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Must Read: Zendaya Covers January Issue of 'InStyle,' Reebok To Collaborate With Pyer Moss

Plus, Victoria's Secret Fashion Show ratings hit an all-time low.
Zendaya on the January cover of 'Instyle.' Photo: Anthony Maule

Zendaya on the January cover of 'Instyle.' Photo: Anthony Maule

These are the stories making headlines in fashion on Wednesday.

Zendaya covers the January issue of 'InStyle' 
InStyle is kicking off 2018 with a January cover starring Zendaya. The glossy gears us up for a fresh start by capturing the trailblazing actress in a matching turquoise set by Chloé, a pair of soup-bowl sized hoops and a pink high-shine lip set against a bright blue sky. Inside the issue, which hits newsstands on Dec. 8, Zendaya chats with InStyle's site director Ruthie Friedlander on everything from designing a unisex clothing line to working with Zac Efron on her upcoming movie "The Greatest Showman." {InStyle}

Reebok to collaborate with Pyer Moss on two separate collections 
On Wednesday, Reebok announced that its linking up with Pyer Moss and its founder, designer and artist Kerby Jean-Raymond, to create two separate collections. One of the lines will feature higher-end pieces and will debut in February during New York Fashion Week, and the other will contain more accessibly priced items; both collections will contain menswear, womenswear and sneakers and officially launch in August 2018. Reebok may have been a little late to the collaboration party started by its sportswear counterparts Adidas and Nike, but it's certainly playing catchup, having pulled together this project on top of others with designers like Victoria Beckham and Jonathan Simkhai. {Fashionista Inbox} 

Victoria's Secret Fashion Show's ratings drop a whopping 30 percent
With all of the logistical drama that went into producing the 2017 Victoria's Secret Fashion Show in Shanghai, the viewership hit an all-time low when it was broadcast on Tuesday evening. Ratings dropped 30 percent from 2016, and according to reports, "CBS' annual repeat airing of 'Rudolph the Red-nosed Reindeer' actually bested Victoria's Secret." Ouch. {The Hollywood Reporter}

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Maria Grazia Chiuri to be honored with Swarovski Award at The Fashion Awards
The British Fashion Council and Swarovski announced that Maria Grazia Chiuri will receive the Swarovski Award for Positive Change at The Fashion Awards 2017 on Dec. 4. The newly created award — it was first presented last year to the late Franca Sozzani — honors individuals who have worked to achieve positive change in our society, the environment or both. "With this award, Maria Grazia will be celebrated for her successful creative achievements, her contribution to female empowerment within fashion and her determination to encourage women of future generations to believe in themselves," said British Fashion Council Chairman Dame Natalie Massenet in a press statement. "The positive impact she has had on the fashion and global communities makes her a great inspiration to all of us." {Fashionista Inbox} 

Investors looking outside of traditional fashion capitals to find emerging talent 
Even though the fashion set still flocks to New York, London, Milan and Paris several times per year to see the seasonal collections, these storied fashion capitals are no longer the only epicenters of trends and talent. According to WWD, investors are looking at cities all over the world — places like Nashville, Copenhagen, Stockholm, Berlin and Seoul — to reap the benefits of smaller, more innovative brands with mold-breaking business plans. {WWD}

HUF to sell majority stake to Japanese investors
Hypebeast is reporting that Tsi Holdings, a Japanese investment firm, announced plans to drop $63 million for a 90 percent stake in the skateboarding company HUF, because it believes skate brands are going to become a valuable commodity in the country with skateboarding's addition to the 2020 Tokyo Olympics. This investment firm already has its hands in a few other apparel brands that cater to fans of streetwear and members of the skate community, including Stussy.{Hypebeast}

Reformation founder shares insights for championing sustainability in fashion
Reformation is the quintessential, Instagram- and eco-friendly brand for the millennial with some extra cash to spend on 70s-influenced silhouettes and retro denim. To earn this coveted spot in retail, the label's founder Yael Aflalo had to prove to the world that sustainability and style could coexist, which she clearly did in a highly successful manner. Aflalo sat down with WWD to discuss what she's learned through her experience launching an eco fashion brand and in doing so, imparts some insider knowledge on how to make it in the industry. {WWD}

Alice + Olivia launches a casual-focused sister label 
Alice + Olivia is launching a new casual-focused denim label called AO.LA. The denim is designed to make you feel your best with waistbands emblazoned with affirmations like "you look great today," and 10 percent of the net proceeds will go to the GOOD+ Foundation, which works to break the cycle of family poverty. In addition to various denim styles, the younger sister brand also features a wide assortment of cool separates — think jacquard kimonos, cropped jackets and vintage tees — that will hit Alice + Olivia and Neiman Marcus stores on Nov. 30. You can browse the full collection below. {Fashionista Inbox}

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