Articles by Don-Alvin Adegeest
Don-Alvin Adegeest is a consultant and specialist in brand strategy, communication, and design with extensive experience in the fashion and luxury retail industries. Since 2003, he has collaborated with FashionUnited as a senior editor, contributing analysis, interviews, and in-depth reports focused on the international fashion business. His career includes leadership roles at companies such as Hugo Boss or LVMH giving him a deep understanding of the market and the sector’s value chain.
Oil at 200 dollars a barrel: Middle East conflict sends shockwaves through fashion
As the global conflict involving Iran escalates, the prospect of oil prices climbing towards 200 dollars a barrel no longer feels implausible. Fashion businesses across the UK and Europe are once again bracing for volatility, as energy markets react sharply to geopolitical risk. From fibre production and manufacturing to freight costs and...
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The fashion industry has a water blind spot
Water is widely recognised as fashion’s single largest environmental impact, yet it remains structurally overlooked in sourcing decisions, audit systems and sustainability reporting. At a time when 2.2 billion people globally lack access to safely managed drinking water, according to the United Nations, the fashion industry continues to consume...
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Calvin Klein’s Carolyn Bessette moment is an opportunity PVH didn’t take
When Carolyn Bessette-Kennedy appears on screen in the new television series Love Story: JFK Jr. & Carolyn Bessette, viewers see a fashion moment that once defined an era: slip dresses, camel coats, clean tailoring and an almost monastic restraint. It was the look of 1990s Calvin Klein, the label where Bessette worked as a publicist before...
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Milan Fashion Week was an era of infinite opinions. Who is fashion really for?
As Milan Fashion Week drew to a close, one thing felt undeniable: everyone is now a fashion critic. Not just the front row. Not just the legacy editors. But analysts, Substack writers, TikTok commentators, luxury consultants, meme accounts and armchair aesthetes alike. The more interesting question is not whether opinions are polarised, they...
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When the moment is the message: fashion marketing at sports’ biggest stages
Arriving at the top of the escalator in Antwerp’s flagship Zara store, shoppers are met with a mannequin dressed head to toe in white. The look is instantly recognisable. Worn by Bad Bunny during his Super Bowl performance, it went viral within hours. Much of the post-game commentary focused on the estimated “media value” of the appearance, but...
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Pieter Mulier’s arrival at Versace signals a reset for the Italian luxury house
Thursday’s announcement that Pieter Mulier will become chief creative officer of Versace confirms what fashion circles had been whispering for months. The Prada Group and Versace jointly confirmed the appointment, positioning the Belgian designer at the creative helm of one of fashion’s most iconic names as it enters a new chapter under Italian...
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The men’s runway season casts an uneasy mood, and long shadow of Valentino
This season’s official rotation, beginning with Pitti Uomo in Florence and followed by Milan and Paris, arrived fragmented. Major houses including Gucci and Fendi opted out of Milan’s menswear calendar entirely, choosing instead to present co-ed collections during the women’s season or via alternative formats. JW Anderson was also notably...
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Canopy unveils wood-supply risk brief and 2bn dollar finance platform at Davos
At the World Economic Forum in Davos this week, solutions-driven environmental non-profit Canopy is announcing two initiatives aimed at reshaping how global industries source forest-based materials, as pressure on wood supply chains intensifies. First, Canopy is launching a new research brief developed with investment advisory firm Finance...
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Why fashion companies are suing over Trump tariffs ahead of Supreme Court ruling
As the US Supreme Court prepares to rule on the legality of President Donald Trump’s sweeping tariffs, a significant legal mobilisation is underway across global fashion businesses and supply chains. According to Bloomberg reporting, more than a thousand companies have now entered the courts, positioning themselves for what could become one of...
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Small batch, big numbers: When fashion marketing meets production reality
In fashion, moments of unintended transparency, a back-end inventory number accidentally exposed, a production document leaked, a “limited” capsule that seems available forever, often illuminate the gap between how brands describe themselves and how they actually operate. These moments are revealing not because they expose wrongdoing, but...
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