In 2025, fashion marketers faced a crowded landscape dominated by sameness, pushing them to innovate with unexpected campaign stars, new messaging forms, and bold strategies to capture consumer attention—with mixed results.
The Battle for Attention: Controversy vs. Classic Themes
Sometimes standing out meant courting controversy. American Eagle and E.l.f. sparked debates on social media; E.l.f. for casting comedian Matt Rife in an ad, and American Eagle for its “good jeans” spot starring Sydney Sweeney. But getting into the conversation proved that controversy could sometimes be worthwhile in today’s attention economy.
Others, like Moncler and Burberry, played it safer, leaning into more classic themes like joy, friendship and family. Those efforts were positively received, proving that it’s possible to make a splash without being provocative. The humanity of these campaigns also stood out at a time when brands are experimenting with AI in their marketing—from H&M’s use of digital twin models to Fiorucci and Valentino’s AI-modified campaigns—causing consumers to crave a human creative touch as AI becomes an inevitable part of marketing workflows.
Pushing the Envelope with Campaign Stars and Collaborations
Brands also tried to push the envelope when it came to their campaign stars and collaboration partners. Hotel team-ups emerged as a go-to strategy, as companies hoped to capitalise on the cachet of buzzy travel destinations. Brands cast a wider net for ambassadors than ever before, embracing everyone from OnlyFans creators to prestige TV actors to K-pop sensations to Real Housewives.
In influencer marketing, the arms race between monetisation platforms ShopMy and LTK heated up, with ShopMy, which raised funding at a $1.5 billion valuation focused on positioning itself as a retail destination, while LTK expanded its content offerings.
Influencers also found other ways to make a splash—and a paycheck—from collaborating on limited-edition collections to self-funding their own brands. With more options for making money, the relationship between creators and brands, too, continued to evolve, as they prioritise building audience trust above all else, in the name of career longevity.
No matter the strategy, it was all part of brands’ uphill climb to court consumers at a time when prices are rising, social platforms’ futures were in jeopardy (remember the TikTok ban that wasn’t?) and younger consumers are viewed as potential customers.
Top Stories from BoF 2025
1. How AI Is Already Changing Marketing
With an array of new AI tools on hand, fashion marketers need to balance automating rote tasks and maintaining their creative vision to ensure brand integrity.
2. Case Study | The New Playbook for Fashion PR
Fashion’s old PR playbook is in need of a refresh as evolving platforms like Substack, affiliate networks and AI search reshape the marketing landscape. With new paths to brand visibility and credibility, PR teams must reconsider their strategies.
3. How to Acquire Customers with Instagram Ads in 2025
As paid marketing on Meta gets cheaper and easier to target customers, brands are getting more strategic about the content that attracts consumers at different points in their shopping journey.
4. The Dark Side of ‘Always On’ Marketing
Endless collaborations and celebrity tie-ups have come at a cost, making luxury brands feel more overexposed and interchangeable. Does the industry need to recalibrate its marketing machine?
5. Why Fashion and Television Are Cosier Than Ever
Fashion’s budding love affair with TV was on full display at this year’s Emmy Awards, where brands large and small dressed the industry’s next crop of likely ambassadors.
6. How Brands Are Tapping the College Content Machine
Brands are creating on-campus experiences, from concerts to tailgate events, to drive sales and loyalty—and take advantage of college influencers’ growing power among Gen Z.
7. The Secret to Influencer Longevity
In an industry that’s constantly churning out a hot new follow, it’s a rare creator who can build a lasting career. Several who did tell BoF that consistency and authenticity was key—even as they hopped platforms and radically changed their content.
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