Naomi Osaka Brings Modular Thom Browne Tailoring to Her US Open Entrance
A custom white silk ensemble combines a Chesterfield overcoat, sportcoat and pleated skirt with tennis-racket appliqués for Naomi Osaka’s US Open appearance.
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Aritzia Brings a Vlog-Style Employee Voice to Its Concierge Hiring Campaign
Aritzia’s employee-led recruitment video pairs candid commentary with a preview of holiday service work, offering a Gen Z-facing angle on retail hiring.
Primark Opens First Minnesota Store as Its US Footprint Reaches 46 Locations
Primark’s Mall of America debut combines nearly 35,000 square feet of selling space with a locally themed launch as the retailer expands across the Midwest.
How essie Turns Familiar Shade Names Into Its ‘Cheeky Luxury’ Marketing Strategy
With outdoor advertising in four cities and a playful visual identity, essie is using its existing shade portfolio to connect accessible nail beauty with luxury-style storytelling.
Betty Crocker Turns Its Packaging Refresh Into a Fashion Moment With Cake-Slice Handbags
The Betty Ate Collection translates familiar cake mixes and the red-spoon identity into limited-edition accessories, putting a grocery-aisle redesign into a fashion conversation.
Van Cleef & Arpels Brings Years of Enamel Research to Its Alhambra Collection
Pink enamel gives Alhambra a material-led extension, connecting in-house craft development with a familiar luxury jewelry motif.
BEAUTYSPACE Makes Minis a Retail Destination With Little Luxuries in Union Square
Opening September 10, Little Luxuries links discovery-sized beauty products with eligible full-size purchases online, giving BEAUTYSPACE a new direct-to-consumer format.
Why H&M Keeps Collaborating with Fashion Designers
This collaboration leverages H&M's industrial scale and global reach, while ELIE SAAB provides cultural recognition and unique design elements.
Watch: Alicia Keys Narrates Moncler’s New York Retrospective Film
Moncler's New York in Moncler film turns more than two decades of brand history into a launch platform for its largest global flagship, with narration and unreleased music from Alicia Keys.
The Best Beauty Packaging Comes With Demonstration Built In
Vacation, Bubble, Rhode and Starface show how beauty packaging can guide use, create repeatable rituals and make a product easier to understand before the first application.