Hugo Boss

As tennis legends retire, brands are shifting focus to the new generation of tennis stars like Coco Gauff and Carlos Alcaraz, leveraging their social media presence and growing audiences to connect with younger, more diverse consumers.

From Gstaad Guy to Remi Bader, a new guard of creative personalities is revamping influencer marketing, The State of Fashion 2024 reveals.

Capitalising on sport’s soaring commercial and cultural relevance is becoming a primary focus for fashion brands. Winning sports-marketing strategies today hinge on building long-term, collaborative partnerships with athletes and organisations that resonate with a brand’s target consumers, as experts in BoF’s latest case study explain.

Last month, Boss’s runway show in Milan featured a trio of limited-edition jackets made using a new fibre designed to replace polyester. But untangling the industry from a material that has played a central role in its growth will be a tricky business.

BoF Insights and Quilt.AI co-created The BoF Brand Magic Index to examine if customers see a brand the same way a brand sees itself. The Index quantifies and ranks 50 global luxury and fashion labels using AI-driven analysis of tens of thousands of social media posts by brands and their customers.

Within a year, the sorting centre run by garment re-use and recycling charity Moda Re plans to double the volume it handles to 40,000 metric tonnes annually.

The State of Fashion 2023 interview: The German brand’s CEO on the post-pandemic renaissance of office wear and formalwear, with an emphasis on casualisation and comfort.

The world’s most-followed TikToker shares his unusual journey from Senegalese refugee to global fashion icon and what it says about what works on social media.

Big music festivals produce a torrent of content for social media, but the fashion is equally as important, as what influencers wear to Coachella can quickly become a big seller in stores worldwide.

As the creator space has matured, brands must be thoughtful about crafting a strategy that leverages influencer marketing’s full power, considering everything from talent scouting to the effectiveness of metrics.