Articles by Don-Alvin Adegeest
Calvin Klein's latest viral campaign underscores power of celebrity endorsement
Calvin Klein's latest advertising campaign for its underwear line, featuring musician Bad Bunny, generated a staggering 8.4 million dollars in Media Impact Value (MIV) in under 48 hours, according to a new report from data analytics firm Launchmetrics. This impressive figure, as tracked by Launchmetrics' proprietary MIV metric, assigns a...
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Loewe confirms McCollough and Hernandez as Creative Directors
The appointment of Jack McCollough and Lazaro Hernandez as creative directors at Loewe, marks the culmination of months of feverish speculation within the industry. The move had been widely anticipated since the American designers announced their departure from Proenza Schouler in January, fueling rumours that they were bound for a major...
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How secondhand fashion is reshaping the global apparel market
The global secondhand apparel market is on an unprecedented growth trajectory, set to reach 367 billion dollars by 2029, according to ThredUp’s annual Resale 2025 report. This sector is expanding at a pace 2.7 times faster than the broader global apparel industry, reflecting a seismic shift in consumer behavior and retail strategies. In 2024...
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How fashion brands can win in the age of infinite scrolling
The rise of short-form content has fundamentally reshaped consumer behavior, presenting both challenges and opportunities for fashion brands vying for attention in an oversaturated digital landscape. Cristiano Winckler, from Somebody Digital, shares with FashionUnited how brands can navigate this reality and leverage scrolling habits to their...
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Why luxury brands delay designer appointments
Is silence golden? Executives at luxury fashion houses certainly seem to think so. While the top-tier maisons thrive on narrative control, the recent delays in designer appointment announcements reveal an industry grappling with uncertainty and brand identity recalibration. But for the industry at large—and consumers—the prolonged silence has...
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Kering’s Gucci faces investor doubts after Demna appointment
Kering’s long-anticipated announcement of Demna as Gucci’s new artistic director was met with a tepid response from investors, falling short of the market confidence the luxury conglomerate had likely hoped for. Shares in Kering closed 10 percent lower on Friday, underscoring concerns that the appointment alone is not enough to signal a decisive...
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Loro Piana’s quiet ascent to become LVMH’s Hermès
Originally a wool merchant, Loro Piana began as a textile mill, exporting high-end fabrics to Europe, Japan, and the Americas. Renowned for its extra-fine wool, cashmere, and vicuña, the company did not enter the ready-to-wear and luxury goods market until the 1980s. It is fair to say it hasn’t looked back since. By the time LVMH acquired an 80...
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Demna’s unexpected move to Gucci: A new era for the Florentine house
The shock announcement on Thursday of Demna’s appointment at Gucci was a fashion marriage many did not see coming. After months of speculation about who would replace Sabato De Sarno—would it be Hedi Slimane, who had reportedly already gone real estate shopping in Milan, or another number two who had been flying under the radar, like the earlier...
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Donatella Versace’s departure marks a new chapter for the iconic house
The departure of Donatella Versace as the creative force behind the house that bears her family’s name marks the end of an era in luxury fashion. After decades at the helm, shaping the brand’s identity with her signature blend of sensuality and opulence, she will transition into the role of global ambassador. In her place, Dario Vitale, a rising...
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Boohoo rebrands as Debenhams Group, but will it solve its problems?
Boohoo Group's decision to rebrand as Debenhams Group marks a strategic pivot aimed at revitalising its market position amid declining sales and heightened competition. The rebranding seeks to leverage the established Debenhams brand, which Boohoo acquired in 2021, transitioning it into an online department store. However, this move raises...
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