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Retro sportswear fans embracing live shopping, says Whatnot

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2 weeks ago

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November 21, 2025

Live shopping is transforming how fashion collectors and retro enthusiasts discover and buy apparel, according to a report that “explores the habits, motivations and values shaping this fast-growing industry”.

Image: Admiral

The largest live shopping platform in the UK, Europe and North America, Whatnot, reveals 80% of retro and vintage sportswear fans have purchased items “where nostalgia, exclusivity and real-time interaction merge to redefine modern retail”. 

Highlighting the “deep engagement between collectors and live commerce”, 53% of them have purchased retro pieces through live platforms, “underscoring how live shopping has become a mainstream purchase channel in the fashion resale space”.

The survey also shows that live shopping is now a discovery engine for rare and collectible apparel: 67% of respondents regularly follow live shows to find unique or one-of-a-kind vintage items, while 53% report being more successful finding authentic retro sportswear during live streams than traditional retail or resale platforms.

Fans cite authenticity (47%) and real-time interaction (45%) as top motivations for live shopping, “signalling how trust and transparency have become central to the new era of digital fashion retail”. 

Some 81% also say they would return to a seller that curates retro sportswear.

Collectors also demonstrate a passion for rarity and storytelling with 51% say uniqueness matters most when shopping for retro sportswear, with 48% prefer owning a rare vintage piece over a new release. Also, 49% associate retro sportswear with classic eras in sports history, and 46% value the fact that rare vintage items stand out from the crowd.

As the resale and circular fashion markets continue to expand, the number of UK-based sellers on Whatnot listing sports apparel has increased more than fivefold between this March and June, “reflecting the strength and momentum of this passionate community”.

Daniel Fisher, Whatnot UK general manager, said: “Retro sportswear has always been about culture, identity, and nostalgia – an association with a special time or moment [and] live shopping has brought that excitement back into fashion retail. 

“These findings show how live commerce is building communities around shared passions, helping sellers reach dedicated audiences while giving fans direct access to authentic, special pieces. This is the next generation of fashion retail, where it’s live, interactive, and powered by the community.”

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Cosmetics giant Unilever finalises business demerger

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9 hours ago

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December 5, 2025

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AFP

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December 5, 2025

The demerger of Unilever‘s ice cream division, to be named ‘The Magnum Ice Cream Company,’ which had been delayed in recent months by the US government shutdown, will finally go ahead on Saturday, the British group announced.

Reuters

Unilever said in a statement on Friday that the admission of the new entity’s shares to listing and trading in Amsterdam, London, and New York, as well as the commencement of trading… is expected to take place on Monday, December 8.

The longest federal government shutdown in US history, from October 1 to November 12, fully or partially affected many parts of the federal government, including the securities regulator, after weeks without an agreement between Donald Trump‘s Republicans and the Democratic opposition.

Unilever, which had previously aimed to complete the demerger by mid-November, warned in October that the US securities regulator (SEC) was “not in a position to declare effective” the registration of the new company’s shares. However, the group said it was “determined to implement in 2025” the separation of a division that also includes the Ben & Jerry’s and Cornetto brands, and which will have its primary listing in Amsterdam.

“The registration statement” for the shares in the US “became effective on Thursday, December 4,” Unilever said in its statement. Known for Dove soaps, Axe deodorants and Knorr soups, the group reported a slight decline in third-quarter sales at the end of October, but beat market expectations.

Under pressure from investors, including the activist fund Trian of US billionaire Nelson Peltz, to improve performance, the group last year unveiled a strategic plan to focus on 30 power brands. It then announced the demerger of its ice cream division and, to boost margins, launched a cost-saving plan involving 7,500 job cuts, nearly 6% of the workforce. Unilever’s shares on the London Stock Exchange were steady on Friday shortly after the market opened, at 4,429 pence.
 

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Burberry elevates two SVPs to supply chain and customer exec roles

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10 hours ago

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December 5, 2025

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December 5, 2025

Burberry has named a new chief operating and supply chain officer as well as a new chief customer officer. They’re both key roles at the recovering luxury giant and both are being promoted from within.

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Burberry – Spring-Summer2026 – Womenswear – Royaume-Uni – Londres – ©Launchmetrics/spotlight

Matteo Calonaci becomes chief operating and supply chain officer, moving from his role as senior vice-president of strategy and transformation at the firm. 

In his new role, he’ll be oversee supply chain and planning, strategy and transformation, and data and analytics. He succeeds Klaus Bierbrauer, who’s currently Burberry supply chain and industrial officer. Bierbrauer will be leaving the company following its winter show and a transition period.

Matteo Calonaci - Burberry
Matteo Calonaci – Burberry

Meanwhile, Johnattan Leon steps up as chief customer officer. He’s currently currently Burberry’s senior vice-president of commercial and chief of staff. In his new role he’ll be leading Burberry’s customer, client engagement, customer service and retail excellence teams, while also overseeing its digital, outlet and commercial operations.

Both Calonaci and Leon will join the executive committee, reporting to Company CEO Joshua Schulman.

JohnattanLeon - Burberry
JohnattanLeon – Burberry

Schulman said of the two execs that the appointments “reflect the exceptional talent and leadership we have at Burberry. Both Matteo and Johnattan have been instrumental in strengthening our focus on executional excellence and elevating our customer experience. Their deep understanding of our business, our people, and our customers gives me full confidence that their leadership will help drive [our strategy] Burberry Forward”.

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Puneet Gupta steps into fine jewellery

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10 hours ago

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December 5, 2025

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December 5, 2025

Traditional and occasion wear designer Puneet Gupta has stepped into the world of fine jewellery with the launch of ‘Deco Luméaura,’ a collection designed to blend heritage and contemporary aesthetics while taking inspiration from the dramatic landscapes of Ladakh.

Hints of Ladakh’s heritage can be seen in this sculptural evening bag – Puneet Gupta

 
“For me, Deco Luméaura is an exploration of transformation- of material, of story, of self,” said Puneet Gupta in a press release. “True luxury isn’t perfect; it is intentional. Every piece is crafted to be lived with and passed on.”

The jewellery collection features cocktail rings, bangles, chokers, necklaces, and statement evening bags made in recycled brass and finished with 24 carat gold. The stones used have been kept natural to highlight their imperfect and unique forms and each piece in the collection has been hammered, polished, and engraved by hand.

An eclectic mix of jewels from the collection
An eclectic mix of jewels from the collection – Puneet Gupta

 
Designed to function as wearable art pieces, the colourful jewellery echoes the geometry of Art Deco while incorporating distinctly South Asian imagery such as camels, butterflies, and tassels. Gupta divides his time between his stores in Hyderabad and Delhi and aims to bring Indian artistry to a global audience while crafting a dialogue between designer and artisan.

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