Why Store Activations Are Becoming the Marketing Campaign
Jacquemus, ICICLE, Louis Vuitton and Moncler show how fashion brands are turning physical space into product presentation, campaign media and brand memory.
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Articles by Jeanel Alvarado
Wisdom Kaye Receives the LVMH-Presented Virgil Abloh Award at Harlem’s Fashion Row
Wisdom Kaye received the Virgil Abloh Award presented by LVMH at Harlem’s Fashion Row’s 19th Annual Fashion Show & Style Awards in New York on September 8, 2026.
ALO Plans Nine Stores Across Seven Cities in a Six-Month Expansion Push
ALO is preparing nine stores across seven cities over a six-month period, according to Andrew Nip, the brand’s Director of People. The expansion update names Hong Kong, Macau, Chengdu, Beijing, Shanghai and Hangzhou.
Khloé Kardashian Fragrances Enter 1,300 U.S. Sephora and Kohl’s Doors
Khloé Kardashian and Luxe Brands are expanding their fragrance distribution through Sephora, with a September 14 launch covering 1,300 Sephora and Sephora at Kohl’s doors in the United States.
Silvia Tcherassi Celebrates New Sofia Bag Edition During Madrid’s Grand Prix Weekend
Silvia Tcherassi marked the latest edition of its Sofia Bag with an intimate dinner in Madrid during Spanish Grand Prix weekend. Sofia Espinosa Tcherassi and Carmen Montero Mundt co-hosted the gathering at Monbull Conde Duque, bringing friends of the house together for an evening of fashion and music.
Agua by Agua Bendita Brings Colombian Designs to Madrid With Florecer SS27
Agua by Agua Bendita presented Florecer, its Spring/Summer 2027 collection, at Madrid’s Palacio de Cibeles on September 15, bringing more than 40 looks shaped by Colombian craftsmanship to Mercedes-Benz Fashion Week Madrid. The presentation paired the label’s floral vocabulary with a runway dressed in 13,575 stems supplied by Flowers of Colombia, according to the brand.
Prada Beauty Brings Sébastien Tellier and Léo Walk to Palais-Royal for Paradigme Le Parfum
Prada Beauty brought live music and contemporary dance to the Cour d’honneur of Paris’s Palais-Royal to celebrate Paradigme Le Parfum. The event paired a piano performance by Sébastien Tellier with dance by Léo Walk, giving the fragrance launch a cultural setting built around the interaction between two artistic disciplines.
WSG Brands Acquires Nasty Gal With Wholesale and Licensing Expansion Planned
WSG Brands has acquired Nasty Gal and plans to expand the womenswear label through wholesale, international distribution and licensing alongside its direct-to-consumer business.
Neiman Marcus and Saks Fifth Avenue Add Four Fragrance Brands Through Exclusive Retail Relationship
Neiman Marcus and Saks Fifth Avenue are expanding their niche-fragrance offer through an exclusive U.S. retail relationship with Saujet Fragrances Group. The arrangement brings anti parfum, Chambre52, Fabbrica della Musa and What We Do Is Secret to customers online and at selected stores.
Audemars Piguet Creates a White Ceramic Royal Oak Chronograph With Serena Williams
Audemars Piguet has introduced a Royal Oak Selfwinding Chronograph “Serena Williams” Limited Edition, translating its longstanding relationship with the tennis champion into a dedicated watch. The 38 mm model pairs a white ceramic case and bracelet with a pink-tinted mother-of-pearl dial and the manufacture’s new Calibre 6401.