Warning! If you are unfamiliar with any brand mentions or images below, then you’re probably living under a rock.

Fashion is part of our daily lives, with the industry growing phenomenally and set to reach $115-125 billion by 2025.

This article is not about the latest fashion trends but about how digital technology's evolution impacts the way we experience fashion today.

Two noteworthy events took place in the fashion world: the grand unveiling of the Nita Mukesh Ambani Cultural Centre, poised to be India's most technologically advanced theatre, and the Met Gala 2023. Both showcased a diverse array of fashion, but the exciting part is the ripple effect of these events across the fashion industry.

The recent events are not only big for the stars but for marketers as well. With one right step on the red carpet, just like Fenty at the Super Bowl, your brand can soar. 

(Rhianna powdering her face at the Super Bowl halftime show resulted in an 883% rise in Google searches for Fenty Beauty.)

What are the branding and marketing strategies that fashion brands use to not only drive sales but to become trendsetters in the industry?

Enter Cool Gai, ready to offer you a Fresh, Brainy, and Quirky perspective on all matters related to fashion marketing.

Let’s start with what’s new with Fresh Gai.

Cool Guy

Retro gaming inspires sustainable fashion trends.

Have you heard of Loewe's latest collection?

LOEWE blends haute couture with retro gaming culture, particularly focusing on pixelated graphics. Their Pixel collection taps into nostalgia and creativity, drawing inspiration from games like Minecraft. It features bold designs with jagged edges and a distinct 2D construction. Unlike other luxury brands, LOEWE takes a subtle approach to branding, avoiding turning wearers into walking billboards for gaming brands.

This departure is a refreshing change in the high-fashion industry.

Embrace Individuality and Style: Highsnobiety's Latest Issue Spotlights Central Cee

Highsnobiety's latest issue is all about Central Cee, the rap sensation taking the world by storm. He rocks the cover in a killer Thom Browne tracksuit, showcasing his unique style. In an exclusive interview, Central Cee opens up about his life and music, giving us a rare glimpse into his world.

This campaign is special because Central Cee styled himself for the cover, owning his individuality. It's a refreshing reminder that fashion embraces diverse voices and personal expression.

But that's not all! Highsnobiety's latest issue is filled with style icons and trendsetters championing taste and individuality. They've even added a brand-new section on beauty, offering fresh perspectives on style and self-expression.

Cool Guy

Uniting the colours of the world through Benetton (1980s-present)

The "United Colors of Benetton" campaign launched in the 1980s and has continued to be an iconic and controversial advertising campaign ever since. Benetton, an Italian clothing brand, sought to break the mould of traditional fashion advertisements by using provocative and socially conscious imagery to convey their message of diversity and unity.

While the campaign has evolved, the core message of unity and diversity remains central to Benetton's brand identity. Through its advertising efforts, the company continues to tackle pressing social issues, embrace multiculturalism, and promote a more inclusive world.

The United Colors of Benetton campaign significantly impacted both sales and brand awareness for the Benetton brand. The campaign undeniably helped the brand stand out in a crowded fashion market and generated considerable attention.

Under Armour - "I Will What I Want" (2014)

Launched in 2014, the campaign aimed to redefine perceptions of female athletes and empower women to break barriers and pursue their goals unapologetically. It featured videos showcasing accomplished athletes who shared their stories of overcoming adversity to achieve greatness.

The campaign used digital media and social platforms to engage with the audience, encouraging women from all walks of life to share their stories of triumph with the hashtag #IWILLWHATIWANT. This interactive approach fostered a sense of community and support

Under Armour's CEO, Kevin Plank, praised the campaign as being reflective of the brand's DNA and reported a double-digit sales increase in UA's Women's athletic line, putting the company on track to $75mm in revenue.

The videos garnered 13 million views and attracted new customers, mostly women, to the company's e-commerce site. Additionally, the videos led to over 350,000 downloads of UA's 'I Will What I Want' App.

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David Beckham’s shenanigans (2014)

The H&M David Beckham Bodywear Collection cleverly incorporated humour into its marketing campaigns, adding a playful touch to the brand. One notable example was the advertising campaign featuring David Beckham himself. The campaign showcased Beckham's sense of humour by presenting him in various comical and exaggerated scenarios while emphasizing the comfort and style of the bodywear collection.

The commercial relied on lightheartedness and comedic elements to capture viewers' attention and create a memorable impression. This humorous approach entertained audiences and effectively conveyed the message that the David Beckham Bodywear Collection was designed to be comfortable and flexible for everyday wear. By using humour, H&M added an element of fun to their marketing strategy, making the collection more relatable and engaging for consumers.

Fashion the Doritos way (2018-present)

In a bold and unexpected move, Doritos, the famous snack brand known for its daring flavours and edgy marketing campaigns, ventured into the fashion world with their innovative collaboration titled "Doritos x Fashion."

The "Doritos x Fashion" collection was a vibrant and eccentric representation of the brand's signature boldness. The collaboration brought together renowned fashion designers, influencers, and artists to create limited-edition pieces inspired by the iconic Doritos chips. From flashy streetwear to avant-garde runway looks, the collection showcased various styles that mirrored the brand's spirit of self-expression and unapologetic individuality.

Doritos went beyond physical garments, using social media and digital channels to engage with their audience. They organized interactive events, contests and encouraged consumers to share their creative "Doritos x Fashion" interpretations. Fans flocked to these locations for unique pieces that merged their love for snacking and style.

The Significance of Fashion Marketing

In today's ever-evolving world, fashion marketing has emerged as a powerful force that demands attention. It is an essential component of the fashion industry, combining creativity, strategy, and consumer psychology to shape brand identities, drive sales, and influence cultural trends.

Brands from other industries can also learn from the tactics of the fashion marketing world, the lessons include:

Building brand identities

  • Establishing unique brand identities that resonate with consumers.
  • Creates emotional connections and fosters brand loyalty.


82% of consumers are more likely to purchase from brands they feel an emotional connection with.

Influencing cultural trends

  • Shapes popular perceptions of style and self-expression.
  • Sets and influences societal norms and aspirations.


Fashion marketing plays a crucial role in dictating trends followed by millions of people worldwide.

Creating collaborations and partnerships

  • Enhances brand visibility and attracts new audiences.
  • Leverages networks and credibility of the partners.


Collaborations can lead to a 30% increase in brand awareness and customer engagement.

By paying attention to fashion marketing, brands can effectively engage with consumers, shape industry trends, and contribute to positive societal and environmental change.