Hugo Boss

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.