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Agenda-setting intelligence, analysis and advice for the global fashion community.

The Best of BoF 2025: Standing Out Amid Sameness

In 2025, fashion marketers worked with unexpected campaign stars, tested new forms of messaging and more in order capture consumer attention — with mixed results.
Gap's "Better in Denim" autumn 2025 campaign featuring girl group Katseye.
(Gap)

This year, fashion marketers did what they could to stand out in a landscape that’s been dominated by sameness.

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