Articles by Don-Alvin Adegeest
Don-Alvin Adegeest is a consultant and specialist in brand strategy, communication, and design with extensive experience in the fashion and luxury retail industries. Since 2003, he has collaborated with FashionUnited as a senior editor, contributing analysis, interviews, and in-depth reports focused on the international fashion business. His career includes leadership roles at companies such as Hugo Boss or LVMH giving him a deep understanding of the market and the sector’s value chain.
Fashion prediction 2026: Between caution and course correction
If 2025 was the year fashion learned to live with uncertainty, 2026 is shaping up to be the year it decides what to do with it. Many of the pressures that defined the past 18 months will not magically disappear on January 1st. Tariff uncertainty remains a structural concern, particularly as trade tensions between major economic blocs continue to...
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Hong Kong’s fashion ambition faces its biggest test yet
HONG KONG — On a cool December evening, a runway hidden inside the waterfront Palace Museum, filled with models wearing looks from London, Paris, Seoul, Shenzhen and Hong Kong, all within the same show. It was a tableau few other cities could stage: a genuinely international mix, with designers from Italy, the mainland, the UK, France and Korea...
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Why creator-led trust will define fashion marketing in 2026
Pulse Advertising has observed a decisive shift in how consumers form trust, and it’s a shift with real consequences for fashion brands planning their 2026 strategies. Instead of buying what brands are telling them, audiences are paying attention to real voices, experiences, and personalities. Audiences (especially Gen Z) are gravitating toward...
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Meriem Bennani wins first Boss Award for Outstanding Achievement at Art Basel Miami Beach
Art Basel’s first-ever Awards Night in Miami Beach brought a new fashion–art crossover moment: the debut of the Boss Award for Outstanding Achievement, which went to Moroccan-born, New York–based artist Meriem Bennani. The honour was presented by Hugo Boss CEO Daniel Grieder and Creative Director Marco Falcioni as part of the brand’s broader...
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Brand loyalty in 2026 gets personal
As 2026 approaches, loyalty programmes are evolving from simple retention tools into strategic growth engines, reshaping how brands engage with consumers. According to Lena Kleinwechter, Customer Engagement & Loyalty Strategist at Talon.One, four key trends are set to define the loyalty landscape next year. “The momentum behind loyalty has never...
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Dario Vitale’s short tenure ends as Prada resets Versace's creative direction
If fashion’s game of musical chairs has felt unusually frenetic this season, you’re not imagining it. Across the SS26 cycle, designer rotations have at times overshadowed the collections themselves, reflecting an industry where creative tenures are shrinking and corporate restructurings are accelerating. Data shows the average creative director...
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Sweaty Betty hit with second slogan row as small brands call out copying
Sweaty Betty is facing renewed criticism after a second small business alleged the activewear giant lifted its marketing language, intensifying a debate about big brands drawing “inspiration” from independents, according to a report in The Times. Following last month’s viral complaint from fitness influencer Georgina Cox, leak-proof underwear...
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Luxury M&A in 2025: Prada’s Versace buyout and what’s next for the sector
As 2025 draws to a close, the luxury sector has seen a notable uptick in merger and acquisition activity, driven by slower growth in key markets, selective opportunities for undervalued brands, and strategic efforts to expand global portfolios. Leading the pack is Prada’s acquisition of Versace, a headline-grabbing move that highlights both the...
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Phoebe Philo’s ‘secret sale’ highlights luxury’s quiet struggle with excess stock
The annual cascade of Black Friday newsletters has been hard to escape, arriving with such frequency that even the most discerning shoppers may feel a twinge of fear of missing out. Promotions now cover everything from LED face masks consumers did not know they needed to socks, sweats and, increasingly, luxury fashion. Excess inventory remains a...
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Eco Age CEO John Higginson on the new era of proof-based sustainability
As regulators tighten the screws and consumers demand verifiable sustainability data, brands across fashion and luxury are being forced into a new era of transparency. Eco Age—long recognised for its influence on sustainability strategy, policy engagement and industry-wide advocacy—has been tracking this shift closely. Its CEO, John Higginson,...
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