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Boohoo launches new People Will Talk campaign and brand refresh

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October 28, 2024

Away from the boardroom leadership battles at Boohoo, the troubled fashion retailer is getting on with the job of rebuilding its public image.

Ahead of the important festive season, a new refresh hails “an exciting new era” for the fashion label via a “creative redirection” that includes a bespoke custom redesigned logo with bold visual handwriting that’s “new… but distinctly Boohoo”.

Key is an accompanying new campaign called ‘People will talk’, describing its introduction as “a sentiment that is not lost on the brand but acts to change the rhetoric and usher in a new Boohoo era that will most certainly get people talking”.

The party season campaign features exaggerated silhouettes, including oversized shoulders, bubble hem skirts and mini-dresses.

Boohoo marketing director Sam Leach said: “Our team has worked tirelessly to bring the vision to life, and we’re thrilled with the result.”

“Everything about it perfectly encapsulates who we are as a brand and where we want to be; bold, brave and confident. People will always talk about us, so get ready… the Boohoo renaissance has begun.”

The redesigned logo and new visuals now feature primary monochrome branding sitting alongside a colour palette of blush and concrete, with “a pop of chrome that adds a younger take on the brand”.

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‘Diamond verification’ device launched to fight lab-grown gems

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February 24, 2025

In a bid to keep the shine on struggling natural diamond sales, industry giant De Beers has launched a verification device to differentiate natural gems from their laboratory-grown competitors, the company announced Monday.

Only Natural Diamonds- Facebook

The “DiamondProof” device is meant to confirm authenticity of precious stones “formed deep within the Earth billions of years ago”, De Beers said in a press release, at a time when the industry faces strong competition and plummeting prices.

A black scanner-like machine available at retailers in the US, it detects “the distinct chemical compositions of natural diamonds”, De Beers said.

“The natural diamond industry is in a constant effort to create separation from lab-grown” gems, which are cheaper and only take a few weeks to be produced, diamond industry analyst Edahn Golan told AFP.

The launch “is part of a wider effort in the diamond industry to pull itself by the bootstraps” through marketing, pricing and consumer education, Golan said.

Diamond sales have struggled to recover since the Covid-19 pandemic, facing a downturn in consumer spending, particularly in China.

Diamond-producing countries like Botswana, where the stones account for 30% of GDP and 80%of exports, have been hard hit.

Mining titan Anglo American announced last May that it planned to sell off De Beers, which was founded in 1888 by the British colonial figure Cecil Rhodes and has long dominated the trade in diamonds from southern Africa.

Copyright © 2025 AFP. All rights reserved. All information displayed in this section (dispatches, photographs, logos) are protected by intellectual property rights owned by Agence France-Presse. As a consequence you may not copy, reproduce, modify, transmit, publish, display or in any way commercially exploit any of the contents of this section without the prior written consent of Agence France-Presses.



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Lewis Hamilton is new Lululemon ambassador

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February 24, 2025

Lewis Hamilton may be one of the world’s top sportsmen but he’s not one we’d normally associate with a previously-yoga-focused brand. However, that could soon change as Lululemon on Monday named him its newest ambassador.

The company said the brand “will power the seven-time Formula 1 World Champion’s training, recovery and lifestyle needs with its best-in-class product, while collaborating on future design innovation and global advocacy work”. 

Nikki Neuburger, Lululemon chief brand & product activation officer, said: “Lewis is a game-changer in every sense of the word. His relentless commitment to performance, well being and impact align completely with what we stand for.”

And Hamilton said he’s “excited to partner with a brand that embraces a holistic approach to wellness. Together we want to inspire our communities to be the best versions of themselves”.

Lululemon also said he’ll collaborate with its Research & Innovation, Design, and Development teams on future products and work with its Centre for Social Impact in collaboration with his global foundation, Mission 44, “to empower the next generation and build a fairer, more inclusive future”.

Importantly too, he’ll be featured in Lululemon’s ‘No Holding Back’ campaign, “highlighting the dedication behind elite training and showcasing the brand’s latest men’s apparel, including the Metal Vent Tech franchise”.

He joins an already extensive roster of ambassadors, including PGA golfers Min Woo Lee and Max Homa; ATP tennis pro Frances Tiafoe and WTA tennis pro Leylah Fernandez; NFL Wide Receiver DK Metcalf; NBA player Jordan Clarkson; and NHL player Connor Bedard.

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A.P.C. opens store in Saudi Arabia in collaboration with Beside

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Nicola Mira

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February 24, 2025

French label A.P.C. has opened its first store in the Middle East inside the high-end Solitaire shopping mall in Riyadh, which was recently inaugurated in the capital of Saudi Arabia. The A.P.C. store is located on the first of the mall’s three floors, near stores by Corneliani, Liu Jo, Hanro and Eleventy.

A.P.C.’s brand-new store in Riyadh – Beside

Solitaire is also home to other directional international labels such as Calvin Klein, Abercrombie & Fitch, Diesel, Lululemon and Levi’s, as well as luxury names such as Gucci, Valentino and Chanel.

The A.P.C. store extends over more than 100 square metres, and showcases the French label’s womenswear, menswear and accessories collections, in a refined environment designed by architecture studio Laurent Deroo Architecte. The opening is the first step in A.P.C.’s collaboration in the Middle East with local retail group Beside.

Beside was founded in 1991 and is active in nine countries, operating some 160 stores for various Western brands. Last December, Beside opened a Longchamp store at the Dubai Mall, and is also the local partner for labels such as Diesel, Fred Perry, Pinko and Scotch & Soda. The group is led by Hisham Bedier and is part of Saudi conglomerate Taj Holding, founded in 2008 by Omar Abdulaziz Henaidy, currently its president.

The agreement with A.P.C. is set to lead to store openings in the Gulf Cooperation Council region (Bahrain, Kuwait, Oman, Qatar, Saudi Arabia and the UAE) as well as in Egypt. Another opening is planned in Abu Dhabi in 2025, and a third A.P.C. store is expected to be confirmed in 2026.

A.P.C., led since last autumn by CEO Pierre-Arnaud Grenade, operates nearly 80 stores worldwide, and in 2023 it recorded revenue exceeding €100 million.
 

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