Elles by Fuhirah — The Essence of Feminine Mystery
There are fragrances that accessorize, and there are fragrances that define. Elles by Fuhirah Parfums, housed in a bold burgundy bottle, is unapologetically the latter. Conceived over the course of a year, this refined scent captures the complexity of modern femininity: bold yet graceful, intimate yet unforgettable.
At its opening, Elles greets you with a delicate yet intriguing freshness — melon, almond, and a touch of mandarin. It’s a beginning that feels luminous and contemporary, a whisper of charm that quickly deepens into something more profound. At its heart lies a bouquet of jasmine, peony, and rose, the timeless flowers of elegance, reinterpreted here with a modern touch. Finally, the fragrance settles into a base of vanilla and musk — soft, sensual, and enduring, a lingering memory designed to stay with you long after you leave the room.
But what makes Elles extraordinary isn’t just its composition; it’s the intention behind it. Fuhirah spent more than a year balancing richness with softness, crafting a scent that would embody “evening elegance” across all seasons. As the brand explains, the vision was simple yet powerful: “We imagined a woman walking into a room and leaving a trail of mystery behind — and that’s what Elles delivers.”
This philosophy echoes Fuhirah’s core belief that fragrance is not just an accessory but part of identity — a silent reflection of presence and confidence. While many luxury houses chase exclusivity, Fuhirah insists on accessibility without compromising on quality, ensuring their perfumes can become an everyday signature rather than a rare indulgence.
With Elles, Fuhirah Parfums reaffirms its place as a house of distinction: daring enough to blend the unexpected, meticulous enough to polish every detail, and visionary enough to create fragrances that transcend trends. Elles is not simply a new perfume — it is a statement of femininity, mystery, and modern elegance.
Elles by Fuhirah.
For the woman who doesn’t just enter a room — she defines it.
Chloé’s Winter Campaign Revives the Free-Spirited Glamour of the ’70s
Chloé’s Winter 2025 campaign embraces the free-spirited hedonism of the 1970s, capturing a sense of cinematic escapism and timeless elegance. American model Grace Hartzel stars in the campaign, photographed by David Sims at a Belle Époque villa in the south of France, evoking both glamour and the relaxed charm of off-season Riviera life.
Courtesy of Chloé
The campaign, directed creatively by Kamali and styled by Élodie David Touboul, explores a delicate tension between sensuality and restraint, presence and escape. Sims also oversaw the cinematic direction, emphasizing movement, natural light, and the effortless interplay between the architecture of the villa and Hartzel’s dynamic energy. “Grace brought her own rebellious charisma, sensuality, and free-spirited energy to the campaign, making every image uniquely hers,” said Kamali.
Courtesy of Chloé
The Winter 2025 collection, launching September 4 in Chloé boutiques and online at Chloe.com, blends bohemian romanticism with contemporary structure. Key pieces include voluminous yet structured blouses, subtly Victorian-inspired jackets, padded statement coats with tubular fur details, sunk Henley knits, and long, narrow chiffon skirts. The palette and textures convey both elegance and ease, reflecting the Maison’s dedication to timeless yet modern dressing.
Courtesy of Chloé
Through this campaign, Chloé extends a sense of sunny optimism beyond the traditional summer season, highlighting freedom, luxury, and the effortless glamour of early 1970s Riviera style, while reaffirming the brand’s signature blend of femininity, sophistication, and understated rebellion.
The Normalisation Of Overconsumption In The Fast Fashion Market
On the 10th of June the French Senate passed a law whose aim is to contain the environmental consequences caused by fast fashion. Its main target are the Chinese e-commerce giants known as Shein and Temu, both of which despite their controversy keep on being popular among the buyers. In a handful the new bill introduces an eco-score system in order to evaluate the brands’ environmental impacts and tax them accordingly. But one of the most interesting aspects of this law is the limitation imposed on influencers, which seem like a new approach to solve this problem: content creators are now not allowed to promote online ultra-fast-fashion brands otherwise they will be subjected to a proper sanction. This not only affects the kind of videos influencers will publish-as we probably won’t see as many hauls as before-but it changes the rules of affiliate marketing as well. Granting that this bill will shift the past balance, the aim of this article is to analyse how the promotion of these brands through media has led to the current consumerism problem. Following an analysis on the different types of fast fashion the psychological well being practitioner Tia Benstead has answered some questions on the influence big hauls have on us, the concept of shopping as a copying mechanism and how the French ban could help the current situation on social media.
Overconsumption in Fashion Industry. fast fashion.
The differences between regular and ultra fast fashion
Before diving deeper into the topic it’s important to differentiate the two definition. Based on the French bill the eco-tax will be applied to all the brands that fall under the definition of “fast fashion” whereas the limits imposed on online promotion regard just the ones considered ultra.
While they can both be described as inexpensive clothing produced rapidly by mass-markets retailers in response to the latest trends, the ultra fast fashion chain of production works much faster, producing new pieces daily. More recently spread, the latter is available exclusively online and its supply chain-and materials- are cared to be kept a secret to the public.
“The Glamorous Side of Shopping” Versace Spring-Summer 2021 Campaign: La Medusa
The contrasting growth of clothing expenses in the last years
An interesting phenomenon related to the amount of money spent on clothing has been observed in recent years. Despite the lowering of products’ prices between 1996 and 2018 families expenses that regard clothes have grown. Low prices, characteristic of fast fashion, have become an incentive for buyersm. But simultaneously clothes’ usage has shortened to roughly seven wears, creating a cycle in which people buy the cheap clothes-made of cheap materials-the materials get ruined, clothes are thrown away and different versions are acquired from the same site/store. Both sites and stores not only granted the possibility to acquire the same product but also became more and more able to keep up with trends.
Companies such as Zara, that really took off in the 90s when imitating trends such as “boho-chic” started generating profits, are able to produce hundreds of new designs per week. But younger competitors, like Shein, raised the number of designs up to thousands per day. Alongside the choices among the products what has upgraded is also the strategy used to promote the clothes, on and off the app. Resuming the report “The state of fashion 2025: challenges at every turn” -published by McKinsey&Company-there are two factor to consider right now: people are returning in in-physical stores and are subjected to a diverse platform experience when shopping online. We have already seen the latter with the reward programs heavily present in Shein and Temu and the high usage of “TikTok shop”, easily accessible at any moment while being on the app. The concept of having an in-app store specifically (when it comes to TikTok) is a strong contributor to the chain reaction which starts when we see a product -not needed in the first place- and we search for the faster mean to acquire it. This mechanism can not only be damaging to people’s financial situation but it can interfere negatively on the consumption problem we are living right now.
Understanding the psychology behind overconsumption – with Tia Benstead
More evident in some instances than others the marketing schemes aimed to attract buyers and create trends have aff ected us all. Think about the recent boom with “Labubus”, the puppets that have engaged millions of people despite not having an actual function. When something like this happens what we testify is the exponential growth of a very specifi c trend that usually tends to go out of style as fast as it became popular. This then leads the buyers to leave that trend behind and following the next. In order to not fall into this cycle understanding the insights behind these behaviours can be of help to the consumer in making more mindful choices.
To achieve a better comprehension of how these mechanisms works on us Tia Benstead, a psychological well-being practitioner, has answered a couple of questions. Graduated in 2020 at Aston university, she achieved a first-class honour degree in psychology and completed Post Graduate diploma at De Montfort. As of now Benstead is working on her business “Thinkbrighttherapy” with the aim of guiding individuals towards mental wellbeing and self growth.
The first topic to cover is comprehending how seeing big hauls and new trends affect us and why do we feel like we lack something we didn’t need before.
Influencers Influence Fast Fashion
“A lot of us fall into the trap of feeling that sudden ‘want’ when watching a haul. Usually this response is rooted in social comparison and the brains dopamine system” says Benstead.
“We often evaluate our worth based on others particularly in area like appearance, lifestyle and possessions. This is likened to the social comparison theory”.
Especially when it comes to social media what we base our deductions on are the fast viewings we have on others’ lives. Therefore when watching a 15 seconds video on TikTok our minds are lead to think that we might miss on something if we are not in possession of the specific item shown. And this feeling is highly amplified when it comes to trends, as they appear in multiple 15 seconds videos. “TikTok videos have mastered using basic advertisement and marketing strategies such as “limited stock” and “must haves” to create a persuasive urgency. We have all experienced FOMO (the fear of missing out) right? This cognitive bias is refereed to as loss aversion”.
But the marketing strategies that lead people to overconsumption are not limited to social media. For instance the idea of shopping as a copying mechanism has been portrayed both on social media and in movies. Films specifically have the ability to make us resonate with the main characters, therefore understanding and imitating their behaviours. And while shopping can be a satisfying mean, impulsive buys that are soon thrown out are not a sustainable long term solution.
“Films like Confessions of a Shopaholic glamorise the use of shopping as a form of emotional relief. Shopping activates the mesolimbic dopamine pathway, which is also activated by experiences associated with pleasure (e.g. eating or sex). When we’re stressed, bored, or feeling low, we often gravitate toward behaviours that offer immediate mood elevation and shopping is one such behaviour” breaks down Benstead when asked if shopping as a copying mechanism is learned through social media or is already rooted in our brains. “What media and influencer culture do is reinforce this behaviour by showing us that it’s normal and desirable to shop when you’re upset, bored, or celebrating. This normalisation can create what we call vicarious reinforcement; we see someone else gain social or emotional reward from shopping, and we’re more likely to imitate it”
This insight on how the influencers culture can reinforce this behaviour leads us to our next point:Can France’s influencer ban reduce overconsumption?
“Changing the social narrative around consumption is key. If influencers no longer glamorise excess, it could disrupt the phenomena that viewers interpret frequent purchasing as normal or desirable. Also, by removing the promotional rewards, we also weaken the financial motivation. So yes, this could lead to reduction in impulsive and excessive purchases, especially among younger viewers who are heavily influenced by digital culture and are the main consumers of social media apps such as TikTok”
If a lot of talks have started with the French Ban, the problems raised by fast fashion have not been a secret for a while now. In a delicate situation in which most of its products have a negative impact on the environment, in order to solve the problem at its roots being aware of the specific marketing strategies used can lead us to make more conscious decisions when it comes to buying clothes and therefore avoiding the so common buy-throw cycle.
From TikTok to Trendsetter: Addison Rae Designs Her Own Lucky Brand Jeans
Courtesy of Lucky Brand
Longtime fan of Lucky Brand, singer and TikTok sensation Addison Rae is stepping into the role of creative director for her first-ever fashion collaboration with the heritage denim label. The project resulted in the Addison Ultra Low Rise Flare, a fresh reinterpretation of Lucky Brand’s early-2000s low-rise silhouette, updated with Rae’s own signature touch.
The new design features collectible details such as a custom back patch, a special hangtag, and the brand’s iconic “Lucky You” message. What began organically —when the brand noticed Rae wearing vintage Lucky jeans during performances and around Los Angeles— quickly evolved into a creative dialogue that culminated in this contemporary revival.
Courtesy of Lucky Brand
Rae not only designed the piece but also fronts the campaign, which was shot at the historic Million Dollar Theatre in downtown Los Angeles by director Mitch Ryan. As part of a bold guerrilla marketing move, Lucky Brand placed billboards in New York and Los Angeles displaying Rae’s real phone number, encouraging fans to connect directly with her. In addition, in-store shoppers will receive limited-edition cards granting access to a curated playlist personally approved by Rae.
“Being part of this project from beginning to end —from concept development to styling and final edits— was such an empowering experience,” Rae shared. “Having creative input in everything, from the product to the campaign, gave me the freedom to express a new side of my artistry. I hope this collaboration inspires other women to feel confident in embracing their individuality.”
With the launch of the Addison Ultra Low Rise Flare, Lucky Brand revives the nostalgic spirit of the Y2K era while reintroducing it to a new generation of women seeking authenticity, self-expression, and confidence through fashion.
Alex Consani Brings Victorian Gothic to Life in McQueen’s Fall 2025
Alexander McQueen unveils its Fall 2025 campaign, a striking fusion of dark romanticism and modern minimalism shaped by creative director Seán McGirr. Once again, McGirr teams up with stylist Sarah Richardson, whose long-standing collaboration with the house ensures its poetic visual language remains intact.
COURTESY MCQUEENCOURTESY MCQUEEN
Fronting the campaign is Alex Consani, joined by Athiec Geng, Chu Wong, and Libby Taverner. Against stark gray backdrops, the models embody a world steeped in 19th-century influence, echoing the spirit of cultural icons such as Oscar Wilde, British performer Vesta Tilley, and American painter Romaine Brooks.
COURTESY MCQUEEN
The imagery is deliberately pared down, yet visually powerful: lace dresses in black and white, sharply pointed boots, and windswept hair that feels as though lifted from a Brontë novel in the middle of a storm. Without the need for theatrical sets, the models’ presence and imagination carry the narrative, reinforcing McQueen’s ability to create drama through restraint.
COURTESY MCQUEEN
The collection itself explores the tension between tradition and transgression, a core pillar of McQueen’s identity. Tailoring of architectural precision is contrasted with the fluid lightness of silk georgette, underscoring the house’s mastery of dualities.
For McGirr, the season draws inspiration from the radical self-expression of 19th-century independent thinkers, whose progressive spirit still resonates today—particularly in conversations around identity, gender, and idealism. With this campaign, McQueen once again affirms its role as a brand that merges heritage with innovation, crafting a contemporary vision of Victorian Gothic that feels both timeless and forward-looking.
Michael Kors Embraces Everyday Opulence in Fall 2025 Collection Campaign Starring Angelina Kendall
Michael Kors has unveiled his Fall 2025 Collection campaign, featuring model Angelina Kendall as the face of the season. Captured through the cinematic lens of the acclaimed Dutch duo Inez van Lamsweerde and Vinoodh Matadin, and styled by Carlos Nazario, the visuals bring to life Kors’ vision of modern glamour with a practical edge.
Courtesy of Michael Kors
The campaign was shot inside the historic Chelsea Terminal Warehouse in New York, the same venue where the collection made its runway debut earlier this year in front of a star-studded audience that included Uma Thurman, Kerry Washington, Rose Byrne, and Nicole Scherzinger. The location’s architectural lines and dramatic lighting echo the designer’s intention to highlight sculptural silhouettes, depth, and contrast, with imagery inspired by classic black-and-white cinema softened by warm undertones.
“Timeless yet modern, warm but architectural, sensual yet practical—that balance was key for me this season,” explained Michael Kors. “This collection is about luxury that feels lived-in, about pieces that women can wear today, tomorrow, and for years to come.”
Courtesy of Michael Kors
Among the standout looks are softly tailored menswear-inspired coats, paired with pleated skirts and trousers; draped silk blouses and fluid dresses; and relaxed outerwear layered over polished daywear. The color palette ranges from urban grays and sharp black-and-white to rich autumnal tones of caramel, chocolate, bottle green, and aubergine, alongside dusty shades of iris and celadon. Accessories play a starring role as well: oversized clutches, sleek bowling bags, and shearling-trimmed hats amplify the effortless sophistication of the collection.
Launching this Friday, the campaign will roll out across social media channels throughout the month, with select print placements to follow. With Angelina Kendall at its center, Michael Kors cements the idea that true luxury today lies not only in opulence, but in versatility and longevity—a chic yet wearable wardrobe designed to transcend seasons.
What we call “fear of being seen” it’s a real thing and it expands in many areas of our lives. While i am not talking about the specific medical condition, the fear i am referring to is the “social media extract” discussed by a lot of self help gurus. Specifically the fear of being seen trying, failing or being judged by other people.
One of its most common examples i have observed is related to social media. Especially when people approach the posting part wondering what to share: “Is it too much?” “does this story looks good?” “Is it ok if i post?”.
I have been doing it (content creation) for a little more than a year now and i was not untouched by this fear. The only way to start for me was by blocking everyone i knew so that they wouldn’t have had access to what i was posting. By doing that i would have avoided the judgment part.
But there were other ways in which this fear was still showing up: having lunch alone for example. This thought in my head kept telling me it was not normal, that people would have think i was loser with no friends. Very dramatic.
The point is that this fear shows up in more people than you would think and covers any kind of area of their lives.
Since we discuss fashion here an example that really stuck with me was a conversation i had some months ago. I do not come from a big town and with a friend the topic on “how to dress” came up when we were having a coffee. I remember her saying that considering where she lived wearing whatever she wanted would have led judging looks because people would have not understood. Therefore she hesitated to do so or didn’t do it in the first place. Personally two years ago, if you had had this discourse with me i would have answered in the very same way, maybe even with a more pessimistic view on the possible judging looks.
But a lot has changed in the last two years. While approaching a personal growth journey I realised how many of my life’s aspects were ruled by “what i thought other people would think”. Not even what they actually thought. What i thought they thought.
And for the first time i felt so limited in a box that i, myself, created for myself.
For instance if i wanted to wear something extra to go to the market, i did that. I am sure that other people may have judged, but the only ones that told me something about it had nothing to say but a compliment. For the past years i have had this desire of posting on social media – i figured that if i had to spend time on them at least i would have gotten something out of them – so i moved in small steps: i started with one platform where i blocked all of the people i knew, i then unblocked them and then i moved on another platform where i knew that the people in my life would have seen what i did.
All of this happened in 6 months not in a week. So when you fight this fear, don’t make things harder for your self and do it at your own peace, not someone else’s.
But the reason i decided to discuss “the fear of being seen” is because some days ago i came across a post of Steven Bartlett celebrating the fact that he was part of the Time 100 creators of 2025. Underneath the post he had written about how many potential people are wasting because they are too scared of what other acquaintances may think. He labelled this fear as tragic and I wouldn’t be able to find a better word.
Steven Bartlett Is on the 2025 TIME100 Creators List / William Perez—FlightStory
Too many times people give up on their dreams just because they would have to do something different. Something described as embarrassing. We grow up thinking that being seen trying and failing is embarrassing, when in reality we are just building a life we fully enjoy. If we normalize being that conditioned on the small things, we will end up creating a reality based off what supposedly other people would not be able to judge negatively. Therefore a life made of alleged opinions of others. When you think it that way, not wearing the outfit because it’s “too extra” does not sound as appealing as it did before.
As someone who was in that place there is no other word but tragic to describe how it feels to hear someone say “i wished i could but i do not have the courage”. Especially because when you actually do it, you realize people don’t care that much.
Kendall Jenner Redefines Wellness Luxury in Alo’s Fall 2025 Campaign
For its Fall 2025 season, Los Angeles–based lifestyle brand Alo returns with a striking new campaign fronted by Kendall Jenner—this time with the model taking an active role behind the scenes as well. Set against the breathtaking backdrop of the ultra-exclusive Amangiri resort in Utah, the imagery captures Jenner in moments of stillness and strength, from horseback rides through the desert to meditative pauses under the vast, open sky.
Courtesy of AloCourtesy of Alo
Alo’s latest narrative reframes luxury as a state of well-being—rooted in freedom, space, and comfort—rather than material excess. This message comes to life through the Core Collection, a curated capsule of ten elevated essentials personally selected by Jenner. The pieces, all in line with her signature minimalist aesthetic, embody versatility and effortless sophistication, whether worn while traveling, on set, or unwinding at home.
Courtesy of AloCourtesy of Alo
“I’ve been connected to Alo for years, and their philosophy mirrors my own approach to life—being intentional, caring for myself inside and out, and staying grounded through small rituals,” said Jenner. “To bring this vision to life in such a stunning and serene place made the project even more meaningful.”
Courtesy of AloCourtesy of Alo
The Fall 2025 Core Collection is now available on Alo’s official website, offering a fresh interpretation of what it means to dress—and live—in true luxury.
Zendaya Steps Into the Moonlight: Her First Shoe with Law Roach for On’s Fall 2025 Campaign
Courtesy of On
Actress and style icon Zendaya has taken her collaboration with Swiss performance brand On to the next level, debuting her very first shoe co-created with her longtime stylist and creative partner, Law Roach. The design, named the Cloudzone Moon, marks a sophisticated evolution of the original Cloudzone silhouette, which Zendaya introduced with the brand in its Spring 2024 collection.
Blending form and function, the Cloudzone Moon features a breathable mesh upper, enhanced heel and forefoot cushioning for optimal comfort, and an artfully sculpted midsole with On’s latest-generation CloudTec® technology, delivering exceptional softness and stability. The design was revealed through On’s “Be Every You” Fall 2025 campaign, released Thursday, which explores themes of duality and self-acceptance.
Courtesy of On
Directed by Bardia Zeinali and photographed by Emily Lipson, the campaign casts Zendaya in four moonlit settings, each evoking a different facet of her personality. Styled by Roach, her looks incorporate standout pieces from On’s Fall 2025 apparel line, including a bomber jacket, sleek bodysuit, and a matching athletic jacket-and-shorts set.
“Movement has always been a way for me to connect with myself,” Zendaya shared. “It’s different for everyone, and this story felt deeply personal—a reminder that we’re all multifaceted, with so many bright pieces that make us whole. For me, it’s about embracing every side of who we are and being fully present in every version of ourselves.”
Courtesy of On
This launch is just the beginning. In October, Zendaya and On will release a second footwear drop, the Cloudtilt Moon, a softer, recovery-focused silhouette with a sock-like knit upper, designed for post-performance comfort.
Since signing her multi-year partnership with On in 2024, Zendaya has proven to be a powerful brand asset. According to data from Launchmetrics, the initial announcement of the collaboration generated $3.5 million in media impact value, underscoring her influence at the intersection of performance wear and high fashion.
Candice Swanepoel and Joan Smalls Front Anne Klein’s Empowering Fall 2025 Campaign
Real-life best friends and international supermodels Candice Swanepoel and Joan Smalls star together in the new Fall/Winter 2025 campaign by Anne Klein—a brand known for championing purpose-driven women with strong values and timeless style. This latest campaign honors women who strike a balance between their professional ambitions and personal missions, while uplifting and supporting one another along the way.
Courtesy of Anne Klein
“We wanted to tell a story this season about women who lift each other up—a narrative that aligns deeply with the essence of our brand,” said Jameel Spencer, Chief Marketing Officer for Fashion and Sports at WHP Global, owner of Anne Klein. “Bringing back Joan and Candice felt like the most authentic way to reflect that message, given their genuine friendship. They embody strength, vision, elegance, ambition, and beauty in a way that resonates across generations of women.”
Courtesy of Anne Klein
Shot in New York City, the campaign was lensed by photographer Matt Easton and directed by JP Micallef, with styling by Sandy Armeni, capturing intimate moments between the two women in tailored yet fluid silhouettes that reflect both confidence and ease.
For Joan Smalls, who previously appeared in Anne Klein’s Spring 2022 campaign, this reunion was both personal and meaningful: “Being part of Anne Klein again feels incredibly special—and doing it alongside my best friend, Candice, makes it even more powerful,” shared the 37-year-old Puerto Rican model and television personality, widely respected for her philanthropic work and dedication to inclusivity in fashion.
Candice Swanepoel, a 36-year-old South African model, entrepreneur, and advocate for sustainable fashion, fronted the brand’s Spring 2023 campaign. Last year, Anne Klein partnered with Swanepoel and her eco-conscious label Tropic of C, along with Harlem-based social enterprise Custom Collaborative, to support a group of 16 women—ranging in age from 25 to 56—who came from immigrant, low-income, or no-income backgrounds, offering them opportunities to launch careers in sustainable fashion.
Courtesy of Anne Klein
This campaign marks not just a continuation of Anne Klein’s longstanding mission to empower women, but also a powerful visual celebration of friendship, purpose, and modern femininity—told through the lens of two of fashion’s most respected and dynamic voices.
