Watch Brands Dial Into the US Open

Home Is the New Fashion; Victoria Beckham's Brand Growth

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WHAT YOU NEED TO KNOW TODAY: WEDNESDAY, AUGUST 27, 2025 Tennis continues to attract new luxury watch and fashion sponsors despite the difficulty of competing with Rolex for visibility on the court. Home is the new fashion, creating potential for risk and reward, writes Martina Mondadori. Victoria Beckham's brand surpassed £100 million in annual sales, driven by strength in both fashion and beauty. Cadillac's Tommy Hilfiger-sponsored Formula One team announced its drivers for the 2026 season. Beauty marketers are using "generative engine optimisation" to feed their products and messaging to large language models. Puma's shares soared on a Bloomberg report the Pinault family was considering a sale of its 29 percent stake in the company.

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LUXURY Beyond Rolex: Luxury Brands Play For Visibility on the Tennis Court By Robin Swithinbank

At the US Open, global names like Audemars Piguet and Miu Miu and niche players like Gerald Charles and Norqain are all betting on tennis as a showcase for brand prestige — despite Rolex's ever-increasing dominance in the sport. READ MORE

LUXURY Opinion: Home Is the New Fashion By Martina Mondadori

Interiors now signal social status like clothes and accessories, but when your sofa is as recognisable as an 'it' bag, there's potential for risk as well as reward, writes Martina Mondadori. READ MORE

LUXURY Victoria Beckham's Brand Is Only Getting Bigger By Mya Bungar As Beckham prepares for a star turn in a Netflix docuseries this autumn, her brand surpassed £100 million in annual sales, driven by strength in both beauty and fashion, even as the wider luxury industry suffers a slowdown. READ MORE

SPORTS Cadillac Reveals Drivers for Tommy Hilfiger-Sponsored Formula One Team By Mike Sykes Tommy Hilfiger will provide the on- and off-track looks for Sergio Pérez and Valtteri Bottas when they make their 2026 debuts, and will release a collection for fans, too. READ MORE

BEAUTY 'GEO' Is Beauty's New 'SEO' By Liz Flora As influencers and consumers turn to the 'ChatGPT glow-up' trend for AI-generated beauty advice, brands are rushing to generative engine optimisation in hopes of upping their chances of being recommended. READ MORE

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NEWS BRIEFS Puma Shares Soar on Report Pinault Family Exploring Sale of 29% Stake Temu-Owner PDD Tops Revenue Estimates, But Competition Squeezes Margins UK Online Retailer Debenhams Sees Interim Profit Growth Amid Turnaround

BoF EVENTS

The Tenth Edition of BoF VOICES Is Coming BoF VOICES 2025, our annual gathering for big thinkers, returns from November 18 to November 21 to unite the movers, shakers and trailblazers of the global fashion, luxury and beauty industries with thought leaders, entrepreneurs and inspiring people shaping the wider world. With the world facing the unprecedented combination of global conflict, technological disruption and geopolitical and economic change, our very special tenth anniversary edition of BoF VOICES will further underscore our track record, setting the agenda for the decade to come. Confirmed speakers include CEO of Prada Group Andrea Guerra, model Jean Campbell, founder and CEO of MSCHF Gabriel Whaley and more. There are a limited number of invitation-only tickets to join us in person at Soho Farmhouse, Oxfordshire, UK. To request an invitation, please complete the form below. APPLY NOW

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