US Brands Chase Prestige In Europe, Not NYFW

Plus: Everlane bets on Laufey to reboot cultural relevance

Author

Zihan Lyu
September 10, 2025 • Estimated Reading Time: 4 minutes

Fashion Broadcaster

Here's what's happening this week in the world of fashion eCommerce and brand marketing:
- US designers shift shows to Europe for prestige.
- Everlane signs Laufey, pivots from anti-ambassador playbook.
- Roblox runways rise as brands court Gen Alpha.

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Swipe through for the highlights.

📌WEEKLY MUST-KNOWS

Everlane named Icelandic singer Laufey as the face of its autumn collection, the brand’s first-ever celebrity ambassador, under CEO Alfred Chang’s reboot. The move breaks from Everlane’s original DTC-era anti-ambassador stance and signals a pivot to paid creator storytelling to regain cultural heat and reach Gen Z.

Forbes details the accelerating shift of American labels to show in Paris and Milan, chasing cultural capital and pricing power as outlined by luxury strategist Daniel Langer’s 4E framework. The gravitational pull of Europe boosts media density and desirability, while NYFW’s influence softens. US brands and retail partners should recalibrate show budgets, PR timelines and wholesale activations around European calendars.

Aimé Leon Dore released the $450 Italian-made Derby Hiker, blending calfskin and suede uppers with a lugged Vibram sole in three colorways. The silhouette fuses quiet luxury with gorpcore, signaling higher-AOV outdoor-adjacent styles for FW25 assortments. Immediate availability creates near-term content and conversion opportunities across owned and wholesale channels.

⚡QUICK READS

Barbour Teams With Farm Rio On Printed Outerwear: Heritage wax jackets get a tropical update via Farm Rio prints, a collaboration aimed at broadening Barbour’s reach and refreshing fall rainwear merchandising.(More)

Roblox Fashion Shows Go Mainstream: UGC layered clothing, avatar runways and brand collabs on Roblox are creating a low-cost testbed for virtual product, talent scouting and Gen Alpha engagement.(More)

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