TheFutureParty
A Community-based Media Company
As more companies require employees to return to the office, fashion brands are rolling out new lines to help people get fitted for the polished, in-person 9 to 5. Why It Hits: After four years of primarily working from home, employee outfits have become overly casual and blurred with non-work life. And for many young […]
Fashion brands that were popular at the turn of the century — like True Religion and UGG — are pushing for renewed relevance as the nostalgia for the Y2K era spreads among Gen Z and Millennials. Why It Hits: Historically, nostalgia cycles happen in 20-to-30-year timeframes… so the interest in “Y2K” (a catch-all term for […]
H&M is jumping into the world of AI by creating “digital twins” of its models that the talent will fully control. Why It Hits: Several fashion companies have already experimented with AI-generated models, which have been met with mixed-to-negative reactions. By experimenting with digital twins that are indecipherable to audiences, H&M hopes to get the […]
LVMH, the world’s largest luxury group, is proposing that the company change its bylaws to allow CEO Bernard Arnault to remain head of the fashion conglomerate until he’s 85. The Big Stitch: Bernard has been at the top of LVMH — the owner of brands like Louis Vuitton, Dior, and Tiffany — since 1989, and […]
Boxing is luxury now, as the combat sport welcomes renowned designers and staple fashion labels into the ring. Why it Hits: The confluence of fashion and sports has reached a fever pitch, and boxing has been minted with a new cultural influence after Netflix’s Mike Tyson vs. Jake Paul fight landed a record number of viewers. 2025 may be […]
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 […]