The Next Big Activewear Categories

Why We Root Against Celebrity Beauty Brands, What's a ZEO?

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WHAT YOU NEED TO KNOW TODAY: THURSDAY, JUNE 16, 2022 Activewear brands are creating products tailored to fans of fast-growing sports like pickleball and boxing. Hailey Bieber and Kim Kardashian have wildly different ideas about overcoming consumer fatigue around celebrity beauty lines, writes Rachel Strugatz. Edelman has named designer Harris Reed its first "ZEO," heading up the company's new Gen Z Lab, an effort to better market to younger consumers. Ann Demeulemeester is the subject of a retrospective as her namesake label plots a turnaround. This week on The Debrief, BoF's luxury editor Robert Williams explains why Chanel is opening private boutiques for top clients. What will it take to fix fashion's greenwashing problem? Join us for our new BoF masterclass series.

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RETAIL The Hunt for Activewear's Next Big Category By Chavie Lieber and Daniel-Yaw Miller

Luxury brands and startups are betting on the growth of pickleball, padel, rugby, boxing and skiing to inspire a new appetite for sportswear. READ MORE

BEAUTY Why Do We Root Against Celebrity Beauty Brands? By Rachel Strugatz Two of the most talked about celebrity skin care brands make their debut this month – Hailey Bieber's Rhode and Kim Kardashian's SKKN by Kim. But are consumers getting tired of celebrity beauty lines? READ MORE

LUXURY Ann Demeulemeester's Enduring Modernity By Angelo Flaccavento 'I do not like timeless,' said the Belgian designer, whose freshly opened retrospective highlights a body of work that is both of its time and completely modern. What does that spell for her brand's reboot under Claudio Antonioli? READ MORE

MARKETING Here Come the 'ZEOs': Inside Edelman PR's New Gen-Z Project with Harris Reed By Alexandra Mondalek The world's biggest PR firm and consultancy tapped the gender-fluid designer to help lead its "Gen Z Lab," part-consultancy, part-data hub, to better understand the next generation of consumers. READ MORE

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NEWS BRIEFS Forever 21 Takes Third Crack at China With New Bricks and Mortar Store H&M Sales Jump as Shoppers Return After the Pandemic

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PODCAST Why Chanel Is Opening Private Boutiques By BoF Team

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