Style is ever-evolving. It’s like a reflection of our culture, constantly shaped by everyday people and independent creators. This idea was central to a vibrant discussion at ADWEEK’s Brandweek 2025 in Atlanta. Marketing leaders from well-known style and beauty brands shared insights on current trends.
Take Béis, for example. The luggage brand is shifting its focus from superficial appeal to authenticity. Liz Money, their SVP of brand and creative, noted that their content has changed dramatically. “A few years ago, we were focused on aesthetics. Now, we’re showcasing our employees,” she said. This year, Béis launched a travel-ready product line featuring real staff members, highlighting a move toward “humanizing the brand.”
Gap, too, is evolving. The brand has made strategic moves to resonate more with its audience by collaborating with cultural icons. Their vibrant denim campaign with the girl group Katseye recently garnered 400 million views in just three days, showcasing a blend of nostalgia and current cultural moments. “We aimed to go viral, and we succeeded,” said Faby Torres, Gap’s global CMO, emphasizing the importance of community engagement.
Self-expression is at the heart of these changes. Brands face the challenge of connecting with diverse consumers, requiring empathy and adaptability. Sephora stands out in this regard. Anne Cambria, the company’s SVP of marketing, emphasized their commitment to equity in beauty. “Beauty is self-expression,” she said. Sephora has worked on initiatives like promoting youth mental health and partnering with women’s sports leagues to elevate diverse voices.
In short, as brands refocus on authenticity and diversity, the future of style is clearly about real people. Whether through campaigns featuring employees or collaborations that resonate deeply with cultural moments, the goal is to foster genuine connections with consumers.
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