Must Read: Luxury Brands Step Into The Sports Arena, Fashion NFTs Are Fizzling Out

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These are the stories making headlines in fashion on Thursday.

Luxury brands are stepping into the sports arena
Luxury brands are entering the world of sports sponsorship, which offers exposure to a wide international audience. Prada partnered with the Chinese women’s soccer team ahead of the FIFA Women’s World Cup and Burberry teamed up with Able Made to create a soccer apparel collection with upcycled Burberry fabrics. LVMH will also sponsor the 2024 Olympic Games in Paris.{Glossy/paywalled}

Fashion NFTs are fizzling out
Fashion NFTs seem to be experiencing a typical life cycle: They launch with plenty of hype, and then excitement dies down soon after, Business of Fashion‘s Marc Bain writes. However, fashion brands aren’t completely giving up on them just yet, as seen with Gucci’s multi-year deal with Yuga Labs and Louis Vuitton’s €39,000 Travel Trunk NFTs, which offers access to exclusive products and experiences. {Business of Fashion/paywalled}

The Cut interviews style-polarizing TikToker @SubwaySessions
Kristina Avakyan, aka @SubwaySessions on TikTok, films short clips of her outfits that have now gone viral and gotten the internet buzzing with discourse. Her quirky style, which can range from lingerie paired with Adam Sandler-esque basketball shorts to low-rise leather pants and a thin bandeau top, is polarizing for some social media users. In an interview with The Cut, Avakyan shares her fashion inspirations, where she shops, how her videos come together and some potentially inflammatory views on which neighborhoods of New York City “get” her fashion choices. {The Cut}

Madhappy launches print magazine ‘Local Optimist’
Los Angeles-based lifestyle brand Madhappy is launching a print magazine called Local Optimist, which will focus on mental health awareness, wellness and art. Los Angeles-based artist Peter Shire covers the magazine’s first issue, which centers on new growth and is available for purchase on the brand’s website. {WWD/paywalled}

Is anyone willing to un-cancel James Charles?
After being largely “cancelled” following allegations of sexual harassment and the surfacing of racist tweets, among other problematic behaviors, beauty influencer James Charles is now seeking redemption and launching his own beauty brand, Painted. Business of Fashion explores the obvious question: Can Charles win back the beauty industry with Painted after his controversies? {Business of Fashion/paywalled}

Madewell partners with Molly Dickson in new collection
Madewell is teaming up with celebrity stylist Molly Dickson on a 12-piece denim capsule collection, set to launch Aug. 11. Dickson, who has worked with celebrities such as Camila Mendes, Sadie Sink and Sydney Sweeney, turned to many of her clients as inspiration for the collection. Ranging in price from $82-$178, the pieces include a denim bralette, a denim micro mini skirt and more. Get a first glimpse at the collection below. {Fashionista inbox}