Articles by Don-Alvin Adegeest
Don-Alvin Adegeest is a consultant and specialist in brand strategy, communication, and design with extensive experience in the fashion and luxury retail industries. Since 2003, he has collaborated with FashionUnited as a senior editor, contributing analysis, interviews, and in-depth reports focused on the international fashion business. His career includes leadership roles at companies such as Hugo Boss or LVMH giving him a deep understanding of the market and the sector’s value chain.
Trump targets ‘Made in America’ misuse
US president Donald Trump has signed an executive order aimed at cracking down on fraudulent “Made in America” claims, sharpening federal oversight of country-of-origin labelling at a time when domestic manufacturing has re-emerged as a political and commercial priority. According to a report by Reuters, the order directs the chairman of the...
Business|Opinion FeaturedMemberloading...
Calvin Klein’s Carolyn Bessette moment is an opportunity PVH didn’t take
When Carolyn Bessette-Kennedy appears on screen in the new television series Love Story: JFK Jr. & Carolyn Bessette, viewers see a fashion moment that once defined an era: slip dresses, camel coats, clean tailoring and an almost monastic restraint. It was the look of 1990s Calvin Klein, the label where Bessette worked as a publicist before...
Business|Opinion FeaturedMemberloading...
Haider Ackermann finds the sweet spot between seduction and restraint at Tom Ford
Everyone once in a while a runway show transcends the season, eclipsing expectations and injecting a genuine sense of excitement into the month-long fashion marathon. That moment came in Paris with Haider Ackermann’s presentation for Tom Ford Autumn Winter 2026. Paris Fashion Week is no stranger to spectacle - see Dior’s spectacular...
Fashion |Opinion Featuredloading...
Retail's revolving door: Why fashion can't hold on to its workers
Around 2.4 percent of UK workers change jobs in an average month, according to new analysis from Indeed. That figure might sound modest. But buried inside it is a fault line that runs straight through the fashion industry. In retail, 82 percent of workers who switch jobs leave the sector entirely. In hospitality and tourism, which overlaps...
BusinessFeaturedMemberloading...
Milan Fashion Week was an era of infinite opinions. Who is fashion really for?
As Milan Fashion Week drew to a close, one thing felt undeniable: everyone is now a fashion critic. Not just the front row. Not just the legacy editors. But analysts, Substack writers, TikTok commentators, luxury consultants, meme accounts and armchair aesthetes alike. The more interesting question is not whether opinions are polarised, they...
Fashion |Opinion Featuredloading...
H&M named one of the UK’s best employers, according to report
At a moment when the UK retail sector is still grappling with labour shortages, subdued growth and the long tail of Brexit, H&M, has been recognised as one of the country’s most attractive employers. The Swedish fashion group has been named to the Financial Times UK’s Best Employers 2026 list for the second consecutive year, a distinction that...
Retailloading...
Wuthering Heights rolls out global fashion-led marketing campaign
What appears at first glance to be another prestige literary adaptation has emerged as one of the most extensive fashion and lifestyle marketing campaigns attached to a film release, not seen since Barbie. Wuthering Heights has been supported by a global, multi-category rollout that positions the film less as a standalone cultural product and...
Fashion |marketing Featuredloading...
Longchamp opens first Scottish store as Edinburgh consolidates its luxury retail position
Longchamp has opened its first standalone store in Scotland, choosing Edinburgh’s Multrees Walk as the location for its latest UK expansion. Opening on 9 February, the boutique marks the French accessories brand’s first permanent retail presence outside London in the UK, reflecting a broader shift among luxury labels towards selective regional...
Retailloading...
When the moment is the message: fashion marketing at sports’ biggest stages
Arriving at the top of the escalator in Antwerp’s flagship Zara store, shoppers are met with a mannequin dressed head to toe in white. The look is instantly recognisable. Worn by Bad Bunny during his Super Bowl performance, it went viral within hours. Much of the post-game commentary focused on the estimated “media value” of the appearance, but...
Fashion loading...
Pieter Mulier’s arrival at Versace signals a reset for the Italian luxury house
Thursday’s announcement that Pieter Mulier will become chief creative officer of Versace confirms what fashion circles had been whispering for months. The Prada Group and Versace jointly confirmed the appointment, positioning the Belgian designer at the creative helm of one of fashion’s most iconic names as it enters a new chapter under Italian...
Fashion |Opinion Featuredloading...