Articles by Don-Alvin Adegeest
Don-Alvin Adegeest is a consultant and specialist in brand strategy, communication, and design with extensive experience in the fashion and luxury retail industries. Since 2003, he has collaborated with FashionUnited as a senior editor, contributing analysis, interviews, and in-depth reports focused on the international fashion business. His career includes leadership roles at companies such as Hugo Boss or LVMH giving him a deep understanding of the market and the sector’s value chain.
2025: The year luxury lost its sheen?
If 2025 will be remembered for anything in fashion, it may be as the year luxury brands discovered that belief in the idea of luxury itself is not infinite. After more than a decade of uninterrupted growth, price inflation and relentless “newness,” the social contract between luxury houses and their customers began to fray. Factory and marketing...
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Why loyalty, not discounts, is shaping retail’s next growth phase
As the festive rush fades and discount fatigue sets in, many retailers are entering the new year questioning whether traditional promotional playbooks are still fit for purpose. While deep discounts continue to generate short term spikes in traffic, they are increasingly failing to deliver what brands need most: repeat engagement, loyalty and...
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Phan Huy becomes the youngest designer ever selected for Paris Haute Couture Week
At just 26 years old, Phan Huy has reached a milestone few designers ever approach: selected to present at Paris Haute Couture Week. His upcoming show on January 29th marks not only a personal breakthrough, but also a historic first for Vietnam, which will have an official representative on the couture calendar for the first time. Paris Haute...
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Hong Kong’s fashion ambition faces its biggest test yet
HONG KONG — On a cool December evening, a runway hidden inside the waterfront Palace Museum, filled with models wearing looks from London, Paris, Seoul, Shenzhen and Hong Kong, all within the same show. It was a tableau few other cities could stage: a genuinely international mix, with designers from Italy, the mainland, the UK, France and Korea...
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Eco Age CEO John Higginson on the new era of proof-based sustainability
As regulators tighten the screws and consumers demand verifiable sustainability data, brands across fashion and luxury are being forced into a new era of transparency. Eco Age—long recognised for its influence on sustainability strategy, policy engagement and industry-wide advocacy—has been tracking this shift closely. Its CEO, John Higginson,...
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Canopy adds eight new fashion partners as industry pressure mounts to protect ancient forests
Environmental non-profit Canopy has expanded its fashion-sector coalition, adding eight companies to its Pack4Good and CanopyStyle initiatives in a move that underscores the industry’s accelerating pivot toward forest-free materials. Marc O’Polo, Victoria’s Secret & Co., Akyn, Mint Velvet, Spell, OUTnABOUT, DÔEN and ICICLE have all signed on to...
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Amazon founder launches AI venture Project Prometheus, signalling potential shifts for retail and fashion
Jeff Bezos is returning to the chief executive role with a new artificial intelligence venture, Project Prometheus, a move that could reshape how technology flows into sectors including retail and fashion. According to The Times, the early-stage company has secured 6.2 billion dollars in initial funding, placing it among the world’s most...
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CFDA Fashion Awards 2025: Ralph Lauren, Thom Browne and The Row lead a confident new era for American fashion
The American Museum of Natural History provided a fitting backdrop for this year’s CFDA Fashion Awards, presented by Amazon Fashion and hosted by Teyana Taylor. The 2025 edition balanced legacy and innovation, celebrating enduring figures such as Ralph Lauren and Thom Browne alongside new-generation talent Ashlyn Park. Celebrating American...
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Bangladesh clears charges against 48,000 garment workers amid calls for reform
Bangladesh’s interim government has withdrawn criminal charges against more than 48,000 garment workers, a sweeping decision that workers’ rights groups have hailed as a landmark moment for the country’s embattled apparel industry. The cases, many filed during wage protests in late 2023 that turned violent, had long been criticised as tools of...
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Grace Wales Bonner: A bold new chapter at Hermès menswear
The announcement that Grace Wales Bonner has been appointed Creative Director of menswear at Hermès is not merely another succession in luxury fashion. It is more of a signal. It tells us something about how Hermès sees the future of men’s style, and how it still chooses to operate slightly off the beaten path. Wales Bonner is far from a “safe”...
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