Author: Haley Crawford
The latest in The Independents’ agency acquisition spree, the Paris-based firm will bring its film and campaign production capabilities to the group at a time when entertainment is an increasingly important lever for fashion.
When Hervé Léger hired designer Michelle Ochs in 2023 to revamp its signature bandage dresses for the TikTok generation, Melissa Lefere-Cobb, the brand’s SVP and division head, knew there was a need for more than just a creative shift. Please sign in to ensure you can read our agenda-setting intelligence, analysis and advice. Or get in touch at support@businessoffashion.com if you experience difficulties.
As the UK joins countries like Australia and Malaysia in their efforts to curtail under-16 social media access, brands may need to rethink their marketing strategies.
When Gucci dropped its Primavera campaign, which showed a series of AI-generated scenes — a Milanese grandmother in a restaurant, a young couple sitting on the hood of a car — in February, buzz around the brand skyrocketed. More specifically, Gucci’s earned media value (commonly known as EMV) hit $28.8 million globally in February and March, according to influencer marketing platform CreatorIQ, which developed the measurement. Please sign in to ensure you can read our agenda-setting intelligence, analysis and advice. Or get in touch at support@businessoffashion.com if you experience difficulties.