The fashion industry is the second largest polluter in the world, just after the oil industry. However, now more than ever fashion companies are talking about environmental and social responsibility. Unsurprisingly, this is happening at a moment in which we are all becoming more conscious buyers. In particular, the rising interest in sustainability amongst GenZ consumers, combined with the increase in their purchasing power, is influencing businesses to take notice. However, despite this flourishing curiosity in sustainability issues within the fashion industry, there is no clear or quantifiable definition of what sustainable fashion actually means. Rather than truly going green and working out how they could integrate sustainability into their supply chain, certain brands are picking the greenwashing option instead, using marketing tactics to paint a greener picture. As sustainability becomes more and more relevant, brands want to jump on the…

Why do people buy Crocs? What is it that makes the most unlikely shoes of all time so cool and desirable? The humble little foam clog has been debated ever since its first appearance in 2002, sparking an ideological war between those who love it and those who can’t stand the idea of a holey rubber slipper. Like it or not, however, it is undeniable that Crocs is amongst the most curious yet fascinating fashion trends of the latest years and, as it often happens for the most successful garments of the fashion industry, it never meant to be fashion, until today. The “crocodile brand” was founded in Colorado in…

From designing handbags for the Spanish royalty to being one of the most exciting brands of the moment, Loewe has gone through, and induced, many transformations. Undoubtedly, the biggest impact was brought by the current creative director, Jonathan Anderson, who joined the brand in 2013. Guided by the mantra of ‘past, present, and future’, Anderson took a year to fine-tune his strategy, which included redesigning the logo, and turned Loewe into a beacon of Spanish iconography mixed with a contemporary vision. His success became more evident following the introduction of the now iconic Puzzle bag in 2015, and it has all been uphill from there. Not only did he reinvent…

Low-despicable Fenty’s end(y) What can we say? The brand maybe seemed to shine bright like a diamond, but for sure, it was a shooting star! Indeed, after only two years, Rihanna’s luxury Fenty fashion house closes down. While her beauty and Savage x Fenty lingerie lines are cooler than ever, the ready-to-wear line has been put on hold. Due to supply chain issues and travel restrictions during the pandemic, the singer and LVMH have jointly decided to leave Fenty on ice while waiting for the storm to pass. And “Now that it’s raining more than ever”, we hope Rihanna stays “under her umbrella!” Paris is the New York Guess who is moving…

Clubhouse has only been around for a few months and yet it is already valued at $1 billion, with 10.1 million registered users. Standing side by side with Uber and Airbnb, this new social media app has been named a Unicorn start-up. Born in Silicon Valley, Clubhouse’s purpose is to connect its users through audio-only chats focused on specific issues, aiming at constructive conversations between professionals, celebrities and ordinary people. Clubhouse works on an invitation-only basis, creating a certain buzz around its exclusivity, leading to an increased popularity among social media users. Brands’ presence on the app is still uncertain due to its newness, yet one may wonder what advantages can…

Bottega Veneta started 2021 with a bold move. Without warning and with no explanation the Kering-owned Italian luxury brand deleted all of its social media platforms. The move has caused a stir in the fashion industry as the brand even deleted Instagram (where it had over 2.5 million followers), an app that brands heavily rely on to curate their image, market new products and as a result of the app’s recent updates – even make sales.  The brand has declined to comment on the strategy at hand, leaving many bewildered by the idea of a brand as powerful and on the rise as Bottega Veneta going dark.  Although this move came…

The pandemic is undoubtedly leading to drastic changes in fashion’s retail paradigm, particularly when it comes to fast fashion. As noted throughout the past months, the recipe for success has consisted in shaping retail strategies on e-commerce or, at the very least, omnichannel. Inditex has clearly exemplified this phenomenon: for the first half of 2020, online sales grew by 74 percent, while net sales decreased by a third compared to the same period in 2019. Indeed, despite falling sales, the fast fashion Group’s strategy envisaged an expansion of the e-commerce to new markets: up to now, Zara (Inditex’s major label) has launched online sales in 16 new countries across South…

As the saying goes, two heads are better than one. The fashion industry has proven to seriously take this old proverb into account, considering the huge proliferation of collaborations between brands over the past several years. The question, then,  is: “When did this all start?  Back in January 2017, Paris: Supreme and Louis Vuitton announced their very first and unlikely collaboration, dropping on the fashion world the bomb that since then sharply modified the fashion industry brands’ trend. Let’s step back for a moment. The truth is that collabs, including those with artists, celebrities and musicians, have always been around since the 1930s. However, it was a rare phenomenon until the…

The Chinese video-sharing social network TikTok has seen a tremendous 92% increase in downloads in the last year: the platform jumped from 157M users worldwide in Q2 of 2019 to 301M in the same quarter of 2020. Moreover, around 75% of these users are active on a daily basis, and 40% of them are aged between 16 and 24. The newest social media seems to be a great opportunity for luxury brands to target Generation Z, who is more dynamic on TikTok than on any other social network. Yet, its unique peculiarities make it difficult for high-end maisons to thoroughly understand how to engage with their audience and make good…