Hype is often misunderstood as fleeting or superficial, but it’s ultimately about getting consumers excited and offers brands a powerful means to cut through noise and capture attention. With shoppers tiring of viral marketing stunts, however, brands need a new playbook that can deliver sustained cultural momentum.

As the pipeline to scaling a fashion business grows more precarious, some designers are ditching the pursuit of global prestige in favour of a slower approach to growth they say is more sustainable — and more fulfilling.

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