The Business of Fashion
Agenda-setting intelligence, analysis and advice for the global fashion community.
Agenda-setting intelligence, analysis and advice for the global fashion community.
The American fashion industry is once again openly embracing Washington.
Both Vice President-elect Kamala Harris and incoming first lady Jill Biden wore garments designed by independent American designers on Tuesday in the nation’s capital, marking the beginning of a series of inauguration events that are expected to boost visibility for American fashion and set the tone for the next four years.
Biden wore a royal purple coat, dress and matching mask from Jonathan Cohen as she attended a send-off event in Delaware and traveled to Washington, D.C. on the last day of the Trump presidency.
She joined Harris at a Covid-19 memorial service on Tuesday evening, where the incoming Vice President wore a coat designed by Kerby Jean-Raymond’s Pyer Moss, also a New York-based label.
Practitioners of this historically behind-the-scenes profession are building powerful followings, riding a wave of interest in how the fashion sausage is made. But even the highest-profile PRs caution that the client still has to comes first.
Join us for a BoF Professional Masterclass that explores the topic in our latest Case Study, “How to Create Cultural Moments on Any Budget.”
When done effectively, a cultural partnership can rightfully earn its own place in the zeitgeist. But it’s not so easy as just hiring a celebrity to star in an ad campaign; brands must choose a partner that makes sense, find the format that fits best and amplify that message to consumers.
Calvin Klein’s chief marketing officer Jonathan Bottomley speaks to Imran Amed about the strategy behind the brand’s buzzy Jeremy Allen White-fronted campaign.