Agenda-setting intelligence, analysis and advice for the global fashion community.

How to Launch a Fashion Brand in 2026

A new generation of startups is launching amid a lack of investor funding, a weaker multi-brand retail landscape and a broken supply chain. To beat the odds, they’re going even more niche to attract and retain overstimulated consumers.

A collage — A new class of startups are hoping to build lasting brands in an increasingly difficult market. (BoF Team)

Malique Morris

09 December 2025

When Madeline Duneier launched her jewellery brand State Fair in September, she was entering a booming — and increasingly crowded — lab-grown diamond market. That meant she couldn’t just rely on the standard line-up of stud earrings and tennis bracelets that her competitors were already selling (and others imitate with less expensive stones).

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Case Study | The Art & Science of World-Building

Once the preserve of a handful of high-end labels, world-building has become a powerful method for any brand to create a lasting impression and connect emotionally with customers. Pulling it off requires more than just consistent branding across channels.

Why DTC Is Finally Investing in Brand Marketing

Digitally native brands that were once known for rampant social media ads — from Rothy’s to Everlane — are going all in on storytelling that boosts loyalty and creates long term sales growth.

Case Study | How Brands Build Genuine Communities

Community is too often reduced to a buzzword, but when cultivated correctly, it can be one of fashion’s most powerful means for engaging customers and building loyalty, particularly in times of economic uncertainty. This case study looks at examples of brands that have successfully created thriving fan communities and their approaches to creating lasting and rewarding relationships with their customers.

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The Debrief | Why Some Retailers Are Ignoring the Internet

As the global luxury e-commerce engine stalls, BoF correspondent Austin Kim discusses his look at independent boutiques finding that the right strategic move is to stay offline.

How Some Founders Are Redefining Fashion’s Idea of Success

As the pipeline to scaling a fashion business grows more precarious, some designers are ditching the pursuit of global prestige in favour of a slower approach to growth they say is more sustainable — and more fulfilling.

As Brands Get Tariff Refunds, What Do They Owe Their Customers?

Brands are finally able to apply for refunds, but now they also have to decide how to deal with the customers who paid higher prices on their products, some of which are filing lawsuits against retailers demanding compensation of their own.

Retail Sales Rise in Britain After Iran War Prompted ‘Panic at the Pumps’

Textile, clothing and footwear stores reported a 1.2 percent month-on-month sales increase, while department stores recorded a 1.1 percent sales rise.

Adwoa Beauty to Enter Liquidation

A Texas court ruled that the hair-care label’s bankruptcy filing be converted to Chapter 7.

How Chanel Became the Hottest Brand in Fashion

As the French couture giant cruised into Biarritz this week, surging interest in its revamp under designer Matthieu Blazy scored it the top spot on the Lyst Index. But could Blazymania go too far?

Building Connection Through Luxury’s Sensory Evolution

Luxury fragrance house Amouage, together with The Business of Fashion, convened leading creatives for an evening of open dialogue on the evolution of the luxury industry — from visual symbol to deeper emotional connection.

The BoF Podcast | Inside Dries Van Noten’s Venice Manifesto

After stepping back from his namesake brand, Dries Van Noten has opened a foundation in a Venetian palazzo dedicated to craft, beauty, and the things made by hand and soul. BoF's Tim Blanks speaks with the designer about why, in ugly times, making something beautiful is the only real form of protest.

The Business of Fashion