How Fashion Brands Are Turning Campaigns Into Short-Form Entertainment
Gucci and Burberry’s Qixi campaigns reveal the strategic connection between narrative attention, distinctive brand cues and product discovery.
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Articles by Jeanel Alvarado
How Fashion Brands Are Putting Real Communities at the Centre of Campaigns
Urban Outfitters and Aritzia illustrate two approaches to community-led casting: broad campus representation and focused institutional partnership.
Paul Smith Opens a Madison Avenue Flagship Inspired by His London Home
The two-storey Upper East Side shop brings tailoring, personal collections and British craft to 929 Madison Avenue as the brand focuses on North American growth.
LOEWE and On Add Two New Footwear Styles to Their October 15 Collection
LOEWE and On are expanding their collaboration with the Cloudsolo Hiker and Cloudtilt Cosmic, bringing two new footwear styles into a Fall Winter 2026 collection that also includes ready-to-wear. The release is scheduled for October 15 through selected stores operated by both brands and online.
Aritzia’s US and Digital Growth Drive a 44% Revenue Increase in Q2
Aritzia reported a 44.1% increase in second-quarter fiscal 2027 net revenue to C$1.17 billion, with its US business and digital channel expanding faster than the company overall. Comparable sales rose 34.5% in the quarter ended August 30, 2026.
How Global Brands Are Making Local Culture Part of Their Store Identity
Coach, Aesop and HUMAN MADE illustrate three approaches to retail localisation, from creative collaboration to regional architecture and craft.
How Brands Are Turning Product Education Into the Main Attraction
The Ordinary, Garnier and UNIQLO show how expert access, guided routines and tactile retail can address different purchase barriers.
How Brands Are Building Summer Campaigns Around the Customer’s Travel Journey
Jacquemus, Dior and L’Oréal Travel Retail show how summer marketing can connect departure, transit and destination with different customer needs.
M·A·C VIVA GLAM Grants $500,000 to Girls Inc. for Health Education and Career Exploration
MAC VIVA GLAM has awarded $500,000 to Girls Inc. to expand its partnership with Period Education Project, linking menstrual-health education with opportunities to explore healthcare careers.
London Fashion Week Trends: What Buyers Should Watch for Spring/Summer 2027
Expressive florals, shaped jackets and dimensional occasionwear offer three directions for London-inspired SS27 assortments.