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Received today — 6 May 2026 The Business of Fashion
Received yesterday — 5 May 2026 The Business of Fashion

Why Are So Many Beauty Brands Faking Scandals?

5 May 2026 at 12:00
In an engagement economy that rewards shock over scale, brands are causing drama in the hopes of capturing their audience’s attention. But it’s a risky strategy for an industry never too far from actual controversy.

© Colourpop, Dieux via Instagram

Brands are deploying spoof apologies and parody rebrands in an attempt to capture audience attention.

Case Study | The Strategy That Brought Adidas Back From the Brink

28 October 2024 at 05:30
Adidas has mounted one of the more remarkable turnarounds in recent memory after facing a crisis two years ago from the end of its Yeezy business. BoF spoke to chief executive Bjørn Gulden and other members of Adidas’ leadership to unpack how a series of bold decisions on products like its Samba sneaker, a move to refocus the brand on athletes and internal shifts brought Adidas back from the brink.

© Adidas

Introducing BoF's latest case study: The Strategy That Brought Adidas Back From the Brink
  • ✇The Business of Fashion
  • The Loudest Met Gala Yet Joan Kennedy
    A new gallery space, a record $42 million in funds raised and the return of Beyoncé contributed to the increased visibility of this year’s event. But much of the uptick in attention came from the backlash against sponsors Jeff and Lauren Sánchez Bezos.
     

The Loudest Met Gala Yet

5 May 2026 at 04:09
A new gallery space, a record $42 million in funds raised and the return of Beyoncé contributed to the increased visibility of this year’s event. But much of the uptick in attention came from the backlash against sponsors Jeff and Lauren Sánchez Bezos.

© Getty Images

Beyoncé attended her first Met Gala in 10 years, serving as co-chair of the evening.
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