Photo: Jakub Porzycki/NurPhoto via Getty Images
These are the stories making headlines in fashion on Friday.
A new age of TV advertising
Peacock‘s “shop the look” feature, Google Lens and similar AI-powered shopping models could be the next big step in television advertising. Interactive ads allow viewers to shop the items worn by actors and personalities as they’re on screen, integrating advertising into and the watching experience. The technology provides streaming platforms an opportunity to catch up to social media shopping features such as TikTok shop. {Business of Fashion/paywalled}
AI threatens the e-commerce modeling industry
Mango, Levi’s, Louis Vuitton and Nike have all partnered with AI modeling companies, which provide content at a faster, less expensive rate than human models and photographers, posing a threat to the $2.5 trillion modeling industry. Mango has also utilized AI technology to inspire and design collections, as it can create items that fit the brand’s aesthetic, according to its CEO Toni Ruiz. {Bloomberg/paywalled}
The fashion brands due for private equity deals
Several fashion brands have held the same private equity backing for longer than expected after the pandemic. On average, private equity firms don’t hold brands for more than five years, and experts predict that Tapestry Inc. and Capri Holdings are due to sell off big-name brands like Stuart Weitzman, Versace and Jimmy Choo, with even more sales and acquisitions to occur within the next year to 18 months. Brands likely to come up for sale include Reformation, Tory Burch, Zimmerman and 43 others that have had the same investors for more than five years. {WWD/paywalled}
How run clubs made marathons fashionable
Brands are dashing for marathon-related activations as the intersection of sports and fashion continues to garner attention. From marathon-themed releases to brand-sponsored run clubs, marathons are now a platform for lifestyle marketing. This year, the New York City Marathon will have its first-ever beauty partner, Maybelline. Business of Fashion‘s Daniel-Yaw Miller posits that the race is “almost the least important part” of marathon culture, as runners and onlookers seek both exclusivity and performance in sports-related products. {Business of Fashion/paywalled}
Source: Fashionista.com
