Alexander McQueen has launched a creativity initiative encouraging people to make digital art based on materials provided by the fashion house. With discretionary spending dropping during COVID-19, brands are staying connected to their fans by offering educational and entertaining content.

Luxury brands in China are going digital to help people maintain normality amid the COVID-19 pandemic. By live-streaming fashion shows that would otherwise be cancelled and offering ‘See Now, Buy Now’ options, brands are hoping to mitigate financial losses and maintain loyal followings.

Retailers’ sustainability initiatives show that shoppers don’t just want cheap, fast fashion – ethical and eco-savvy values are important too. But are visibly mended sweaters and ‘sneaker cleaning’ services just an updated version of the ‘It bag’, or are people ready to adopt low-impact lifestyles?

Fast fashion may satisfy a desire for frequent new lines, but the ethical cost is too steep for some. Offering a more sustainable alternative, Higher Studio allows fashionistas to rent out brand new high fashion items, helping them meet style expectations while staying true to their values.