What Is Your Definition Of Fashion?

If you've ever been scrolling TikTok and landed on a Live, it can be a little jarring. Why is everyone yelling? Are these products actually legit? (Usually, yes.) The world of live shopping is vast, and TikTok is just one part of it, albeit a big one. U.S. livestream e-commerce sales hit $14.64 billion in 2025 after a nearly 50% growth surge. Brands know they need to be in the space but the problem is, how? Marketing and sales teams are stretched thin. Budgets are tight. The top beauty brands on TikTok Shop are part of huge companies, such as Medicube, Tarte Cosmetics and Phlur. How are indie brands with small marketing budgets and a skeleton crew supposed to keep up? We spoke with live shopping experts, brand founders and marketing executives to find out exactly how they're making it work. Community Comes Before Conversion Sales are obviously important, but real numbers can take time. Many brands look at a live-selling platform as a community-building channel instead of jus...

Occasionally, we use affiliate links on our site. This in no way affects our editorial decision-making. In spite of (warranted) dermatologist fist-shaking, Gen Z is still tanning. TikTok is inundated with poolside videos of young creators flaunting bikini tan lines and promoting "base tans" (which, spoiler alert, are a myth). So-called "tanmaxxers" — or Larry the Lobster variants — are religiously tracking the UV index to map out peak times to bake in the sun. In fact, a particularly concerning statistic came out of a 2024 American Academy of Dermatology survey : 28% of Gen Z respondents said getting a tan was more important to them than preventing skin cancer. The sun-care industry has long been up against a formidable tanning culture — and now sunscreen fearmongers and MAHAs favoring beef tallow over dermatologist-approved SPFs — but how can independent brands cut through the online chatter around chasing a high UV index and resonate with Gen Z beauty consume...

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The first sign that summer is coming to an end has arrived: September fashion week calendars. The Spring 2027 women's ready-to-wear schedules for the "Big 4" — New York, London, Milan and Paris — are all here. See each of the lineups via the links below. Related: Here's the New York Fashion Week Spring 2027 Preliminary Schedule Related: Here's the London Fashion Week Spring 2027 Schedule Related: The Milan Fashion Week Spring 2027 Provisional Schedule Is Here Related: See the Provisional Schedule for Paris Fashion Week Spring 2027 Do you have an emerging brand you want to share with Fashionista readers? Jumpstart your business with our affordable digital offerings. * This article was originally published here

In case you missed them, we've rounded up our most popular stories of the week to help you stay in the loop. No need to thank us — just toast a cappuccino in our honor when you're discussing who did what over your apple cinnamon bread. Related: Kate Spade's Next Creative Director Is Jonathan Saunders Related: Vittoria Ceretti Is Shopping Etsy Graphic Tees, Armani Blush and Aquaphor Related: The 5 Biggest Beauty Trends We Saw at Cosmoprof 2026 Related: Here's the London Fashion Week Spring 2027 Schedule Related: The Milan Fashion Week Spring 2027 Provisional Schedule Is Here Related: See the Provisional Schedule for Paris Fashion Week Spring 2027 Related: A Highly Credentialed Derm Says to 'Save your Money' Rather Than Use These Trendy Skin-Care Ingredients Related: Which Fashion Jobs Pay the Most? Related: Alohas Lands in Los Angeles With Its First West Coast Store Related: Weekly Drop Watch: Vettese x Skims, Aritzia x Juilliard, Higher Dose and More Homepage ...

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Barcelona-based footwear brand Alohas — the creator of those viral flats all over your FYP — has opened its first Los Angeles location at 1410 Abbot Kinney Blvd. in Venice, marking another step in its U.S. expansion after entering the market with a New York City store in 2025. The footwear label also has locations in London, Paris, Copenhagen, Milan, Amsterdam, Barcelona and Madrid. Founder and CEO Alejandro Porras told Fashionista that L.A. has always been one of Alohas' strongest markets, so a brick-and-mortar store made sense. "We believe retail should follow where the community already exists," he said via email. "Beyond that, L.A. is one of the world’s leading cultural references for fashion and style. Being present there is an important milestone as we continue building Alohas into a global brand." Of course, there's also the fact that Angelenos love a comfortable shoe, especially one that's more "sustainably" made (more on that in a m...