Articles by Florence Julienne
Adidas: Timothée Chalamet campaign creates buzz ahead of the 2026 World Cup
One month ahead of the 2026 World Cup, Adidas has unveiled Backyard Legends, an advertising campaign featuring Timothée Chalamet alongside living football icons. The film highlights the German brand's ambition to bolster its lifestyle image. Titled Backyard Legends, the Adidas campaign is a five-minute short film. It brings together a celebrity...
Business|marketing FeaturedMemberloading...
FHCM and CNMI publish an environmental, social and governance framework for suppliers
The Fédération de la Haute Couture et de la Mode (FHCM) and the Camera Nazionale della Moda Italiana (CNMI) have announced a joint Environmental, Social and Governance (ESG) harmonisation framework for fashion and luxury suppliers. The objective of this French-Italian initiative between the FHCM and the CNMI, launched in 2024, is to reduce the...
BusinessMemberloading...
Jean-Loup Rebours of Faxion PR: “There is a real need to re-evaluate Chinese fashion in France"
China is a country of consumers, not creators. This is the prejudice that Jean-Loup Rebours, director of the press and influencer communications agency Faxion PR, has chosen to deconstruct by launching a new wave of Chinese designers in Paris. Why have you specialised in Chinese brands? We have a huge advantage in France: Paris remains the...
People|Interview Featuredloading...
Chinese market: How a local presence helps French brands to establish themselves
During this year's Shanghai Fashion Week, Promas, the organisation for the promotion of menswear in France and abroad, supported Ludovic de Saint Sernin, Coltesse, EgonLab and Baziszt in their approach to the Chinese market. Initial findings reveal distinct strategies, balancing business development, local integration and collection adjustments....
Fairs|Report Featuredloading...
Creative circularity: how LVMH is turning recycling and repairs into a revenue stream
LVMH has generated 500 million euros in revenue from recycling and repairs. This represents ten million products repaired, refilled, or taken back in 2025 across all of the group's houses. It is the first quantified assessment of the gains achieved under its Corporate Social Responsibility (CSR) policy and Life 360 programme. These figures were...
BusinessMemberloading...
Baziszt: a French success story in the men's bohemian chic segment
Paris - Identifying an untapped niche and responding to it with a coherent offering is the trajectory illustrated by Baziszt, an independent French brand positioned in men's bohemian chic. The success story of Baziszt began with a realisation: a segment in the menswear market was vacant, that of bohemian chic. “In that beach party, wedding, and...
Fashion Featuredloading...
Pandora ambassador Pamela Anderson links fashion and animal protection at Global Fashion Summit
Speaking at the Global Fashion Summit in May 2026, Pamela Anderson, ambassador for jewellery brand Pandora, spoke out in favour of animals. She believes that activism, even when romanticised, is a personal choice. It is also a concrete struggle that has already succeeded in creating laws and making a difference. Responding to a question from...
Peopleloading...
Global Fashion Summit 2026: Germanier x LVMH show rewrites the rules of upcycling
On May 6, 2026, Kevin Germanier for the LVMH group opened the Global Fashion Summit in Copenhagen with the 'surprise' show of a haute couture collection. It was created using unsold stock from seven houses within the group led by Bernard Arnault, reinventing creative processes and establishing the 'art of deconstruction' as a new luxury...
Fashion |Review loading...
Marine Serre creates upcycled Mona Lisa fashion capsule for the Louvre museum
Paris - French fashion designer Marine Serre has created an exclusive autumn/winter 2026 capsule collection for the Louvre Museum. Inspired by the Mona Lisa painting, the creative concept is based on upcycling. Marine Serre first met the museum's team and initiated this collaboration during the inaugural Louvre dinner in 2025, where she was a...
Cultureloading...
Casablanca appoints Didier Nguyen as CEO
French-Moroccan fashion house Casablanca appoints Didier Nguyen as chief executive officer (CEO), effective immediately. He joins Casablanca at a pivotal stage in its development. This is marked by international expansion and strengthening its position at the intersection of sport, travel, culture and luxury. The appointment follows the...
Peopleloading...