Sports x Fashion: Who’s Really Winning?

Beauty has long been one of the industry’s most reliable growth engines — fragrance boomed post-pandemic, prestige beauty held up better than other categories, and value-driven brands like e.l.f. proved that sharp pricing and marketing could keep consumers spending. But a slowdow ...  Show more

For a long time, upcycling sat on the fringes of the fashion industry, a tactic used primarily by small independent designers, niche sustainability labels and in one-off capsule collections. That's changing. At Paris Couture Week this spring, Swiss designer Kevin Germanier closed ...  Show more

From team-branded fashion shows to tunnel-walk capsules and luxury watch deals, sport and fashion are converging at speed. The NFL has rolled smaller licensing tie-ups into marquee partnerships, while the WNBA is emerging as a fertile ground for inventive brand-player collaborati ...  Show more

Twenty-five years ago Puma became the first big sports brand to collaborate with a fashion house. Since then all of the big players have been collaborating with celebrities, sports stars and high fashion brands. Hannah Mullane speaks to Heiko Desens, the creative director at Puma ...  Show more

Brand collaborations were once rare, highly anticipated events that generated significant buzz. But as they have become more frequent, the challenge lies in creating partnerships that genuinely resonate with consumers and cut through the noise.

This week, executive e ...

Many fashion brands are realising that operating across multiple cultural sectors is a business necessity. In our social feeds, fashion competes with music, film, and sports for our attention.

Learning how to tap into other cultural sectors is something that many fas ...