The Link-list 18 July

1. I've seen the story referred to as 'Burnberry': not a good look for the brand. The British fashion house physically destroyed finished products worth £28.6 million in 2018, according to its latest annual report - something that sadly distracts from the other great efforts the house is going to in terms of sustainability. 

2. “What we look for is a brand that has a digital lifestyle proposition that’s very distinctive and has a strong community aspect" - the secret formula, as stated by Felix Capital's Frederic Court.

3. Augmented reality is coming to Facebook — in the form of advertisements. I wonder if anyone will care?

4. StockX: the E-Commerce site aiming to tame the ‘chaos’ of today's luxury market. LOVE these guys and have been following the story for about a year now. The boom in sneakers is one of the most interesting cultural phenomenons in fashion maybe ever.

5. Instagram wants to better facilitate shopping through its platform - and it’s enlisting the expertise of modern brands like M.Gemi, AYR, Birchbox, and Madewell to help them get there.


The link-list 4 July

1. Work spaces matter! Loved this from Sharmadean Reid on why creating a conducive working environment is essential. 

2. I watched then rewatched to take notes this Highsnobiety episode of From the Ground Up, which so intelligently Explores the Past, Present, & Future of Women in Footwear. When considerately produced, cultural commentary is absolutely fascinating. 

3. The moves continue: with so many majority stake sales (Dries Van Noten, Missoni) and ownership buy-backs (Stella McCartney, Christopher Kane), what does it mean to be an independent fashion brand today? 

4. I found this little read interesting from Cyndi Ramirez, Founder of The Chill House + The Chill Times (NYC based). Maybe it really is that easy to grow a brand people will obsess over on social. 

5. 'Collisions' from Livity is really interesting. It is a newsletter of the most innovative collaborations between brands, artists, influencers and young people published every week - worth following if you're interested in where consumer engagement is headed. 


The Link-list 20 June

1. Earlier this month, the whole GFA team hired out a cute local cinema to watch all of the recorded footage of 2018's edition of Copenhagen Fashion Summit. Highlight for me was Stella McCartney's keynote - but I also really enjoyed this article from Dazed. With sustainability in mind, she says: "It’s one of the only punk rock things that’s really happening in the industry now; to actually stop and say ‘No, this isn’t acceptable, and we need to work together as a team, as a collective to make change’" Thinking about sustainability as punk is quite fun (thanks Vivienne Westwood).

2. On that note, why has Asos banned mohair, cashmere and silk?

3. I've been thinking a lot about what it is to report on cultural trends recently - and LOVED this piece from new favourite writer Judnick Mayard: Market Research: Off-White's "Black Tape Hip Belt Pouch"

4. Working freelance means hours at home, and it's interesting to see that as more people work in this way, a new fashion category (currently called "roomwear") bridges the gap between athleisure and ready-to-wear.

5. This month I took a trip to Florence for Pitti Imagine. It was basically just a really fun people-watching exercise (!), but I would agree that Milan seems to have turned into sportswear fashion week — it's time to move on and test new grounds.


The Link-list 6 June

1. To be honest, I don't really know much about who Mary Meeker is, but I like the key learning points via recode from her annual internet trends report. Fav point: "people are still increasing the amount of time they spend online. Out of the 5.9 hours per day U.S. adults spent on digital media, 3.3 of those hours were spent on mobile"

2. Speaking of trend reporting, read of the week for me comes from WGSN via Sarah Owen with 'Gen Me & Gen We'. Apparently 49% of Gen Zers want to start their own business - super inspiring. 

3. Whenever a fashion retailer or brand mentions that they're releasing something 'cutting edge', it often means that the feature (usually some kind of app or fitting room-based tech) won't immediately change the way we shop. Interested to see results of this from Monki x HoloMe: "Images of nine selected Monki outfits are enhanced with digital effects, allowing the viewer to monitor the garments in great details and experience the holograms as being present in the room".

4. Culture V data. I love this debate and dream to one day be able to find myself + my practice sitting somewhere happily in between. This piece is totally FOR culture: a refreshing perspective that I'm hearing in a quite a few places recently (which is nice after the incessant - and often quite ignorant - industry obsession with 'data'). Branded content is only on the up, people...

5. Do you think this company is really changing the future of fashion? Refer to this article from Vogue Australia for more motivation around sustainability. 


The Link-list 23 May

1. Love this read on Prada’s “wrong chic” influence via Prada Sport. Could the brand really be pushing relevancy again? Now is still the time what with logomania showing no signs of stopping. 

2. Luxury retailer Matchesfashion has reported a 44% increase in revenue, reaching £293m, for the year to 31 January 2018 “driven by international expansion”. Not bloody bad at all. 

3. Colourifix - just one of the 45 sustainability solutions providers I was lucky enough to work with directly at Copenhagen Fashion Summit last week. Write up from a brand direct via Filippa K.

4. Another article about how great Vans is

5. Adidas is planning to release 100k pairs of its 3D-printed midsole sneakers in the near future, and ramping up to millions after that. More mainstream 3D printing progress!