These are the stories making headlines in fashion on Wednesday.
Nike Tops Q4 Revenue Forecasts
Nike's fourth-quarter revenue edged past Wall Street estimates, coming in at $10.97 billion, versus the $10.86 billion analysts had expected. The results offer some reassurance to CEO Elliott Hill, who has been working to reposition Nike and rebuild relationships with wholesale retailers (initially strained by former CEO John Donahoe's direct-to-consumer strategy). "In fiscal 2026, we took decisive actions to strengthen the foundation of Nike Inc. and reposition our business for long-term growth," said Hill in a statement. That said, investors have grown increasingly impatient with the nearly two-year turnaround, and Nike's stock has fallen 35% so far this year. {Nike}
Inside CPG Brands' Revamp Strategy
Loonen water, Doctor Stolberg's tea and David Protein are among a new wave of consumer packaged goods (CPG) brands gaining traction through fashion-forward packaging and influencer marketing rather than product innovation alone — a trend analysts are calling the "Erewhon-ification" of everyday food and drink. The strategy relies on social media visibility and reflects a broader convergence of fashion, beauty and food, as brands prioritize long-term brand-building over simple retail distribution. {Vogue Business/paywalled}
Armani Works With Consulting Firm Ahead of Stake Sale
Armani is working with Boston Consulting Group to strengthen its business plan ahead of the alleged stake sale set to begin in September. The plan includes reviewing the company's pricing and distribution strategy and considering a new creative appointment at Emporio Armani. This strategy is in keeping with the late founder Giorgio Armani's will, which dictated that his heirs sell an initial 15% stake to a major luxury conglomerate, though the company could also pursue a public listing. {Business of Fashion/paywalled}
Coty Expands Boss Into Women's Fragrance
Coty is expanding its nearly three-decades-old Boss Bottled franchise into women's fragrance for the first time, launching Boss Bottled Beyond for Her. It will debut in travel retail, followed by a rollout in Europe on Sept. 1 and in the U.S. in February 2027. The accompanying campaign features Jessica Chastain, Becky G and Olympic long jumper Tara Davis-Woodhall as global ambassadors. {Glossy/paywalled}
Frankies Bikinis Names Former NikeSkims Executive as New CEO
Frankies Bikinis has named Paula Galperin as CEO, effective Aug. 3. She previously worked as co-ceneral manager of NikeSkims. In this new role, she will oversee product expansion, global scaling and strengthening the infrastructure, with the goal of positioning Frankies as a full lifestyle brand. {Fashionista Inbox}
* This article was originally published here