Hola Sugarcups, We inhabit the age of the perpetual fashion; and for the first time we have never been so plundered. Last week I was wandering round a charity shop in Dalston and I saw a girl. She was familiar with the fashion triangle and was at least three decades old. She bustled her way past a long line of plastics, blouses and-er-plastics, polyestery, midis, for a khaki knitted cardigan. Well a kind of very, very cream/old oatmeal, thick, bitchily handknitted piece of monstrosity in with bigthumpy/umbilical/soitgoes, button and border and non-tribalised pockets and no discernible rings of trendiness. She…
Monthly Archive
May 2026
-
-
Hola Sugarcups, Today, any fashion brand has an unlimited content resource. The most scarce and valuable content any industry has is content that is human and has a human brand voice. My email inbox has been flooded with fashion brands eager to talk all the while. From smaller indie London brands to mid size brands with real marketing teams and actual editors – they’ve all had a go with AI content tools and now they need our help to sound more human / like themselves. But how do we even sound like ourselves? And why is that even harder now…