Discover the most relevant industry news and insights for fashion creatives, updated each month to enable you to excel in job interviews, promotion conversations or impress in the workplace by increasing your market awareness and emulating market leaders.

BoF Careers distils business intelligence from across the breadth of our content — editorial briefings, newsletters, case studies, podcasts and events — to deliver key takeaways and learnings tailored to your job function, listed alongside a selection of the most exciting live jobs advertised by BoF Careers partners.

Key articles and need-to-know insights for creatives in fashion today:

1. All Eyes on Mytheresa

In May, Mytheresa reported another quarter of standout growth in an otherwise dreary luxury e-commerce sector. Net sales jumped 18 percent to €234 million ($253 million) in its fiscal third quarter that ended in March and it expects net sales for the year to grow as much as 13 percent to €869 million. As well, its adjusted earnings before interest, taxes, depreciation and amortisation nearly tripled to €9 million, driven by a reduced reliance on discounting thanks to lower inventory levels.

The company’s focus on top clients, who typically spend more with each purchase, helped drive customer acquisition costs down 2.8 percent as well as a 10 percent decrease in overall marketing expenses in its fiscal third quarter. But in an April note, TD Cowen analysts said Mytheresa won’t be immune to the rising costs to acquire customers online for long as luxury brands invest more in their direct-to-consumer channels and potentially target the high-net-worth customers that Mytheresa banks on.

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Senior Web Production Coordinator, Tapestry — London, United Kingdom

Digital Product Designer, Carhartt WIP — Berlin, Germany

Digital Site Content Senior Associate, Ralph Lauren — New York, United States

2. Did Mall Brands Just Win the Met Gala?

Dressing stars for the Met Gala hasn’t always been exclusively the domain of luxury powerhouses: Gap worked with designers including Alexander Wang and Rodarte on looks in 2010 and Aurora James, founder of the footwear label Brother Vellies, in 2021. H&M made its first appearance in 2015, dressing Sarah Jessica Parker, [...] while British high street retailer Topshop was the first to dress supermodels Kendall Jenner and Bella Hadid for the event. But the category’s presence was felt this year more than most.

The Met Gala — and the red carpet generally — holds major appeal for mass market players, especially as many set their sights on generating more brand desirability among consumers. Still, the gap between what’s on the Met steps and the products that sell is bigger for mass-market brands than it is for luxury, and labels run the risk of confusing consumers with a Met appearance. Case in point: many mentions of H&M’s looks on social media are centred on surprise that the brand is there at all, despite plenty of past appearances.

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Head of Special Collections & FIT Archive, Library, Fashion Institute of Technology — New York, United States

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3. Indie Brands Are Making This Fashion’s Biggest Olympics Ever

At the Olympics this year, special attention will be paid to fashion. The fact that the games will take place in Paris, a city renowned for its high fashion credentials, has inspired countries to be more thoughtful about dressing their athletes, observers say. [...] It has also encouraged athletic federations to delegate design responsibilities for specific sports to brands with niche expertise. For example, while Lululemon remains Team Canada’s overall kit partner, the federation decided to tap swimwear label Left On Friday to design its volleyball team apparel.

Several countries are taking a chance on an unconventional designer for the Olympics this year. Irish womenswear label and fabric producer LW Pearl created a formalwear collection for Team Ireland that includes custom embroidered jackets complete with shamrocks and the names of the county each athlete hails from, [...] while Dutch streetwear brand The New Originals designed a collection for The Netherlands’ breakdancing squad. Los Angeles-based sportswear label Actively Black was tapped by the Nigerian Olympic Committee to design its teams’ uniforms and all other apparel for the tournament.

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4. KidSuper’s Big Ambitions for His Funny Business

Days after Colm Dillane presented the Louis Vuitton’s Autumn/Winter 2023 menswear collection he guest designed for the brand, the founder of Brooklyn-based streetwear label KidSuper [...] put on a stand-up show, which doubled as KidSuper’s Autumn/Winter 2023 show, [called] “Funny Business” at the Casino de Paris. This month, Dillane took to the stage again, curating a “Funny Business: Fashion is a Joke” set for the “Netflix is a Joke Festival,” a week-long comedy event in Los Angeles. Comedians Joel Kim Booster, Trevor Wallace, Zainab Johnson, Mark Normand and Mark Gagnon took to the stage, naturally, wearing KidSuper head-to-toe.

KidSuper is self-funded (save his $150,000 LVMH Prize co-winnings) and Dillane is reluctant to give up equity. Instead he relies on collaborations — KidSuper has worked with Puma since 2020, Canada Goose on a capsule in 2024, Meta, The NBA, Stuart Weitzman and even bean bag and couch-maker Lovesac, toy company Superplastic and Starbucks in 2023 — to keep the bottom line growing while still being able to take creative risks.

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5. Case Study | How to Create Cultural Moments on Any Budget

Every brand dreams of achieving what Calvin Klein did with its [Jeremy Allen] White campaign: creating a genuine cultural moment. Most marketing captures consumer attention for a few fleeting seconds by hopping on a trend or jumping into an ongoing discussion. But the best campaigns aspire to more than that. Their goal is to not just draft off the cultural conversation but to drive it. When these moments are executed well, they create culture rather than just responding to it.

But creating a cultural moment is, by definition, not easy. [...] Simply casting a beloved celebrity or coming up with a clever concept for an ad isn’t enough. Brands need to find the partnership that strikes the balance between perfectly fitting yet remaining unexpected. That could mean using an unexpected face for a campaign, or deploying a familiar one in a surprising way that breaks through the sea of other celebrity-driven marketing. Or it could mean releasing a product collaboration with an under-the-radar television show that’s about to go big, or engaging with the right event.

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6. Haider Ackermann Is Canada Goose’s New Creative Director

This month, Canada Goose announced that Haider Ackermann is becoming the creative director of the luxury parka maker. It’s not a fashion collaboration, CEO Dani Reiss stresses. “We’ve done many of those over the years, but that time has come to an end and we’re moving into having one individual oversee the entire thing. I think that’s more authentic to who we are.”

The company was founded in 1957 as a supplier of winter workwear for the likes of policemen and park rangers, meaning there’s a wealth of utilitarian vintage waiting to be transfigured by a designer’s ingenious creativity. Ackermann says he’d like to bring a kind of beauty, a sense of elegance. And maybe some glamorous sportswear element? “No, no, no,” he counters. “I just want them to be desirable when you’re up Mount Everest.”

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Senior Graphic Textiles Designer, Smithe Studios — Los Angeles, United States

7. Jo Malone London Announce Tom Hardy as Ambassador

British actor Tom Hardy, known for his roles in The Dark Knight Rises and Mad Max: Fury Road, has signed his first beauty partnership, a two-year contract to be the face of Jo Malone London’s Cypress & Grapevine Cologne Intense, which retails at $160 for 50ml. While Jo Malone London has had general brand ambassadors before, [...] this is the first time that they will have an official face of a fragrance. This change in approach is part of a wider strategy to win over more male customers, said Jo Dancey, global general manager at Jo Malone London.

A winning men’s fragrance would be a real boon for Jo Malone London. The world’s best-selling scent, Dior Sauvage, is marketed to men, and Dancey said by its estimates, men make up anywhere between 30 to 50 percent of the fragrance market. Plus, she said, it’s a faster-growing category. That makes it an appealing space for Jo Malone London, which has a goal to double its own market share by 2027. Overall fragrance sales were flat in parent company’s Estée Lauder’s third-quarter earnings, but Jo Malone London’s net sales increased, with particular success in the US and Europe.

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Senior Beauty Designer (Popups & Activations), Burberry — London, United Kingdom

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8. Op-Ed | How Long Will the Luxury Myth Last?

In 2000, the world had 15 million millionaires; by 2022, that number had roughly quadrupled to 60 million. At the same time, appetite for luxury goods grew fast among middle-class aspirants and the industry met them halfway with new product categories like streetwear that added a novel element to the marketing machine at the heart of luxury’s business model. [...] The marketing was so effective that as brands produced ever-higher volumes of goods, they were able to sacrifice quality standards to help meet growing demand and pad profit margins, all while deploying price hikes that far outpaced inflation.

But it’s safe to say, the price hikes have not gone down well. They’ve succeeded in pushing aspirants further away. And though the rich have the means to keep shopping, nobody likes to be taken for a ride: on social media, critics now routinely discuss rising prices and reports of deteriorating quality and wonder aloud whether luxury brands are worth it.

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