The heritage brand, famously worn by rock stars from The Who to Oasis, is to design looks for British athletes at the 2020 Tokyo Olympic Games.

Brands and advertisers have invested billions in constructing an image of manhood defined by strength and power. But the mainstream perception of masculinity is changing, with icons like Timothée Chalamet reflecting the new look and attitude.

The footwear brand is opening its first flagship store in the Greek capital, while also launching new products such as handbags, anklets and candles.

Inspired by a traditional Japanese custom, popular beauty brands like Colourpop, Tatcha and Charlotte Tilbury are selling mysterious ‘lucky bags’ filled with products. But are shoppers being duped?