Articles by Guest Contributor
Guest contributors write for FashionUnited on a voluntary basis to share their expertise and highlight topics that matter to fashion industry professionals.
Digital tools are reshaping the high street, not ending it
For years, the narrative has been simple. Digital retail is growing, high streets are declining, and physical fashion shops are slowly becoming irrelevant. But that story is too neat, and it misses what is actually happening on the ground. The high street is not disappearing. It is being reshaped. People still want to shop - just on their terms....
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Poet core and print clash: 4 SS26 secondhand trends to source
The fashion industry is evolving amidst a sustainable transformation, driven by new consumer expectations, regulatory pressure and cost rationalisation. In this context, secondhand fashion is establishing itself as a structural driver rather than a peripheral trend. To remain competitive, it can no longer simply be a “responsible” option; it...
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Retailers take note: modest fashion is here to stay
Modest fashion is gaining increasing recognition within the international fashion industry. What was a neglected niche for years is now a serious and rapidly growing market within the international fashion industry. Modest fashion has become a segment that retailers, department stores, and fashion houses can no longer ignore. About the author:...
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Designing on trend: What Deity Shoes tells fashion law in 2026
Fashion never moves in a straight line. It loops. Trends resurface, silhouettes return and “new” designs often feel suspiciously familiar. Shoes, bags and garments evolve through seasons, references and visual languages. In an industry built on remixing, the line between inspiration and infringement is rarely obvious. So, when designs start to...
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Cultural shifts shaping Fall Winter 26/27 footwear
As we look toward Fall Winter 2026/27, in response to evolving consumer needs and broader cultural movements, four distinct footwear shifts emerge. These directions blend intentional design with emotional resonance, offering footwear that honors both mindful practices and heritage traditions while addressing new forms of individual expression....
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Burberry is turning Britishness into a global language: The story behind how a clear brand strategy is powering its 2026 turnaround
2025 has been Burberry’s year. Not just anecdotally, but culturally. The brand returned to the Lyst Index of hottest brands in Q2 2025 at position 17, before climbing to 13 in Q3, placing it back among the world’s most relevant fashion brands based on search, sales, and social engagement. This shift did not happen by chance. 2025 has been the...
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Fifteen years on, Addis Ababa sharpens its focus and looks inward
Hub of Africa Fashion Week (HAFW) has never been about spectacle. Founded by Mahlet Teklemariam, it is an intimate, boutique platform built on care, conversation, and genuine human connection. Today, it stands as the third-largest fashion platform on the African continent, yet its strength has never come from scale alone. Its power lies in...
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Becoming entertainment: the future of fashion retail branding
We live in a time of overwhelming brand messaging, where even individuals carefully curate their own brands, and traditional communication finds it hard to cut through. This noise has awakened an exciting shift: brands are moving away from traditional advertising and embracing a new brand-entertainment hybrid that is delivering clear stand out....
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Why high street fashion must stop competing on convenience and start creating meaning
Luxury fashion brands have long understood that shopping is more than a transaction. They excel at blending global prestige with local nuance, creating bespoke environments that reflect local values and aesthetics. These stores feel rooted in place, with a distinctiveness of place that makes them desirable. Written by Luke Bell, strategy...
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AI agents will be our shopping guides by 2026, and Gen Z is already there
Picture this: you want a pair of Balenciaga black boots. You open Google and type “Balenciaga boots black”, and begin the routine: endless results, tabs, filters, sizes, prices… scroll, compare, doubt, repeat. This is what shopping experience has become: product choice explodes, while consumer attention collapses. Searches feel time-consuming,...
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