THE CHEAT SHEET

Rihanna Goes For Maximum Impact With Savage X Fenty Show

Savage X Fenty Fall/Winter 2018 Fashion show during NYFW | Source: Getty Images

• Savage X Fenty is staging a show on Sept. 10 in Brooklyn, which will air on Amazon Video on Sept. 20
• Rihanna's brand is one of several challengers taking on Victoria's Secret, where sales have slipped in recent years
• Savage X Fenty recently raised $50 million from investors including Jay Z's fund and Avenir Growth Capital

The Bottom Line: Savage X Fenty's main advantage over its competitors - big and small - is Rihanna's cultural clout, as demonstrated by the immense amount of media coverage her show earned last year, even as ratings for Victoria's Secret's show hit new lows. Adding Amazon to the mix will only amp up the hype.

Politics Loom Large at London Fashion Week

Activists from Extinction Rebellion wear coats made of living grass during a demonstration outside. | Source: Getty Images

• London Fashion Week runs Sept. 13-17; highlights include Naomi Campbell's Fashion For Relief show/fundraiser and several designers experimenting with shows staged for ticket buyers
• Eco-activists Extinction Rebellion have called for LFW's cancellation and are planning protests to highlight fashion's environmental toll
• The deadline for the UK to exit the European Union is on Oct. 31. Prime Minister Boris Johnson has lost his Parliamentary majority, throwing Brexit negotiations into turmoil.

The Bottom Line: Designers ignore the politics surrounding fashion week at their own peril. Consumers increasingly want the companies behind the products they buy to take a stand on important issues.

The Gentlewoman Turns 10

A Gentlewoman Club cards night at Savile Club with Browns Fashion, hosted by Editor-In-Chief Penny Martin (second from right) | Photo: Adam Slama

• The Gentlewoman, a biannual fashion and design magazine, celebrates its 10th anniversary on Sept. 10 in London
• The magazine features both celebrities and authors on its covers for a circulation of just under 100,000
• Many readers participate in a "club," attending events and outings staged by the magazine's staff, sometimes partnering with luxury brands

The Bottom Line: The Gentlewoman's cult following has helped extend its influence well beyond its small circulation. Today, the fashion industry's biggest publishers and brands are striving to capture the same elusive mix of authenticity and community to engage fickle consumers.

Editor's Note: This article was revised on 9 September, 2019. A previous version of this article ]stated that The Gentlewoman has about 100,000 subscribers. This is incorrect. The publication has a circulation of about 100,000. 

COMMENT OF THE WEEK

[Clockwise from top left:] Social media posts by Amy Smilovic, Telfar, Rodarte, Co, Eckhaus Latta and Entireworld | Source: Instagram and Twitter; collage by BoF

"Consumers don't purchase products, they purchase thoughts, feelings and emotions. If you can capture that, you've struck gold!" @meeandminnie, commenting on "Traditional PR Doesn't Work Anymore. Here's What Does."

SUNDAY READING

Professional Exclusives You May Have Missed: 

• Fashion week's latest experiment: charging for admission.
• Saving America's most illustrious stretch of real estate.
• Traditional PR doesn't work anymore. Here's what does.
• Why fashion week needs to clean up its act.
• Every designer dreams of building a direct-to-consumer brand. Todd Snyder actually did it.

The Week Ahead wants to hear from you! Send tips, suggestions, complaints and compliments to brian.baskin@businessoffashion.com. 

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