Author: Haley Crawford

Before Halloween even rolled around, “Ralph Lauren Christmas” had already surpassed five million searches on TikTok.The trend, which sees creators posting videos on how to achieve an unauthorised version of the brand’s cosy, tartan-heavy aesthetic at home, is a sign of the times: Gen Z is feeling nostalgic for the comforting and seemingly easier times of the past. Performatively nostalgic Christmas is partly a reaction to the barrage of negative headlines, and part an extension of last year’s “old money” fad. And it goes well beyond Ralph Lauren: The creator marketing platform Traackr has tracked a 180 percent uptick in…

Welcome to Spot Check, a column by The Business of Fashion breaking down the most talked-about fashion and beauty campaigns of the moment and why they worked — or missed the mark.Four months after its ads featuring Sydney Sweeney touched off a cultural firestorm, American Eagle is returning to its “Great Jeans” campaign.In its latest spot, which rolled out today on social media and streaming TV, Martha Stewart wraps presents in denim “gift wrap” and quips, “This holiday season, we’re settling for nothing less than a perfect fit” — a wink to her regular use of the word “perfect” throughout…

At Happy Isles, a popular vintage bridal boutique with locations in New York and Los Angeles, brides-to-be have the choice between two dress try-on appointments.The standard option, which costs $185 to book, gives brides the opportunity to try on a variety of vintage gowns priced under $9,000. Or, the premium “Archival Collection” option, which, with a hefty price tag of $500, allows them access to the store’s collection of rare ‘90s Valentino gowns and actual runway pieces like a corset set from Dior’s spring 2004 collection. To many brides, the opportunity to try on a piece of fashion history is…

Tory Burch has named Joëlle Grunberg as its new president of North America. Grunberg, who joins the brand from McKinsey, where she served as a partner in the firm’s retail, fashion and luxury practice for North America, will step into the role on Nov. 10. Prior to McKinsey, she held executive roles in both the US and France at footwear group Wolverine Worldwide, sportswear label Lacoste and department store Galeries Lafayette. Grunberg also sits on the French American Chamber of Commerce Fashion and Luxury Advisory Board.At Tory Burch, Grunberg will succeed Christophe de Pous and take over operations for the…

The PR landscape has evolved dramatically over the past five years. Burgeoning platforms from TikTok Shop to Substack are giving rise to a new class of creators that brands must establish and build relationships with. The continued growth of affiliate marketing — in which either a publication or a creator shares a link to a product within content and then earns a commission when that product is purchased through their link — has turned influencers into even more powerful agents of both sales and credibility. And the explosion of AI search on platforms like ChatGPT is changing how brands ensure…

Marina Yee, the Belgian designer who was part of the “Antwerp Six,” the group of students from Antwerp’s Royal Academy of Fine Arts who redefined Belgian fashion in the 1980s, died on Saturday at the age of 67, according to MoMu Fashion Museum Antwerp.Following her studies, during which time she met the other members of the “Six,” including Walter Van Beirendonck, Ann Demeulemeester, Dries Van Noten, Dirk Van Saene and Dirk Bikkembergs — all known for their avant-garde designs — Yee cut her teeth at Belgian labels including Gruno & Chardin and Bassetti. She then built her own label, Marie,…

In 2014, Aerie made a promise to consumers that it would no longer retouch models’ bodies in its ad campaigns, a widely praised move framed under its ongoing “Aerie Real” motto.Ten years later, that phrase has a new meaning for the American Eagle-owned brand, which announced earlier this month it would not use AI-generated imagery in its marketing, whether it’s the models it casts in campaigns, creators it’s partnering with or even the music that soundtracks its ads, ensuring all their content is also created without AI.“It’s a refresh of the commitment we made 10 years ago, so it’s a…

Moncler is best known for selling puffer jackets meant to keep you warm throughout the colder months. But for its autumn campaign, the Italian brand embraced a less literal interpretation of the word. Titled “Warmer Together,” the ads stars longtime friends and repeat co-stars Robert De Niro and Al Pacino. The duo wear Moncler’s signature jackets, sitting side-by-side on a New York City rooftop and on a stage. In a few shots, they even hold hands. The taglines showcase the meaning behind the campaign’s title, including “warmth comes from the walks and the talks,” and “warmth was never about the…

#RushTok may be done for the season, but for brands, the collegiate marketing opportunity is just beginning.Whether it’s kitting out sorority members for much-photographed events or hosting game day parties, fashion brands — including J.Crew, Faherty, LoveShackFancy and more — are popping up on campuses across the US in order to tap the boom in college-aged content creators. By staging social media-friendly events for students who are already sharing their college experiences online, the hope is that they’ll be able to influence not just their peers, but followers far beyond their respective campuses.But rather than just jumping on the bandwagon,…

Welcome to Spot Check, a column by The Business of Fashion breaking down the most talked-about fashion and beauty campaigns of the moment and why they worked — or missed the mark.To highlight its denim assortment in August, Gap married Gen-Z and Millennial music, hiring Gen-Z-favourite girl group Katseye to dance to the Millennial anthem “Milkshake.”And for the retailer’s latest spot, it went for another take on multi-generational appeal.This week, Gap dropped its latest campaign for GapStudio, its premium arm that launched in April, starring Gwyneth Paltrow and her daughter Apple Martin. In a short video directed by creative agency…