Business of fashion

Let them wear Hermès



wear your Hermes scarf as a coronavirus mask

The mask or no mask debate rages on.

The global consensus now seems to be that masks are a good idea to avoid passing on C-19 droplets should one be an asymptomatic spreader. But while the UK is still suffering a shortage of adequate PPA for its health workers and there’s no official word in favour of masks*, we’re kind of left to our own devices.

An interesting development has emerged from the fashion ranks. (more…)



Should we stop shopping?



Tiina the Store

Both the New York Times and the FT have written stories unpicking the quandary of whether we should be shopping online while there’s a contagious health pandemic going on.

I’ve been wrestling with the same dilemma. (more…)



Workwear and the new normal



The Flair Index Birkenstocks

Who is winning the WFH wardrobe wars so far? According to my Insta feed, it looks like Birkenstocks are in the lead. No surprise there as they straddle wellness wear and fashion rather nicely.

For Instagram’s minimalist set, the default uniform is Birkenstocks*, socks, (cashmere) joggers and an elevated knit or sweat. M Magazine’s Suzanne Koller (below 1) has been proudly sporting her Raey cashmere PJs and Birkenstocks combo on Insta, while Brittany Bathgate (below 2) is no stranger to a sweats and Birks uniform. (more…)



For the new caring consumer: Hiki and Arfa



Hiki body care sweat set

Pity any new brand launching right now.

I just received a box of Beauty Pie samples (there are new additions* to the Japanfusion line), extolling its new pop-up at Harvey Nichols, which obviously won’t be experienced now for a while.

But worse is Arfa, a US-based direct-to-consumer holding company, whose first brand is Hiki, a bold bodycare line for ‘everyday sweat needs’ (read: deodorant).

Three things of interest here. Acknowledging the mood of the moment, Hiki decided to give its products for free to hospital and medical workers (they just have to pay for part of the shipping), and to everyone else in exchange for a compassionate message on social to reinforce its brand value of ‘kindness’. It’s a way to make the best of a bad situation and bake that situation into its narrative of body care. (more…)