself through its boldness, progressive ideas, and seductive, yet minimalist aesthetic. These have often led to setbacks for the brand, including having to shut down its high-end fashion show department in 2019. Thankfully, a new surprise presents itself in 2025: Calvin Klein returns to the runway for New York Fashion Week.  In 1978, Calvin…

“11 Of The Best Second-Hand Designer Bag Sites To Know Now” – Vogue When considering a new clothing item or accessory, many of us (hopefully) explore the option of buying it second-hand, perhaps through an online resale platform. This is no longer an isolated choice, as the resale apparel market reached an astonishing value of $197 billion in 2023. The most intriguing development within this sector is the remarkable growth of the second-hand luxury market. This trend highlights a pivotal shift: the movement toward a circular fashion economy is no longer confined to high-street brands. Luxury fashion houses now face mounting pressure to extend the lifecycle of their products and…

These three cities, often dubbed “fashion capitals of the world,” each present distinct styles that inspire millions. But what makes each city’s style so iconic and unique? Milano is synonymous with polished elegance and luxurious craftsmanship, but there’s a rich cultural layer to the Milanese style that extends beyond refinement. Milan embodies a distinctly Italian passion for quality materials, with leather playing an especially prominent role. Whether in handbags, jackets, or boots, leather is not just a material but an art form here. Autumnal streets see rich textures everywhere: from leather to wool and cashmere, creating a warm yet sophisticated aesthetic. Slim-cut jeans, sleek turtlenecks, and tailored silhouettes are Milanese…