This season, the #HauteCouture Autumn/Winter 2024 shows grew 11% year on year, earning $95.3 million EMV (Earned Media Value), according to Lefty data. The vision of Haute Couture is about world-building and showcasing a Maison's creative excellence. What drives media value differs from ready-to-wear. Whereas influencers are key for visibility in RTW, Haute Couture is laser-focused on its unique clientele, making for a more diverse pool of influencers and luxury partnerships. Think entrepreneurs, industry insiders, photographers and, this season, an airline. What were the moments that will go down in fashion history? Who are the new names to know? We reveal all in our newsletter. Subscribe now and be the first to know key fashion week data and exclusive insights from Karla Otto.
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Marketing Associate @ Techtinium | Helping Business Owners, Coaches & Professionals build a brand through captivating storytelling on LinkedIn | Content Writer | Social Media Marketer - Let us talk
In the world of fashion, the only rule is: there are no rules. That’s Moschino’s signature smirk. From the huggable Moschino Teddy backpack to the hamburger clutch, Moschino’s runway shows are rewriting fashion rules with models dressed in inflatable cartoon dresses and tongue-in-cheek reinterpretations of iconic brands. Here is an analysis of Moschino’s branding strategy- Brand Positioning: Moschino’s fashion is a dose of irony, a splash of colour, and generous fun perfect for everyone who craves stories, experience, and a brand that speaks stories more than just fashion. For example - A Chanel jacket adorned with playful teddy bears, or a classic trench coat reimagined in vibrant neon pink is the essence of Moschino. Target audience: The target audience are focused towards psychographics. They seek trendsetters, artists, playful rebels, and anyone who embraces their unique spirit with witty style. Celebrity Endorsements: The brand is a unique mix of fashion and pop culture fueled by strategic celebrity endorsements that focuses on weaving captivating narratives suitable for vast global audience. For example- Katy Perry commands the stage in Moschino burger dress. Social Media Presence: With over 20 million followers across platforms, they’ve bloomed into digital landscape. For Example- The brand focuses on user generated content like platful photoshoots, partnering with influencers, and turn viral trends into opportunities for playful storytelling. Runway Shows and Fashion Events: Their collaborations with renowned stylists and unexpected themes, like their 40th anniversary “40 Years of Love” celebration, is a cornerstone of the brand’s marketing strategy, ensuring their brand remains fresh, provocative, and unforgettable. Limited Editions and Collaborations: Their creative partnerships with brands like H&M and Hudson’s Bay and fleeting fashion offerings are more than just marketing campaigns; that showcase the brand’s exclusivity. Retail Experience: Stepping into their stores is more than browsing garments. The geometric floor designs, oversized logo wink from stark white walls, and even shopping bags morph are a unique approach to retail solidifying their brand identity and captivating customers at every touchpoint. What are your thoughts on this? Comment below! MOSCHINO #moschino #HeenaKhubchandani #Branding #BrandStrategy #Fashion #LuxuryFashion #CreativeStrategy
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The Hottest TikTok Party Dress Trends of the Week! We've delved into the data of TikTok's top influencers and uncovered three dress attributes that have been skyrocketing in popularity across social media: 1️⃣ Mini Dress: Luxurious mini dresses have perpetually epitomized style, sophistication, and youthful vibrancy. It's no surprise that influencers are donning them to showcase their unique sense of fashion and individuality. 2️⃣ White Dress: As the holiday is right around the corner, there are several occasions that call for donning a white dress. Whether you're jetting off to a sunny destination, attending a wedding, or joining in a festive celebration, white dresses will invariably enhance your elegance. 3️⃣ Minimalist Dress: There’s something classy about a minimalistic modern dresses that can elevate one’s look. It’s simple and timeless and some might see it as quite luxury. Follow us on LinkedIn for more fashion trend updates! For a more detailed report (including runway trends), check our website Trendeetech.com #FashionTrends #PartyDresses #TikTokFashion #StyleInspiration #FashionData
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PR & Communications Leader | Content Strategist | Freelance Copywriter | Elevates Brand Loyalty for Luxury, Lifestyle & Beauty Brands to Boost Sales | Entertainment & Pop Culture Enthusiast
Another year, another Met Gala but it is never without fun surprises and the Gap as a star in the show was unexpected! As a center stage for the best in luxury fashion and beauty at a coveted venue that I have had the privilege to create an event at, it serves as a clever platform to elevate a brand. Each year, celebrities and brands align in front of a media powerhouse as is Vogue. Never underestimate what a powerful marketing tool a well-positioned event can be for brands, offering numerous channels for brand visibility from press to social media to influencer marketing. I noticed that the Gap isn’t the only brand to take advantage of the chance to upscale with an appearance: → Starting with the Gap, having appointed media-worthy luxury designer Zac Posen as the new creative director gives the brand’s appearance at the gala more context. Repositioning the Gap with Posen’s contribution worn by Da’Vine Joy Randolph, while still in keeping with the fabric of the brand by featuring denim, points to elevation without abandoning its core, following Banana Republic’s lead. → Not typically known as a luxury brand, Tommy Hilfiger was worn by Gen Z favorite Madelyn Cline, catering to the brand’s youthful audience. Hilfiger has been quoted saying that he’s positioning his line as an affordable version of luxury with a more polished look. Having worked at one of his fashion shows, I’ve seen firsthand the influential following he can attract, so this appearance was a smart play. → In the beauty world, it was nice to see ambassadors like Gigi Hadid for Maybelline and Madelyn Cline for Revlon representing their brands at the gala. This is a great stage for Revlon as it seeks to rise above recent setbacks by reinventing itself to attract a new generation interested in trendsetting, affordable luxury makeup. → Brands can look at the success of Charlotte Tilbury, winner of the 2014 Emerging Luxury British Brand, and frequent gala guest. Leveraging her past as a notable makeup artist, Tilbury has grown her beauty brand globally and further into luxury, prominently becoming part of the Puig portfolio. Last night, the Matte Beauty Blush Wand made an impact on the red carpet, worn by Rita Ora, Demi Moore and Sarah Jessica Parker among others, and covered in a piece today in WWD. There’s no doubt that the Met Gala continues to prove to be a formidable force in influencing strategic partnerships for brands to form or further their narrative in front of a grand global audience. #metgala #luxurybrandmarketing #beauty #fashion #popculture
Da’Vine Joy Randolph Wore Gap To The 2024 Met Gala
redcarpet-fashionawards.com
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Why are so many luxury brands lately looking... the same? Yesterday, Fabio Becheri, a brand advisory and marketing executive who has worked 20 years for luxury companies including Gucci and its parent company Kering, posted to his 13,500 followers on LinkedIn. In his post, he stated how “it’s ironic how the image of the entire fashion industry is in the hands of an extremely restricted group of talents? The same photographers, art directors, stylists, hair and makeup artists keep on gravitating from one fashion brand to the other according to their Creative Directors’ wishes,” Becheri wrote. “It says a lot about the paradox of an industry supposed to be fostering creativity but simultaneously protecting the status quo.” He took the example of celebrated photographer David Sims, known for his minimalist approach and skilful use of light and shadow, who over the past 8 months alone has shot at least 15 global campaigns for top fashion brands, including Gucci, Louis Vuitton, and Saint Laurent. → Then came the same bland sans serif logo-ed products, mediocre quality, and monotonous store environments, all distributed through identical third-party wholesalers, perpetuating an endless cycle of sameness. → Marketing also became indistinguishable, with similar runway sets and collaborations. Last summer, every luxury brand took over a beach club, and by fall, they all had the same viral AR videos of their hit products. → It's true that the fashion industry often looks inward, focusing on impressing its own circles rather than considering overall brand impact and health. But when did so many brands lose the pioneering spirit they once celebrated? Read this week's SOTA's analysis to explore in full: https://lnkd.in/eYs5mWDz #SOTA #strategy #brand #fashion #luxury
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Valentino ‘s creative director Pierpaolo Piccioli announced his departure from the house last week, marking the end of an era defined by his marvelous contributions. On October 2nd 2020, the day I completed my quarantine and the day of the #UnboxingValentino fashion show, one season after the iconic #ValentinoPink, Pierpaolo introduced shimmering materials and print elements, once again cheered the fashion industry. By the end of the show, Pierpaolo and the models stepped onto the streets, bringing avant-garde designs to 4 Rue Eugène Spuller,Paris in sunshine, as well as reaching audiences worldwide through #livestreams. There is a six-month lag in the fashion industry from runway to real life, as this year's spring shows are typically presented in the autumn of the previous year. Livestreams represent a privileged moment for fashion enthusiasts and a portal that reflects the brand's #influence through views. I recorded #AW24Runway performance, the livestream views as instant publicity metrics. Versace (👑), 古奇, Christian Dior高級時裝公司, and BALENCIAGA delivered outstanding performances on Instagram and YouTube while 古奇 (👑), Loewe, 普拉達, Christian Dior高級時裝公司, and Marni excelled on WeChat and Weibo Corporation. Quantifying livestream counts offers valuable insights into #AudienceEngagement. As evidenced by #VogueRunway's AW24 rankings, numerical data serves as a mean. Last week on #ü, while documenting instant publicity for 33 fashion shows, I designed an experiment to manifest shows' performances in algorithm. Not offering a livestream function yet, Xiaohongshu emerged as THE thread of fashion influence in China, garnering significant traction. From February 21st, 2024, to March 5th, 2024, I posted relevant visuals with #brand and #mfw/#pfw hashtags immediately after each show release and recorded the exposure views by March 12th, 2024. ❗️Among the 42 brands observed, Versace (worth 22 🥝) garnered the strongest natural traffic during AW24, followed by Loewe (worth 21 🥝), MOSCHINO, GIVENCHY and 古奇 (worth 18 🥝). For a comprehensive overview, full article is available via 👉https://lnkd.in/gPGFHZ5S Influence had been important before exposure could be accurately measured. Driven by numbers, a more transparent procedure promotes the effectiveness of #BusinessDecisions. It exudes sophistication and elegance too.
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Executive Recruiter | Global Executive Search | C-Suite Leadership Development | Fashion, Retail, Hospitality, Consumer
A very interesting article written by Adelaide Guerisoli for nss has us contemplating the dynamics of brand representation at the #Oscars - for better or worse. Hollywood's biggest event of the year is always a fun time to unite viewers in applauding and critiquing the looks presented on the red carpet. This year once again set a grand stage for familiar brands - Emma Stone in Louis Vuitton, Jennifer Lawrence in Christian Dior Couture, Ryan Gosling / Ken in Gucci ... and we certainly must comically acknowledge John Cena's ONLY article of clothing: BIRKENSTOCKS. BALENCIAGA, Versace, Prada Group, CHANEL, Giorgio Armani, and #TabVintage were also on the roster of brands fortunate enough to be represented on the red carpet, not to mention at all the parties thrown before and after the event by Vanity Fair, Saint Laurent, NBCUniversal, Elton John AIDS Foundation, and several others. However, as this article calls to our attention, the list of brands worn by celebrities at the Oscars seems to be quite limited, considering the broad landscape of fashion designers in the world creating looks worthy of the event. Does this mean only a select group of luxury brands holds a monopoly on these high-profile events, given their ability to afford compensating the stars wearing their designs? What does this mean for independent designers, minority-owned brands, or designs created primarily to share a social or political message? Guerisoli suggests that both unbridled creativity and inclusivity are getting lost in the mix. We're curious to see if brand deals continue to affect red carpet fashion in this way, or if there's room for a wider, and more diverse, range of designers to shine. #brandmarketing #entertainment #fashion #fashiontrends #luxury
Oscars 2024: who chooses the looks
nssmag.com
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VICTORIA'S SECRET FASHION SHOW IS BACK AFTER A SIX-YEARS HIATUS METAVERSE FASHION MAGAZINE Victoria’s Secret & Co., renowned for its annual spectacle showcasing supermodels bedecked in jewel-studded bras and angelic wings, is poised to make a grand return this autumn, marking the end of a nearly six-year hiatus. The lingerie giant teased its revival in a recent Instagram post, promising a rejuvenated experience without divulging a specific date, suggesting potential alterations to the show's traditional format. This iconic event, famed for its opulent stage designs, elaborate attire, and bras adorned with multimillion-dollar gems, has hosted a galaxy of superstars such as Adriana Lima, Naomi Campbell, and Bella Hadid strutting down its runway. Alongside, it has featured musical luminaries like Rihanna, Taylor Swift, and Justin Bieber According to Reuters, the forthcoming 2024 Victoria's Secret Fashion Show aims to deliver a blend of glamour, fashion, and entertainment, all reimagined through a contemporary lens that resonates with today's audience. In 2019, amidst a landscape of declining sales and mounting criticisms regarding its brand image and lack of inclusivity, Victoria's Secret, a subsidiary of L Brands at the time, made the decision to shelve the show, citing the necessity to modernize its marketing strategies. Following L Brands' split into two distinct entities—Bath & Body Works and Victoria's Secret—the lingerie retailer has grappled with continued sales downturns post-spinoff. However, in a bid to maintain its connection with audiences, Victoria's Secret debuted the "Victoria's Secret World Tour" documentary on Amazon Prime last year, following the halt of its famed fashion showcase in November 2019. This revival harkens back to the inaugural Victoria's Secret Fashion Show, which dazzled audiences at the New York City Plaza Hotel in 1995. https://lnkd.in/evGifEsN #web3 #metaverse #fashion #nft #investment
VICTORIA'S SECRET FASHION SHOW IS BACK AFTER A SIX-YEARS HIATUS
metaversefashioncouncil.org
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🎬✨ Just finished binge-watching the latest season of Emily in Paris and it’s clear: there’s more to learn about luxury marketing than just how to wear a beret! 💁♀️ 1. Brand Authenticity: Just like Emily’s quirky style, staying true to your brand’s unique vibe is key. Authenticity is the ultimate luxury accessory! 💼✨ For example, CHANEL’s consistent commitment to classic elegance and innovation keeps its brand identity as timeless as its iconic suits. 2. Influencer Magic: Emily’s collaborations prove that partnering with influencers is like finding the perfect pair of designer shoes—when it fits, it elevates everything! 👠🚀 Take Louis Vuitton — their collaborations with celebrities and artists make waves and create buzz across the globe. 3. Experiential Marketing: From exclusive soirées to personalised touches, the show shows us that creating unforgettable experiences is the real “je ne sais quoi” in luxury marketing. 🍷🎉 Think of Tiffany & Co.’s immersive store experiences that make every visit feel like a special occasion. 4. Visual Appeal: The Parisian backdrop and Emily’s wardrobe remind us that a strong visual identity is more than just eye candy—it’s essential for making a memorable impression. 🎨🌟 Gucci’s vibrant, eclectic aesthetic is a perfect example of how powerful a distinctive visual style can be. 5. Cultural Sensitivity: Navigating cultural nuances with grace is like mastering the art of French cuisine—get it right, and you’ll win hearts and minds around the globe. 🇫🇷🌍 Christian Dior Couture’s global campaigns often celebrate local cultures while staying true to its high-fashion roots. #EmilyInParis #LuxuryMarketing #InfluencerMarketing #LuxuryBrands
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What do Dior and Jacquemus have in common? Both brands are fans of Blackpink, or to be more specific, they rely on famous K-Pop stars for brand marketing. Jisoo #BLACKPINK was appointed Dior's global ambassador for fashion and beauty in 2021. At each fashion show, thousands of followers send comments with Jisoo's name, excitedly anticipating her appearance. The Dior Cruise 2025 Fashion Show in Scotland was no exception. Today, on June 10th, Jennie #BLACKPINK made her fashion show debut by walking the Jacquemus "La Casa" anniversary show. In just a few hours, Jacquemus received over 2,000 comments on a single Instagram post about the "most perfect fashion duo," meaning Jennie and Jacquemus. Another finding is that the number of livestream viewers for Jacquemus on Instagram and TikTok was three times greater compared to Dior, even though Dior's total audience on Instagram and TikTok is seven times larger than Jacquemus. Is Dior losing its appeal? Is Jacquemus the most trendy brand? While teaching at Marangoni School of Fashion, I always offer my students the opportunity to choose the brand for their exam projects. In recent years, students in their twenties from all over the world have frequently chosen Jacquemus, but I can't recall any project on Dior. P.S. The Attico is another popular brand among students.
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IS THE MET GALA WORTH THE INVESTMENT? The Business of Fashion by Imran Amed: For dozens of brands, dressing stars for the Met Gala comes at a significant cost. It’s not always clear how they should measure their return on investment, writes Imran Amed. But brands are understandably tight-lipped about how much they spend. Loewe likely got a big table as part of its estimated $2 million sponsorship deal. Adding in all the other expenses of bringing these people to the Gala would take the total cost well beyond that, resulting in a back-of-the envelope estimate of about $250,000 per attendee. 🎖 So is the Met Gala worth the investment? An entire industry has developed around trying to put a dollar value on the conversations and content generated by big events like these, from fashion shows to the Superbowl. And every year just after the gala has finished, the BoF team receives press releases from a growing number of companies who claim to have cracked the code on who won the Met Gala. But comparing the findings from these companies, each of which has their own methodology to measure the volume of the online conversation and the engagement it generates, surfaces some pretty significant inconsistencies. Take for instance the difference in findings on the most talked about and visible brands at this year’s Met Gala. According to Lefty, the most visible brand was Thom Browne (who dressed Gigi Hadid and Cynthia Erivo, among others) based on 34 posts generating $2 million in earned media value or EMV, which the company defines as “the equivalent ad spend of the impressions gained, calculated by estimating the number of impressions of each publication and associating a CPM of $100, equivalent to $1 per engagement.” This sounds like $1 per like, comment and share. Over at CreatorIQ, which has its own measure of EMV analysing co-mentions of a brand with the hashtag #metgala based on three factors: platforms, audience engagement and creators. So for example, a YouTube video is accorded more EMV than a tweet; an Instagram post that gains lots of likes and comments has more value than those where a user just scrolls by, and brands are not rewarded for engagement on their own posts, just on the posts created by third parties, which in this case would include posts created by celebrities, who often have terms in their contracts about how much they have to post and where. https://lnkd.in/geyj8tWV #fashion #invstment #metaverse
Is the Met Gala Worth the Investment?
businessoffashion.com
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