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Must Read: Brooks Brothers Buys Alexis Bittar, London Fashion Week Gets a Rebrand

Plus, see how the Hadids do Thanksgiving.
Alexis Bittar jewelry on display in New York City. Photo: Monica Schipper/Getty Images

Alexis Bittar jewelry on display in New York City. Photo: Monica Schipper/Getty Images

These are the stories making headlines on Friday.

Brooks Brothers acquires Alexis Bittar
Brooklyn-based designer jewelry brand Alexis Bittar is now operating under the umbrella of Brooks Brothers Group's subsidiary, Carolee LLC. Terms of the purchase (Alexis Bittar was previously owned jointly by TSG Consumer Partners and Bittar himself) were not disclosed to WWD. "We are truly proud to add Alexis Bittar jewelry to our brand portfolio," said Jill Maier, president of Carolee, to WWD. "Its creativity, independent design, exceptional quality and craftsmanship complement our brand offering and enable us to strategically evolve our business model." {WWD}

The British Fashion Council re-brands London Fashion Week
Between "see now, buy now" and more and more consumer-facing fashion week events, it's clear that the consumer plays a bigger role in fashion than ever. With that in mind, the British Fashion Council is combining London Fashion Week (when the runway shows take place) and London Fashion Weekend (a consumer-facing biannual, four-day ticketed event) under one entirely new event: London Fashion Week Festival. According to the BFC, the change is due to "an increasingly big appetite from both brands and public to open up our industry." {WWD}

A Very Hadid Thanksgiving
To say that Gigi Hadid has been busy with projects recently (see: Tommy Hilfiger, Stuart Weitzman), but all that aside, what the model currently has on her mind is a certain holiday at the end of November: "I'm just really excited for Thanksgiving," said Hadid in an interview with WWD. "I always make pies for Thanksgiving. I'm the pie girl. I love rhubarb pie, I love apple pie and pumpkin pie and blackberry pie." As for the rest of the clan? "My dad does really good stuffing and all of the meat, and my mom is the best for buttered carrots and cranberry Jell-O, or whatever you call it. Bella does dessert. Anwar just eats." {WWD}

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Secret Deodorant commercial features a transgender woman in a bathroom
The commercial, shown above, features queer actress Karis Wilde in the role of Dana, a trans woman in the stall of a public women's restroom, mustering the courage to exit and join the cisgender women chatting outside. "Stress test #8260... Dana finds the courage to show there's no wrong way to be a woman," the copy on the screen reads. Nailed it. {YouTube}

Adidas is now the second-largest sportswear brand in the U.S.
The activewear brand has eclipsed Under Armour to earn the second-place spot in the North American sportswear market, trailing Nike. The boost is likely a result of efforts to rebrand the European label, which involved resurrecting heritage footwear styles like the Stan Smith, the Superstar, and the Gazelle, in addition to establishing a presence in the fashion industry via partnerships with Kanye West and Pharrell Williams. {High Snobiety}

"We are very much just at the beginning of the process."
In an exclusive interview with Business of Fashion, Gucci president and CEO Marco Bizzarri spoke at length about the brand's renaissance and his plans for continuing to boost the presence of the iconic Italian house. "Especially in this industry, people make a difference," said Bizzarri in the interview. "Without Alessandro, without the team that I have, it would not be possible to achieve this result." {Business of Fashion}

Are H&M and Zara more transparent than Everlane?
The direct-to-consumer brand made a name for itself with its commitment to "radical transparency", but as a closer look reveals, they might not be as open as we thought. As TFL's report points out, Everlane fails to disclose any sort of code of conduct for manufacturers and suppliers, in addition to withholding the names of the factories it uses to produce its garments — an industry practice that Zara and H&M, respectively both adhere to. {The Fashion Law}

Why you should keep an eye on Amazon Fashion
Amazon Fashion is aiming to establish itself as the U.S.'s top online retailer by 2017, and for a long time, has been unparalleled in the realm of e-commerce as a whole. According to a report from Cowen and Co., apparel purchases on Amazon increased by 26 percent this year, and by 2021, the company's U.S. apparel gross merchandise volume is estimated to reach as much as $62 billion. Earlier this year, Amazon introduced seven private-label fashion brands that provide options ranging from menswear, accessories, womenswear and children's, all with a focus on basics and lower-priced items. {WWD}

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