How Brands Ride TikTok’s Rapid-Fire Trend Cycle

Fashion Gives Crypto Another Chance, Mowalola's Paris Debut

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WHAT YOU NEED TO KNOW TODAY: FRIDAY, JUNE 24, 2022 Fast-moving TikTok fashion trends offer brands a timely marketing hook, but not all aesthetics will work for every label. Mowalola, the British-Nigerian designer known for her subversive "burglarwear" aesthetic, hopes a Paris Fashion Week debut will push her brand to the next level. Nike said it would fully exit Russia, after suspending operations there in March. Fashion brands are barreling ahead with web3 projects despite the crash in crypto and NFT prices. Dive deeper into The BoF Sustainability Index with a new masterclass series.

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MARKETING How to Keep Up With TikTok's Lightning-Fast Trend Cycle By Chavie Lieber

Fashion aesthetics such as "coastal grandma" and "coconut girl" can rise and fall in a matter of weeks on the social media platform. Brands looking to be a part of the next big trend must move quickly, but carefully. READ MORE

FASHION WEEK Mowalola, Fashion's Subversive Rising Star, Debuts in Paris By Daniel-Yaw Miller

In just six years since graduating from Central Saint Martins, the Nigerian-British creative has attracted deals with Yeezy, New Balance and Dover Street Market for her transgressive "burglarwear" aesthetic. Now, she's getting ready to reintroduce her label on fashion's biggest stage. READ MORE

TECHNOLOGY Why Fashion Hasn't Given Up on Crypto By Marc Bain Some see the crypto downturn as a way to weed out weak projects, chase away the speculators and clear the way for builders who see web3′s long-term value. READ MORE

Chanel to Stage Next Métiers d'Art Show in Senegal READ MORE

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NEWS BRIEFS Glossier to Increase Prices as Costs Rise Boohoo Appoints Former Asos, Amazon Executive as New CFO Nike to Fully Exit Russia, Will Scale Down in Coming Months Chinese Fashion Tech Firm Linctex Digital Raises $100 Million

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