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.
In an Instagram post on Monday, Kardashian revealed the news, indicating that the collection of undergarments, pyjamas and loungewear for this year’s Olympians would also become a capsule collection available for purchase by consumers.
The deal marks a notable shift in the usual brand-Olympics partnership, one that is typically reserved for global brand names like Ralph Lauren and Nike. The direct-to-consumer loungewear brand, which counts Imaginary Ventures as a backer, raised $154 million in April — landing the company at a $1.6 billion valuation. Thrive Capital led the round.
The brand’s latest celebrity stunt serves as another example of how it is wielding star power beyond its famous founder.
BoF Careers provides essential sector insights for fashion professionals in marketing this month, to help you decode fashion’s marketing landscape.
Youssef Marquis, a key PR executive and celebrity wrangler from Givenchy and Louis Vuitton, is launching his namesake communications consultancy,
Gen-Z’s bright aesthetic may be rising in popularity, but the generation’s individualistic nature may keep it from becoming a full-blown phenomenon.