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.
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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Louis Vuitton marks 130 years of its Monogram with heritage-led collections
As luxury brands continue to invest in recognisable visual codes, few symbols illustrate the power of branding as clearly as the Louis Vuitton Monogram. Created in 1896 by Georges Vuitton in tribute to his father, Louis Vuitton, the canvas marks its 130th anniversary in 2026. To coincide with the milestone, the French luxury house is launching a...
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2025: The year luxury lost its sheen?
If 2025 will be remembered for anything in fashion, it may be as the year luxury brands discovered that belief in the idea of luxury itself is not infinite. After more than a decade of uninterrupted growth, price inflation and relentless “newness,” the social contract between luxury houses and their customers began to fray. Factory and marketing...
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Why loyalty, not discounts, is shaping retail’s next growth phase
As the festive rush fades and discount fatigue sets in, many retailers are entering the new year questioning whether traditional promotional playbooks are still fit for purpose. While deep discounts continue to generate short term spikes in traffic, they are increasingly failing to deliver what brands need most: repeat engagement, loyalty and...
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LK Bennett seeks buyer as owner launches accelerated sale process
British fashion brand LK Bennett is urgently seeking a buyer, raising renewed concerns about its future just six years after its previous insolvency. According to Sky News, the company’s owner has appointed restructuring advisers Alvarez & Marsal (A&M) to run an accelerated sale process, with potential buyers and investors contacted in recent...
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