More often than not, luxury brands have a hard time with the creative side of video-content - particularly TikTok. As social media literacy continues to evolve, here are some concrete examples of how to catch Gen Z attention, without losing the luxury brand positioning.

A recent report of Glossy & Modern Retail states that brands will not hesitate to dedicate a budget into IRL retails events, mostly on beauty and skincare categories. Do Gen Z actually prefers brick and mortar shopping experience? Is this a sign that retail (in small and desirable doses) will never die?

A new generation of young fashion brands is having a major growth these last years, partially linked to the international success of hit series such as Netflix ‘Emily in Paris’. This has not escaped the eye of the biggest French luxury group, LVMH, who has confirmed acquiring a minority stake in Polène Paris.

The upcoming global event will take place in Paris, from July 26 to August 11 2024, and main fashion brands and designers are placing themselves with collaboration, special editions and limited collections. An international platform like no other, brands have taken the Olympics to frame and connect identity, sports and design.

Once a role held in the highest echelon of the business, the Creative Directors crisis we are seeing in the fashion industry has been making waves lately. Alessandro Michele leaving Gucci, Sabato de Sarno beings criticised for the new style infused in the brand, Sarah Burton leaving McQueen and lately, Virginie Viard stepping down at Chanel. But this treatment disparity is oddly emphasised in certain profiles more than others.

Birkenstock's historic $1.48 billion IPO success reflects the revival of the clog, once considered a "hippie sandal", now a sought-after fashion icon. Despite Birkenstock's silence, their demand consistently surpasses supply.

Fashion’s Public Relations sector has undergone a significant transformation, thanks to the integration of technology. Here are the key points how.

Phoebe Philo's return to fashion is a highly-anticipated masterpiece, offering 150 pieces that reflect elegance and sustainability. Her "A1" collection exudes femininity with bold tailoring, an emphasis on minimalism, and an eco-conscious approach.

In the world of fashion marketing, the ability to write captivating narratives has become a critical skill. Brands must stand out by telling stories that resonate on a deeper level. Here is why.

Gucci is entering a transformative phase under the creative direction of Sabato De Sarno, as he presents his inaugural collection, "Ancora," marking a significant shift for the brand.

As fashion evolves, endorsement strategies strengthen through authenticity and sustainable choices. Read here how marketing is reshaping the client to brand connections.

In the age of digital communication, artificial intelligence and data analytics have emerged as indispensable tools for fashion brands seeking to engage effectively with their audiences.

Le 19M presents “Carla Fernandez: L’Avenir fait main”, an immersion into the universe of the designer and her collaborative work with traditional Mexican artists. The exhibition showcases Fernandez collaborative work with Chanel’s Maisons d’Art, creating a genuine cultural mélange between French savoir-faire and Mexican millenary textile techniques.

3D renderings and videos have seized social media this Summer 2023. As Artificial Intelligence is democratised, its digital allies have become tools for brand experience. Here is how it has redefined communications for fashion brands and influencers.

Streetwear has dominated the fashion world for the last few years, but a new style has taken over the industry. Is Quiet Luxury marking the end of the 90s hip-hop inspired trend ?