"This year, fashion marketers did what they could to stand out in a landscape that's been dominated by sameness. Sometimes that meant courting controversy. American Eagle and E.l.f. sparked debates on social media; E.l.f. for casting comedian Matt Rife in an ad, and American Eagle for its "good jeans" spot starring Sydney Sweeney. But getting into the conversation proved that controversy could sometimes be worthwhile in today's attention economy."
"Those efforts were positively received, proving that it's possible to make a splash without being provocative. The humanity of these campaigns also stood out at a time when brands are experimenting with AI in their marketing - from H&M's use of digital twin models to Fiorucci and Valentino's AI-modified campaigns - causing consumers to crave a human creative touch as AI becomes an inevitable part of marketing workflows."
"In influencer marketing, the arms race between monetisation platforms ShopMy and LTK heated up, with ShopMy, which raised funding at a $1.5 billion valuation focused on positioning itself as a retail destination, while LTK expanded its content offerings. Influencers also found other ways to make a splash - and a paycheck - from collaborating on limited-edition collections to self-funding their own brands."
Fashion marketers used both controversy and classic themes to stand out amid widespread sameness. Some campaigns courted debate — American Eagle and E.l.f. sparked social media conversations — while others from Moncler and Burberry emphasized joy, friendship and family. Brands experimented with AI — including H&M’s digital twin models and AI-modified campaigns from Fiorucci and Valentino — which increased consumer desire for a human creative touch. Collaborations extended to hotels and diverse ambassadors, from OnlyFans creators to K-pop stars and Real Housewives. Influencer platforms ShopMy and LTK escalated competition, and creators pursued monetization through limited collections and self-funded brands, prioritizing audience trust.
Read at The Business of Fashion
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