Must Read: Phia Accused of Wrongfully Claiming Sales Credits, How Meme Culture Is Infiltrating the Couture Runways

These are the stories making headlines in fashion on Friday.

Phia Accused of Wrongfully Claiming Sales Credits

Phoebe Gates' startup Phia has allegedly been wrongfully claiming credit for online sales it didn't drive. Bloomberg, Capital One Shopping and independent researcher Ben Edelman tested the app and discovered that Phia silently opens a background tab and links its own affiliate code, allowing it to wrongfully claim commission on sales. A Phia spokesperson acknowledged the violation, stating that it has now been fixed. {Bloomberg/paywalled}

How Meme Culture Is Infiltrating the Couture Runways

Courtiers like Robert Wun, Viktor & Rolf and Jean Paul Gaultier's Duran Lantink are embracing extreme, unwearable fashion as a means to go viral. The approach reflects a greater industry shift in how couture clients are attracted to conversation-starting pieces. "After all, in the circus that shows have become, increasingly the customer seems beside the point. It's all just fodder for the stream now, there to drive engagement and name recognition," writes fashion critic Vanessa Friedman. {The New York Times/paywalled}

Sol de Janeiro Enters Men's Fragrance

Sol de Janeiro is launching a Cheiroso franchise, its first-ever men's fragrance. Releasing on July 13, the move is meant to capitalize on the growing momentum of men's fragrances. "We believe that men’s fragrance is ready for a new kind of product. Historically, the category has been split between traditional deodorants and body sprays on one end, and luxury fine fragrance on the other…Cheiroso was created to bridge that gap," CEO Jordan Saxemard told WWD. {WWD/paywalled}

Aritzia Reports Strong Q1 Momentum

Aritzia delivered strong Q1 fiscal 2027 sales growth, with net revenue up 43%. The company credits its robust assortment, strong digital initiatives, new boutique openings and strategic marketing investments for driving sales. {Aritzia}

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