Beauty

Boohoo had an evaluation of £4 billion in 2022, but two years later, it has seen a decline of value of OVER 90%. The clothes are still the same, the difference is that the story behind the brand has changed, and when a fashion brand’s story stops working, the brand goes down with it.

The brand perception story is a perfect example of the UK fashion market and what makes it unique. In this industry, perception means more than the actual product. Timing is more important than talent, and the distance between a cultural moment and a commercial collapse is just a few months. Within this industry there is also incredible talent, and there is a lot of history to it, from 19-year-olds on TikTok building seven figure brands with no stockist to Savile Row tailors still hand-cutting.

Brand Stories encompasses everything from the fast to slow fashion. Long-standing names figuring out how to connect to a new audience and new names figuring out how to create lasting legacies. What unifies every piece we publish is a single question: why does this brand exist, and does it deserve to?

UK fashion is cyclical and we have been watching long enough to see the cycle – brands that looked unassailable and collapsed, brands that were written off and returned stronger, brands that have been quietly and correctly doing the right things for decades and not chasing a trend. This accumulated knowledge informs the writing here. You will get the unvarnished truth, founder stories with the hard bits included, and pieces that treat you as someone who wants to understand the industry, not just the consumer.

From the blog