Entrepreneurship

After a year that saw the investment coffers dry up in fashion and beauty, 2024 brings a renewed sense of hope — but only for brands that meet an exhaustive criteria.

Twojeys has driven multi-million-euro sales of its accessibly priced jewels to Spanish Gen-Z shoppers by pushing engaging, voyeuristic content to its online community. Now the brand aims to take its concept international with the opening of a London store.

When Russia invaded early last year, the Kyiv-based brand — known for its viral feathered party pyjamas — was forced into survival mode. Now, founders Asya Varetsa and Kate Zubarieva are ready to speed up growth and introduce a new Sleeper, starting with a fresh logo.

With several emerging designers unable to show their work at London Fashion Week due to financial constraints, the industry chatter was as much about the shows that weren’t as the shows that were, reports the Guardian.

BoF meets four designers from Raisefashion’s brand fellowship programme without formal fashion training, to learn the challenges they have faced in starting a brand and how the non-profit is supporting their venture.

Four designers from Raisefashion’s brand fellowship programme share how the non-profit has enabled the creatives to take their business from strength to strength, and better navigate on-going market challenges today.

Executive director and founding board member, Felita Harris discusses the non-profit’s brand fellowship programme — an 8-week masterclass for 8 BIPOC designers, conducted by experienced industry advisors and senior executives.

The brand, which harnessed the power of its bestselling Cookie bag and tastemaker customer base to become one of New York’s most promising emerging brands, wants to grow buzz at home and abroad.

Thanks to its sweet-spot pricing and strong brand identity, the cult Parisian label is proof that the original direct-to-consumer, cut-out-the-middleman business model still works. Now, it’s opening a US office and launching new categories like homeware and kids.

The designer explains how New York’s ballroom scene, growing up in a Dominican community and fans such as Dua Lipa helped him build a luxury brand accessible to everyone.

Rains founders Philip Lotko and Daniel Brix successfully turned rainwear into a €71 million business. Now, they have ambitions to take their 10-year-old label to the next level and spur sales to surpass the €200 million mark over the next four years.

As recession looms and retailers pull back, finding the balance between creativity and commerciality, growth and caution is existential for young brands.