Purple

A good agency can feel like an extension of a brand and bring fresh expertise towards telling its story. But picking the right partner is growing more complex as the definition of PR rapidly evolves.

After an era of streamlined logos and nearly constant drops of Instagrammable merchandise, European fashion houses are reasserting brand signatures from their pasts to signal lasting value in an uncertain market.

BoF’s annual gathering for big thinkers will take place from Dec 1-3, 2020 via a live global broadcast. Register today.

The decline in print advertising is squeezing traditional fashion magazines. But brands’ hunger for video content could spell opportunity. Editor and creative director Ezra Petronio tells BoF how Self Service is adapting.

The rapper has partnered with an unusually diverse array of brands to churn out everything from food to apparel to toys and more. The result is an entire economy of highly sought-after Scott-branded products, giving companies a ready-made way to generate hype and reach young consumers.

This week, it was announced that Larsson will take the helm from Manny Chirico in February, while Patagonia named Rose Marcario’s successor.

The model’s enduring success for streetwear brands and niche labels alike may be a lesson to those that have treated it simply as a marketing gimmick.

In the age of drops and grails, parents who used to line up outside the toy store on Black Friday now hit refresh on Supreme’s website on Thursday morning. Forget A Christmas Story — youth interest in limited streetwear has turned holiday shopping into Die Hard.

Juergen Teller, Carole Cadwalladr and Alok V Menon are the latest names to join an exciting and inspirational group of speakers at BoF's Annual Gathering for Big Thinkers to be held in Oxfordshire, UK later this month.

The consultant and former creative director of the famed Paris concept store that closed in 2017 says that ‘Colette wouldn’t work today.’ Here’s what she thinks resonates with fashion consumers in a post-internet era.