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Must Read: How to Launch a Beauty Brand With Just One Item, Adidas Yeezy Sneaker Sales Grew 600 Percent

Plus, Paris wants to be the sustainable capital of fashion.
Co-Founder of Summer Fridays Marianna Hewitt. Photo: Robin Marchant/Getty Images for Create & Cultivate

Co-Founder of Summer Fridays Marianna Hewitt. Photo: Robin Marchant/Getty Images for Create & Cultivate

These are the stories making headlines in fashion on Wednesday.

How to launch a beauty brand with just one item 
Summer FridaysVintner's Daughter and Augustinus Bader have all achieved enviable success by launching with a single "hero" product. But what separates a hero product from a fleeting one-hit wonder, and what makes customers want to buy their second, third and 10th items? Business of Fashion spoke to the founders of these companies to find out how they built a successful beauty brand around just one product. {Business of Fashion

Adidas Yeezy sneaker sales grew 600 percent in Q4
The democratization of Yeezys has served Adidas well: The company reportedly experienced a 600 percent increase in sales in the last quarter of 2018. But with a number of widespread Yeezy releases slated for the months ahead, NPD Group's Matt Powell is unsure whether Adidas's selling streak will remain strong. {Hypebeast

Paris wants to be the sustainable capital of fashion
On Monday, the city of Paris launched "Paris Good Fashion," an initiative that aims to push the fashion industry towards using more sustainable practices. The process will be carried out through three themes: improving sourcing and traceability, working on making processes more sustainable (including Paris Fashion Week) and creating a circular economy. {WWD

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Rachel Brosnahan pays tribute to her aunt as the new face of Frances Valentine 
Rachel Brosnahan stars in the spring campaign for Frances Valentine, the label her aunt Kate Spade founded in 2016. The ad, which you can see below, is a tribute to the late designer's signature colorful aesthetic. "When you lose someone you love, you search for boundless ways to keep their memory alive," said "The Marvelous Mrs. Maisel" star to People. "This felt like a way to do that through her beautiful creations and an opportunity to share them with all of those who her work meant so much to." {People}

Why fashion brands are experimenting with podcasts 
Chanel, Gucci and Maison Margiela are among a growing number of luxury labels to launch podcasts. Why? These companies see the audio platform as a way to form deeper connections with their most loyal fans at a relatively low cost. {Business of Fashion

Unique Hype Collection's OG Ma isn't your average hypebeast 
OG Ma dresses in an enviable smorgasbord of Supreme and Nike grails. But Ma isn't a rich teenage male with excess Bar Mitzvah funds to blow on Off-White; instead, she's a mother in her late 50s. The Cut caught up with Ma to learn how she's risen up the streetwear ranks and gone on to help her son's Chinatown store, Unique Hype Collective, boast a hypebeast inventory worth millions of dollars. {The Cut

First look inside the V&A's Dior exhibition
The work of Christian Dior — past and present — will take up residence in the V&A from Feb. 2 to Jul. 14 at an exhibition titled "Christian Dior: Designer of Dreams." The exhibit traces the history and impact of the notorious couturier and explores the enduring influence of the fashion house and its relationship with Britain. This is the largest fashion exhibit at the museum since "Alexander McQueen: Savage Beauty" in 2015. {British Vogue}

Luxury online shopping is on the rise
The way we shop for luxury goods is changing, according to a new report by NPD. The study claims that shoppers, especially young women between the ages of 25 and 34, are shopping online for luxury almost as often as they shop for it in brick-and-mortar stores. And shoppers are spending more per online luxury purchase than they used to, with nearly half of online luxury sales coming from footwear. {Fashionista inbox} 

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