Victoria’s Secret taps plus-size influencer as it expands size range

Image: Victoria's Secret Victoria’s Secret Pink has selected TikTok creator Remi Bader as its brand ambassador and size consultant as it ups its size inclusivity. The year-long partnership with the plus-size model is part of the brand’s mission to empower young adults and comes as it continues on its new course of action to refresh the brand identity. Bader will be part of the brand’s product testing process in the move to expand its size range, with its first step being the launch of xxl swimwear. According to the brand, styles in the new collection have been partially made from recycled materials. Next month, Pink also plans to roll out its apparel in xxl throughout stores while additionally offering its popular Wear Everywhere Bra collection in a more expansive size range. In a release, Bader said on the collaboration: “What intrigued me so much about this partnership - besides the fact that I grew up wearing Pink - is the brand’s openness for my honesty and desire to see change. “Pink has made a lot of strides over the years to be more inclusive and focus on mental health, and I’m really honoured to work with the team to help young adults embrace their bodies and be an honest voice for the amazing community I’ve built.” Read more: * How Victoria’s Secret rebranded from female stereotype to female empowerment * Victoria’s Secret partners with Mindd
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ABG enhances Reebok's partnership with Footlocker

Authentic Brands Group has enhanced its partnership with sneaker retailer Foot Locker, Inc. for the Reebok brand within the United States. Through this agreement, Foot Locker, Inc. and its brands will deepen their assortment with Reebok and will exclusively carry select Reebok footwear models for men, women, and kids in its company-owned stores and e-commerce websites in the United States. This includes exclusivity of iconic basketball footwear from celebrated names and collections including styles from Allen Iverson and Shaquille O'Neal in the United States. "We are thrilled to announce our Reebok partnership with Foot Locker as they are an essential part of our strategic growth plan for the brand," said Jamie Salter, founder, chairman, and CEO at ABG, in a statement. "We are excited to partner with a retailer who holds such an important position with both sports and lifestyle audiences and look forward to driving brand heat with new and iconic product." "We are incredibly excited to partner with ABG and Reebok to gain exclusive access to industry-renowned product," said Richard Johnson, chairman and CEO of Foot Locker, Inc., in a statement. "This partnership builds on our commitment to elevate the customer experience, offer consumers high heat product from the biggest brands, and build collaborations with the biggest names in sneaker culture." Foot Locker, Inc. will work with Reebok Design Group, the brand’s global hub for design, development, innovation, and the supplier of core product categories. Foot Locker, Inc. anticipates the rollout of an expanded Reebok assortment across its various banners to begin in Fall 2022. The transfer of ownership of the Reebok brand from adidas to ABG is expected to close in Q1 of 2022.
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Mango continues sustainable redevelopment with eco-denim line

Image: Mango In continuation of its mission to reduce its environmental impact, Mango has unveiled a denim collection it has said holds 100 percent sustainable characteristics. The line, made for all genders, utilises tie-dye techniques and EcoWash, a software that measures the environmental impact of jean washing and finishing. Additionally, the Spanish retailer has brought forward its sustainability targets after it achieved the goal of producing 80 percent of all garments under its Committed label. Items falling under this category are said to contain at least 30 percent sustainable fibres and have been manufactured using sustainable production processes in regulated factories. The company is aiming to ensure all of its garments are a part of this category by 2022. Mango has also doubled its initial target for the use of polyester, now forecasting that 100 percent of its polyester will be recycled by 2025. It also plans to use 100 percent controlled and traceable cellulose fibres by 2025, bringing forward its original commitment by five years. Other goals outlined by the company include publishing a Tier three factory list and eliminating plastic bags used to distribute products.
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BFC/Vogue Designer Fashion Fund 2022 Shortlist Announced

Image: Richard Quinn via London Fashion Week The British Fashion Council (BFC) on Tuesday announced the designers shortlisted for the BFC/Vogue Designer Fashion Fund 2022. The 8 shortlisted designers include Richard Malone, Richard Quinn, TOVE, Chopova Lowena, Completedworks, E.L.V. DENIM, NEOUS and Nicholas Daley. In 2021 the prize was awarded to Bethany Williams, with the inaugural award in 2010 won by Erdem. The judging committee features a roster of notable industry experts and is chaired by British Vogue’s Editor-in-Chief, Edward Enninful. Others include BFC CEO Caroline Rush, Elizabeth von der Goltz, Chief Commercial Officer Matchesfashion, Lauren Indvik, Fashion Editor Financial Times and Sarah Mower, Chief Critic Vogue.com. The fund supports fashion businesses Established in 2008, the BFC Vogue Fashion Fund aims to support creativity in business via a bespoke mentoring programme and cash prize of 200,000 pounds. The Fund is supported by British Vogue, Burberry, Clearpay, Paul Smith and Rodial. Edward Enninful OBE, Editor-in-Chief of British Vogue and European Editorial Director, Vogue & Chair of the Fund Committee, said: “The BFC Vogue Designer Fashion Fund is an integral initiative that supports emerging talent in the UK fashion industry. Congratulations to all the shortlisted designers who are a true reflection of the outstanding creative talent in the UK." Caroline Rush CBE, Chief Executive British Fashion Council, commented: “Congratulations to all the shortlisted designers. The team were astonished at the exceptional talent on display. The trade environment is becoming increasingly challenging, so it is essential for our community to come together and support these talented forces that are pushing fashion forward. This year’s shortlist demonstrates the incredible breadth of talent we have here in the UK and we are very excited to work with Edward and our new Judging Committee Members and Funders.” The Fund criteria reflect the values of excellence in design and strong business acumen, and applications were encouraged from all over the UK, the BFC said in an emailed statement. Collections should incorporate the three pillars of the Institute of Positive Fashion: Environment, People and Community & Craftsmanship into their brand. The BFC Vogue Fashion Fund is part of the BFC Foundation which brings all the BFC’s charitable initiatives under one umbrella supporting the future growth and success of the British fashion industry by focusing on three areas: Education, Grant-Giving and Business Mentoring. In the last financial year the BFC raised 1.7 million pounds for the BFC Foundation and its talent support initiatives and supported 34 designers and a number of students through mentoring and financial support grants. The shortlisted designers will be interviewed by the Fund Judging Committee this coming March with the winner/s announced in May.
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New York fashion week designers are embracing the metaverse

Image: Simkhai, Digital Fashion Week New York fashion week designers made sporadic attempts at embracing the metaverse, perhaps underlining that much remains intangible when it comes to digital fashion and our avatars. Imitation of Christ hosted a catwalk show in Decentraland, a virtual destination and marketplace for digital assets. Jonathan Simkhai partnered with metaverse developer Everyrealm and metaverse production house Blueberry Entertainment to produce a Metaverse Fashion Week event inside Second Life, an online multimedia platform that allows users to create an avatar for themselves and have a second life in a virtual world. The future of fashion? "We firmly believe that digital fashion is the future of fashion. It allows people to express themselves freely in the metaverse,” said Mishi McDuff, CEO and Founder of virtual fashion brand Blueberry Entertainment. “We know digital fashion is more sustainable, more accessible, and allows for limitless creativity without the constraints of the physical world. Having the honor to work with Jonathan Simkhai to bring his collection to the metaverse represents a huge step forward for the virtual fashion industry.” In New York, digital fashion week explores the shifting realities of fashion but users are yet to embrace it in the same way as physical shows. The curated fashion tech expo aims to celebrate the voice of design leaders through a new lens through which the future of fashion may be seen and experienced. While it is difficult to see the details of garments in a digital show, some of the events hosted include animations and showcases from the latest works of digital fashion designers, which are unique to the metaverse. According to Vox, digital fashion is not limited to clothing for avatars. “It’s a growing fashion subculture that includes the digital design and modeling of real-world clothing, the uploading of designs for real and digital clothing onto the blockchain (so these files can be sold as NFTs), and even digital clothes rendered onto real people.” While designers are still figuring out the best way to economise virtual platforms with digital collections, investors are looking at opportunities to grow companies on the cusp of a virtual revolution. Net-a-Porter founder Natalie Massenet’s investment vehicle, Imaginary Ventures, on Monday confirmed a stake in digital ID platform Eon, a company that provides a digital ID to turn products into assets that connect to customers, applications and new business models.
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Pandora launches Marvel jewellery collection

Image: Pandora; Marvel x Pandora Danish jewellery brand Pandora is launching an 11-piece Marvel collection, inspired by The Avengers’ heroism, strength and vulnerability. Launching on February 17, the Marvel x Pandora collection includes a bracelet, a ring and charms featuring the Black Widow, Iron Man, Captain America’s shield and other iconic Avengers heroes and symbols. Image: Pandora; Marvel x Pandora The collection will be priced in a “similar range” to other Pandora collections, added the brand, and will be available online and in all 2,600 Pandora stores globally. The jewellery collaboration will also be supported by a broad marketing campaign. Stephen Fairchild, chief product officer at Pandora, said in a statement: “We are proud of our long-standing collaboration with The Walt Disney Company and excited to bring this first-ever Marvel x Pandora collection alive. Image: Pandora; Marvel x Pandora “Many of our customers have requested this for quite some time! These heroes excite, entertain and also encourage us to use our voices and powers, without hiding our weaknesses, to make the world a better place. Celebrating what you stand for and the things you love is what connects the Marvel and Pandora universes.” The partnership with Marvel forms part of Pandora’s growth strategy ‘Phoenix,’ which sees the company investing significantly in its core product platform, Moments, alongside collaborations with other big brands to build awareness and drive brand desirability. Image: Pandora; Marvel x Pandora To launch the collection, Pandora is also introducing a Marvel x Pandora mini game, where the goal is to assemble a team of heroes and go on a multi-level mission to save the world. For every mission completed, there will be a chance to win a Pandora bracelet. The mini game will launch on February 17.
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Item of the week: the bomber jacket

(From left) Image: Filippa K, Dorothee Schumacher, Ted Baker What it is: Originally known as ‘flight jackets’, the bomber jacket has faced an array of evolutions since its creation back in 1917. Initially conceived by the US Army Aviation Clothing Board for World War One pilots, the popular jacket silhouette is what it is today due to, in part, aviation advancements. Many of the features used within even the modern-day design were initially introduced as essential details for its original purpose as flight attire. The typical ribbed waistband and cuffs helped with insulation, while the often present brightly coloured lining was used as a way to locate downed pilots, ultimately causing an increase in the use of other colours, such as the now prominent sage green. Its move into fashion was the result of a variety of factors, from its adoption by British subcultures as a form of self-expression to its mass accessibility caused by fashion brands and designers to its appearance in Hollywood, such as in blockbuster films like Tokyo Joe. Now, the bomber jacket has become a fixed staple in fashion as a silhouette that is highly favoured among top designers and a piece that is favoured globally, making it one of the most popular military-linked designs in the industry. Image: The Kooples Why you’ll want it: Both a fashionable and versatile garment, the bomber jacket comes with a range of features and style options that allow for it to appeal to a broad customer base. Not only that, the piece can often be considered a genderless garment, making it one that can be of interest to younger shoppers that often look beyond gender norms. One of the jacket’s strongest appeals is its seasonless ability. The lightweight, yet insulating, details allow for it to be a snug layer in brisk weather and still be useful as a durable outerwear option for warmer days. Furthermore, its timelessness in fashion has been proven over again, as it continues to make reappearances year after year. From its early influences in past subcultures, to its mass popularity now, the bomber jacket is a statement fashion item that continues to hold a strong impact in the industry. Image: New Era Where we’ve seen it: The bomber jacket made a number of appearances in AW22 menswear collections, returning once again as a staple piece for high-end designers. Both Tod’s and Hermés took the classic approach to the design, with the latter offering up bombers with oversized pockets and leather materials in a line that resembled a more modern take on Dandyism. Meanwhile, Samuel Ross’ A-Cold-Wall seemingly drew more inspiration from the jacket’s roots in military history, presenting a ruched version of an original A-1 bomber as part of Ross’ collection that aimed to prioritise functionality. Scandinavian label Martin Asbjørn also looked towards the jacket’s history, however, instead, exhibiting the jacket’s genderless qualities. The brand’s oversized leather look, worn by a female model, sported many of the traditional qualities the jacket is known for alongside enlargened pockets and a bulky fit. Image: Palladium How to style it: The bomber jacket’s distinct shape and fit allow it to be a great layering option for almost all seasons. Whether layered under an overcoat, worn over a t-shirt or paired with a hoodie, the jacket has a way of making a statement no matter how it is sported. Styling can be dependent on that of the target group. Inspired by its subculture impact in the 60s and 80s, layer the jacket under an oversized hoodie, complete with lace-up boots and rugged jeans for a look that mirrors punks who adopted the style. On the other hand, drawing influences from its military roots, the jacket can also be paired with neutral and earthy shades, worn over a basic tee and complemented with staple trousers, such as chinos. For smart-casual occasions, varying jacket designs, like suede or leather, can carry a more elevated impact for the wearer. Smart trousers and a collared shirt, paired with loafers or sneakers, help to create a formal look that doesn’t feel too dressy. Image: The Kooples With all of its history and continued impact on the fashion industry, the bomber jacket is an outerwear silhouette that can’t be missed. As it continues to turn up on the runway and in store fronts, either in its typical format or displaying an array of transformations, this genderless fashion item is not likely to fall out of favours with shoppers any time soon, especially as it has now made its mark on the AW22 frontline. Image: RFLCTVE Similar items available for (pre)order can be found in the FashionUnited Marketplace. You can find them by clicking on this link.
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Louis Vuitton to raise prices

Image: us.louisvuitton.com Louis Vuitton, the marquee fashion brand of parent company LVMH, has announced it will raise prices globally on Wednesday due to an increase in manufacturing and transportation costs. The news was reported by Reuters. Louis Vuitton’s price hike comes just months after Chanel announced they were increasing prices. The price increases for Louis Vuitton will be seen across leather goods, fashion accessories, and perfumes. Prices for bags like the Capucines and Neverfull are expected to increase by 20 percent or more in China. Luxury handbag market tracker PurseBop is predicting a four percent increase on the lower end and 15 to 18 percent increase on the higher end globally. LVMH reported record sales and profits for 2021, and chairman Bernard Arnault said there would be room for price increases. The demand for global luxury goods has only increased since the world began emerging from the COVID-19 pandemic.
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Adidas London launches programme supporting emerging creatives

Image: Adidas x Guap Created in partnership with youth-led digital platform Guap, Adidas has launched The Originals Creator Network, an educational programme dedicated to emerging creatives in London. Over 12 months, participants will have access to industry-led workshops and brand mentors, with a further opportunity that will allow them to receive commissions to work on live Originals projects. “At Adidas, we are passionate about providing inclusive opportunities to support young talent in cities across the world,” said the VP brand of North Europe, Chris Walsh, in a release. Walsh continued: “In London, through our Carnaby Street Originals store, we are partnering with Guap to bring this to life, creating a platform to develop the skills of participants in this initiative with the support of an inspirational set of mentors. We look forward to championing the work of these creatives and seeing them thrive.” The programme will be hosted at Adidas Originals’ Carnaby Street store, where both in-person and online guidance will be provided. Ultimately, both Adidas and Guap are hoping the programme will aid in the development of each participant to become positive catalysts for the next generation of talent. An online application process will be live until February 23, after which successful applicants will commence with the course from April 2022.
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From Galeries Lafayette to Falabella: how department stores rely on private labels

Image: Harrods / Pexels It is part of the strategy of many department stores to rely on private labels, but the business model is constantly changing, which is why the International Association of Department Stores (IADS) conducts an annual survey of the situation among its members. In the latest survey, it found that private labels are navigating between successful pandemic-driven strategies and supply chain constraints. On average, IADS members' private labels were able increase their turnover share from 9 percent of the company's total business in 2019 to 11 percent in 2021. This is due to a combination of factors: First, price-conscious consumers switched from international or national brands to private labels in the wake of the Covid pandemic. In addition, strategies implemented in recent years to make this part of the business more profitable and efficient have borne fruit. Less is more Successful strategies included, for example, consolidating the range of private labels and focusing on one brand per category (such as Beco) or even bundling different product categories under one umbrella brand (such as Manor or Magasin du Nord). Private labels can also be used to build customer loyalty, as they enhance the store name. This is why for some IADS members, up to 50 percent of their private label customers are members of their loyalty programmes. “This is why, whether it’s towards fashion and sustainability (Galeries Lafayette), high quality (Breuninger) or targeting a specific customer group (luxury customers in the case of El Palacio de Hierro), members defined clear brand values to position their Private Labels, in accordance with their corporate brand strategy,” states the IADS. This has led to a review and optimisation in terms of more agility, for example by separating collection structuring (merchandising) from its commercial display in stores. This resulted in private labels, which in the past were developed and presented by the same isolated teams, now being presented to the department stores' buying teams on par with international and national brands. However, one solution or strategy does not fit all department stores. All members mentioned three problem areas: distribution efficiency, pursuing sustainability efforts and attracting younger customers. Distribution efficiency, sustainability efforts and younger customers “The store design and visual merchandising are instrumental to enhancing and elevating the brand message but they require important financial investments, potentially coming as a conflict at a moment when department stores also need to focus on digital growth, including for their private label business, and finance it,” the IADS sums up the first point. As for sustainability efforts, apart from higher costs and sourcing difficulties, there are also problems with communication, as different certifications can be confusing and not relevant in the long run. IADS points to own-store certification labelling such as Galeries Lafayette's Go for Good as an “efficient and worthy investment to convey a simple and impactful message”.  Last but not least, the average private label customer, at around 50 years of age, is older than the average department store customer. Online-only categories and fashion that fulfils a specific niche (like maternity wear, occasion wear and plus sizes, for example) should prove successful. So should the communication about private via social media, newsletters, advertising campaigns and influencers. “In short, private labels are increasingly treated as brands per se, and not category commodities like they used to be,” sums up the IADS. Supply chain bottlenecks remain challenging The current supply chain disruptions imply a fast rethink of the planning and sourcing with adjustments in organisations: earlier product developments coming with a new buying calendar, nearshoring sourcing to balance the rise of transportation costs, pre-booking of materials, ordering of higher quantities to get better prices and anticipated orders. “As the supply chain issues are evolving quickly and are far from finished, members are also elaborating tactics to mitigate margin loss and increase the retail prices in the seamless possible way,” states the IADS. 
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Luke Edward Hall launches Chateau Orlando

Image: Chateau Orlando photography by Billal Taright Artist and designer Luke Edward Hall is fusing fashion and interiors for his new lifestyle brand Chateau Orlando, backed by the Wemanage Group, the Milan-based strategic consulting firm. Wemanage Group is the brand’s main investor and is injecting both capital and “extensive market know-how” through its four subsidiaries Wemanage, K-448, Arebour and 1984/PR to launch the brand described as a new fashion and lifestyle brand for the person and home. Chateau Orlando will be creatively helmed by Hall, who has previously worked with Lanvin, Gant, Rowing Blazers, and Burberry, and will encompass art, interiors and product design, fashion and writing that incorporates his love of “hazy romanticism and vivid storytelling”. Image: Chateau Orlando photography by Billal Taright The brand will launch with a “bold and optimistic” knitwear collection, which takes inspiration from Hall’s eclectic mix of influences from ancient and contemporary art to gardens, 1980s pop music, folklore and mythology, books, and travel. ‘Postcards from the Castle’ features jumpers, cardigans, knitted vests and polo shirts, alongside trays and posters that evoke vignettes of medieval castles and ancient botanical gardens. Commenting on the inspiration for the debut collection, Hall said in a statement: “When creating our trellis, leaf and flower patterns, I imagined stumbling into a lost garden within the walls of a medieval castle on a brilliant spring afternoon, falling under its spell and setting up home there among the ancient trees and crenelations.” Image: Chateau Orlando photography by Billal Taright Chateau Orlando will be available from its own e-commerce platform, and via a pop-up within Le Bon Marché Rive Gauche in Paris, produced in collaboration with furniture gallery ODA Paris. The brand has also collaborated with luggage manufacturer L/Uniform on a range of logo backpacks, pouches, and tote bags. ‘L/Uniform x Chateau Orlando’ will launch as part of the Left Bank department store's 'X' exhibition, a store-wide mash-up of unexpected associations between brands. Hall added: “This is our very first collaboration, and so a special one. Working with some of my favourite L/Uniform styles, backpacks, pouches and tote bags that come emblazoned with the Chateau Orlando logo and a drawing by me, inspired by our debut collection ‘Postcards from the Castle’.” Image: Chateau Orlando photography by Billal Taright
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Five street style accessory trends spotted at Copenhagen Fashion Week

Foto's courtesy of Copenhagen Fashion Week Fashion lovers and professionals attending Copenhagen Fashion Week FW22 proved that the runways weren’t the only place to spot fresh accessory trends. On display from attendees: winter boots, balaclavas and hoods, western belts, tiny handbags, and most importantly, accessories that offered a pop of bright or neon color. Look for these trends to move forward throughout the fw22 season. Pops of Color This included shoes, scarves, gloves and even earrings in bright and neon colors mostly used to accessorise an outfit in neutral colors. Copenhagen Fashion WeekCopenhagen Fashion WeekCopenhagen Fashion WeekCopenhagen Fashion Week Winter boots Copenhagen Fashion Week Winter boots were seen both on and off the runways during CFW. That included ski boots, moon boots, and other lug soles. One attendee styled the Valentino rubber rose boot with several outfits. Copenhagen Fashion WeekCopenhagen Fashion WeekCopenhagen Fashion Week Balaclavas and Hoods Copenhagen Fashion Week Since going viral on Tiktok, balaclavas have been seen on major global runways as well as on the street. Scandinavian temperatures can be brutal in early February so attendees wrapped up well ,while still staying stylish, in fine to chunky knit hoods and balaclavas. Copenhagen Fashion Week Tiny handbags Copenhagen Fashion Week It's been a trend seen both on and off the runways in recent seasons; the tiny handbag was prevalent amongst CFW attendees, deemed impractical by some, Scandinavian fashionistas proved that when all you need to carry is a phone, a petite bag is sufficient. Copenhagen Fashion WeekCopenhagen Fashion Week Western belts Copenhagen Fashion Week When it came to belts, western with studs and other embellishments was the style du jour, used to cinch in waists on a variety of styles from suits to raincoats. Copenhagen Fashion Week
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American consumers set to spend 24 billion dollars on Valentine’s Day

Image: NRF 2022 Valentine's Day Spending Survey American consumers are set to spend close to 24 billion dollars on Valentine’s Day gifts this year, a 9.6 percent increase from last year, according to the National Retail Federation. Following the historic level of consumer spending over the winter holidays, it appears the trend will continue into 2022,” NRF President and CEO Matthew Shay said. “Valentine’s Day is a special occasion for many Americans, even more so as we navigate out of the pandemic, and retailers are prepared to help them mark the holiday in a memorable and meaningful way.” More than half (53 percent) of U.S. consumers plan to celebrate the holiday in 2022, up from 52 percent in 2021. More than three-quarters (76 percent) of those celebrating indicate it is important to do so given the current state of the pandemic. Nearly a third (31 percent) of respondents plan to gift an “evening out” this year, up from 24 percent in 2021 and just slightly below pre-pandemic levels, for a total of 4.3 billion dollars. Almost a quarter (22 percent) will opt to gift jewelry to a special someone. Total spending on jewelry is estimated at 6.2 billion dollars, up from 4.1 billion dollars in 2021 and the highest in the survey’s history. According to the survey, shoppers expect to spend an average of 175.41 dollars per person on Valentine’s Day gifts, up from 164.76 dollars in 2021. The increase comes as many intend to spend more on significant others or spouses.
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Hardware Ldn combines grunge and glamour for NYFW

Image: Filippo Fior, IMAXtree The London scene made a splash at New York Fashion Week. Fashion designer Jessica Horwell took a jump across the pond to show her Hardware Ldn collection at New York Fashion Week. Her goal this season was to heat up the fall/winter runway. The brand’s collection was all about mixed material and pops of color to combine grunge and glamour. Horwell was here to sell a lifestyle, and that she did. “I want people to feel like they want to wear my clothes and feel empowered in them,” she said to FashionUnited. “I want them to know they can wear my clothes and take on the world because they’re part of a lifestyle. My brand portrays a lifestyle that I live, and I feel that people want to be part of that lifestyle that’s empowered.” Hardware Ldn brings sexy elegance to New York Fashion Week As we emerge from COVID-19, Horwell said that a post-COVID-19 world informed her design choices. “Designing for people post-COVID-19 was a massive part of my inspiration,” Horwell said to FashionUnited. “Everyone’s been locked up, and they have this fire burning inside of them to be out. I want people to look at this collection and feel that fire and know they can wear these clothes to be seen out and out about doing their thing.” Hardware Ldn is a British brand by origin and growth, but Horwell said she wanted to show in New York because “I don’t see Hardware Ldn as just a London brand. I’m a London girl, but wherever I go, I bring London with me. I’m drawn to America, and I love it here. Showing in New York keeps the brand moving, and New York Fashion Week is special to me, and New York is special as a place.” The brand is working on growth, global expansion, and adding retailers. Horwell described their quintessential customer as, “Everyone from the girly girl to the tomboy. I want everyone to know they can be a part of the brand. If you like my brand and want to be a part of the lifestyle, and you want to feel good in clothes, Hardware Ldn is for you. If you want to feel good and feel badass, you can be a part of the brand.” Image: Filippo Fior, IMAXtree Image: Filippo Fior, IMAXtree
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To The Moon launches fashion line and sneaker during New York Fashion Week

To The Moon has unveiled their debut fashion line and custom sneaker collaboration with Mack Complex. The shoe was unveiled during a press event at SNS bar with owners Gazoo ToTheMoon and Nick Reynolds. The event was followed by an after-party with a performance by UK artist JNR Choi, who is famous for his song “To The Moon” going viral on TikTok. “I've been pushing To The Moon for almost a decade with my art so I'm excited to be entering the fashion space," Gazoo said in a statement. ToTheMoon was founded during the COVID-19 pandemic. The brand encompasses street art, fashion, design, and cannabis. The brand released their Milky Way cannabis strain at Cookies Melrose and sold out in under two weeks. Gazoo formerly worked in management for stars like French Montana, Wiz Khalifa, and Big Sean. He is also a renowned street artist. As legalization efforts for cannabis continue around the country, the relationship between fashion and cannabis has been a budding one (no pun intended). While there are still restrictions on what brands can and cannot advertise in regard to cannabis affiliated products, as fashion continues to draw inspiration from youth culture, like it always has, brands have become shamelessly more pro-cannabis over the past several years.
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