In February 2022, as COVID-19 restrictions loosened and consumers itched to bring the life back into dark days, Byoma skin care gained immediate attention. Launching with a sleek, geometric, color-blocked design, the London-based brand immediately made a splash on social media, primarily targeting Gen Z. According to the brand’s launch agency, its release campaign generated 58 press placements in four weeks, including 14 standalone features and 253 social mentions across Instagram, TikTok and YouTube, with a reach of more than 27 million users. Its social-first design was a stark contrast from the minimalist, muted packaging that had been dominating the industry in its millennial optimism days. Brands including Nécessaire, Ouai, Aesop and The Ordinary contributed to cohesive shelfies and quietly luxurious beauty counters. Even in the case of Drunk Elephant, which notably implemented bright color into its packaging in 2013, the pop functioned primarily as a point of ...
The Spring 2027 London Fashion Week shows, which concluded in the British capital Monday, had fresh energy and unbridled spirit. British Fashion Council CEO Laura Weir’s regeneration strategy is taking hold and the results are tangible. Accredited buyer attendance was up 19% year-on-year and accredited international buyer attendance increased 41% for this season, according to the organization. Launchmetrics data from earlier this year showed that London Fashion Week’s MIV grew 56% year-on-year for February’s Fall 2026 season. “There is a real sense of momentum around this season,” Weir tells Fashionista. “What excites me most is the combination of extraordinary creative talent with a renewed confidence in London as a place where fashion, culture and commerce collide.” Legacy Brands Return to LFW McQueen Spring 2027. Photo: Launchmetrics Spotlight The biggest endorsement came in the form of McQueen’s homecoming show. ...