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Every brand says “community.” Topicals actually means it.
Does anyone rememeber Amina Muaddi?
What Skims and Rhode know about selling out, that most brands don’t.
This is the quietest brand in fashion—and here’s why it works.
PLT’s beige era is here — but is it believable?
How to build a brand world (and sell sunscreen while you're at it).
AMIRI’s new FW25 campaign, Hollywood Noir, unfolds like a moody short film series—each story set in LA after dark, with Lucky Blue Smith and Miles Caton leading the cast. Narrated by Smith’s wife, Nara, the campaign brings a cinematic intimacy to the collection’s city-at-night aesthetic. “Don’t mix metals,” she says, “it’s like mixing drinks—makes you look sloppy.” It’s AMIRI meets A24, dressed in head-to-toe black.
In a rare shift, Maison Margiela taps Miley Cyrus for its first-ever celebrity-fronted campaign. Shot by Paolo Roversi, the AW25 portraits nod to Margiela’s quieter codes—pared-back styling, controlled emotion—but the move signals something bigger: even fashion’s most anonymous house knows celebrity is the new capital.
Pattern Beauty, known for its textured haircare, expands into body care with a lineup of scrubs, oils, and creams centred around hydration and self-care. The move feels both expected and timely—Tracee Ellis Ross continues to build a brand that reflects her own routines, rather than chase trends.
After shaping brands like Versed, Merit and Rhode, Melanie Bender steps out on her own with Lore, a new fragrance label built around emotion, memory, and storytelling. Debuting with four scents and a deeply visual identity, Lore is less about signature notes and more about personal mythology. As Bender puts it: “I was tired of talking about how people look. I wanted to create something that made people feel.”
Post Malone’s first fashion collection, Austin Post: Season One, debuted in Paris with star-studded denim, turquoise accents, and a horse on the runway. Rooted in Dallas Western and Southwestern codes, the collection doesn’t chase trends—it looks like something Post already wears. A personal project, writ large.
From satire to silver: Gstaad Guy’s luxury charm label, Poubel, is absurd in all the right ways. Think hand-painted trash can pendants, vicuña figurines, and padel racket charms—all crafted for the same ultra-wealthy crowd he’s built a career parodying. It’s tongue-in-cheek, yes—but also sharp branding, with real cultural cachet.
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This brand perfected basics, here's how.
The activewear brand loved by celebs. But what's behind their success?
We’re obsessed with Reformation — and there's two big reasons why.
The surprising evolution of this everyday store.
How Jess Hunt brought this brand to life through brand activations.
While the brands mentioned are not sponsored or paid advertisements, some of the products highlighted may earn us a commission.
AMIRI’s new FW25 campaign, Hollywood Noir, unfolds like a moody short film series—each story set in LA after dark, with Lucky Blue Smith and Miles Caton leading the cast. Narrated by Smith’s wife, Nara, the campaign brings a cinematic intimacy to the collection’s city-at-night aesthetic. “Don’t mix metals,” she says, “it’s like mixing drinks—makes you look sloppy.” It’s AMIRI meets A24, dressed in head-to-toe black.
In a rare shift, Maison Margiela taps Miley Cyrus for its first-ever celebrity-fronted campaign. Shot by Paolo Roversi, the AW25 portraits nod to Margiela’s quieter codes—pared-back styling, controlled emotion—but the move signals something bigger: even fashion’s most anonymous house knows celebrity is the new capital.
Pattern Beauty, known for its textured haircare, expands into body care with a lineup of scrubs, oils, and creams centred around hydration and self-care. The move feels both expected and timely—Tracee Ellis Ross continues to build a brand that reflects her own routines, rather than chase trends.
After shaping brands like Versed, Merit and Rhode, Melanie Bender steps out on her own with Lore, a new fragrance label built around emotion, memory, and storytelling. Debuting with four scents and a deeply visual identity, Lore is less about signature notes and more about personal mythology. As Bender puts it: “I was tired of talking about how people look. I wanted to create something that made people feel.”
Post Malone’s first fashion collection, Austin Post: Season One, debuted in Paris with star-studded denim, turquoise accents, and a horse on the runway. Rooted in Dallas Western and Southwestern codes, the collection doesn’t chase trends—it looks like something Post already wears. A personal project, writ large.
From satire to silver: Gstaad Guy’s luxury charm label, Poubel, is absurd in all the right ways. Think hand-painted trash can pendants, vicuña figurines, and padel racket charms—all crafted for the same ultra-wealthy crowd he’s built a career parodying. It’s tongue-in-cheek, yes—but also sharp branding, with real cultural cachet.
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