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Celebrity marketing has been a valid marketing strategy for decades—not much has changed there. Celebrity-focused brand building can be a smart move. For example, celebrities like Kristen Bell is sporting The Great x Red Wing Heritage Work Boots at the Brand’s Collaborative Launch in LA. "The collab is focused around a work boot silhouette, updated in color-blocked shades of indigo, army green and brown," writes Amina Ayoud. This seems to be a good celebrity collab... but what if there was a way to know how successful a brand and celebrity collab would be before it even happens? Well, that's where FuseLight comes into play. This tool is coming soon and may change the way we approach celebrity marketing. #MarketingStrategy #CelebrityCollaboration #InfluencerMarketing

Fashion has entered the enshittocene. As Tora Northman's SSENSE feature notes, virality is the get-rich-quick currency of fashion. But it’s worse than that, virality is the preferred currency of everything as everything and everyone battles for attention. When an 81-year-old President of the United States enters meme mode in reaction to one of the most-watched annual sporting events in the world (one already distracted by the big screen romance of Taylor and Trent) against a backdrop of further crimes against humanity, there’s an issue… right…right?! Before the above mindfu*ck unfolded last night, I read Cory Doctorow’s piece in the FT Weekend that builds on his own coined term – American Dialect Society’s  word of 2023 – by asking if we’d entered the enshittocene.    “We’re all living through a great enshittening, in which the services that matter to us, that we rely on, are turning into giant piles of shit. It’s frustrating. It’s demoralising. It’s even terrifying.” – Cory Doctorow As it increasingly designs for screens rather than bodies and looks to create moments that cut through the cacophony of crap rather than cultivate meaningful brand universes, a social platform-reliant fashion industry has been sucked into the great enshittening. Perhaps it was inevitable and unavoidable, but does it have to be this way? There are countless historic examples of provocative collections, shows, collaborations that existed long before social media that would have gone viral if the world wqs similarly experienced via screen. From Dior’s New Look to Alexander McQueen’s bumsters, Mary Quant's miniskirts to Vivienne Westwood mocking Thatcher on the cover of Tatler, fashion history is filled with designs that have pushed boundaries well beyond the comfort zones of the many and statements that have provoked social commentary and sparked change. Had social media existed throughout, each (and countless others) would have received its own moment (or two) of viral notoriety. Fashion brands have the power to go viral by pushing possibilities, challenging conventions, and igniting imaginations BUT (most of the time) they seemingly opt to follow formulaic, ephemeral controversy and/or LOLz. Don't get me wrong, fashion can, and should, be all of the above. Designs and shows can be serious, funny, desirable, repellant, political, funny, and so much more. Whichever mix they want, fashion should strive for some level of meaning beyond attention. While 97 brands jostle for our attention at NYFW, it's fitting that Uncommon Creative Studio's first product, Ratboot, has garnered almost as many views as the Super Bowl. Sometimes a moving image (reshared and stitched) says more than 1,000 words. What's next?

How to Style Oversized Clothing for a Chic Look In recent years, oversized clothing has made a significant mark on fashion, evolving from a comfortable alternative to a stylish statement piece. Celebrities and influencers alike have embraced this trend,… #chiclook #fashionhacks #Oversizedclothes #Oversizedlook #styling #tips >>> Read more

Check out my recent blog to see how luxury fashion brands are utilizing Dash Hudson to drive their success

Beyoncé Renaissance World Tour was a marketing juggernaut, generating over $54M in Media Impact Value™ (MIV®) across 10K placements. 🐝 However, data reveals that while celebrity partnerships for concert tours drive impressive MIV®, high-profile fashion events may yield even greater impact for brands leveraging star power. A single Beyoncé appearance at the Louis Vuitton Menswear show accounted for nearly 20% of the MIV® from her entire tour run. This highlights the immense potential of strategic fashion week activations and red-carpet collaborations. However, not every collaboration is a success. Rihanna's highly-anticipated Savage X Fenty sportswear line, strategically launched to coincide with her Super Bowl Halftime Show, saw its MIV® overshadowed by the pinnacle event itself, with her halftime look accruing just $4 million in MIV®. On the other hand, Louis Vuitton's announcement of Rihanna as the spokesmodel for Pharrell Williams' debut collection amassed over $23 million in MIV® in the week before its runway unveiling. So for brands, does it make more sense to go all-in on a global tour or save that budget for mega high-profile fashion moments? Weigh in with your thoughts in the comments. ⬇️ Learn the winning strategies for dressing pop stars for increased exposure in our report 'Voices of Fashion: The Strategies Shaping the Stories Behind Brand Performance'. 🔗 https://bit.ly/3u8jdaR

Gen Z is revolutionizing how luxury brands are perceived through social media virality! As a Gen Z'er, the way we interact with luxury brands is totally different from past generations. We're not just passive consumers; we're active participants in shaping how these brands present themselves, thanks to social media platforms like TikTok, Instagram, and Xiaohongshu. For us, a brand becomes cool not because it's on a billboard but because it pops up in our feeds in a meme or a viral video. For instance, seeing a Chanel T-shirt go viral on TikTok gives it a whole new level of street cred that couldn't be achieved through traditional advertising. It’s the same with Dior, which got a huge boost not from some glossy magazine spread, but from being shouted out in a Pop Smoke track. Then you've got Balenciaga, which has turned items like towel skirts and trash bag-inspired dresses into must-have pieces simply because they're so meme-worthy. Back in 2017, Gucci got on board with memes to push their watches, and since then, other luxury brands have realized that memes are more than just jokes—they're a way to make high fashion more relatable and engaging. We see these brands in our feeds being funny and ironic, and it makes the whole luxury scene feel more accessible and less stuffy. But here's the thing: authenticity is key. We can tell when a brand is just trying too hard to be part of the meme game. Looking forward, luxury brands need to keep up with our tastes, which are increasingly shaped by what's trending online. Collaborations that might have seemed bizarre a decade ago, are now celebrated for their creativity and immediate viral potential. It’s clear that blending high fashion with internet culture isn't just a passing trend—it's the future. It’s about letting us have a say in how these brands are perceived, which in turn makes us more likely to engage with them. After all, in our world, "letting the meme do its thing" is not just a strategy—it's the best way to win over a generation that values creativity and genuine connection over traditional prestige.

Excited to share my latest project with KRW https://lnkd.in/dsDbrig5, a brand that's redefining the landscape of premium streetwear and semiformal fashion. This project was an adventurous endeavor in branding, specifically tailored for the dynamic Gen Z audience. Project Scope: KRW is set to be a trendsetter in the fashion world. My role was to craft a brand identity that not only stands out but also resonates deeply with its young, vibrant target market. The challenge was to capture the essence of KRW’s unique value proposition in every element of its branding. Creative Process & Brand Strategy: Developing KRW's brand identity involved a deep understanding of Gen Z’s preferences and lifestyle. The design strategy was centered around creating a brand persona that is both premium and relatable, seamlessly blending streetwear with semiformal attire. The packaging design was another critical aspect, ensuring it aligns with the brand’s high-quality and innovative ethos, while also appealing to environmentally conscious consumers. Outcome & Impact: The result is a bold, distinctive brand identity for KRW that perfectly embodies its ethos of innovation and versatility. It’s more than just a clothing brand; it's a statement that speaks to a generation eager for change and newness in fashion. Explore the full details of this project on Behance https://lnkd.in/dsDbrig5 and let’s discuss how effective branding can transform perceptions in the fashion industry. #FashionBranding #Streetwear #GenZ #BrandStrategy #KRW

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

The luxury fashion market in China has seen significant changes thanks to the rise of social media and digital engagement. Here's a look at the current landscape and future trends: Social Media: Building stronger brand-consumer connections through WeChat, with its multi-functional platform, has become essential for brands. In 2020, Louis Vuitton used WeChat’s mini program to bring consumers closer to its show, offering an interactive experience with its brand ambassador, Dilraba, and even allowing purchases directly through the app. This kind of digital touchpoint enhances brand intimacy and engagement.  Young consumers under 30: The key digital consumers who under 30 connects deeply with fashion that aligns with their social values. Brands like Fendi have shifted focus toward creating more engaging, interactive campaigns, such as their recent collaboration with Heytea, which went viral for its novelty. For this generation, it’s not just about purchasing products, but also about being part of unique experiences. What’s Next?🤔 · Creative, Interactive Campaigns: Innovative strategies that go beyond traditional marketing are becoming essential. Young consumers prefer experiences that stand out and resonate with their identity. · Cultural Sensitivity: Chinese consumers are increasingly valuing authentic cultural elements in fashion. Loewe’s recent collection struck the right note by incorporating local culture in a way that felt genuine. In contrast, brands that misstep, like Dior’s controversial design resembling traditional Chinese skirts, face backlash. To conclude, success in China’s evolving fashion market will depend on brands’ ability to stay agile, engage with local culture, and create meaningful and interactive connections with young consumers.

The evolution of paparazzi-style campaigns in fashion is absolutely fascinating! What began as celebrities hiring paparazzi to subtly promote their brand has now transformed into a full-on creative trend in the fashion world. Brands like GCDS, or Poster Girl are taking this concept to new heights, partnering with celebrity paparazzi companies to turn everyday moments into high-fashion editorials. It's so exciting to see how they've embraced the chaos and nostalgia of early 2000s gossip culture, blending reality with editorial in such a clever way. This makes me wonder if this trend reflects a yearning for the wild energy and iconic moments of 2000s pop and fashion culture? The Bottega Veneta campaign with A$AP Rocky and Kendall Jenner, Ferragamo with Bella Hadid, And Jacob Elordi with Balenciaga also nailed this vibe before successfully, using paparazzi shots to create buzz and bring this raw energy to luxury fashion. The way these campaigns blur the lines between the real and the staged is just brilliant—it’s a perfect reflection of how fashion is always pushing the boundaries and keeping us hooked! But here I am still wondering: Is this a sign of creativity at its finest, or are we simply out of new ideas and reaching back to the 2000s for inspiration? And with all this focus on celebrities, is fashion becoming more about who's wearing it than what's being designed?