Can Fashion Designers Be Successful Without Going Viral?

When fashion’s front row hurled rubbish at AVAVAV’s Fall/Winter 2024 runway in Milan, iPhone-gripping attendees knew they had captured viral gold. That same week, SUNNEI’s models divulged their candid mid-walk thoughts to form the show’s soundtrack: “The blonde in the second row, she thinks her review will change the world,” one said over the speakers. “I can’t wait to eat pasta,” another thought. In London, Charles Jeffrey Loverboy revealed life-like banana boots, which catalyzed chuckles across TikTok. And after Beyoncé made a last-minute trek to Brooklyn’s Bushwick neighborhood for Luar, The New York Times wrote that designer Raul Lopez had won “the attention lottery.”

Virality appears to be a prerequisite for industry success in 2024; without it, many labels, especially those emerging, find themselves trailing behind a drawn-out list of triumphant designers with digital buzz.

Must designers strive to break the Internet, or can they find the same success

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20 Fashion Brands Sofia Richie Grainge Always Has Stocked in Her Closet

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Sofia Richie Grainge is a style icon, quiet luxury queen, and It girl extraordinaire. So when she gives something her stamp of approval, we take note. Especially if it’s fashion-related.

Since catapulting into social media fame earlier this year, the Town & Country September cover star has been praised by Gen Z fashionistas around the world for her minimalist sense of style. Her wardrobe has become such a phenomenon that there are even Instagram accounts dedicated to her daily outfits. “I’m so flattered by that,” she tells T&C. “They’ll ask me, ‘Where’s this bag from? I can’t find these pants,’ and I’ll send them the link. So we’re in cahoots!”

Some of the designers you can often find the budding influencer wearing? Chanel, The Row, and Bottega Veneta. But there are also budget-friendlier

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The Drum | Can The Return Of Burberry’s Knight Rescue Fashion From A Fate Worse Than Death?

Emma Barratt, global executive creative director at branding consultancy Wolff Olins, details the impact of Burberry’s logo change and why it might spur other luxury brands to follow suit.

Under Daniel Lee, its new chief creative officer, Burberry has looked to its past for its new brand identity and, paradoxically, emerged more future-facing.

Burberry’s new serif logo, along with the brand’s equestrian knight symbol, marks a long overdue pivot in modern luxury branding. A world that has been dominated by a consciously blank minimalist aesthetic in recent years.

Under its previous creative figurehead, Ricardo Tisci, the brand adopted a Peter Savile-designed wordmark and a very modern interpretation of a heritage TB monogram. The reasoning behind this shift was that modern minimalism makes the brand more accessible and appealing to a younger generation of digital natives and the Chinese market in particular.


It didn’t hurt that the identity was well suited

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