Must Read: Kim Kardashian West Wants to Disrupt the $83 Billion Lingerie Industry, The Fur Industry Is Turning to Influencers

Plus, Amazon employees plan Prime Day strike.
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Kim Kardashian West on the WSJ. Magazine's first all-digital issue. Photo: Daniel Jackson for WSJ. Magazine

Kim Kardashian West on the WSJ. Magazine's first all-digital issue. Photo: Daniel Jackson for WSJ. Magazine

These are the stories making headlines in fashion on Monday.

Kim Kardashian West still wants to disrupt the $83 billion lingerie industry
Kim Kardashian West has wanted to create a body-positive, shade-inclusive line of shapewear and underwear for over a decade. That dream was finally realized two weeks ago when she launched Kimono. But backlash over its name derailed months of planning. Still, the celebrity mogul is set on disrupting the $83 billion lingerie industry. In an interview with WSJ. Magazine, Kardashian West explains how she, and a team of blue-chip investors, will do just that. {WSJ. Magazine

The fur industry is turning to influencers 
Animal rights activists have successfully pressured a number of top-tier luxury brands to stop using fur. Now, the fur industry is looking for a way to bounce back. Its latest attempt is an influencer campaign. Saga Furs, which provides fur for numerous high fashion houses, has hired Bryanboy to design a series of fur-focused capsule collections. The first five-piece collection went on sale on Luisa Via Roma in April, with a more robust marketing campaign planned for the fall. A second, larger line is due for release next year. {Business of Fashion

Amazon employees plan Prime Day strike
Amazon workers at the Shakopee facility in Minnesota are planning a six-hour walkout on the first day of Prime Day. The strike is not expected to take a logistical toll on the company's major summer sales event, but employees hope it will encourage the e-commerce giant to take action against climate change as well as ease productivity quotas. {Bloomberg

Stella McCartney unveils Beatles-inspired collection
Stella McCartney designed a new collection inspired by the animated Beatles film "Yellow Submarine." Entitled "All Together Now," the range features clothing for women, men and children that boast playful graphics, motifs and slogans based on the film. The collection is available now at Stellamccartney.com and select stores worldwide. {Fashionista inbox}  

Luxury brands should embrace Xiaohongshu 
Xiaohongshu is a social commerce platform in China that provides a marketplace for fashion, beauty and travel lovers to share and discover new products and services. Industry insiders in China say the country's social media landscape has not seen anything as disruptive as Xiaohongshu, and that it presents a huge opportunity for luxury brands. In May, Louis Vuitton became the first luxury brand to debut on the platform, followed by Dior, Loewe, Coach, Fendi, Michael Kors, MCM and Saint Laurent. {WWD}

Why more DTC brands are skipping out on paid marketing 
DTC brands that launched over the past year are increasingly turning to PR firms as a way to create buzz in an overly crowded space. This shift involves influencer gifting and founder tweets to drive conversation as opposed to paying Facebook's steep advertising costs. When done right, this earned media tactic is the most effective way to generate customer loyalty and credibility. {Modern Retail

Nike also won the Women's World Cup
Nike, which sponsored about two-thirds of the 24 teams at the Women's World Cup, announced that the U.S. Women's National Team shirt is the bestselling soccer jersey ever sold on Nike.com in a single season. What's more, jersey sales across all teams are up 200% compared to the 2015 Women's World Cup. The popularity of the jerseys has also translated to sales of sports bras and lifestyle extensions such as its collaborations with designers like Marine Serre. {Vogue Business

Behind the American mask boom 
Americans were introduced to sheet masks through the proliferation of Korean beauty products in the mid-2010s. The face-shaped fabric sheets were accessible and promised to moisturize, plump, brighten and improve the overall look of your skin. But despite these marketable qualities, sheet masks' meteoric popularity was made possible by Instagram Stories. "In 2017, photos of regular people and celebrities alike sporting creepy, damp-looking sheets stuck to their heads had become one of the dominant tropes of the Stories format," writes Amanda Mull for The Atlantic. "It didn't take long for American brands to note both the hunger for masks and the apparent desire of young, stylish women to talk about them publicly." Now there are new types of masks for every occasion, from sleeping to taking selfies. {The Atlantic

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