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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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Fashion

Pantone NYFW colour palette for AW26 is invigorating and refreshing

Pantone, the authority on colour, has unveiled a colour palette of striking duality, featuring earthy tones, considered neutrals and bold, vivid shades, for the upcoming autumn/winter 2026 season at New York Fashion Week (NYFW), which runs from February 11 to 16. The seasonal trend report for AW26 states that NYFW designers will opt for colours...

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