Megan Thee Stallion partners with Gymshark in new campaign
A week after Shane Gillis’ controversial SNL monologue, Gymshark has announced its first celebrity ambassador, Megan Thee Stallion, as part of a new fitness campaign. Rapper Megan Thee Stallion has partnered with Gymshark as part of a new fitness campaign called ‘Megan Does Gym.’ This new marketing push includes a ton...
Current in Industry
Are beauty pageants still exclusive?
Beauty pageants in the UK have had a rebrand. The stereotypical image of women parading around in bikinis, smiling until their cheeks hurt and answering some variation of ‘how would you achieve world peace?’ feels increasingly outdated. Today, pageantry sells something different. Confidence. Advocacy. Charity. Entrepreneurship. Empowerment. Contestants have platforms, careers,...
ASOS customers hit with threatening notification from ‘hackers’
Clothing retailer ASOS has launched an investigation after some mobile customers received a notification claiming that hackers had ‘fully compromised’ company data. Some ASOS customers received a push notification on Tuesday claiming that hackers had ‘fully compromised’ company data, The Guardian reports. The message included a link to Telegram, the...
Shein disappoints after going public on Hong Kong stock market
After struggling to go public in both the US and UK, Shein saw its shares fall in a disappointing Hong Kong stock market debut. It suggests the company is unlikely to keep its fast-fashion, low-cost business model intact amid intense scrutiny and competition. Fast-fashion company Shein saw its shares fall...
Opinion – Brands continue to capitalise on women’s bodies
Before, women were supposed to be skinny. Then they were supposed to be strong. Now, women are being told it's possible to be both, and brands are looking to capitalise on it. Back in the 90s, women were kept skinny. Late-night dinners were traded for low-rise jeans, and subsisting while...
Adidas enjoys boost in profits thanks to retro craze
German sportswear company Adidas took home $692 million USD in the first quarter of this year, beating original predictions. It is largely due to strong demand for its ‘classic’ shoe range. Adidas surpasses expectations with its first quarterly financial report, jumping up in profits by 82%. The company earned...
H&M slammed for its plan to use ‘AI twins’ of models
Last week, fashion giant H&M announced plans to create ‘AI twins’ for 30 of its models with the aim of using them in future marketing campaigns. Creative unions aren’t happy, raising concerns about the career stability of human models. The increased use and enhanced capabilities of Artificial Intelligence have touched almost every global industry, and the fashion world is no exemption. Major fashion brands are experimenting with AI to ‘amplify...
Size inclusivity is disappearing from fashion runways once again
Fashion houses are being slammed for exclusively featuring waif thin models on their catwalks in recent seasons. Has the body positivity movement been undone already? The last decade has been a celebration of arriving at an era where body positivity and inclusivity was present not just in fashion, but in television, film, and other mainstream media. Though it wasn’t perfect, the greater acceptance for and prevalence of different shapes and sizes...
Exploring the complexities of ‘the lipstick effect’
Are we buying things because they help us to express ourselves, or because we believe we deserve a little treat for dealing with the demands of capitalism – or both? A little while ago Thred’s brilliant Jessica Byrne wrote about the long-term financial ramifications of ‘little treat’ culture. This is the term given to the current trend of buying yourself 'a small reward in the midst of life’s challenges.' People...
Levi’s net-zero action plan gets scientists’ seal of approval
In efforts to cut company emissions and pollution by 2050, the denim brand Levi Strauss & Co. has announced its new climate transition plan detailing its road to net-zero. It’s no secret that the fashion industry is now one of the world’s most unsustainable, with textile waste, pollution, and greenwashing all being unfortunately common practices. Consumers have become more conscious of how their environmental impact is impacted by their shopping choices,...
