Guess Jeans Repositions

I remember the Guess Jean ads from the 90s. Those sexy images of models and celebrities posing in soft black and white images produced by some of the world’s most famous photographers, including Ellen von Unwerth. The pictures defined an era of denim marketing. Founded in 1981 by four brothers, Georges, Paul, Armand and Maurice …

Statement Street Fashion

Street fashion is a statement of independence. A mixing of top to bottom pieces to stand out from the crowd. At Pitti Uomo Raf Ryes talks about his streetwear brand VERYRARE. The Paris based designer discusses his influences and inspiration behind the label as well as the designs that are based on artworks.

Trends 2024

2023 closes. Hello 2024. What do I see as fashion trends in this volatile world? The influencer movement has come under more scrutiny. The Ferragani Scandal in Italy, a loss of trust by followers. Finally, the increasing AI models used by brands and companies mean a reckoning could be on the horizon for this outreach …

The Shein Reality

Shein, the Chinese based fast fashion brand is about to have an IPO worth billions. What does this say about consumers? Is sustainable clothing all false virtue? Buyers love following the lifestyle of buying sustainable clothing, but in reality they follow their pockets. They want the cheapest pieces online. It is any wonder there is …

The Tropes for, Success?

The film American Fiction depicts a writer fed up with racial tropes. Frustrated novelist Monk writes a book with outlandish African American characters. Too his horror, the work is a bestseller. Why would I sympathise with Monk? Because I understand his bewilderment. Life is stranger than fiction. Being a person of color in any business …

When is it TOO MUCH?

“Luxury bags make your life more pleasant, make you dream, give you confidence, and show your neighbors you’re doing well.” Karl Lagerfeld Luxury fashion brands decided going up is better than going down. Prices have increased on aspirational pieces. Chanel bags are now twenty percent more. The controversial Speedy Bag from Louis Vuitton menswear head …