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H&M x Mugler’s European takeover signals street marketing’s moment

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December 17, 2025

Street marketing is having a moment. 

H&M x Mugler’s European takeover signals street marketing’s moment. – H&M x Mugler

Case in point, H&M and Mugler turned the streets of Europe’s fashion capitals into a visual runway with a fly posting and street art campaign across London, Paris and Berlin, delivering a high-impact activation designed to stop passersby in their tracks.

Launched in Spring 2024, the street marketing initiative was conceived to generate maximum visibility in H&M’s three key European markets while spotlighting the breadth of the H&M x Mugler collaboration.

Across the three cities, the activation focused on neighbourhoods surrounding H&M points of sale. In total, 3,000 B1-format posters (70 x 100 cm) were deployed alongside 10 full-scale wall installations per city, using four different creatives. Visuals showcased a vast array of pieces from the collection, including bodycon dresses, mesh catsuits synonymous with the Mugler house, structured blazers and M-logo belts.

The campaign ran for two weeks and achieved significant scale, generating more than 36 million contacts across the three markets. In London, installations appeared along some of the city’s most heavily trafficked areas, including Mayfair, Soho and Marylebone. Paris placements spanned major arteries such as the Champs-Élysées, Haussmann and Saint-Lazare, while Berlin’s rollout covered high-visibility zones including Alexanderplatz, Friedrichstraße and Torstraße.

By transforming city walls, the H&M x Mugler campaign demonstrated how street marketing can drive mass awareness while remaining culturally resonant.

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LFW unveils busy season with Joseph return, final Paul Costelloe colleciton

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December 19, 2025

London Fashion Week has unveiled a busy calendar for its next runway season in February that includes the return of UK fashion label Joseph and the final collection from the late Paul Costelloe.

A Simone Rocha look on the runway at a previous London Fashion Week – ©Launchmetrics/spotlight

 
Scheduled to run from Thursday, February 19 to Monday, February 23, the five-day event will feature some 46 runway shows, and a further 15 presentations, according to the official calendar release on Friday by the British Fashion Council. Along with 19 purely digital displays on the final day by fledgling designers. The season will present the fall/winter 2025/26 collections.
 
The house of Paul Costelloe will open the season at noon on Thursday with a posthumous show by the late great Irish designer, known for being the personal designer of Princess Diana. Costelloe passed away aged 80 in November.

While Burberry, by far the UK’s leading luxury label, will climax the season on Monday with an evening show by its designer Daniel Lee.
 
As noted, Joseph will return to London after a seven-year hiatus. When recently appointed creative director Mario Arena will show his second collection for the label. In another comeback, Julien Macdonald will return to the runways after a half-decade absence.
 
The week will include many of London’s heavy hitter advanced designers including Erdem, Simone Rocha, Richard Quinn, and Harris Reed.
 
However, several highly respected female designers are missing from the calendar, such as Roksanda and Molly Goddard. While what was previously the hottest runway show in London, J.W. Anderson, will be absent, as the Northern Irish designer pivots the marque into a lifestyle brand while he focuses on his main job in Paris, creative director of Dior.
 
Though the greatest lure of LFW is often the discovery of fresh, fashion forward talent, graduates of great UK fashion colleges such as Central Saint Martins, London College of Fashion, or Loughborough University. Hence, hundreds of buyers and editors will flock in their hundreds to joint graduate shows or multi-designer catwalks like Fashion East, still to most observers the greatest incubator in fashion anywhere.
 

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Bershka plans opening at Lakeside next summer

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December 19, 2025

The UK continues to be a key destination for Inditex to open super-sized or large-ish stores across its brand portfolio and the newest will be Bershka next summer.

Bershka

It’s opening a 12,500 sq ft store at the Lakeside Shopping Centre in Essex in mid-2026.

And as at other malls, Inditex has chosen it as the home for a whole basket of the brands it owns. Bershka will be joining Zara, Stradivarius and Pull&Bear at the location that’s the premier shopping centre in Essex.

Lakeside is currently in the middle of a multi-million-pound investment programme as it aims to hold on to and maybe beat its score as number six in the CACI Shopping Centre Rankings. Attracting key brands such as this is key to that strategy.

The mall already has a very strong mix of fashion names including Mango, H&M, M&S, Primark, AllSaints, Calvin Klein, Flannels and many more.

The Bershka news comes after other strong leasing deals secured by Lakeside in 2025 – such as Reiss, Charles Tyrwhitt and Next.

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Columbia opens first store in Puerto Rico

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December 19, 2025

Columbia continues to strengthen its presence in the Caribbean with the opening of its first store in Puerto Rico, located at Plaza Carolina in San Juan. The opening, announced on November 25, 2025, marks a strategic step for the company in the Puerto Rican market and forms part of its regional expansion plan. The launch was backed by an initial investment of approximately $1.2 million, earmarked for infrastructure and merchandise.

Columbia

The project will also have a direct impact on the local economy, with the creation of more than 50 jobs, helping to strengthen the island’s retail ecosystem. The company emphasises that this initiative reinforces its commitment to local talent and to developing a robust and sustainable operation in Puerto Rico.

The new store spans 3,846 square feet, or about 357 square metres, and has been designed to deliver a comprehensive shopping experience for outdoor enthusiasts. The space brings together specialised ranges for trail running, fishing, hiking, and lifestyle, alongside technical footwear and accessories. All products are supported by Columbia’s proprietary technologies, designed to provide protection, cooling, warmth, and comfort across different environments and weather conditions.

As part of its commercial strategy, the store features a product mix of 60% menswear and 40% womenswear, with a continual refresh cycle through the twice-yearly introduction of new collections. This approach reflects the brand’s commitment to continuous innovation and to responding to consumer trends in the outdoor segment, including the global rise of trail running, a category that Columbia officially introduced this year to its regional assortment.

With this opening, Columbia reaffirms its goal of consolidating its position as one of the leading choices in Puerto Rico for consumers seeking reliable, high-performance products designed to support a range of outdoor activities. The Plaza Carolina opening therefore represents a new chapter in the brand’s expansion strategy in the Caribbean, strengthening its positioning and closeness to the local market.

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