The Inside outlook on marketing trends.

In today’s hyper-competitive, attention-fractured world, the fashion brands leading the conversation aren’t just designing great clothes. They’re building entire universes through marketing. The brands trending in 2025 have one thing in common:

They don’t just market to consumers, they co-create with them.

Welcome to the era of participatory fashion marketing.

Take Jacquemus. Simon Jacquemus has mastered the art of marketing through minimalism, surreal visuals, and storytelling that feels intimate yet cinematic. Known for his offbeat runway locations like lavender fields in Provence or salt flats in Camargue, he turns each show into a viral moment. On social media, Jacquemus leans into authenticity, humor, and personal narrative, often posting behind-the-scenes glimpses and nostalgic throwbacks. His playful tone and aesthetic-driven content resonate deeply with Gen Z and millennials. By blending art, lifestyle, and fashion seamlessly, Jacquemus doesn’t just sell clothes, he sells a feeling, a mood, a world. His marketing is quiet confidence wrapped in a pastel-filtered dream. 

Meanwhile, Loewe’s marketing stands out for its innovative, avant-garde approach, blending luxury with artistry. Under the direction of Jonathan Anderson, the brand creates visually striking campaigns that often push boundaries. Loewe’s use of high-concept visuals, collaborating with artists and photographers, turns each campaign into a work of art rather than just a product advertisement. The brand’s focus on craftsmanship and heritage is communicated through storytelling, highlighting the intricate design and artistry behind its collections. Loewe’s digital presence, paired with in-store experiences, showcases an elevated sense of modern luxury, appealing to both fashion insiders and those with a deep appreciation for design. Loewe has reached a point of garment recognition. The unique, creative approach to the brands marketing resonates with those seeking modern, bold, and thought-provoking aesthetics.

Across the board, community and authenticity are the most powerful currencies. Gone are the days when influencers alone could carry a campaign. Instead, brands are embracing micro-communities, from TikTok “core” subcultures to fashion Reddit threads, and finding authentic voices within them. The marketing isn’t “look at us,” it’s “we’re already one of you.”

While marketing has had a beautiful shift, there’s still a heavy miss of brands doing a marketing rebrand, very, very, wrong. PrettyLittleThing's recent rebrand has faced significant criticism from consumers and fashion observers alike. The brand's shift towards a "quiet luxury" aesthetic, characterized by neutral tones and minimalist designs, has alienated its core audience, who favored its previous vibrant and trendy offerings. This change is perceived as an attempt to emulate high-end fashion without delivering corresponding quality or authenticity. Additionally, the rebrand has seen prices increase. However, some customers feel the quality does not justify the higher prices, leading to public scrutiny. A shift in marketing means nothing if there is no shift in product. Critics also point out that the rebrand overlooks the brand's history of ethical concerns. There have been heavy allegations of poor labor practices and lack of supply chain transparency. Without addressing these issues, the brands marketing rebranding efforts are viewed as superficial, failing to resonate with consumers who seek genuine corporate responsibility.

In short, the most successful fashion brands in 2025 aren’t selling clothing. They’re selling culture. And if you're not actively part of the conversation, you're already behind. Stay tuned because in the next column post of The Inside Outlook, we’ll dive into the rise of AI-generated campaigns and whether authenticity can survive the algorithm.