Brands ranging from sportswear players like Puma and Kappa to luxury houses like Versace and Louis Vuitton made a splash at Formula One’s latest grand prix.

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.

BoF Careers provides essential sector insights for fashion PR & communications professionals this month, to help you decode fashion’s creative landscape.

Spin doctors and amateur sleuths relish in revealing the tricks of the trade on social media. As a result, today’s consumers are savvier about spin than ever, forcing brands to change tactics.