Marketing

  • Travis Kelce for American Eagle
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    Courtesy of American Eagle
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    American Eagle’s Travis Kelce collab extends celebrity-led marketing streak

    The retailer is linking with the NFL star and freshly minted fiancé to Taylor Swift on a Tru Kolors capsule collection after weathering a media firestorm.

    By Peter Adams • Aug. 28, 2025
  • A Levi's display inside of an Urban Outfitters store
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    Courtesy of Urban Outfitters
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    Urban Outfitters taps Levi’s for its next On Rotation experience

    The space aims to infuse “the energy of a vintage flea market” by featuring both new denim styles as well as vintage pieces like its paper bag jeans.

    By Howard Ruben • Aug. 27, 2025
  • A group of models wearing clothes by designer Willy Chavarria pose on steps, flanked by potted palm trees. Explore the Trendline➔
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    Thierry Chesnot via Getty Images
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    Trendline

    Top 5 stories from Fashion Dive

    Fashion faced its share of shakeups in the first half of 2025, but few industries are more adept at reinvention or more suited to change.

    By Fashion Dive staff
  • A glowing white "claire's" sign in lowercase block letters adorns a mall store trimmed in purple and dark blue. Windows signs advertise hair and jewelry specials and ear pierciing.
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    Courtesy of Claire's
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    Claire’s strikes $140M private equity takeover deal, pauses store liquidations

    The bankrupt tween accessories retailer had plans to shutter at least 700 stores — possibly twice that — and now most will remain open.

    By Daphne Howland • Aug. 21, 2025
  • Sydney Sweeney poses for American Eagle
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    Courtesy of American Eagle
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    Deep Dive

    How to win back-to-school marketing as American Eagle’s big bet blows up

    Though spending forecasts are bleak, value-focused messaging and smart social media plays could help brands transcend the turbulence. 

    By Jessica Hammers • Aug. 18, 2025
  • Four models stand outside, against a large tree, each wearing Lilly Pulitzer clothing that includes animal print.
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    Courtesy of Lilly Pulitzer
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    Lilly Pulitzer announces Vintage Vault collection

    The limited edition line will feature archival prints and offer multiple drops of women’s and girls’ apparel, with the first capsule launching in August.

    By Howard Ruben • Aug. 13, 2025
  • Actress Zendaya posing on white sandy floor wearing black jacket, tank top and athletic sneakers
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    Courtesy of On's Q2 2025 image library
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    On raises full-year outlook, shrugs off tariff impact

    Currency changes challenged the Swiss brand in Q2, but net sales still rose with direct to consumer leading the way.

    By Dani James • Aug. 13, 2025
  • Mountaineer Aron Ralston recreates his harrowing real-life experience trapped between a boulder in an ad for Columbia Sportswear.
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    Permission granted by Columbia Sportswear
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    Columbia slams ‘pristine’ outdoors marketing with new brand platform

    Looking to cut through category sameness, “Engineered for Whatever” leverages dark humor and grit to show how Columbia’s gear is tested.

    By Peter Adams • Aug. 8, 2025
  • A model wears clothing from the Gap/Beis collection in front of luggage from the collection.
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    Courtesy of Gap
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    Gap launches apparel, luggage collaboration with Béis

    The 25-piece collection includes travel ready clothing as well as “denim-inspired” bags.

    By Laurel Deppen • Aug. 4, 2025
  • Sydney Sweeney for American Eagle's fall 2025 campaign, "Sydney Sweeney Has Great Jeans."
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    Courtesy of American Eagle
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    Why American Eagle tapped Sydney Sweeney for its priciest campaign yet

    CMO Craig Brommers explains how the star will help the retailer connect with a wider audience and introduce a more elevated approach to its styles.

    By Jessica Hammers • July 23, 2025
  • A white T-shirt features a Zac Brown Band logo in the shape of a whale.
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    Retrieved from Vineyard Vines on July 22, 2025
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    Vineyard Vines launches capsule with Zac Brown Band

    The limited-edition collection of trucker caps, T-shirts and polos features logos from both brands.

    By • July 22, 2025
  • Pacsun's "Denim Days" campaign imagery
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    Courtesy of Pacsun
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    Pacsun spotlights mall culture for denim campaign targeting Gen Z

    “Denim Days” nods to the younger cohort’s interest in shopping malls and will include a presence around TikTok Shop’s Super Brand Day event.

    By Jessica Hammers • July 17, 2025
  • Sean Wotherspoon against a blank backdrop holding up two pieces from the new GapVintage collection.
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    Courtesy of Gap
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    Gap releases curated vintage collection

    The 148-piece capsule is the third since the brand launched GapVintage with Sean Wotherspoon earlier this year.

    By Laurel Deppen • July 16, 2025
  • Samuel L. Jackson for Adidas Originals
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    Courtesy of Adidas
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    Adidas unites superstars across music, sports, fashion in culture play

    Produced by Johannes Leonardo, the campaign celebrates the Superstar sneaker and features Samuel L. Jackson, Missy Elliott and more.

    By Chris Kelly • July 11, 2025
  • Brendan Dunne is pictured in front of shelves staked with shoe boxes.
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    Courtesy of Hyeonwoo Lee/Magazine B.
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    StockX names sneaker veteran as senior director of community, engagement

    Brendan Dunne will also become a brand ambassador for the resale platform.

    By Laurel Deppen • Updated July 1, 2025
  • A person is seen shopping at a grocery store.
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    Spencer Platt via Getty Images
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    Consumers care about climate change and expect businesses to act, new report finds

    A study from Getty Images found that the vast majority of consumers believe businesses should use their resources to improve society and the environment.

    By Lauren Schenkman • June 30, 2025
  • A truck with a message is parked outside a store.
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    Adam Bettcher via Getty Images
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    How ditching Pride now could hurt brands later

    Some retailers that once wholeheartedly celebrated and supported the LGBTQ+ community have pulled away. What if they want to rejoin the party?

    By Daphne Howland • June 26, 2025
  • A model wears a denim romper and flip flops while standing next to an empty mannequin.
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    Courtesy of Gap
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    GapStudio releases summer collection

    The Zac Posen-designed line is part of Gap Inc.’s broader strategy of driving cultural relevance.

    By Laurel Deppen • June 23, 2025
  • A model wears the MadeMe and Dr. Martens collaboration.
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    Courtesy of Dr. Martens
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    Dr. Martens to release MadeMe collab

    The limited edition shoe is designed to reflect the club and skate culture of the 1990s.

    By Laurel Deppen • June 16, 2025
  • A curled measuring tape lies against a beige background.
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    niuniu via Getty Images
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    Deep Dive

    Not a trend: Why plus-size fashion is worth the investment

    Models on runways may be thin, but plus-size customers still represent an underserved majority.

    By Lauren Schenkman • June 9, 2025
  • Shot of Ulta Beauty storefront
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    Jesse Grant via Getty Images
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    Beauty brands blend AI into operations

    The Estée Lauder Companies, Coty and Ulta Beauty are pushing forward on the technology to save costs, tailor communications and optimize forecasts. 

    By Lindsey Wilkinson • June 6, 2025
  • Lindsay Lohan appears in an Old Navy campaign
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    Courtesy of Old Navy
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    Old Navy shows off activewear with Lindsay Lohan in ‘80s-inspired spot

    The Gap brand, which reported a ninth consecutive quarter of market share gains, is now the No. 5 player in the active category.

    By Chris Kelly • June 4, 2025
  • Daniel De Jesus Krueger sits in a chair for a professional headshot.
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    Courtesy of StockX
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    StockX names new head of creative

    Daniel De Jesus Krueger, who previously worked with LeBron James and the Nike Brand Studio, will be responsible for the resale platform’s creative vision.

    By Laurel Deppen • June 2, 2025
  • Urban Outfitters SoHo Nike Shop
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    Courtesy of Urban Outfitters
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    Urban Outfitters’ in-store experiential concept goes after Gen Z — first with Nike

    The apparel retailer debuted the On Rotation concept as a way to fuel discovery shaped by the generation’s favorite brands. 

    By Kaarin Moore • May 21, 2025
  • The interior of an Under Armour store in Houston, Texas.
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    Brandon Bell via Getty Images
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    Under Armour nears the end of SKU reduction, turns focus to premium products

    The athletics retailer hopes to position its assortment as a higher-end offering, including through a $140 backpack.

    By Cara Salpini • May 19, 2025
  • Three children sit together laughing wearing clothes from the Old Navy and Disney collection.
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    Courtesy of Disney
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    Old Navy launches Americana collab with Disney

    The Gap Inc.-owned brand says the collection is the first time branded IP has been on its signature flag T-shirt.

    By Laurel Deppen • May 16, 2025