Fashion Broadcaster | Can fashion campaigns change how we think about brand?

Lions Unleashed 🦁

What Cannes 2025 Got Right (and Missed) About Brand
✍️ By Sam Carter, CEO of Fospha

At Cannes Lions this year, one word kept surfacing: brand.

In a performance-obsessed world, brand feels harder to defend. It doesn’t show up in ROAS or fit neatly into a reporting cycle. But that doesn’t mean it’s not driving results.

As Rory Sutherland put it, “A brand is like a pension… one day you wake up and go: bloody hell, where did all this equity come from?”

He’s right. Our data at Fospha shows brands investing more than 10% in upper-funnel activity see 2x the overall marketing efficiency. But belief isn’t the issue — buy-in is.

To protect brand budgets, we need better evidence. That’s why we’ve identified early signals—like branded search and engaged visits—that connect brand activity to business outcomes.

👉 Read the full article
📊 Download the Glow Report to explore the data behind the brand debate.

🏆 Announcing the ClickZ 25 of 25 Awards –
Powered by Fospha

While the world’s eyes were on Cannes last week, we’ve been spotlighting a different kind of creativity.

The ClickZ 25of25 Awards spotlights 25 standout DTC and digital-first campaigns that drove real impact this year — across five key sectors: luxury, beauty, wellness, home, and fashion.

Each winner represents smart, scaled, creatively sharp marketing — and we’re thrilled to celebrate their work.

You’ll find the full list — plus sector breakdowns and creative highlights — in our full awards report.

📥 Download the full report below

👉 Got a standout campaign or behind-the-scenes story to share? ClickZ is always looking to spotlight fresh creative — reach out to us, we’d love to hear from you.

Sector Spotlight 🎥

FASHION INNOVATION

Khaite's Resort 2026 Fusing 90s Grunge With Bohemian Elegance For Sophisticated Style

Khaite's Resort 2026 collection blends 90s grunge style with bohemian elegance, showcasing textural combinations and avant-garde detailing. Its standout pieces, like geometric leather jackets and playful jewelry, highlight how craftsmanship and functionality create high-fashion appeal, offering marketers insights into fashion's merging of classic influences with modern innovation. This approach allows brands to resonate with diverse audiences seeking luxury and practicality.

LUXURY FASHION INNOVATION

Longchamp's Artisanal Parisian Garments Blend Tradition With Modern Aesthetics

Longchamp's Fall 2025 collection, in collaboration with French artist Constantin Riant, offers a thoughtful reinterpretation of the brand's legacy with six artisanal pieces. This collection blends traditional craftsmanship with modern aesthetics, featuring bespoke emblems and workwear-inspired garments. It's relevant for marketers as it highlights the strategic use of artistic collaborations to infuse luxury fashion with unique, consumer-resonant designs.

ETHICAL FASHION SHOWCASE

Ethical Fashion Initiative Marries Artisanal Crafts With Haute Couture Traditions

The Ethical Fashion Initiative (EFI), spearheaded by the International Trade Centre, connects marginalized artisan communities in Africa with global fashion brands focusing on sustainability and social impact. EFI showcased traditional craftsmanship from Kenya and Burkina Faso using organic, eco-friendly materials at the Lineapelle fair in Milan. For marketers, the growing emphasis on ethical production offers strategic opportunities for brands to align with consumers' increasing preference for responsible luxury.

CULTURAL HERITAGE RESTORATION

Luxury Brands Restore Cultural Heritage Through Architectural Revivals And Global Collaborations

Luxury fashion brands like Chanel, Fendi, Bulgari, Prada, and Dior are investing millions in preserving cultural heritage globally, underscoring the sector's move towards enduring cultural impact beyond transient fashion trends. For marketers, this illustrates a growing strategic emphasis on corporate social responsibility, offering a nuanced brand narrative for customer engagement and differentiation in luxury markets.

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ECOMMERCE TRENDS

eCommerce Marketing Trends to Know of in 2025

In 2025, eCommerce marketing is driven by five crucial trends:

• personalization and enhanced customer experiences using data and AI

• the rise of mobile commerce and shoppable content

• the impact of social commerce coupled with influencer marketing

• the importance of data analytics and marketing automation

• the evolving roles of SEO and content marketing.

These trends highlight the strategic use of technology and platforms in capturing and retaining customers, emphasizing the need for tailored experiences, efficient data handling, and adaptive marketing strategies for professionals in the field.

GEOGRAPHIC INSIGHTS

Geographic Insights Help Brands Expand Into Underserved Markets With Amazon DSP

Geographic Insights and Activation (GIA) on Amazon DSP empowers marketers to efficiently tap into underpenetrated markets by leveraging Amazon's first-party data.

This tool enables advertisers to identify high-potential geographic areas, optimize campaigns, and combine online and offline sales data for improved reach and ROI. By addressing challenges of localized personalization and operational friction, GIA offers a precise means to enhance advertising effectiveness and expand customer bases.