Young consumers are pushing brands to reconsider their approach to gendered collections.

Haisam Mohammed, a son of Eritrean refugees, has turned the aromas wafting through the stairwells of Sweden’s high-rises into a perfume business now backed by Frame co-founder Erik Torstensson.

‘I’m leaving pictures so maybe a girl hates herself a little bit less,’ says the plus-size, mixed-race muse who has pushed designers to produce clothes in bigger sizes and suffered ‘fatphobia’ and ‘tokenisation’ to become a symbol of body positivity.

The Hood by Air co-founder has built his own label into a brand New York fashion is rooting for with help from Kerby Jean-Raymond and the incubator he started with Kering.