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BoF Professional Exclusive

Inside (Another) Remaking of Jil Sander

18 September 2019 • By Eric Wilson

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BoF Professional Exclusive

Inside (Another) Remaking of Jil Sander

The beloved but beleaguered brand has suffered from a series of short-lived reinventions. Now, under the watch of exacting co-creative directors Lucie and Luke Meier, business is growing steadily.
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News & Analysis

Burberry Bets on New Branding to Boost Sales

15 July 2019 • By Reuters

15 July 2019 • By Reuters

The British luxury label is rebranding itself as sales slide, sparking mixed reactions.
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News & Analysis

Burberry Bets on New Branding to Boost Sales

The British luxury label is rebranding itself as sales slide, sparking mixed reactions.
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Op Ed

Op-Ed | The Revolution Will Not Be Serifised: Why Every Luxury Brand’s Logo Looks the Same

25 January 2019 • By John Whelan

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Op Ed

Op-Ed | The Revolution Will Not Be Serifised: Why Every Luxury Brand’s Logo Looks the Same

Fashion’s branding clean slate is as much about erasing the past as it is about securing the future, argues John Whelan.
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BoF Professional Exclusive

At Balmain, Does a New Logo Signal New Opportunity?

4 December 2018 • By Lauren Sherman

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BoF Professional Exclusive

At Balmain, Does a New Logo Signal New Opportunity?

For the first time in its nearly 80-year history, Balmain is rebranding. But the move is only one element of chief executive Massimo Piombini’s plan to transform the French label from niche player to powerhouse.
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BoF Professional Exclusive

How Victoria's Secret Can Save Itself

9 November 2018 • By BoF Team

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BoF Professional Exclusive

How Victoria's Secret Can Save Itself

Here’s what the frustratingly out-of-touch lingerie label needs to do to reverse its cultural — and commercial — decline.
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News Bites

Vestiaire Collective Unveils Rebrand

16 October 2018 • By Victoria Berezhna

16 October 2018 • By Victoria Berezhna

The luxury resale site is undergoing a rebrand, including a new visual identity, website and logo, as the company faces growing competition for the $6 billion high-end consignment market.
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News Bites

Vestiaire Collective Unveils Rebrand

The luxury resale site is undergoing a rebrand, including a new visual identity, website and logo, as the company faces growing competition for the $6 billion high-end consignment market.
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