People are seeking out brands that take pride in their roots. According to 2023 research from Canvas8, 42% of US Gen Yers admit that caring about and contributing to local communities is a strongly influential factor when deciding whether to engage with a brand. Companies globally are embracing opportunities to highlight community connections. For instance, UK streetwear brand 

 returned to its West London origins with a local giveaway, recognising the drudge of the cost of living crisis. 

 opened a concept store in Atlanta, focusing on the city's sneaker culture history. In a world where 

 of Gen Zers prefer social networks to search engines when looking for more information about a brand or product, this sense of locality can be digital, too. Indeed, underwear brand Underdays is betting on the power of its organic social media community, where peer-to-peer knowledge sharing is fundamental.

People are keen for global brands to recognise and adapt their offerings for different cultures and communities. Responding to those looking for relatable, authentic representation, Dior launched an exclusive 

 for Middle Eastern tastes, while in Japan, 

 relaunched with the promise of upholding sustainable practices to court eco-conscious consumers. In sportswear, 

 has designed activewear specifically for Chinese women's needs, while 

 fused heritage and modernity within a collection to lure Chinese Gen Zers, who seek designs that draw from their culture’s traditions. Also in China, 

 sponsored a street dancing competition to engage young people looking to spend more on enriching their personal lives, smartly showcasing how a deep understanding of a country's social and cultural context can resonate with the consumers.

According to a June 2023 Canvas8 survey, more than 60% of Gen Yers and Zers across the UK and US agree that brands should actively collaborate with and platform the voices and stories of people from minority communities. Fashion labels, especially within the luxury space, are responding by increasingly spotlighting local artists and creatives. For example, 

 in Mumbai focused on local artisans while paying respect to the culture that inspired the brand. Canada Goose showcased 

 in its gallery-style stores, while Valentino collaborated with 

 to further engage South Korean youth. As people seek more transparency of production and its human costs, global brands are trying to take control of the narrative through collaboration. Chanel, for instance, held its 

 in Senegal, making it the French label's inaugural show in the continent, and has launched a partnership to mentor local craftspeople.

 of US consumers agree that they respect brands more when/if their diversity and equity initiatives are led by people from those communities

Amid an aesthetic rebrand, luxury fashion house Burberry has championed 'Britishness' in a campaign that stars local talent. As new icons proliferate in the fashion world fuelled by dedicated fandoms, brands are increasingly honing into cultural heritage to reestablish their personality.

Burberry goes hyper-local with ode to British heritage

In-store try-ons sometimes lead to stains on clothing items, often causing the items to be discarded and unsold. Japanese skincare brand Sekkisei partnered with eco-fashion brand O0u to transform these garments with their signature, locally-made indigo dye to create one-off garments.

Local Japanese indigo dye saves stained garments

App-based tailoring service Sojo makes it easy for shoppers to arrange clothing repairs and alterations from home. Partnering with fashion brands to make it even easier for shoppers to hold onto their clothing for longer, Sojo appeals to those more interested in longevity, than fast fashion.

Sojo: bucking fast fashion with hyper-local alterations

As more Australians with disposable income bolster the country’s travel industry, the luggage brand July has responded by expanding its affordable luxury offerings. Selling both style and practicality, it has met the needs of travellers seeking a bespoke touch as they head abroad.

Why July designs luxe luggage for cost-savvy travellers

Manchester City FC has launched a design competition for fans to create its future kit using AI. This initiative shows how brands can leverage AI technology and tap into desires for co-creation to give fans a greater stake in product innovation, thereby deepening their connection.

Manchester City invites fans to co-create kit with AI

Nike has partnered with renowned make-up artist Isamaya Ffrench to create two fresh colourways of the Air Max Dn. The collab draws inspiration from women athletes whose influence extends from the field of play to the fashion world, further blurring the boundaries between fashion, sport, and beauty.

Nike x Isamaya Ffrench collab bridges beauty and sport

Standing in line has moved from an inconvenience into a signifier, as people queue for hours at sample sales and pop-ups to socialise and feel part of something exclusive. This shift reflects how younger generations seek community and status through shared experiences rather than just purchases.

Queuing becomes status symbol at fashion sample sales

Hosted in a different city each year, Chanel's Métiers d'Art fashion show took place in China for its 2024/25 run. The tension among audience responses reflects growing scrutiny of global brands’ cultural nods, as audiences demand deeper, more authentic engagements in China's evolving luxury market.

Chanel fans call for greater nuance in Chinese designs

Skims is venturing into the winter market via a high-profile collaboration with The North Face, creating a capsule collection of elevated staples. The partnership joins a growing trend of fashion-sport tie-ups aimed at merging aesthetic appeal with technical performance.

Skims x The North Face collab blends style and function

As the fashion and automotive worlds collide, luxury streetwear brands Kith and Aimé Leon Dore are leading a transformation of classic BMW and Porsche models. This reflects a broader shift as cars become style statements, speaking to Gen Z's focus on cultural relevance over traditional car culture.

Gen Z drivers seek cultural relevance from car brands

Fashion stans started joining the queue for Chopova Lowena’s bi-annual sample sale in December 2024 as early as 3am. But the queue – as an endurance test and a temporary community for the fashion-focused – became a destination in its own right, showcasing a growing subculture around sample sales.

Chopova Lowena sample sale draws queues of Gen Z stans 

With its strong preference for tangible, authentic experiences, Gen Z is redefining the shopping landscape. How can brands successfully blend online convenience with engaging in-store interactions, while also staying true to the ethical and sustainable practices that Gen Zers value?

Why Gen Zers are going to the store to do their shopping

Louis Vuitton celebrated its first anniversary on Discord with an immersive game for its online community. As people are drawn to playfulness and fun from luxury brands, there’s an opportunity to deepen loyalty by appealing to niche digital communities for connection and belonging.

Louis Vuitton deepens connection through video games

Bottega Veneta has launched a capsule collection inspired by the work of beloved American author-illustrator Richard Scarry. Offering a keyring belt, cushion, and a woven intrecciato leather notebook, the brand's exploration of childhood wonder and awe feeds into the comforting appeal of nostalgia.

Bottega harnesses nostalgia for capsule collection

French start-up La Vitre’s screen helps link stakeholders within the luxury fashion industry with live translation, close-up product views, and high-resolution life-sized videos. Experts have highlighted that AI and VR will be key disruptive forces for the luxury sector in 2025.

Human-sized video screen transforms luxury fashion

Nostalgia, global permacrisis, and a rejection of perfection have led to a sea change and the revival of messier, more chaotic cultural aesthetics. How can brands engage with this ever-shifting trend landscape while maintaining the integrity of their identity and customer loyalty?

Why messy aesthetics signal rebellion against perfection

Deliveroo and Hurr have partnered to offer on-demand rental for luxury dresses, delivered in as little as 20 minutes within central London. This partnership speaks to a growing desire for convenient and sustainable fashion solutions, positioning fashion rental as a mainstream practice.

Deliveroo offers fashion fans an on-demand rental option

Sustainability is a key concern for people. But how are luxury fashion brands helping or harming this cause? Investing in true quality and supporting new sustainable raw materials is helping to boost sustainability across the industry, but greenwashing remains a persistent problem.

Why sustainable R&D is luxury's trust-building opportunity

An Italian programme is crafting partnerships that seek to promote ethical design and production processes. The collaboration's highlight the benefits of blending cultural heritage with innovative approaches, showcasing how both tradition and modernity can drive sustainable fashion.

Italian fashion initiative uplifts mountain community

In an era in which Gen Z and Y value authenticity, athletes transformed the 2024 Olympics into a canvas for personalisation – and beauty and fashion brands were on hand to collaborate. But how exactly did athletes become our new cultural vanguards?

How beauty is tapping into Gen Z's shifting sports attitudes

Miu Miu's SS25 show featured an artist-curated newspaper with links to cultural criticism texts and image-less ads. As luxury brands redefine their aesthetic codes and associations, they have the opportunity to surprise people with provocative and unexpected collaborations.

Miu Miu's SS25 show courts shock-led fashion audiences

Streamers are going viral on TikTok for playing Roblox’s Dress to Impress game, a competitive dress-up experience. As people look for a reprieve from their daily lives, and as economic and environmental concerns stunt fashion lovers IRL, Dress to Impress offers a fun and communal route to escapism.

Streamers playing Dress to Impress go viral 

Gen Z is redefining athleisure as more than just workout gear – it's a lifestyle statement woven into their values, fitness goals, and identity. Prioritising durability and brand connections over big names, they seek labels that foster community through shared experiences and authentic engagement.

Why are Gen Zers sporting luxury athleisure?

The Four Seasons has introduced luxury pyjamas as part of its Four Seasons at Home line, which honors the brand’s hospitality heritage and offers an entry point for those who can’t afford a hotel stay. The move aligns with a luxury trend towards accessible experiences amid economic constraints.

Four Seasons pyjamas offer an at-home luxury experience

As e-commerce casts doubt over the future of physical stores, Dover Street Market reaffirms the importance of experiential spaces in luxury retail. Integrating fashion, art, and emerging designers to revolutionise the customer experience, the famed store is shaping fashion commerce.

How Dover Street Market inspires fashion rediscovery

Drest's app connects users with real-world fashion brands, collections, and designers through interactive games. This move seeks to democratise fashion knowledge while offering brands an opportunity to build deeper loyalty and engagement by rewarding digital interactions with real-world gains.

Drest enhances app with gamified fan-led experience

Luxury brand Moschino is leaning into absurdism with the release of a bag modelled on a stalk of celery. Blending humour and hyper-realism, the move speaks to a growing appetite for self-aware humour within the industry, which may be particularly appealing to meme-savvy young shoppers.

Moschino lures luxe buyers with hyper-real celery clutch

As Americans embrace second-hand shopping for its affordability, creativity, and community value, resale has evolved from an eco-conscious option to a mainstream approach. Canvas8 spoke to eight Americans to uncover the motivations behind their switch to pre-loved fashion.

Why Americans are buying second-hand fashion

As British shoppers embrace second-hand fashion for affordability and individuality, resale has shifted from an ethical choice to a mainstream movement, aligning with both personal values and financial pressures. Canvas8 spoke to six Britons to unveil the reasons behind choosing pre-loved pieces.

Why Britons are buying second-hand fashion

Bumble and Puma India have partnered to create a bespoke running event for single Gen Zers and Yers, combining fitness and dating. The event comes at a time when young people around the world are looking for unique experiences that blend wellbeing, community, and even romance.

Puma and Bumble partner for singles-only running event

Trump's victory has sent the fashion industry reeling, with proposed tariffs threatening global supply chains and potential environmental rollbacks endangering sustainability goals. The response reflects a sector caught between commercial pressures and growing demands for social consciousness.

Fashion industry begins to react to Trump victory

Fashion newsletters are transforming how we engage with style, offering personalised, curated content that appeals to consumers fatigued by fast fashion. By fostering direct connections between readers and experts, newsletters emphasise thoughtful, high-quality choices over fleeting trends.

How newsletters are reshaping fashion’s future

In the midst of wars, political turmoil, and economic degradation, people are looking to fashion to offer escapism and plain old (and new) fun. They’re seeking playfulness that transcends perfection and are more open to weird and experimental takes.

So unserious

People increasingly want to stand out and be playful with their fashion choices, and this converges with the rise of tech-enabled personalisation. While fashion remains rooted in the sense of group identity and belonging, people want to feel like their purchases are made for them and leave some space for creativity.

Customisable styles

For today's climate-conscious shoppers, function is becoming top priority as people seek to protect themselves from intense weather. At the same time, following the rise of ‘gorpcore’ and ‘quiet luxury’, people no longer want to choose between style, function, and comfort, attracted to sleek yet practical solutions.

Functional fits

What do people want from functional clothes in the era of climate adaptability? How are personalisation technologies changing fashion? How are people getting ahead with practical sustainability measures? Why is fashion becoming so playful and unserious?

Fashion and Style Sector Snapshot: November 2024

“Diamonds are a girl’s best friend,” so sang Marilyn Monroe, but with questions over ethics and the environment, mined stones are falling out of favour. Lab-grown diamonds and recycled precious metals are attracting Gen Y and Gen Z. We explore what’s behind the explosion in ethical engagement rings.

How engagement rings are becoming more sustainable

Stone Island has launched a music platform featuring playlists and live shows, joining brands like KidSuper in expanding from fashion into cultural programming. The move is reflective of how luxury labels are becoming lifestyle curators rather than just clothing producers.

Stone Island music platform taps into subculture

Puig exceeded expectations with its Q3 earnings, bolstered by fragrance and skincare sales and demand in the EMEA region and Americas. As brands within luxury ponder whether to ‘go high’ or 'go low', Puig is opting for an enticing strategy – ‘go niche’ to stand out in a turbulent market.

Puig courts niche audiences within luxury

Designer Colm Dillane has launched a music label dubbed KidSuper Records, with the first music video featuring pieces from the brand's new collection. This move highlights the growing intersection of music and fashion, allowing brands to support local creatives and enhance personal expression.

KidSuper strengthens community ties with music label 

Sport and fashion are becoming more and more interwoven as sports stars front campaigns for high fashion brands and clothing labels make their mark between the lines. Now, the media is catching up as Carine Roitfield unveils a publication dedicated to the intersection of these two worlds.

Carine Roitfield courts fashion-conscious sports fans

The NFL has released a collection of blazers with NY-based brand Veronica Beard for its first official fashion collaboration. People are searching for relatable touchpoints to engage with the world of sports, and cross-sector collaborations can prove pivotal in resonating with casual viewers.

NFL collab speaks to evolving sports fandom expectations

Jacquemus has opened the doors to its first-ever US concept store with a location in New York. The move highlights people's increased appetite for immersive retail experiences that blend hyperlocal connections and unique storytelling to showcase the characters and feelings of various locales.

Jacquemus’ first-ever NY store elicits Parisian pride

An animated film based on research on the lived experiences of garment workers in Leicester has highlighted the human cost behind fast fashion labels. The Stories We Wear aims to raise awareness of local garment exploitation and spotlight the individual role shoppers play in the process. 

Film reveals local human cost of fashion industry

eBay has unveiled the global expansion of its Circular Fashion Fund (CFF), aiming to support fashion start-ups with circular business models. As circularity becomes an expectation across sectors, brands are showing commitment by supporting smaller businesses and collaborative innovation. 

eBay expands fund to support circular fashion 

From Hanya Yanigihara on suit jackets to Virginia Woolf on evening bags, fashion brands are currently having a literature-inspired moment. But drawing design inspiration from authors is no new phenomenon in the world of style, so what’s driving this resurgence in 2024?

Decoding the fashion world’s literary renaissance

The art historical canon is being shaken up at Art Basel Paris 2024 with a section devoted to showcasing non-traditional artists and works. People continue to demand diverse and inclusive representation across sectors, but brands may risk a backlash if it's not done right.

Art Basel Paris spotlights inclusivity in new exhibition

Alaïa has launched the exclusive 'La Table' dinner series in collaboration with We Are Ona. The initiative feeds into a growing trend of luxury brands creating immersive culinary experiences, catering to the desire for exclusive, insider-only events in fashion and arts.

Alaïa’s 'La Table' merges fashion and fine dining

LVMH has inked a ten-year partnership with Formula 1, helping to expand its influence in the sports sector. This collaboration arrives at a time when brands are leveraging the power of fandoms to foster new forms of collective identity while rewriting luxury codes for aspirational buyers.

 LVMH extends reach into sports with F1 collaboration

All-day wearable fitness trackers that monitor our health outside of the gym are changing from bands, straps, and watches into jewellery and luxury goods. Why are people keen for their wearables to be high-fashion items? And how are brands entering this luxury market?

How are fitness trackers competing on cool to win luxury shoppers?

The resurgence of techno music and rave culture is striking a chord among younger generations, and the fashion world is taking note. As Prada and Courrèges collaborate with DJs and party collectives, how can brands successfully embrace rave’s sense of hedonism and in-the-know exclusivity?

Why techno culture is defining what's in style in 2024

Luxury streetwear label Aries has partnered with Premier League club Arsenal on a 26-piece collection that pays homage to their shared birthplace of North London. Here, geography plays a key role in the credibility of the collaboration, but there are other ways to make co-branding appeal to shoppers.

Arsenal x Aries leans on the appeal of shared experience

Gen Z’s Y3K aesthetic envisions the year 3000 through the nostalgic lens of Y2K retrofuturism, offering Gen Zers a new way to express themselves. Brands can respond by matching their desire to experiment with identity and blur the lines between the old and the new, the digital and the physical.

How Y3K became Gen Z’s futuristic fashion frontier

Inspired by travelling, A Kind of Guise crafts timeless menswear that blends contemporary trends with a commitment to quality and lasting design. Its ‘slow and steady’ approach has earned it a loyal fanbase that values its sustainable credentials as much as its authentic street-style campaigns.

Why A Kind of Guise makes streetwear for practical Germans

Germans are considering their purchases more carefully as inflation limits their spending power, and they're increasingly buying second-hand clothes.  The combination of budget constraints and environmental concerns is fueling the popularity of charity shops and circular fashion.

Inflation drives Germans to invest in second-hand clothes

Focusing on pleasure over performance, the Slow Cycling Club is the collaboration brainchild between two leading French sports brands. With a focus on slowness and satisfaction, the shift highlights a growing desire for a softer approach to endurance sports.

Slow Cycling Club apparel champions mindful cycling

Dudu Bertholini uses fashion as a medium to challenge social expectations around gender and identity in Brazil. As a public non-binary figure, Bertholini's dedication to inclusive representation has cemented their status as a cultural tastemaker who sheds light on important societal issues.

How Dudu Bertholini gives a voice to Brazil’s LGBTQIA+ community

Merging cultural heritage with innovation, Black British designers are reshaping London’s fashion scene. But can they continue driving change in an industry still marred by under-representation and unequal access to opportunities while maintaining their creative integrity?

The cultural and creative impact of Black British designers

Pandora has committed to using 100% recycled gold and silver in its jewellery, joining a wider industry effort to put sustainability first. As people become more aware of the urgency of the climate crisis, they're increasingly expecting businesses to go the extra mile to do their bit.

Pandora pledges to use only recycled gold and silver

Mulberry has achieved B Corp certification. As luxury fashion brands are increasingly scrutinised for their sustainability and green claims, third-party certifications like these spotlight transparency, rebuild trust and help people feel safer and more confident about their choices.

Mulberry recognised for eco-commitments 

Telfar is debuting its first leather bag with an exclusive pop-up at Selfridges. As demand for localised stories rises, brands can redefine luxury by fostering deeper connections through tactile engagement and culturally fluid narratives, offering a fresh perspective on traditional luxury concepts.

Telfar redefines accessible luxe with debut leather bag

The luxury market has taken a hit post-pandemic because of slower tourism and the rising cost of living. In France, this means that Parisian stores are recalibrating their strategies to increase accessibility, showing how a shifting landscape can open new and exciting opportunities.




Parisian stores aim to make luxury accessible again

Bottega Veneta has tapped 'child-like wonder' on the MFW runway. As people seek escape from global stressors through nostalgia and playful experiences, luxury brands can create emotional connections by evoking fond childhood memories while maintaining sophistication in their products and experiences.

Bottega Veneta reveals luxury fashion's inner child

The "Made in the UK" series champions Burberry's commitment to supporting British manufacturing. Brands that spotlight hyper-locality with storytelling and offerings will resonate with audiences looking for authentic, rooted experiences in an increasingly interconnected world.

Burberry spotlights local heritage with Made in the UK

Gender-neutral garments are emerging in Asia-Pacific. In Japan, specifically, intimate-wear brand Peach John has initiated collaborations with companies to foster inclusive fashion, eliminate gender envy, and transcend body types, without forgoing aesthetics and functionality.

How Peach John makes lingerie inclusive for Japanese women

Urban Outfitters is launching a college-inspired pop-up at 20 major US colleges. With back-to-school season often causing anxiety for many, brands can help ease the stress by creating personalized and immersive experiences that resonate with students' values, beliefs, and identities.

Urban Outfitters lures Gen Z with back-to-school pop-ups

Activewear label Crop Shop Boutique has garnered a cult reputation for putting its community first. As Aussie wellness and fitness enthusiasts seek out activewear that seamlessly fits from work to workouts, CSB empowers Aussie women to feel good about themselves in and out of the gym.

How Crop Shop Boutique brings style to active Aussies

British-Nigerian designer Tolu Coker took to the LFW runway with a collection that celebrates her Nigerian roots. As the link between fashion and identity deepens, brands can reframe national heritage for new audiences by using style as a tool for cultural expression and community connection.

Tolu Coker’s LFW runway pays homage to Nigerian roots

Fashion and Style

People want fashion brands to recognise and reflect their roots 

People want their identities reflected in 

, which extends to the clothing they want to buy. Whether sporting streetwear that gives back to the local community or opting for brands that support local craftspeople, people are focusing on the backstories of brands. Within this context, international brands are stepping up with offerings to make people in different countries feel seen and celebrated.