<p>Move over <i>hygge, </i>the cozy Scandinavian aesthetic defined by chunky knit sweaters and fireside cocoa. International runways and street style, starting at Copenhagen Fashion Week, have flipped the script to embrace <i>undertøj</i>—the Danish word for underwear, now proudly worn as outerwear. From lace-trimmed slip dresses to structured corsets worn over oversized shirts, the fashion world is trading heavy layers for deliberate sheer and skimpiness.</p><p>&nbsp;</p><h2>The Anatomy of the Trend: Corsets, Slips, and Bralettes</h2><p>From London’s E1 to Copenhagen, the traditional three-piece suit has been reimagined: swap the waistcoat for a structured silk corset or lace bralette beneath an unbuttoned blazer. Bustiers are replacing basic white tees, and slip dresses are no longer confined to bedroom loungewear.</p><p>&nbsp;</p><p>Historically, these garments served as covers for modesty or structured tools like corsets to exaggerate silhouettes. Today, designers like Jean Paul Gaultier and Vivienne Westwood’s legacy live on in how these pieces transform former symbols of constraint into armour of confidence and modern swagger.</p><h2>Adapting the Global Look to the Indian Aesthetic</h2><p>For Indian fashion enthusiasts, diving into undertøj doesn’t mean sacrificing comfort or cultural norms. The beauty of this trend lies in adapting the international trend and merging with Indian sensibilities.&nbsp;</p><p>&nbsp;</p><p><strong>The Saree Blouse Upgrade: </strong>Bustiers and lace corset tops seamlessly double as modern saree blouses, adding a structured edge to traditional handlooms.</p><p>&nbsp;</p><p><strong>Smart Tailoring and Layering: </strong>High-waisted trousers, linen blazers, or sheer organza jackets pair effortlessly over silk camisoles and bralettes, offering a chic, elevated look suitable for night outs.</p><p>&nbsp;</p><p><strong>The Fusion Slip:</strong> Satin slip skirts or dresses styled with oversized shirts or structured denim jackets hit the sweet spot between sultry and sophisticated.</p><p>&nbsp;</p><h2>Empowerment Meets Everyday Style</h2><p>At its core, wearing underwear as outerwear flips traditional ideas of the "male gaze." Styled with oversized jackets, chunky loafers, or tailored trousers, the aesthetic projects confidence rather than compliance. Whether adopted fully or subtly peeked through layering, international fashion’s love affair with lingerie proves that modern style is all about wearing confidence on your sleeve—literally.</p>

Promoted at Copenhagen Fashion Week, lingerie pieces are replacing wardrobe staples—like pairing a bra top with a blazer to redefine the three-piece suit, or brides repurposing corsets for post-wedding wear.

Move over hygge, the cozy Scandinavian aesthetic defined by chunky knit sweaters and fireside cocoa. International runways and street style, starting at Copenhagen Fashion Week, have flipped the script to embrace undertøj—the Danish word for underwear, now proudly worn as outerwear. From lace-trimmed slip dresses to structured corsets worn over oversized shirts, the fashion world is trading heavy layers for deliberate sheer and skimpiness. The Anatomy of the Trend: Corsets, Slips, and Bralettes From London’s E1 to Copenhagen, the traditional three-piece suit has been reimagined: swap the waistcoat for a structured silk corset or lace bralette beneath an unbuttoned blazer. Bustiers are replacing basic white tees, and slip dresses are no longer confined to bedroom loungewear. Historically, these garments served as covers for modesty or structured tools like corsets to exaggerate silhouettes. Today, designers like Jean Paul Gaultier and Vivienne Westwood’s legacy live on in how these pieces transform former symbols of constraint into armour of confidence and modern swagger. Adapting the Global Look to the Indian Aesthetic For Indian fashion enthusiasts, diving into undertøj doesn’t mean sacrificing comfort or cultural norms. The beauty of this trend lies in adapting the international trend and merging with Indian sensibilities. The Saree Blouse Upgrade: Bustiers and lace corset tops seamlessly double as modern saree blouses, adding a structured edge to traditional handlooms. Smart Tailoring and Layering: High-waisted trousers, linen blazers, or sheer organza jackets pair effortlessly over silk camisoles and bralettes, offering a chic, elevated look suitable for night outs. The Fusion Slip: Satin slip skirts or dresses styled with oversized shirts or structured denim jackets hit the sweet spot between sultry and sophisticated. Empowerment Meets Everyday Style At its core, wearing underwear as outerwear flips traditional ideas of the "male gaze." Styled with oversized jackets, chunky loafers, or tailored trousers, the aesthetic projects confidence rather than compliance. Whether adopted fully or subtly peeked through layering, international fashion’s love affair with lingerie proves that modern style is all about wearing confidence on your sleeve—literally.

<p>Promoted at Copenhagen Fashion Week, lingerie pieces are replacing wardrobe staples—like pairing a bra top with a blazer to redefine the three-piece suit, or brides repurposing corsets for post-wedding wear.</p>

Beyond Hygge: How the 'Underwear as Outerwear' trend is making waves from Copenhagen to Indian closets

Zendaya turned heads at The Odyssey event in London by wearing rare 3,000-year-old Iranian gold earrings paired with a custom Jacquemus gown. While many praised the historic jewellery, others questioned the use of ancient artefacts as fashion, sparking a heated debate online.

Zendaya's 3,000-year-old Iranian gold earrings spark debate

Indian designer Manish Malhotra made a historic debut at Paris Haute Couture Week 2026 with his first haute couture collection, 'Maa'. The collection paid tribute to motherhood while celebrating India's rich craftsmanship, blending traditional artistry with contemporary couture on one of fashion's biggest global stages.


Paris Fashion Week: Manish Malhotra makes his Paris haute couture debut 

Once seen as just a rainy-day essential, umbrellas are now making a stylish return as a fashion statement. From luxury runways to celebrity front rows, designers are transforming the humble umbrella into a bold summer accessory.


From runways to front rows, umbrella return to fashion 

The cape is stepping back into the spotlight, bringing a fresh wave of drama and sophistication to fashion. Designers and style icons are embracing this statement piece, proving that bold silhouettes never truly go out of style.


Runways to Red Carpets: The Cape Returns

Meet a remarkable 10-year-old fashion prodigy who is capturing attention with extraordinary creativity. Despite a young age, the talented designer is already showcasing unique ideas and impressive designs.

Meet The 10-Year-Old Fashion Prodigy Taking The Industry By Storm

Honoring the dress code of this year’s Met Gala, “Fashion is Art,” felt a bit lacking early in the evening. Stunning gowns and a few crisp men’s looks were on full display — but where was the art, exactly?

Soon after the carpet kicked into high gear, the blend of fashion and art — a request intended to celebrate the museum’s new exhibition, Costume Art, which opens to the public on Sunday, May 10 — began to reveal itself in myriad ways. 

Met Gala 2026: A-Listers Celebrate Art And Fashion Week in New York

A decarbonised fashion week in Kenya is highlighting the environmental cost of wasteful fast fashion. Designers at the event are championing slow fashion and more conscious production methods, aiming to promote sustainability across the fashion industry.


Kenya: Decarbonised Fashion Week Takes On Wasteful Fast Fashion in Kenya

European Commission President Ursula von der Leyen blended fashion with diplomacy during her India visit, paying tribute to Indian heritage through her sartorial choices. Her attire reflected a respectful nod to Indian culture, highlighting how diplomacy and fashion can intersect on the global stage.

Republic Day 2026: Ursula Von Der Leyen Blends Fashion With Diplomacy

Legendary fashion designer Valentino Garavani has died in Rome at the age of 93. A towering figure in haute couture, Valentino shaped global fashion for decades with timeless elegance, iconic red gowns, and a legacy that defined luxury.


Designer Valentino Leaves Behind a $1.5 Bn Fortune 

End of an era: Valentino breathes his last

Italian fashion Brand Giorgio Armani has brought Olympic energy to Milan, unveiling designs that celebrate sport, movement and national pride ahead of the upcoming Winter Olympics.

Armani Ignites Olympic Spirit In Milan Ahead Of Winter Games | WION 

Models, designers, and fashion lovers gathered at Goma’s Serena Hotel for the fourth edition of Kivu Fashion Week, founded in 2022 by Voyance Batinda. The runway showcased evening gowns and modern interpretations of traditional clothing while promoting solidarity, hope, and resilience in the eastern Democratic Republic of Congo, a region affected by long-running conflict. Despite ongoing violence and recent clashes involving M23 rebels, the organisers and participants say continuing the fashion show is a way to unite communities and highlight creativity, culture, and peace beyond the war.

Africa: Fourth Edition of Kivu Fashion Week Celebrates Solidarity and Resilience in Goma, DRC

The global fashion industry faced a flurry of disruptions in 2025. As we look ahead to the next year, here are the top trends that are likely to shape 2026.


Tariffs & AI to Rewrite the Rules of Fashion in 2026

#Gravitas Italian luxury brand Prada has announced a limited-edition line of high-end sandals inspired by India’s iconic Kolhapuri-style footwear. The company will price each pair at roughly 930 dollars, positioning the collection in its premium segment. The launch blends Italian luxury with Indian craftsmanship, sparking conversations around cultural inspiration, global fashion trends, and luxury reinterpretations of traditional Indian designs.

Prada To Launch $930 ‘Made In India’ Kolhapuri Sandals 

Gen Z sparks debate online after roasting a celebrity couple’s fashion, declaring that style plays a big role in modern love and relationships.


Gen Z roasts celebrity couple fashion

Olivier Rousteing is stepping down as creative director of Balmain, closing a 14-year chapter of strong growth and creative audacity.


Fashion's big reshuffle: Star designer Rousteing quits Balmain after over a decade

São Paulo Fashion Week celebrates its 30th anniversary, showcasing cutting-edge designs and the latest collections from top Brazilian and international designers.


São Paulo Fashion Week celebrates 30 years of fashion

Ralph Lauren Celebrates 86 Iconic Years Of American Style | WION News

Ralph Lauren Celebrates 86 Iconic Years Of American Style

Meghan Markle, Duchess of Sussex, made a surprise appearance at the Paris Fashion Week. Prince Harry's wife appeared at the Balenciaga Womenswear Spring/Summer 2026 show on October 4. However, both her choice of event and outfit have faced a fair amount of backlash online.

Meghan Markle Shows Up for Paris Debut of Fashion’s Great Romantic, Trolled for White Outfit 

Light streamed through the stained glass of the Institut de France onto a surreal stage: a lone cellist playing a melancholy air, next to an upside-down umbrella and a rotating tableau of dying sunflowers. It was a theatrical overture for Saturday’s Paris Fashion Week. This was spring — Vivienne Westwood style.

Paris Fashion Week: Vivienne Westwood Work On Display

Gucci Leadership Change: Luxury fashion brand Gucci, struggling with underperformance, has appointed a new CEO, marking its fourth leadership change in two years. French multinational Kering has named fashion executive Francesca Bellettini as Gucci’s new chief executive.


Gucci Leadership Change: Gucci Appoints New CEO Amid Efforts to Boost Slumping Sales 

Designer Prabal Gurung unveiled his Spring 2026 collection on the New York runway, blending bold aesthetics with cultural storytelling. Watch to know more on this!

Parbal Gurung's spring 2026 showcase, runway unfolds in new York 

For over five decades, ‘King Giorgio’ reigned supreme in an industry often consumed by noise and fleeting trends. His genius lay in subtraction, pairing the ornate and the ostentatious to reveal a more authentic and sophisticated form of beauty. He famously deconstructed the rigid men’s suit, removing the padding and lining to create a soft, fluid silhouette that captured the newfound swagger of a generation. His work was not about spectacle; it was about style that could be lived in, worn day in and day out. Find out more about the icon in this episode of E-Club. 

Revisiting the legacy of Giorgio Armani | E-Club

Giorgio Armani, the legendary Italian designer who redefined elegance and brought minimalist sophistication to global fashion, has died at the age of 91. Armani's passing has sparked an outpouring of grief and admiration from fashion houses, celebrities, and global leaders.
Known for dressing Hollywood royalty and political dignitaries alike, Armani was more than a designer: he was a global symbol of timeless style, and a pillar of “Made in Italy” excellence.

Italy’s Prime Minister Giorgia Meloni praised him for bringing "luster to Italian fashion and inspiring the world.

 Giorgio Armani dies at 91: Fashion world mourns a legend

Copenhagen Fashion Week took a chaotic turn this season — not just on the runways, but around them. Reports of rats scurrying near show venues made headlines, but the fashion kept marching on. From Cecilie Bahnsen’s ethereal white dresses set against moody smoke bombs, to Marimekko’s colorful collection on a skater-inspired outdoor runway, this fashion week embraced drama, disruption, and street energy.

New fashion trends 2025: Huggable bags take over Copenhagen 

<p>Anna Wintour, the legendary editor-in-chief of American Vogue announced on Thursday (June 26) that she would step aside from the role, which she held for 37 years. After nearly four decades at the helm, shaping not only the fashion magazine but the global cultural industry, Wintour will remain the parent company Condé Nast’s global chief content officer and Vogue’s global editorial director. It might sound like a cliche, but it's indeed the end of an era. Wintour, 75, is the recipient of honours, criticism, scorn and fear, and a cultural powerhouse whether you like her or not. Her time as the Vogue editor was dotted with controversies. Here are some of them:</p><p>&nbsp;</p><h2>When the printer called to know if her first Vogue Cover was a mistake</h2><p>The November 1988 cover of Vogue, the first since Wintour took over as editor, caused quite a fashion storm. A model in jeans was featured on the cover page for the first time in the history of the magazine, which started publishing in 1892. The cover featured Michaela Bercu in a mix of high and low fashion: a $10,000 Christian Lacroix jacket paired with a cheap $50 Guess jeans. This shocked the industry, and changed Vogue's look forever. Legend has it that the magazine's printer called to check if it was a mistake.</p><p>&nbsp;</p><p><a href="https://www.wionews.com/videos/met-gala-2025-diljit-dosanjh-brings-regal-vibe-to-met-gala-carpet-9039773/embed">https://www.wionews.com/videos/met-gala-2025-diljit-dosanjh-brings-regal-vibe-to-met-gala-carpet-9039773/embed</a></p><p>&nbsp;</p><h2>When a former assistant wrote <i>The Devil Wears Prada, </i>and Wintour attended the film premiere</h2><p>In 2003, Lauren Weisberger, an ex-aide of Wintour, wrote the book <i>The Devil Wears Prada</i>, documenting her demanding leadership style without actually naming her. Instead of sullying her image, the book, and the 2006 Meryl Streep-starrer based on it, made Wintour more famous. She in fact became a cultural icon, labelled as the 'ice queen' after the release of the book and the film, whose premiere she herself attended.</p><h2>When she reinvented the Met Gala</h2><p>Once a local event of New York socialites, the Met Gala was transformed into a global fashion event since 1995 when Wintour took over as its chair. She had near-absolute creative control over the celebrity-led event, often called fashion's biggest night. She decided on the themes and guest lists. However, the Met Gala under Wintour was not without its controversies. In 2015, for instance, Wintour faced accusations of cultural appropriation for the theme, 'China Through the Looking Glass'.</p><p>&nbsp;</p><h2>When she faced allegations of racial stereotypes</h2><p>In April 2008, the Vogue cover paired basketball legend LeBron James with model Gisele Bündchen. Wintour was accused of racial stereotyping, as James was somehow made to pose like King Kong, the fictional gorilla. This was one of the many controversial editorial choices Wintour made.</p><p>&nbsp;</p><h2>When she got hate for her love of fur</h2><p>The 1990s saw the eruption of the anti-fur movement, with animal rights organisations like PETA slamming fashion that emerges from cruelty. Wintour always loved fur and was quite unabashed about it. In 1993, PETA held a protest at her office and even threw a dead raccoon on her plate when she was dining.</p><p>&nbsp;</p><h2>When she stuck to the decision to feature Kim Kardashian and Kanye West on Vogue cover</h2><p>In April 2014, Wintour was criticised for putting Kim Kardashian and Kanye West on the Vogue cover. Wintour stuck to her guns, saying the reality show star and rapper, who were a couple at the time, had cultural relevance.</p><p>&nbsp;</p><h2>When she issued a rare apology on diversity and race</h2><p>Amid the racial tensions after the death of African American George Floyd at the hands of US police, Wintour issued an apology to the Vogue staff. She acknowledged that the magazine failed to promote and give space to Black editors, writers, photographers, designers, and other creators.</p><p>&nbsp;</p><h2>When long-term collaborator wrote a memoir against her</h2><p>André Leon Talley, who worked for years with Wintour, wrote the book <i>The Chiffon Trenches </i>in 2020, detailing her ruthlessness. It was a damning expose, describing what went inside the rooms at vogue and various fashion events associated with it, including Met Gala.</p><p>&nbsp;</p><p>&nbsp;</p><p>&nbsp;</p>

It might sound like a cliche, but it is indeed the end of an era. Wintour, 75, is the recipient of honours, criticism, scorn and fear, and a cultural powerhouse whether you like her or not. Her time as the Vogue editor was dotted with controversies.

Anna Wintour, the legendary editor-in-chief of American Vogue announced on Thursday (June 26) that she would step aside from the role, which she held for 37 years. After nearly four decades at the helm, shaping not only the fashion magazine but the global cultural industry, Wintour will remain the parent company Condé Nast’s global chief content officer and Vogue’s global editorial director. It might sound like a cliche, but it's indeed the end of an era. Wintour, 75, is the recipient of honours, criticism, scorn and fear, and a cultural powerhouse whether you like her or not. Her time as the Vogue editor was dotted with controversies. Here are some of them: When the printer called to know if her first Vogue Cover was a mistake The November 1988 cover of Vogue, the first since Wintour took over as editor, caused quite a fashion storm. A model in jeans was featured on the cover page for the first time in the history of the magazine, which started publishing in 1892. The cover featured Michaela Bercu in a mix of high and low fashion: a $10,000 Christian Lacroix jacket paired with a cheap $50 Guess jeans. This shocked the industry, and changed Vogue's look forever. Legend has it that the magazine's printer called to check if it was a mistake. https://www.wionews.com/videos/met-gala-2025-diljit-dosanjh-brings-regal-vibe-to-met-gala-carpet-9039773/embed When a former assistant wrote The Devil Wears Prada, and Wintour attended the film premiere In 2003, Lauren Weisberger, an ex-aide of Wintour, wrote the book The Devil Wears Prada, documenting her demanding leadership style without actually naming her. Instead of sullying her image, the book, and the 2006 Meryl Streep-starrer based on it, made Wintour more famous. She in fact became a cultural icon, labelled as the 'ice queen' after the release of the book and the film, whose premiere she herself attended. When she reinvented the Met Gala Once a local event of New York socialites, the Met Gala was transformed into a global fashion event since 1995 when Wintour took over as its chair. She had near-absolute creative control over the celebrity-led event, often called fashion's biggest night. She decided on the themes and guest lists. However, the Met Gala under Wintour was not without its controversies. In 2015, for instance, Wintour faced accusations of cultural appropriation for the theme, 'China Through the Looking Glass'. When she faced allegations of racial stereotypes In April 2008, the Vogue cover paired basketball legend LeBron James with model Gisele Bündchen. Wintour was accused of racial stereotyping, as James was somehow made to pose like King Kong, the fictional gorilla. This was one of the many controversial editorial choices Wintour made. When she got hate for her love of fur The 1990s saw the eruption of the anti-fur movement, with animal rights organisations like PETA slamming fashion that emerges from cruelty. Wintour always loved fur and was quite unabashed about it. In 1993, PETA held a protest at her office and even threw a dead raccoon on her plate when she was dining. When she stuck to the decision to feature Kim Kardashian and Kanye West on Vogue cover In April 2014, Wintour was criticised for putting Kim Kardashian and Kanye West on the Vogue cover. Wintour stuck to her guns, saying the reality show star and rapper, who were a couple at the time, had cultural relevance. When she issued a rare apology on diversity and race Amid the racial tensions after the death of African American George Floyd at the hands of US police, Wintour issued an apology to the Vogue staff. She acknowledged that the magazine failed to promote and give space to Black editors, writers, photographers, designers, and other creators. When long-term collaborator wrote a memoir against her André Leon Talley, who worked for years with Wintour, wrote the book The Chiffon Trenches in 2020, detailing her ruthlessness. It was a damning expose, describing what went inside the rooms at vogue and various fashion events associated with it, including Met Gala.

<p>&nbsp;It might sound like a cliche, but it's indeed the end of an era. Wintour, 75, is the recipient of honours, criticism, scorn and fear, and a cultural powerhouse whether you like her or not. Her time as the Vogue editor was dotted with controversies. Here are some of them:</p>

Anna Wintour, the lioness in winter: Top fashion moments and controversies of icon stepping aside as Vogue editor-in-chief

What are Labubu dolls that Rihanna carried? Know everything about the internet's latest obsession

What are Labubu dolls that Rihanna carried? Know everything about the internet's latest obsession - price, history and more

<div data-olk-copy-source="MailCompose">The fast-fashion e-commerce giants, Shein and Temu are recalibrating their global strategies as the US tightens its grip on low-cost imports. With new tariffs and the elimination of a critical trade exemption threatening their profits, both companies are aggressively expanding their digital presence in Europe and Latin America, according to Reuters.</div>
<div></div>
<div>In April, Shein increased its digital ad spending by 35 per cent in France and the United Kingdom, while China&rsquo;s PDD Group's Temu upped its ad investments by 40 per cent and 20 per cent in the same markets, respectively. This marks a deliberate shift away from the US, where the recent end of the &ldquo;de minimis&rdquo; exemption has raised the cost of doing business. According to Reuters, this exemption had previously allowed packages valued under $800 to enter the country tariff-free as a loophole Shein and Temu had used to rapidly scale their business by shipping cheap products directly to American consumers.</div>
<div></div>
<div>As per Reuters, the withdrawal of this benefit came into effect on May 2 and has already begun reshaping digital ad trends. Both companies slashed their advertising in the US last month in anticipation of the policy change. At the same time, they&rsquo;ve reportedly begun increasing prices to absorb the impact of new duties as a move that could hurt their appeal among cost-conscious American shoppers.</div>
<div></div>
<div>Singapore-based Shein and Temu were among the most aggressive ad buyers during the last holiday season, driving up digital ad bid rates as they fought to dominate the US market with ultra-affordable products like $12 dresses and $5 accessories. Their low pricing strategies had also disrupted legacy retailers such as Gap, H&amp;M, Zara, and even US dollar stores.</div>
<div></div>
<div>While their European push includes markets like Germany, Italy, and Spain, the UK and France have seen the most pronounced uptick in advertising. According to Reuters, Shein downloads in the UK surged by 25 per cent last month, while Temu downloads more than doubled. However, daily app usage saw only modest growth, with Shein&rsquo;s UK active user base rising 5 per cent and Temu&rsquo;s by 10 per cent.</div>
<div></div>
<div>Year-on-year, Temu ramped up its UK ad spending by 20 per cent and an astonishing 115 per cent in France, while Shein saw a 100 per cent rise in the UK and 45 per cent in France, as per Reuters data from Sensor Tower.</div>
<div></div>
<h2><b>Brazil Becomes the Next Battleground</b><b></b></h2>
<div>The rivalry is also heating up in Latin America. According to Reuters, Shein boosted its ad spending in Brazil by 140 per cent compared to last April. The company, which manufactures locally in Brazil to better serve Latin American markets, is facing increasing competition from Temu, which is preparing for a formal launch in the region this June.</div>
<div></div>
<div>Reuters also reported that Temu&rsquo;s Brazilian ad spending skyrocketed 800-fold year-on-year, following a playbook it used when it entered the US market in September 2022. As noted by Kara Lee, brand and digital analyst at Sensor Tower, "both companies appear to be employing similar market penetration strategies: spend aggressively, dominate visibility, and localize production".</div>
<div></div>
<h2><b>Trump Tariffs Hit US Fashion Economy</b></h2>
<div>The ramifications of these trade shifts go far beyond Shein and Temu. The broader US fashion industry is now bracing for a significant economic impact. The American apparel market projected to be worth $365.7 billion in 2025 which stands to lose up to $18 billion in revenue due to the elimination of the de minimis exemption and the broader tariff regime, according to an analysis by the National Retail Federation and Trade Partnership Worldwide.</div>
<div></div>
<div>As per data cited by eMarketer, retail apparel prices are expected to rise by at least 8 per cent due to retaliatory tariffs, and potentially as much as 17 per cent when all proposed duties are considered. These cost increases will likely hit low- to middle-income families hardest, particularly those who rely on affordable fashion options. While some US retailers may benefit from reduced competition; the immediate outlook remains uncertain. Supply chains are being restructured, logistics costs are climbing, and price-sensitive shoppers are becoming harder to retain all consequences of a global fashion market jolted by protectionist trade policies.</div>
<div></div>
<div></div>

Business & Economy: Shein and Temu are aggressively expanding their digital presence in Europe and Latin America amid Trump tariff escalation.

The fast-fashion e-commerce giants, Shein and Temu are recalibrating their global strategies as the US tightens its grip on low-cost imports. With new tariffs and the elimination of a critical trade exemption threatening their profits, both companies are aggressively expanding their digital presence in Europe and Latin America, according to Reuters. In April, Shein increased its digital ad spending by 35 per cent in France and the United Kingdom, while China’s PDD Group's Temu upped its ad investments by 40 per cent and 20 per cent in the same markets, respectively. This marks a deliberate shift away from the US, where the recent end of the “de minimis” exemption has raised the cost of doing business. According to Reuters, this exemption had previously allowed packages valued under $800 to enter the country tariff-free as a loophole Shein and Temu had used to rapidly scale their business by shipping cheap products directly to American consumers. As per Reuters, the withdrawal of this benefit came into effect on May 2 and has already begun reshaping digital ad trends. Both companies slashed their advertising in the US last month in anticipation of the policy change. At the same time, they’ve reportedly begun increasing prices to absorb the impact of new duties as a move that could hurt their appeal among cost-conscious American shoppers. Singapore-based Shein and Temu were among the most aggressive ad buyers during the last holiday season, driving up digital ad bid rates as they fought to dominate the US market with ultra-affordable products like $12 dresses and $5 accessories. Their low pricing strategies had also disrupted legacy retailers such as Gap, H&M, Zara, and even US dollar stores. While their European push includes markets like Germany, Italy, and Spain, the UK and France have seen the most pronounced uptick in advertising. According to Reuters, Shein downloads in the UK surged by 25 per cent last month, while Temu downloads more than doubled. However, daily app usage saw only modest growth, with Shein’s UK active user base rising 5 per cent and Temu’s by 10 per cent. Year-on-year, Temu ramped up its UK ad spending by 20 per cent and an astonishing 115 per cent in France, while Shein saw a 100 per cent rise in the UK and 45 per cent in France, as per Reuters data from Sensor Tower. Brazil Becomes the Next Battleground The rivalry is also heating up in Latin America. According to Reuters, Shein boosted its ad spending in Brazil by 140 per cent compared to last April. The company, which manufactures locally in Brazil to better serve Latin American markets, is facing increasing competition from Temu, which is preparing for a formal launch in the region this June. Reuters also reported that Temu’s Brazilian ad spending skyrocketed 800-fold year-on-year, following a playbook it used when it entered the US market in September 2022. As noted by Kara Lee, brand and digital analyst at Sensor Tower, "both companies appear to be employing similar market penetration strategies: spend aggressively, dominate visibility, and localize production". Trump Tariffs Hit US Fashion Economy The ramifications of these trade shifts go far beyond Shein and Temu. The broader US fashion industry is now bracing for a significant economic impact. The American apparel market projected to be worth $365.7 billion in 2025 which stands to lose up to $18 billion in revenue due to the elimination of the de minimis exemption and the broader tariff regime, according to an analysis by the National Retail Federation and Trade Partnership Worldwide. As per data cited by eMarketer, retail apparel prices are expected to rise by at least 8 per cent due to retaliatory tariffs, and potentially as much as 17 per cent when all proposed duties are considered. These cost increases will likely hit low- to middle-income families hardest, particularly those who rely on affordable fashion options. While some US retailers may benefit from reduced competition; the immediate outlook remains uncertain. Supply chains are being restructured, logistics costs are climbing, and price-sensitive shoppers are becoming harder to retain all consequences of a global fashion market jolted by protectionist trade policies.

Shein and Temu pivot to Europe as the US tariffs threaten fast-fashion fortunes

If there’s one piece of clothing that’s truly stood the test of time it has to be the skirt. From Queens in palaces to actors and actresses on movie promotions and runway, skirts have been making style statements for centuries. Let’s dive into the swirling, twirling world of skirts. Find out more about the latest fashion trends in the latest episode of WION E-Club.

Inside the swirling and twirling world of skirts | WION E-Club

Glitz and glamour took center stage at the 30th edition of São Paulo Fashion Week, where top Brazilian designers, including Normando, debuted their latest collections. As the event runs through April 10, Brazil continues to shine as a rising force in the global fashion scene. Here's a look at the highlights and trends.

Sao Paulo Fashion Week showcases Brazil’s stylish rise

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