athena studio

Who owns a fashion brand: the companies… or the consumers? And what is the role of #AI in fashion? Last week, Vogue Business' 2024 Executive Summit took place, featuring four executives from top brands who shared their insights, concerns and strategies. Two recurring themes stood out: 1️⃣ “Brands must listen and adjust, acknowledging that consumers own the brand." Richard Dickson, CEO of Gap Inc., initiated the summit and talked about the importance of authentic #storytelling to connect with consumers, moving beyond transactional approaches to foster genuine relationships. For Dickson, personalized, data-driven storytelling is essential to staying relevant in a constantly evolving market. 2️⃣ "AI is still a tool that is squeezed between humans. It cannot replace human initiative, but it certainly accelerates the creative process.” The second theme centered around the role of #AI. Stefano Rosso, Maison Margiela chairman and Marni CEO, sees AI and #technology as key to shaping fashion's future, with AI as a tool that supports, not replaces, human creativity. While it can streamline processes, he stresses that #creativity must remain human-driven, with the challenge being to balance innovation with authentic design. Anish Melwani, Chairman and CEO of LVMH North America, further discussed the future of #luxury and the need to evolve with shifting consumer desires while preserving #heritage. Philippa Nixon, at her turn, reflected on five years at the helm of ERDEM, highlighting the challenge of balancing creative vision with brand growth in a changing market. A big thank you to Vogue Business for organizing this inspiring event! #ExecutiveSummit #VogueBusiness #FashionInnovation #BusinessLeadership #FutureOfFashion #DigitalTransformation #ConsumerEngagement #AIinFashion #TechInnovation #LuxuryFuture #BrandGrowth #CreativeLeadership #ConsumerCentric #BrandStorytelling

“The era of desire is over, we’re in the era of experience,” aka Silvio Campara, Chief Executive Officer of Golden Goose. Or should we say, Chief Emotional Officer? 🧠 As per McKinsey & Company's and The Business of Fashion's State of Fashion report, published last week, fashion brands are heading into a tough 2025, with economic uncertainty, heightened price sensitivity, and shifting consumer preferences at the forefront. In these challenging times, brands must focus on brand positioning to capture shoppers' attention. A #consumer-centric approach is key, emphasizing value-driven messaging, improved in-store experiences, and differentiation through unique designs and customer engagement. In a recent Vogue Business interview, Silvio Campara revealed how #GoldenGoose is turning obstacles into success 🚀 The brand has overcome the tough market by focusing on #people and #experiences. For Campara, success isn’t just about selling products, it’s about making customers feel valued and creative. By letting shoppers #codesign their own sneakers, Golden Goose turns a purchase into a personal experience. Is Campara rebranding the “E” in CEO from #Emotional 🧠 to #Executive 👩🏻💼? He emphasizes that to really connect, brands need to step away from their designer desks and really get to know their audience. For him, real connections, real experiences, and putting people first are what matter most. 🔗 Full Vogue Business article in first comment #MemesOnFriday #VogueBusiness #McKinsey #StateOfFashion2025 #BusinessOfFashion #GoldenGoose #SilvioCampara #ChiefEmotionalOfficer #ConsumerExperience #BrandPositioning #PeopleFirst #CustomerEngagement #CreativeExpression #CulturalImpact #EmotionalConnections #wicked

“People can see through fakeness, authenticity is what connects and inspires.” 🌟💪 Citing model-and-influencer couple Nara Aziza and Lucky Smith during #BoFVoices final session last Thursday:“Live your Best Life”. Speakers shared their compelling stories of overcoming societal norms to reclaim their power and live their best life. Some voices of Session 5: - Giles Duley MBE of Legacy Of War Foundation, shared his journey of resilience after a life-changing injury in Afghanistan, highlighting the power of storytelling - Bethann Hardison discussed her lifelong fight against racism in modeling, continuing to advocate for inclusivity and justice at 82 - Utkarsh Saxena (Adalat AI) aims to transform justice systems in India, and spoke about his fight for marriage equality and lessons learned from setbacks - Nara Aziza and LUCKY BLUE SMITH LLC shared their journey of embracing authenticity on social media while navigating millions of followers and criticism See key takeaways from the presentation below and the 🔗 link to The Business of Fashion article on the first session in the first comment. And with that, it's a wrap - thank you #BoF for the incredible sessions of last week and congrats to the whole team for the great organisation! 👏 #LiveYourBestLife #Inclusion #SocialChange #Empowerment #HumanResilience #CulturalShifts #BreakingBarriers #FashionAdvocacy #AuthenticSelf #SocialMediaInfluence

“There needs to be a backend organization, not visible to clients, allowing creativity and energy to be translated into the real world.” 🎭🎨 Citing Jacopo Venturini, Valentino’s CEO, on the third day of #BoFVoices, session 4: “Global Culture and Creativity”. The session featured several exciting brands sharing their stories on how to build successful collaborations while fostering the brand’s culture and upholding the freedom for creativity. Here’s what grabbed our attention: - es devlin, of ES DEVLIN DESIGN LIMITED, and Ekow Eshun explored how their work addresses identity, otherness, and cultural separation - David Allemann (On) and Jens Grede (SKIMS) shared how product innovation and strategic celebrity collaborations helped their brands grow - Ruth Díaz Barrigón from Amazon #Fashion emphasized innovating online shopping experiences, using livestreams and AI to capture customers’ attention - Jacopo Venturini shared insights on his creative partnership with Alessandro Michele, highlighting the importance of freedom in creativity See key takeaways from the presentation below and the 🔗 link to The Business of Fashion article on the first session in the first comment! #GlobalCultureAndCreativity #FashionInnovation #AIandFashion #IdentityInArt #OnlineShoppingRevolution #CelebrityCollaborations #FreedomInCreativity 

“Sustainability and profitability aren't opposing forces, they must work hand in hand to create a resilient business”💡🤖 Citing Lawrence Lenihan of Resonance during #BoFVoices Session 3: “Technology and Innovation” This session brought together some of fashion’s most promising innovators and tech pioneers to tackle the question: “Can #AI be a force for #good?” The session’s line-up: - Julie Bornstein unveiled her startup Daydream, an AI-powered shopping chatbot aimed at personalizing search and reducing decision fatigue - Josephine Philips (SOJO) presented her tailoring service that helps brands reduce returns and increase loyalty by offering repairs and alterations - Stephanie Horton (Google) stressed AI’s role in #enhancing creativity and efficiency, not replacing the creative process - Lawrence Lenihan of #Resonance discussed how AI-driven on-demand manufacturing can reduce waste See key takeaways from the presentation below and the 🔗 link to The Business of Fashion article on the first session in the first comment! #TechnologyAndInnovatoin #AI #FashionTech #GenerativeAI #Sustainability #Innovation #TechForGood #OnDemandManufacturing #FutureOfFashion #AIinRetail

 “It’s not about having AI replace the designer, but rather, having it act as a design assistant” 🌟👗 Taking you back to last week... Citing Bohan Qiu during #BoFVoices Session 2: “The Fashion System”. On the second day, McKinsey & Company’s Gemma D'Auria kicked off by presenting the main highlights from the latest “State of Fashion” report. Other notable speakers included: - Ravi Thakran, founder and managing partner of Turmeric Capital, who stressed #India’s luxury market potential and the need for brands to adapt to local tastes - H&M CEO Daniel Ervér, who discussed plans to boost creativity and storytelling - Simon Porte Jacquemus, founder and creative director of JACQUEMUS, who shared how his playful branding drove strong sales growth last year A standout moment from this session was a panel hosted by Olya Kuryshchuk on independent fashion, featuring #Roksanda Ilincic, Bohan Qiu, and Brandon Wen. They addressed the challenges emerging designers face. See key takeaways from the presentation below and the 🔗 link to The Business of Fashion of Fashion article on the first session in the first comment! #TheFashionSystem #StateOfFashion #LuxuryMarket #Branding #Creativity #IndependentFashion #EmergingDesigners #CommunityBuilding #Adaptability #FashionInnovation #FashionGrowth

“The fashion industry is identified as the worst offender in greenwashing practices.” 🌿🔥 Citing Clover Hogan, on last week’s #BoFVoices: "The Wider World". Imran Amed, kicked off the event by stating: "I can’t remember a more critical or more urgent moment for the fashion industry", and several inspiring speakers took the stage to discuss some of the world’s most pressing challenges: - McKinsey & Company’s Sven Smit spoke about a destabilizing new era shaped by geopolitical and environmental forces - Nemonte Nenquimo, #Waorani leader, raised awareness on the importance of protecting Indigenous lands, highlighting her role in leading the Waorani people's legal fight against oil extraction in the Amazon - Jameel Jaffer and Daniel Levy engaged in an insightful discussion on the rise of authoritarianism and the threat to free speech. - Clover Hogan, founder of Force of Nature, urged radical change in fashion to address its climate impact, stressing the need for systemic shifts See key takeaways from her presentation below, and the 🔗 link to the The Business of Fashion article on the first session in the first comment! #TheWiderWorld #Sustainability #FashionIndustry #Geopolitics #FreeSpeech #ClimateAction #Biodiversity #FashionForChange #FutureOfFashion #SystemicChange #ClimateCrisis

What an amazing couple of days we had last week following this year’s #BoFVoices: the experience was incredibly inspiring, packed with valuable insights on #AI, #innovation, and #sustainability. Let us share some of our favorite highlights from the 5 sessions that were held: 🌍 In session 1, “The Wider World”, McKinsey & Company’s Sven Smit explored the challenges and opportunities of the new era we’re stepping into, with geopolitical and environmental factors reshaping the future. Clover Hogan also made a powerful case for the urgency of addressing the climate crisis. 🧑🎨 Next, in session 2, “The Fashion System”, Olya Kuryshchuk, founder of 1 GRANARY, hosted a panel that delved into how small designers are navigating challenges, building communities, and redefining success in a fashion industry dominated by big brands. Simon Porte Jacquemus shared how personal, relatable marketing is key to bridging creativity and accessibility. 🤖In session 3, “Technology and Innovation”, Google’s Stephanie Horton showed how #GenAI can enhance the creative process, while Lawrence Lenihan from Resonance explained how AI is revolutionizing manufacturing, improving efficiency and reducing waste. 🎭 Continuing with session 4, “Global Culture and Creativity”, Jacopo Venturini and Alessandro Michele discussed how trust is essential to nurturing creativity, and Ruth Díaz Barrigón from Amazon Fashion shared how AI is transforming online shopping and reshaping customer experiences. 💪 Lastly in session 5, “Live your Best Life”, Bethann Hardison’s talk on advocacy and resilience was truly inspiring, and Nara S. and Lucky Smith shared how being authentic helps build meaningful connections, even in the face of criticism. We are leaving BoF Voices 2024 feeling empowered to drive change in fashion and tech. Stay tuned as we will share some key takeaways from our favorite panels in the coming days! ✨ The Business of Fashion #McK #McKinsey #Google #Jacquemus #AmazonFashion #Sustainability #FashionTech #AIinFashion #BrandInnovation #PurposeDriven #GenerativeAI #Leadership #Advocacy #SustainableFashion #FashionInnovation #TechForGood #Resilience #Authenticity #CreativeLeadership #athenastudio

It’s that time of the year again… #BoFVoices was back, bringing together fashion leaders to explore the most pressing challenges facing the industry 🎤 #AI was a key topic across panels: from the transformative power of AI in creating photorealistic content and redefining live performances, to the use of #GenAI in solving fashion’s discovery challenges. Panels also explored how AI-driven real-time production can address the industry’s growing waste crisis, while thought-provoking conversations on cultural relevance in the algorithmic age highlighted how brands like SKIMS and On are innovating through product development, collabs, and consumer-focused strategies. Our key highlights: 🎭 Tom Graham shared how photorealistic AI is revolutionizing content creation, from de-aging actors (#Here) to live performances like Eminem at the VMAs 🚀 Jefferson Hack emphasized AI's transformative potential, likening it to past tech revolutions in music and film 🛍️ Julie Bornstein introduced Daydream, using AI-driven tools like image-based product matching and "style passports" to personalize online shopping 🌍 Lawrence Lenihan called out the waste crisis, with AI-powered, real-time manufacturing to align supply with demand and reduce overproduction 👟 David Allemann (#On) reflected on sportswear as the "new fashion," citing the synergy between sports & fashion and On’s collab with #RogerFederer 💫 Jens Grede shared how #KimKardashian's creative and product vision propelled #SKIMS to cultural relevance, with exciting collaborations like Skims x DOLCE&GABBANA. BoF Voices #2024 left us inspired by how innovation and AI is reshaping fashion’s future. Which of these trends do you see leading the way forward? 👇 The Business of Fashion #BOF #AmazonFashion #SKIMSxDG #fashion #fashiontech

Our favorite annual report came in this week… 🥁🥁 The latest State of Fashion by The Business of Fashion and McKinsey & Company highlights the shifts, opportunities and challenges for 2025. The industry is facing a year of significant uncertainty: with global growth slowing and economic instability lingering, fashion must adapt to stay ahead. Without further ado… the 10 trends for 2025: 🌏 Trade Reconfigured: Rising costs and evolving trade policies will push brands to diversify sourcing and nearshore to manage instability. 🚀 Asia’s New Growth Engines: As China’s growth slows, emerging markets like India and Japan will become pivotal to global strategies for fashion brands. 🤖 Discovery Reinvented: AI-tools will help overwhelmed shoppers navigate brand & product discovery with personalized, streamlined engagement. 👵 Silver Spenders: 50+ consumers represent a powerful, growing demographic, unlocking untapped opportunities for brands. 💸 Value Shift: With continued macroeconomic pressures, shoppers prioritize resale, off-price, and dupes, prompting brands to rethink pricing and offerings. 🛍️ The Human Side of Sales: Empowered store associates will play a crucial role in differentiating and reigniting demand for in-person shopping experiences. 🌐 Marketplaces Disrupted: Non-luxury e-commerce platforms face growing challenges, pushing them to redefine their roles in the evolving ecosystem. 🏋️ Sportswear Showdown: Challenger brands are reshaping the market, prompting established players to innovate and tell stronger brand stories. 📦 Inventory Excellence: Brands will need agile supply chains and tech-driven inventory management to tackle excess stock and stockout issues. 🌱 The Sustainability Collective: As challenges grow, the industry must act collectively to meet decarbonization goals and advance sustainable practices. According to #BoF and #McKinsey, success in 2025 will come from brands who stay agile in the face of short-term challenges while embracing a long-term mindset. At athena studio, we believe in a dual mission—profitability and long-term sustainability. Our approach helps fashion brands achieve both, fostering innovation and driving growth in a world where the playbook is being rewritten. 🔗 Report link in first comment! #StateofFashion #StateofFashion2025 #McK #Fashion2025 #FashionInnovation #SustainabilityInFashion #RetailTrends #AI #ConsumerTrends #McKinseyReport #GrowthOpportunities #AthenaStudio