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These are the stories making headlines in fashion on Friday.
Louis Vuitton names K-pop band Le Sserafim as brand ambassadors
Louis Vuitton has tapped South Korean girl group Le Sserafim as its latest brand ambassadors. The group, whose members include Kim Chaewon, Hong Eunchae, Sakura, Kazuha and Huh Yunjin, star in a campaign for a capsule collection of 16 bags exclusive to the South Korean market and eight bags that will be available globally at a later date. Before becoming brand ambassadors, Le Sserafim performed at the Louis Vuitton afterparty following the brand’s fashion show on the Jamsugyo Bridge in Seoul last April. {WWD/paywalled}
Why Victoria’s Secret is bringing sexy back
Amidst the Victoria’s Secret rebrand over the past two years, which saw the brand pull back on its hyper-sexualized images in an attempt to cater to a younger audience and respond to calls for size diversity, sales have continued to decline. This fiscal year, Victoria’s Secret is projecting revenue of $6.2 billion compared to the brand’s $7.5 billion in 2020. Moving forward, Victoria’s Secret’s main objective is increasing profitability and crossing the $7 billion annual sales threshold again, which means investing in new categories like activewear and swim, updating its stores, adding new locations and embracing its sexy image once more. “Sexiness can be inclusive,” Greg Unis, brand president of Victoria’s Secret and Pink, said during a presentation to investors on Thursday. “Sexiness can celebrate the diverse experiences of our customers and that’s what we’re focused on.” {Business of Fashion/paywalled}
U-Mall is New York’s quirkiest vintage shop
Out of all the vintage shops in New York, this U-Haul pop-up, dubbed U-Mall by its organizer Gerald Ortiz, is one of the most unique. Ortiz sells vintage clothing and furniture he compiled during the pandemic out of a rented U-Haul truck, and involves other small vendors to sell their own products. “I’m generally looking for people who are doing something that is interesting or cool, but also for people who don’t necessarily have a physical space to showcase what they do,” Ortiz told The New York Times. Ortiz said he hopes to host another U-Mall event in November, but he may hold off on organizing events during the colder months. {The New York Times}
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