Reading view

How to Sell Aspiration in 2026

From Nike’s controversial Boston Marathon ad to the Met Gala, brands are grappling with how to sell aspiration without alienating people in a politically charged US market. ‘Exclusivity shouldn’t be about shutting people out, but calling the right people in.’

© Hussain Al-Zubaidi via Instagram

Nike removed a sign meant to motivate runners on the punishing Boston Marathon path.
  •  

What Makes a Beauty Experience Last Forever?

In an age of content oversaturation, brands are spending more to make their events and environments stand out — even if these moments are more fleeting than ever.

© Glossier

A recent dinner hosted by Into the Gloss was both a perfume-themed dinner party and a stealth activation for Glossier's new fragrance, You Soie.
  •  

OPEC+ Set to Agree Third Oil Output Quota Hike Since Hormuz Closure

OPEC+ is set to agree on Sunday to a modest oil output hike, but the increase will remain largely on paper as long as the US-Iran war continues to disrupt Gulf oil supplies, sources told Reuters.

© Shutterstock

The Iran war, which began on Feb. 28, and the resulting closure of Hormuz ‌have throttled exports from OPEC+ members Saudi ​Arabia, Iraq and Kuwait, as well as from the UAE.
  •  

At the Met Gala, It’s All Eyes on the Bezoses

Beyoncé may be returning to the event after a 10-year hiatus, but this year’s most talked-about guests are honorary chairs Jeff Bezos and Lauren Sánchez Bezos, whose involvement has already stirred controversy.

© Getty Images

Beyoncé will serve as co-chair at the 2026 Met Gala, marking her first appearance at the fundraiser in a decade.
  •  

Building Connection Through Luxury’s Sensory Evolution

Luxury fragrance house Amouage, together with The Business of Fashion, convened leading creatives for an evening of open dialogue on the evolution of the luxury industry — from visual symbol to deeper emotional connection.

© Darren Gerrish

Imran Amed, founder and editor-in-chief at The Business of Fashion, with Renaud Salmon, chief creative officer at Amouage; model Adot Gak with designer Harris Reed; and designers Bianca Saunders and Saul Nash.
  •  

The BoF Podcast | Inside Dries Van Noten’s Venice Manifesto

After stepping back from his namesake brand, Dries Van Noten has opened a foundation in a Venetian palazzo dedicated to craft, beauty, and the things made by hand and soul. BoF's Tim Blanks speaks with the designer about why, in ugly times, making something beautiful is the only real form of protest.

© Fe Pinheiro

Dries Van Noten
  •  
❌