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.
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In a fashion and beauty market packed with look-alike labels, a new generation of digitally native direct-to-consumer brands are adopting a new playbook, pushing bolder messages and aesthetics starting with their key differentiator: community. Skincare brand Topicals and lingerie label Parade have turned celebrating their customers’ skin issues and body shapes that don’t conform to traditional ideals of beauty into a powerful and authentic marketing centrepiece.
In this episode of the BoF Podcast, Topicals’ co-founders Olamide Olowe and Claudia Teng and Parade’s co-founder and chief executive Cami Téllez speak with BoF senior editorial associate Alexandra Mondalek on the power of community and the new direct-to-consumer model.
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