Must Read: How Brands Build Cultural Credibility, Clare Waight Keller on Her Her First Full Menswear Collection

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These are the stories making headlines in fashion on Tuesday.

How brands build cultural credibility
“Cred is what gives Supreme’s scarce box logo tees $800 resale values and differentiates them from any other white T-shirt on the market,” writes Christopher Morency. “They are 25 years of subculture and narrative embedded in one simple item of clothing. And that is the exact example many fashion brands have tried to replicate, with only a handful succeeding.” In a new piece for Highsnobiety, Morency breaks down the various components that help a brand build cultural credibility, from making products responsive to fostering a community with consumers. { Highsnobiety}

Clare Waight Keller on her her first full menswear collection
Ahead of the debut of her first full menswear collection at Pitti Uomo, Givenchy’s Clare Waight Keller opens up about her design philosophy and what we can expect from her menswear offering with Guy Trebay from The New York Times. “For a while I’ve wanted to fuse the idea of streetwear with tailoring in a way that injects a fresh silhouette into menswear,” Keller explains. “One of my big stories at Pitti is changing the proportion of the silhouette through pants.” {The New York Times}

Louis Vuitton is the most valuable luxury brand of 2019
BrandZ has named Louis Vuitton the most valuable luxury brand in the world. The French fashion house grew 15% in brand value over the past year, as it is now worth $47.2 billion. Chanel is ranked number two with $37 billion and Hermès number three with $31 billion. { BrandZ}

Designers worked out their political angst during London Fashion Week Men’s
London Fashion Week Men’s “offered some real bright spots during a time filled with shades of gray.” There was the return of Alexander McQueen, in which Sarah Burton showed traditional tailoring with an inventive twist, and a celebratory range of luxe quilted suits from Craig Green. LVMH Prize nominee Charles Jeffrey was also a highlight: He presented a wearable collection that came with a defiant message. {The New York Times}

What Goes Around Comes Around to partner with eBay
Vintage retailer What Goes Around Comes Around is collaborating with eBay on a series of exclusive capsule collections. The first of which will launch on Wednesday (shop here) and will consist of more than 1,300 pieces of men’s and women’s ready-to-wear, accessory pieces and vintage items from designers including Hermès, Chanel, Dior, Saint Laurent, Fendi, Chloé and more. This initial collection is called Peace, Luxe and Rock and Roll, as it explores the relationship between music and fashion. {}

Chanel invests in green chemistry firm
Chanel has acquired a minority stake in Evolved by Nature, a Boston-based firm that focuses on designing and developing biomaterials-based products. Its Activated Silk technology, consisting of natural silk in liquid form, provides a non-toxic alternative to chemicals in products. “This partnership will allow Chanel to explore innovative material, mechanical and optical enhancements of different fabrics, in line with Chanel’s ambition of constantly creating materials of exceptional and unique quality,” said a spokesperson for Chanel in a statement to WWD. {}

A Cold Wall wins the BFC/GQ menswear prize
Hours after Samuel Ross presented his Spring 2020 collection for A Cold Wall at London Fashion Week Men’s, he was named the winner of the 2019 British Fashion Council and GQ Menswear Fund. This prize comes with £150,000 and 12 months of mentoring. { Hypebeast}

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