Each of the 10 defining themes in The State of Fashion 2022, the authoritative annual report from The Business of Fashion and McKinsey & Company, highlights strategies to safeguard recovery and tap new opportunities for sustainable growth in the year ahead.

The Hong Kong-based supply chain management company’s chief executive says fashion brands should diversify sourcing, adopt top technologies and invest in critical contingency planning.

São Paulo-based retail behemoth JHSF Participações has had to strengthen its relationships with local luxury clients during the pandemic. With tenants ranging from Louis Vuitton and Christian Dior, the group’s chairman has a plan to persuade well-travelled Brazilians to keep shopping domestically.

The chief executive of the company that owns Calvin Klein and Tommy Hilfiger says creativity will be even more of a differentiator in 2022 as fashion players better align merchandise planning with demand and continue their quest for greater market share.

Gucci’s executive vice president for brand and customer engagement believes the immersive digital world signals a paradigm shift for luxury brands and expects it to drive a ‘very significant new revenue stream’ for the brand in the years ahead.

Snap Inc.’s new global head of fashion and beauty partnerships is tasked with helping brands such as Prada, Dior and American Eagle harness augmented reality so that the social platform is more shoppable.

As fashion brands pursue closed-loop recycling, they increasingly need to engage with suppliers who can help them source 'circular' materials and scale these efforts. However, the chairman of Novetex Textiles says meaningful mass adoption is a chicken-and-egg conundrum.

As leader of the Aura Blockchain Consortium, Daniela Ott is tasked with persuading brands to join brands such as LVMH, Prada and Richemont-owned Cartier on the shared digital platform which creates ‘product passports’ for luxury goods.