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Marc

@marcbain_

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WHAT WILL YOU WEAR FOR FASHION WEEK ? Que porterez vous pour la Fashion week ( un robot IA à la maison pour le meilleur et pour le pire part II) ! #ai #illustration #fashion #lifestyle #antoinekruk
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For many shoppers, fashion is now experienced primarily through a screen — discovered on social media, watched on runway livestreams and purchased from a product photo. Fashion critic @EugeneRabkin argues in his new book that this shift has left the industry prioritising a garment’s image over the garment itself, hollowing out creativity and quality along the way. At the same time, as AI generated imagery floods the feed, a counter-movement is emerging: luxury brands are commissioning painters and illustrators, hosting phone-free dinners and building hands-on experiences designed to pull customers back into the physical world. In this episode, senior correspondent Sheena Butler-Young (@sheena.butler.young) is joined by Diana Pearl (@dianaspearl), BoF’s US Editor, and Marc Bain (@marcbain_), BoF’s UK Editor and technology correspondent, to discuss whether this renewed emphasis on human creativity and craft is a meaningful response to fashion’s image-first culture — or just the next trend cycle. 🎙️ Listen now #linkinbio #TheDebriefPodcast 📷 Getty Images
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IYKYK @vetirapp … your personal fashion operating system. Thank you @bof @marcbain_ for sharing our story 🚀 🤍
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Since the earliest days of tools like ChatGPT and Claude, industry conversations have been marked by a tension between excitement around speed and efficiency alongside deep-seated fears of job loss, creative dilution and concerns about its environmental footprint. What once played out in theory is now unfolding in practice — as a broader rejection of what AI represents — particularly as more consumers view AI-generated content as a cost-cutting measure that erodes fashion’s human touch, In this episode, The Debrief host Sheena Butler-Young (@sheena.butler.young) discusses with BoF correspondents Marc Bain (@marcbain_) and Haley Crawford (@haleycrawf) why the backlash is intensifying and how consumer sentiment against brands using AI-generated imagery is forcing a reckoning. They explore whether fashion can actually embrace these tools without losing the care and time that confers luxury status. 🎙️ Listen now #linkinbio #TheDebriefPodcast 📷 Getty Images
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Nearly a year after President Donald Trump’s “Liberation Day” tariffs sent shockwaves through the fashion industry, the Supreme Court ruled he did not have authority to impose the sweeping levies. For an industry that imports billions of dollars in clothing, footwear and accessories into the US each year, the decision initially felt like relief. But that optimism narrowed almost immediately as new tariffs were introduced at 10 percent, with Trump indicating they could be raised to 15 percent over the weekend. BoF reporters Marc Bain (@marcbain_) and Cat Chen (@kittykewlcat) unpack what this means for prices, refunds and the supply chain. 🎙️ Listen now #linkinbio 📷 Pexels
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BoF and @McKinseyCo’s annual State of Fashion report finds the industry entering 2026 with caution: 46 percent of executives expect conditions to worsen, citing geopolitics, macro volatility and the risk of shoppers pulling back. Yet there is also a pulse of optimism around AI-driven efficiency, luxury’s creative recalibration and fresh consumer interest in categories from smart glasses to fine jewellery. Tariffs remain the dominant near-term swing factor. Brands mitigated pain in 2025 by pulling forward inventory, but as that cushion runs out, the full impact shows up in 2026 in costs and pricing. More broadly, luxury’s era of price-led growth has run its course; as BoF correspondent Marc Bain (@marcbain_) puts it, if you ask customers to pay more, you have to “actually offer the value for the price.” 🎙️ Listen now #linkinbio #TheDebriefPodcast 📷 Shutterstock
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@gap @ukgap is back in Covent Garden 👏🏼👏🏼 featured in @bof @sundaytimesfashion @wwd @fthtsi @telegraphfashion @elleuk @cosmopolitanuk @drapersonline @timeoutlondon @thelondonstandard @goodhousekeepinguk @fashionnetworkcom @theindustryfashion @the.independent
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It’s a tough time to be running a luxury brand. A number of luxury’s biggest problems are self-inflicted following a period of “greedflation” that saw brands hike prices to levels out of reach for aspirational customers without corresponding product innovation. But economic trends certainly haven’t helped the situation. Executives at major brands point to slowdowns in major economies, volatile financial markets, trade wars and actual wars, all of which together have dampened the consumer confidence and the “feel good” factor on which the luxury industry depends. “It’s a sector-specific down cycle — with an overlay of macro that is not helpful,” said Zuzanna Pusz, luxury analyst at UBS. As LVMH, Kering and Chanel all prepare to unveil major creative reboots this month, they’re also hoping for some macroeconomic relief that might ease the way for a commercial recovery. On that point the outlook is mixed. Analysts and industry executives believe some of the challenges in key markets such as China and the US will persist through at least the end of the year, making a quick turnaround for the industry more difficult. But there are also clear areas of opportunity. The industry can’t count on economic trends to save it in 2026, but there are green shoots to find if brands know where to look for them. Read the full story by BoF’s Marc Bain (@marcbain_) #linkinbio 📷 Getty Images
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What did I have for breakfast? @bof newsletter of course. And it DELIVERED thanks to Marc Bain #fashiontechnews #gpt5 #bof #controversy
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— THIS AND THIS AND THIS AND THIS AND THAT !
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A sharp, timely take on how dopamine culture is reshaping fashion, brilliant read. Link below Graphic credits @bof @marcbain_ https://www.businessoffashion.com/articles/luxury/how-dopamine-culture-rewired-fashion/
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