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Must Read: Miu Miu Is All Grown Up, How Luxury Retailers Sell to Wealthy Gen Z Consumers

Plus, Farmland Foods calls out Supreme for copying its logo.
Adwoa Aboah in Miu Miu's Fall 2018 campaign. Photo: Steve Mackey/Miu Miu 

Adwoa Aboah in Miu Miu's Fall 2018 campaign. Photo: Steve Mackey/Miu Miu 

These are the stories making headlines in fashion on Monday. 

Miu Miu is all grown up 
Miu Miu's Fall 2018 campaign is proof that the label is no longer Prada's little sister; instead, Miu Miu is its grown-up, brazen alter ego. Miu Miu's latest advertising campaign, titled "Other Conversations," is comprised of both a short film (watch here) and series of stills lensed by Steve Mackey and styled by Katie Grand. The ad is a continuation of what walked down Miu Miu's Fall 2018 runway, which Business of Fashion's Tim Blanks describes as an "insolent bad-girl vision teleported from the Lower East Side 40 years ago." {Business of Fashion

How luxury retailers sell to wealthy Gen Z consumers 
Gen Z is growing in importance for luxury brands. Though the generation has yet to surpass millennials in luxury market sales, retailers are gearing up for the shift by focusing on social media and mobile shopping platforms, as well as developing experience-driven, Instagram-worthy physical stores. {Business of Fashion

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Farmland Foods calls out Supreme for copying its logo
The largest pork producer and processor in the world is after Supreme: Farmland Foods is mad at the cult streetwear brand for stealing its signature logo on a hat. The pork makers called out Supreme via Twitter, writing: "Hey #Supreme, that logo looks super familiar. We missed the drop – what do you think about sending a few our way?" {Highsnobiety

International niche labels gain cult status via social media 
Brands no longer need to have a presence at one of the four big fashion capitals to attract the attention of retailers and luxury consumers worldwide: They can simply interact with them on Instagram. Social media has opened up a big opportunity for niche labels to gain easier access to an international audience and build global businesses from their hometowns, whether that be in Istanbul, Budapest or Warsaw. {WWD

How the fashion industry destroys unsold stock
Burberry caused an outrage when it announced it had burned $37 million worth of its unsold goods, but the British heritage label isn't alone: Destroying unsold goods is a common practice among upscale brands. Many of the retailers cite protecting their products from the grey market and intellectual property, as well as consumer safety, as reasons for the destruction. Some brands are taking steps to change their ways, such as Stella McCartney, Nike and Burberry, who have agreed to work with the Ellen MacArthur Foundation to help create a circular model for fashion. {South China Morning Post

Luggage market expands as customers see travel goods as fashion accessories 
Once seen as a necessary means of travel, luggage and travel goods have become full-fledged fashion accessories. Thanks largely to the digital revolution, customers have evolved to view travel as a lifestyle, which has woken up the luggage category with a host of stylish new brands, material and technical innovations and buzzy designer collaborations. {WWD

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