Armani Sets Succession, Digitizes Brand Archives

Plus: Rosé's Puma capsule bets on balletcore conversions

Author

Zihan Lyu
September 03, 2025 • Estimated Reading Time: 5 minutes

Fashion Broadcaster

Here's what's happening this week in the world of fashion eCommerce:
- Armani readies succession and unlocks a digital archive.
- Margiela turns a product line into a culture platform.
- Rosé steps from ambassador to Puma co-designer.

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📌WEEKLY MUST-KNOWS

Giorgio Armani launched a public-facing digital archive and outlined a gradual succession plan transferring responsibilities to close associates and family. This shores up brand continuity while turning archival IP into always-on content and storytelling across channels. Stakeholders from retail partners to CRM teams gain new assets as governance risk eases.

BRAND STRATEGY AND COMMUNITY
Maison Margiela Line 2 Officially Launches

Maison Margiela debuted “Line 2,” a numbered line focused on cultural and artistic collaborations rather than physical products, launching at Frieze Seoul. The move reframes the brand as a culture platform that builds community, earned media, and experiential engagement without inventory. Expect implications for traffic, CRM programming, and partnership models.

BLACKPINK’s Rosé launched a PUMA capsule built around Speedcat sneakers priced at $90 to $110, plus monochrome apparel and accessories. The partnership progresses from ambassador to co-creator, designed to convert global fandoms during an active world tour. Sportswear, retailers, and affiliates should anticipate search spikes and social-led sell-through on balletcore-influenced silhouettes.

Albino & Preto and Oakley released their first public jiu-jitsu collection, including a limited Gi, Nogi sets, and A&P x Oakley Eye Jacket sunglasses with Prizm lenses. The drop codifies martial arts as a lifestyle fashion category, extending performance eyewear into culture-led capsules. DTC and specialty retail gain a new community to target, with a second chapter confirmed.

⚡QUICK READS

H&M’s New Designer Collab Is Full Of Modern Western Staples: H&M taps Mexican designer Lorena Saravia for an Oct 16 Western-inflected capsule, signaling cowboy-core’s continued migration into mass retail merchandising.(More)

Roc Nation & FIT Launch Student Competition For Exclusive Capsule Collection: Roc Nation and FIT open a student design competition with a 2026 limited capsule, creating a talent pipeline and future hype drop with built-in cultural equity.(More)

ClickZ is a ClickZ Media publication in the DTC eCommerce division