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  • The Luxury Designer Is Now Working at Zara, And Honestly? We Should Have Seen This Coming.
    Hola Sugarcups, Something happened in fashion this week that I’ve been turning over in my head since Thursday, and I think it’s actually one of the most interesting structural stories in the entire industry right now. GU, the brand that sells $18 jeans, Uniqlo’s younger, cheaper, more trend-obsessed sibling, just unveiled its first ever collection
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    The Shoes That Make Rich Energy Look Effortless
    Hola Sugarcups, Can we talk about shoes for a second? And no ladies, I’m not talking about those, ‘here are 20 sandals you need right now’ kinda way. I genuinely cannot with those posts. You scroll, you screenshot, you forget by Thursday. So no, thank you. I want to talk about shoes the way I
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    This Is Why Shein Just Lost Its First Real Estate in Europe
    Hola Sugarcups, Yesterday, a department store in central Paris silently did something that every high street trade body in Britain has been lobbying Downing Street to do for the better part of 2 years, and couldn’t. BHV Marais, the historic store sitting a few hundred metres from Notre-Dame, announced it was ending its partnership with
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    The Copy, The Bet, and The Gamble: What Zara and H&M Are Really Doing Right Now
    Hola Sugarcups, There’s a specific kind of cognitive dissonance you feel when you walk into a Zara on Oxford Street and find yourself holding a blazer that, structurally, has no business costing what it costs. The shoulder sits properly, the lapel has a roll to it, not a fold. For sure, somewhere in Arteixo, a
  • The Most Viral Fashion Content Right Now? People Touching Fabric. Seriously.
    Hola Sugarcups, “We are officially living in the era of infinite fashion and somehow we’ve never felt more starved for something real.” Right, I need to tell you about something I noticed last week in one of the charity shop in Dalston. A woman, easily mid-thirties, clearly someone who ‘Knows What She’s Doing’ (in terms
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