Must Read: Zac Posen Trademark Reportedly Acquired, What DTC Brands Need to Do to Maintain Success

Plus, the nuanced language of conscious fashion, explained.
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Zac Posen at the 2019 Vanity Fair Oscar Party.

Zac Posen at the 2019 Vanity Fair Oscar Party.

These are the stories making headlines in fashion on Thursday.

Zac Posen trademark reportedly acquired by Centric Brands
Centric Brands has reportedly purchased the trademark to Zac Posen in auction. The lifestyle and fashion collective already owned the license to the designer's handbags and cold-weather accessories. According to WWD, Posen is negotiating with Centric Brands about "his involvement in the new business arrangement." This past November, Posen announced that the eponymous brand was closing its doors. {WWD}

DTC brands ruled the decade — here's what they need to do to maintain success
By cutting out department stores, selling through Shopify and marketing on social media, the direct-to-consumer retail model (aka "DTC") revolutionized how consumers shop. However, as DTC mania reaches its peak, digital companies will need to explore experimental retail and, most importantly, resist complacency in the new decade. {Business of Fashion}

The nuanced language of conscious fashion
In a time where every brand seems to want to hop onto the ethical and sustainable train, the language they use to describe their efforts can feel confusing and repetitive. The Guardian breaks down the difference between "ethical," "cruelty-free," "organic," "conscious," "fair trade," "sustainable" and "greenwashing" so that consumers can feel better informed about their purchases. {The Guardian}

Drybar products business to sell for $255 million
Helen of Troy Ltd. announced its intention to purchase Drybar's product business, Drybar Products LLC, for $255 million in cash. The deal is expected to close by Jan. 31. But don't worry, your next blowout appointment at Drybar will still include the brand's products: Helen of Troy will grant a license to the salon-operating segment of the business to continue using the Drybar trademark. {WWD}

Kristen Stewart stars in Chanel's spring campaign
Chanel-clad Kristen Stewart is captured midair by photographer Jean-Baptiste Mondino for the fashion house's Spring 2020 collection campaign. The actress, who has been a brand ambassador since 2015, appears on a trampoline in the images. "You're meant to do something in them, not just sit and look pretty," Stewart said about the clothing collection. {WWD}

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