Fashion’s Marketing Missteps

Maison Margiela's 'Intangible Products'; The US Open Opportunity

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WHAT YOU NEED TO KNOW TODAY: MONDAY, AUGUST 25, 2025 Adidas, American Eagle, E.l.f. and Swatch have taken different approaches to controversies this summer. Maison Margiela sees "intangible products" — collaborations with figures from art and culture — as a way to deepen its connection with customers. Fashion's investment in tennis will be on full display at the US Open this week. Sharon Chuter, founder of the inclusive beauty line Uoma Beauty, has died at 38.

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RETAIL How Fashion Is Navigating Its Summer of Scandal By Mike Sykes

American Eagle, Adidas and Swatch are among the companies that have found themselves at the centre of controversies. Crisis management experts explain why this keeps happening, and how brands should respond. READ MORE

LUXURY Maison Margiela Enters Fashion's Arts and Culture Race with Line of 'Intangible Products' By Robert Williams

CEO Gaetano Sciuto sees 'Line 2,' the latest addition to Margiela's numerical product system which kicks off next week with an installation by Korean artists Heemin Chung and Joyul during Frieze, as a means of deepening the brand's connection with its community. READ MORE

SPORTS This Week: Fashion Is Everywhere at the US Open By Brian Baskin

There have always been tie-ins to the sport, but never like at this week's tournament. READ MORE

BEAUTY Uoma Beauty Founder Sharon Chuter Has Died at 38 By Daniela Morosini The founder of the inclusive makeup brand Uoma Beauty passed away on Aug. 14. READ MORE

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NEWS BRIEFS H&M Launches First Store in Brazil With Local Manufacturing Ambitions

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