TheFutureParty
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Over the past couple of years, luxury fashion and streetwear brands have turned to older, legendary celebrities to don their new seasonal lines in marketing campaigns… and it’s paying off. Why It Hits: Fashion is typically viewed as a young person’s industry — and the marketing is still directed at them — but the decision to put older faces front […]
A startup called Osmo has created an AI-powered machine that uses scent to authenticate products, like sneakers and bags. The Big Whiff: Dupe products have flooded the luxury market as secondary sales have soared. Finding a way to keep them out of the marketplace before they can reach consumers (something resellers spend a lot of money on) […]
The French luxury giant continues its cultural dominance by scoring an expansive 10-year sponsorship deal with another sudden cultural giant — Formula One. Why It Hits: LVMH got a big taste of the sporting life with the Paris Olympics and now wants to keep competing in the space… viewing the young daredevil drivers as the perfect Adonises to […]
French-fashion juggernaut LVMH is selling the Virgil Abloh-founded streetwear label Off-White to brand management firm Bluestar Alliance. The Big Picture: The sale of Off-White shows how founding designers and their labels are often intrinsically combined. When talent has left, the brand may be little more than just a name. Between the Threads: Bluestar Alliance — which counts Hurley, Scotch & […]
High-end, branded apparel and accessories from luxury hotels became one of the hottest new trends in fashion over the summer. The Big Picture: The popularity of hotel merch demonstrates that consumers continue to value experiences over products. The swag acts as exclusive vacation souvenirs — mementos of an experience not everyone gets to have. Behind the Curtain: Sarah […]
The Future. As consumers increasingly seek meaningful and practical wardrobes, they’re ditching microtrends and opting for lasting garments instead. If brands want to avoid fad fatigue, they may have to prioritize timelessness over virality. From fast fashion to fade outMicrotrends are yesterday’s news. Finally over the quick fixHopefully, a renewed interest in quality will also […]
The Future. After less than four years, Supreme has a new home, with VF Corp selling the storied streetwear brand at a loss to Italian eyewear giant EssilorLuxottica. As EssilorLuxottica’s only apparel brand, expect it to make Supreme the flagship of a new push into fashion. Streetwear State of the UnionEssilorLuxottica, which owns brands like […]
The Future. As ecommerce retail has reached its peak, the next era of retail may be hyper-local, in-person-only boutiques that craft a shopping experience. While online retail will still hit record numbers thanks to Instagram and TikTok, those looking to step out of the mainstream may fuel a localized boutique boom that mirrors Gen Z’s […]
The Future. German footwear brand Zellerfeld, famous for its 3D-printed foam shoes, is giving customers the ability to not just design their own sneakers but also sell them in perpetuity with a great cut of the revenue. The new tool could help kickstart the careers of several new designers, especially as foam sneakers have skyrocketed […]
The Future. As the popularity of the WNBA continues to rise, sneaker brands are finally stepping up their sponsorship game. The new deals, cutting-edge products, and associated marketing could finally help drive up the price of media rights for women’s basketball to get closer to parity with men’s. Lacing up the leagueWelcome to the new […]