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Must Read: Fashion Is Missing out on Bollywood's Billion-Dollar Opportunity, Brands Are Benefitting From Take-Back Programs

Plus, fashion people fall for Instagram privacy hoax.
Deepika Padukone at the 2019 Cannes Film Festival. Photo: Vittorio Zunino Celotto/Getty Images

Deepika Padukone at the 2019 Cannes Film Festival. Photo: Vittorio Zunino Celotto/Getty Images

These are the stories making headlines in fashion on Wednesday.

Fashion is missing out on Bollywood's billion-dollar opportunity 
India's film industry is the largest in the world and is predicted to be valued at $3.1 billion by 2022. As the industry grows, so does the opportunity it presents to global fashion brands in terms of product placement, red carpet dressing and collaborating with costume designers. Yet global brands have been slow to act and are therefore not taking advantage of Bollywood's great potential as a marketing vehicle. {Business of Fashion

Brands are benefitting from take-back programs  
Although luxury houses are famous for burning excess stock and brands typically operate on a linear model, take-back programs are becoming increasingly popular. The labels that offer these initiatives range from Patagonia and Levi's to Madewell and Theory. Such initiatives can help generate recurring revenue and good press. They're also an effective way to acquire new customers. {Vogue Business

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Fashion people fall for Instagram privacy hoax 
On Tuesday, numerous key players in the fashion industry reposted a fake screenshot on Instagram, claiming the social media platform can now use images against users in court cases. Despite grammatical errors and inconsistent typography, the privacy hoax post quickly become the Instagram version of forwarding a chain email, and fashion people were falling for it left and right. Notable gullible victims include Adriana Lima, Vanity Fair's Samira Nasr, makeup artist James Kaliardos and New York Magazine's Wendy Goodman. {WWD

How 2019 became the summer of sexy milkmaids
Sexy milkmaid in 2019 is code for "I own a square-neck, puff-sleeve top or dress and have never touched a cow." This throwback dairy farm look was brought back by Prada in its Spring 2017 collection and made popular by brands like Reformation. But why exactly are we so eager to look like pastoral teens? Rebecca Jennings argues it could have something to do with our uncertain times, and that we'd rather pretend we live a simple life in the Swiss countryside without access to smartphones. {Vox

New report reveals women are buying more sneakers than men 
A new study from ForwardPMX found that women's sneaker sales growth is outpacing the men's sneakers market and has grown five times faster from 2016 to 2017. The study also revealed that female sneaker buyers tend to have stronger opinions about shoes and that millennials are the biggest sneaker enthusiasts. {WWD

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