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Must Read: Millennials Run Fashion, What Smaller Brands Are Doing to Build Awareness

Plus, how fashion month will tackle sustainability.
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Simon Porte Jacquemus and Rihanna at the Fenty launch party in Paris. Photo: Julien Hekimian/Getty Images for Fenty

Simon Porte Jacquemus and Rihanna at the Fenty launch party in Paris. Photo: Julien Hekimian/Getty Images for Fenty

These are the stories making headlines in fashion on Thursday.

Millennials run fashion 
A growing group of established brands have handed the keys to their creative kingdoms to a new generation of designers: millennials. Among the leading luxury labels in the world, there's Bruno Sialelli (31) at Lanvin; Daniel Lee (33) at Bottega Veneta; Daniel Roseberry (33) at Schiaparelli; Jonathan Anderson (35) at Loewe; Francesco Risso (36) at Marni; Julien Dossena (36) at Paco Rabanne; and Olivier Rousteing (33) at Balmain. What's more, the buzziest brands of fashion month – think Telfar, Brandon Maxwell, Marine SerreJacquemus and Pyer Moss — are all run by people under 35. {The New York Times

What small and mid-sized brands are doing to build awareness
Today, brand awareness can be measured, as can sales conversions, bringing greater transparency to what works and what doesn't when it comes to public relations. And what seems to work for small and mid-sized brands in 2019 is storytelling, tapping a range of celebrities or influencers to create a brand identity, building a community and creating a media channel that never stops streaming. {Business of Fashion

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How fashion month will tackle sustainability
With Extinction Rebellion turning the heat up on the British Fashion Council and the Global Climate Strike occurring during Milan Fashion Week, it will very interesting to see how brands respond to the outrage surrounding the current state of our environment. WWD's Booth Moore argues this could be the season "designers accept the challenge to create responsibly and use the runway as a platform to show us the way forward." {WWD

Moda Operandi undergoes extensive rebranding
Moda Operandi is changing its brand image and recruiting talent from the tech industry, after a study of more than 3,000 Moda customers revealed that most people use the e-tailer as a place to discover fashion — not just as a shopping destination. As such, the company unveiled a new logo and colorful site design this week, and its CEO Ganesh Srivats announced plans to invest more in data to turn browsers into customers. {Vogue Business

Why some millennials aren't pleased with the scrunchie revival 
Carrie Bradshaw famously condemned scrunchies in the early 2000s, claiming that New Yorkers would never wear the obnoxiously large, retro-looking rainbow bits in their hair. But her stance on the hair tie might be different in 2019, granted the scrunchie — like many other accessories from the '90s — has made a fashion comeback. This time though, it's cool teens or VSCO girls who are driving the puffy hair accessory's return to popularity. And while some millennials appreciate the nostalgic thrill they get from a scrunchie, others are bothered by its return. "It can sting to see a fresh crop of kids excavate your own youth with ironic fascination," writes Amanda Mull for The Atlantic. {The Atlantic

Tracee Ellis Ross covers Essence Magazine's October issue
On the heels of her newly launched hair-care line Pattern, Tracee Ellis Ross graces Essence Magazine's October cover, styled by Law Roach and photographed by Itaysha Jordan. In an interview with Global Beauty Director Julee Wilson, the "Mixed-ish" star talks all about her hair journey, her new beauty brand and more. "I'm really interested in changing how we speak to each other, celebrate each other, love each other and how we play with our hair," says Ross.  {Essence}

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