Articles by FashionUnited
Stefano Rosso is new president of Aura Blockchain Consortium
Stefano Rosso, chief executive officer of Marni and president of Maison Margiela (OTB Group), is the new president of Aura Blockchain Consortium. Rosso succeeds Lorenzo Bertelli, chief marketing officer and head of Csr of Prada Group, who has led Aura since its foundation. Aura Blockchain Consortium, the non-profit consortium founded in 2021 by...
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Provocation sells jeans: How Dutch denim brands approach their campaigns
Jeans campaigns have been provocative for decades. Consider the recent campaign featuring Sydney Sweeney for American Eagle, or Calvin Klein in the 80s and 90s. The Netherlands is home to numerous denim brands: how do they attempt to stand out? This article was written by Sterre Marsman. The American Eagle campaign with Sydney Sweeney caused...
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Counterfeiting: Goyard's exclusivity attracts counterfeiters
Artificial intelligence authentication platform Entrupy has published its new State of the Fake report. Similar to the results published in 2025, this year's report shows Louis Vuitton as the brand with the highest volume of counterfeit products. It is followed by Gucci, Prada, Chanel and Dior. The enthusiasm for the Louis Vuitton monogram...
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Louis Vuitton opens temporary hotel in London
To celebrate the 130th anniversary of its iconic Monogram pattern, Louis Vuitton is transforming a historic townhouse in London's Mayfair district into an immersive concept experience. The temporary project is located in the heart of London. Louis Vuitton announced on Friday that it dedicates individual, thematically designed rooms to each of...
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Helly Hansen chooses Paseo de Gracia for its new southern European headquarters
The Norwegian company Helly Hansen has relocated its Southern European headquarters to the centre of Barcelona, establishing a new base on Paseo de Gracia. Previously, the company operated from Sant Quirze del Vallès, on the city's outskirts. According to a report by the trade publication Turiski, the move is part of a new phase of consolidation...
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Milan: Nike unveils “Air Lab” for design innovation
Nike and the Dropcity architecture centre are launching the “Air Lab” in Milan, a new innovation and experimentation hub for the creative scene. As part of Milan Design Week, the sportswear giant is currently offering a first look at the project. Nike announced on Sunday that it will be open to the public from autumn as a permanent part of...
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Laetitia Manfredi: New product and merchandising director at Jacquemus
French brand Jacquemus announced on Monday the appointment of Laetitia Manfredi as product and merchandising director, effective April 20, 2026. As the house stated in a press release, the appointment of Laetitia Manfredi marks a significant step in the continuous development and international expansion of Jacquemus. Following the inauguration...
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Metro Boutique brings Topshop to Switzerland
Following a period of international repositioning, the brand will be available from April 18, 2026, in four selected stores – Glattzentrum, Spreitenbach, Basel and Bern. Metro announced on Friday that the launch will feature a curated selection of key pieces and denim. “Topshop is back – and with it, a brand that shaped the high street of the...
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Trail running: Kiprun strengthens its innovation hub with athlete and engineer Mathieu Blanchard
Driven by the growing enthusiasm for trail running, the brand Kiprun, a sector expert from the Decathlon portfolio, aims to solidify its position among the major players on the international stage. To achieve this, the company announced on April 17 a three-year partnership with trail running athlete Mathieu Blanchard. The collaboration is...
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Expansion into Switzerland: Birkenstock opens first store in Zurich
With its new location in the historic old town, the brand is opening its first store in Switzerland, Birkenstock announced on Friday. The company is continuing its expansion, having just opened a new store in Bordeaux at the end of March, and now operates over 30 European stores. Additionally, the first concept store in Osaka opened at the...
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