Italian ready-to-wear brand Max Mara has unveiled Le Parfum – a new signature a woody-floral fragrance for women with Academy Award-nominated actress Florence Pugh as the face of the campaign.

Marking the brand’s official, high-profile return to Perfumery, it is the very first creation born from their 2024 partnership with Shiseido. Designed to mimic an ‘invisible coat’ on the skin, Le Parfum translates Max Mara’s tactile heritage into a sensory, evocative dimension. Exploring femininity with a masculine twist, it fits like a second skin, capturing the discreet authority that defines the Max Mara woman.

Details of Max Mara’s Le Parfum

The Fragrance

– Notes: Tuberose (Top Note), Vanilla (Heart Note), Sandalwood and cedarwood (Base Notes)
– Character: A warm, enveloping, and sensual skin scent designed to feel like an ‘olfactive coat’ reminiscent of the brand’s iconic tailoring and cashmere trench.
– entirely vegan, formulated with 90% ingredients of natural origin,

The Bottle

– An architectural silhouette of perfect proportions, entirely made of glass, with a lacquered belt at its centre, the bottle directly evokes the Max Mara coat
– A sculptural glass flacon featuring a lacquered belt cinched at the center and topped with a gold couture button
– Designed to be refillable, it comes in multiple formats, including 35 ml (Travel-friendly standard spray bottle), 50 ml (structural glass bottle with pleats), and 100 ml (Refillable flagship size).

The Campaign

Photographed by Mario Sorrenti, the campaign reveala a quiet strength and a subtle sensuality. It embraces confidence and authenticity, portraying that precise moment when a woman knows she’s ready, perfectly aligned with herself. Not because she has changed, but because she is fully herself. With her natural confidence, authenticity and distinctive presence, Pugh embodies a modern vision of femininity that resonates deeply with the values of Max Mara.

Priced between Eur 87 – 174, Max Mara’s Le Parfum is available now in-store and online. Check out the campaign images here.

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Global Beauty Conglomerate The Estee Lauder Companies Inc has announced the appointment of Justin Boxford, Global President, Luxury Beauty Brands, Erica Kwok, Senior Vice President and General Manager of Estee Lauder, and Magalie Parksuwan, Senior Vice President and General Manager, La Mer.

Justin Boxford Global President, Luxury Beauty Brands
In his new role, Boxford will steer the business into its next phase of growth with a protfolio that ncludes La Mer alongside Estee Lauder, AERIN, Darphin Paris and Lab Series. No stranger to La Mer, he has overseen the brand’s operations from 2017 to 2022, overhauling its digital and multi-channel sales strategies.

Erica Kwok Senior Vice President and General Manager of Estee Lauder
Taking charge of the company’s premier flagship line, Kwok will collaborate directly with Boxford to guide Estee Lauder through its upcoming phase of development. She has a two-decade track record in the beauty sector including 15 years at Estee Lauder

Magalie Parksuwan Senior Vice President and General Manager, La Mer
With deep expertise in scaling international luxury brands across cosmetics, perfumes, and skincare lines Parksuwan will drive La Mer’s next growth cycle. Reporting directly to Boxford, she will also provide strategic backing to Pierre-Olivier Garcin, the Senior Vice President and General Manager of Darphin Paris and Lab Series.

‘These appointments reflect the exceptional strength of our leadership bench and our deep commitment to developing world-class talent from within. Justin, Erica and Magalie each bring distinctive expertise, proven leadership and a deep passion for our brands. Together, they will build on the strong foundations of these businesses, drive continued growth and innovation, and position our brands for long-term success,’ stated Jane Hertzmark Hudis, Executive Vice President and Chief Brand Officer, The Estee Lauder Companies.

Estee Lauder’s new Leadership appointments follow on the announcement of Global Brand President, La Mer and Skin Care Brands, Sandra Main’s retirement effective December 31, 2026, following an exceptional three-decade career with the company.

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American clothing brand Tommy Hilfiger has released a Kids Fall 2026 collection in partnership with the iconic American comic strip brand Peanuts.

Designed for the new school season of first-day excitement, new friendships and everyday adventures, the 12-piece capsule reimagines the modern prep wardrobe through the playful world of Peanuts. Each of the pieces are crafted using certified recycled and regenerative materials, while balancing heritage style with comfort and ease.

Key pieces from the Tommy Hilfiger X Peanuts Fall 2026 collection include:
– Character-print puffers, varsity bombers, cable-knit sweaters and rugbies sit
– Ithaca stripe shirts, wide-leg chinos and standout denim finished with bold prints
– Signature TH lettering, Hilfiger flags and Peanuts-inspired crests

‘Peanuts has long been part of the fabric of American pop culture. What has always made the stories so special is the individuality and imagination of the Peanuts gang. Those same qualities inspired every piece in this collection creating clothes that feel full of personality and give kids the confidence to express who they are from the very first day of school,’ stated Tommy Hilfiger in a press release.

The Tommy Hilfiger X Peanuts Fall 2026 collection is available now on tommy.com, in TOMMY HILFIGER stores worldwide and through select wholesale partners throughout the season.

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Swedish fashion giant H&M’s Beauty Division has released its Autumn/Winter 2026 limited-edition Eau de Parfum collection inspired by the cultural mood of the late ’90s and early 2000s.

Crafted with vegan formulas, it comprises of five distinctive fragrances offering a modern interpretation of nostalgic scent profiles, reimagined for today. Each fragrance is designed to suit different moods and personalities and perfectly captures the excitement, confidence and unforgettable moments of a generation.

Details of the H&M Beauty Autumn/Winter 2026 Eau de Parfum collection

Pink Wednesday
Blending juicy fruits with soft florals and creamy vanilla, this playful and vibrant fragrance captures the excitement of carefree days and unforgettable nights
Notes: Kiwi / Litchi / Passion Fruit / Orchid / Rose / Jasmine / Caramel / Woods / Vanilla / Musk

Daily Apple
Combining crisp apple with delicate florals and warm woods, this fragrance has an uplifting everyday signature of freshness thats effortlessly nostalgic.
Notes: Apple / Cassis / Melon / Tropical Fruits / Magnolia / Tuberose / Jasmine / Rose / Lily of the Valley / Violet / Amber / Dry Amber / Musk / Sandalwood

Crystal Glow
This luminous fragrance has a fresh, radiant finish that balances sparkling citrus with airy florals and soft woody notes.
Notes: Lemon / Cedrat / Apple / Jasmine / Rose / Bamboo / Cedarwood / Musk / Amber

Powder Pink
Familiar and contemporary, it features delicate florals layered with juicy berries and comforting musks.
Notes: Cassis / Pomegranate / Raspberry / Yuzu / Jasmine / Peony / Magnolia / Water Lily / Musk / Amber / Soft Woods

Call Me Orchid
Blending luminous florals with creamy woods and amber, it offers a effortlessly elegant lasting impression.
Notes: Mandarin / Peach / Orange Blossom / Jasmine / Frangipani / Musk / Patchouli / Sandalwood / Amber

Priced at Eur 14,99, the H&M Beauty Autumn/Winter 2026 limited-edition Eau de Parfum collection is available now in selected H&M stores worldwide and at hm.com.

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Lately, something interesting has been happening behind the scenes of fashion shows. If glasses have long been a signature accessory in the world of fashion, then more and more models, makeup artists, and stylists are turning to colored contact lenses as a new way to complete an outfit.

This is a small change, but it can completely transform a person’s appearance. A different eye color can set the mood for the entire look, accentuate the makeup, and make the outfit more expressive in front of the camera.

The Growing Popularity of Colored Contacts in Fashion

For many years, glasses have been used to add individuality to a model’s look. They can create a sense of sophistication, confidence, or even emphasize intellectual qualities. But behind the scenes of many modern fashion shows, creative teams are discovering that colored contact lenses open up new possibilities.

Without a frame separating the viewer from the model’s face, the eyes become more noticeable and expressive. Makeup artists gain more freedom to experiment with bold eyeliner, expressive eyeshadow, and dramatic looks that would otherwise be hidden behind glasses.

In fashion photography, where every detail matters, eyes often become the focal point. A barely noticeable change in color from brown to honey‑colored, gray, or blue can create an entirely new impression without changing anything else about the model’s facial features.

Why More Models Are Choosing Contacts Instead of Glasses

There are several reasons colored contacts are becoming a popular choice in the fashion industry:

– They allow makeup to shine: Eye makeup is a major part of many runway looks, and removing glasses helps every detail stand out.
– They create more styling options: A single model can take on completely different aesthetics by changing their eye color to match a collection, campaign, or theme.
– They work better for photography: Glasses can sometimes create unwanted reflections under studio lights or camera flashes, while contacts keep the focus on facial expressions.
– They offer a more natural finish: Today’s lenses are designed to blend with natural features, creating subtle enhancements rather than an artificial appearance.

In fashion, the smallest choices often create the biggest impressions. Eye color may seem like a minor detail, but it can influence the entire feeling of a photograph or runway presentation.

Exploring the Different Types of Contact Lenses

As eye-focused beauty trends continue to grow, people now have more options than ever. Understanding the different types of contact lenses helps individuals choose lenses that match their needs, whether they are looking for vision correction, cosmetic changes, or both.

Some lenses are made specifically to improve eyesight, while others are designed purely for appearance. Colored contacts can come with prescription options for those who need vision correction, as well as non-prescription versions for people who simply want to experiment with their look.

Of course, style should never come at the expense of eye health. Choosing lenses from reliable sources, following cleaning instructions, and using them responsibly are essential steps for maintaining comfort and safety.

The Future of Eye Fashion

The growing popularity of colored contact lenses reflects a broader phenomenon in the world of beauty and fashion: the стремление to personalization.

Modern trends are not so much about adhering to a single beauty standard as about creating an individual identity. Models, influencers, and simply fashion enthusiasts use eye color, makeup, and style as tools for self expression.

Contact lens manufacturing technologies are also evolving. New models focus on increased comfort, more realistic color options, and materials that ensure better air circulation, making the lenses more comfortable to wear during long events and photo shoots.

Glasses will always be a fashionable accessory, but colored contact lenses offer a different kind of creative freedom. They allow people to instantly experiment with their appearance without distracting attention from facial expressions and overall aesthetics.

Fashion has always been associated with transformation. Sometimes the most significant changes are the smallest ones, and a simple change in eye color can completely alter a person’s appearance and sense of self.

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Fashion loves a hybrid.

The ballet flat becomes a sneaker. The track jacket gains a pearl pull. The football jersey meets a bubble skirt. The appeal is not just novelty. A hybrid garment creates a useful little conflict, allowing two visual codes to occupy the same body at once. Sport looks more polished. Something precious becomes less fragile. The wearer gets to resist being read too quickly.

That is the territory AceEase wants to claim. The emerging women’s tennis and activewear label is not simply making prettier performance clothes, nor is it reproducing the familiar signs of tenniscore. Instead, it treats the court wardrobe as raw material for fashion: a system of lines, gestures, and proportions that can be edited, sharpened, and made newly expressive.

Tennis has become irresistible to fashion because it already contains so many contradictions. It is controlled and explosive, traditional and individualistic, elegant and intensely physical. The uniform is recognizable from a distance-the skirt, the dress, the polo, the clean shoe-but every movement disrupts its neatness. Fabric lifts, twists, darkens, and catches the air. A successful tennis garment is never truly static.

AceEase designs for that motion while refusing the idea that function must look purely technical. Its A-line skirts borrow the clarity of a fashion mini, then add the coverage required for a full range of movement. Its micro-flared pants use stretch fabric but avoid the visual neutrality of standard leggings. Fitted tops are shaped around the torso with necklines and adjustable hardware that read as deliberate styling elements.

The clothes communicate before their specifications do. This may sound like a small distinction, but activewear has spent years teaching women to shop through numbers: compression levels, fabric weights, percentages of stretch, and rates of moisture transfer. Those details matter, especially for serious sport. But they can also turn the body into an engineering problem and the garment into a list of solutions.

AceEase begins elsewhere-with the awkward, specific moments that performance language often overlooks. A strap that cannot adapt to the wearer. A skirt that feels perfect while standing still but changes the way she moves because she no longer trusts its coverage. A waistband that is secure on the court and intolerable an hour later. A top that works during the match but looks too much like equipment to remain part of the outfit.

The brand’s female perspective is located in those details. It is not femininity applied after function, in the form of a pastel color or a smaller cut. It is function redefined through a woman’s day. Support can be adjustable rather than absolute. Coverage can protect confidence without hiding the body. Softness can be a performance quality. A pocket, strap, seam, or hem can be judged not only by whether it survives movement, but by whether it allows the wearer to forget about it.

Visually, AceEase is strongest when it keeps opposing ideas in play. A polished piece of metal interrupts a soft, skin-like textile. A sporty line meets a sensual cut. A skirt moves freely while its internal construction stays controlled. The garments are young without becoming juvenile, romantic without becoming nostalgic, and athletic without depending on the cliches of the gym.

That ambiguity gives them a life beyond tennis. The most current way to wear sport is not necessarily to assemble a perfect matching set, but to introduce an athletic piece into an otherwise personal wardrobe. A court skirt under a boxy jacket. A performance top with low-slung denim. A micro-flare pant with a fine cardigan and an unexpected shoe.

Recent fashion coverage has reflected the same move away from orderly, head-to-toe athleisure and toward more idiosyncratic combinations of sport, tailoring, prep, and traditionally feminine pieces. The contrast makes the athletic item feel more fashionable and, paradoxically, makes its function feel more believable. It is clothing being used, not displayed as a total look.

AceEase’s name reads like a design brief. ‘Ace’ is precision, impact, and the point everyone remembers. ‘Ease’ is rhythm, looseness, and the confidence of not appearing overworked. Great sportswear needs both. So does great style. A look should have a clear idea, but it should not seem trapped by that idea.

The brand is entering a crowded field. Tennis fashion has expanded from heritage labels and performance giants to luxury collaborations, celebrity dressing, and a growing number of independent names. Major tournaments now function as stages for both fashion houses and smaller sportswear companies hoping to establish an identity.

That visibility creates opportunity, but it also raises the standard. A new label cannot rely on a pleated skirt and a racket to create identity. AceEase’s answer is to move past tennis as an aesthetic and toward tennis as a design philosophy.

The body is active, but the eye is active too. A garment must be read from across the court, felt through repeated motion, and styled again when the match is over. In that sense, the label’s real category may not be tenniswear or athleisure at all. It is fashion for women whose lives refuse to stay in one lane.

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Swedish fashion giant H&M has unveiled its Pre-fall 2026 Collection for it’s capsule menswear line H&M Atelier.

Marking a transeasonal shift from the cooler tones of summer, the collection focuses on lighter outerwear offering ease of dressing that feels unforced and spontaneous. With its color palette of Olive, khaki green, greys, soft beiges and a deeper navy, to relaxed silhouettes grounded in utility, comfort and quiet confidence, the capsule bridges the seasons through elevated design and tactility.

Key looks from the H&M Atelier Pre-fall 2026 Collection include:

– a mid-length utility jacket inspired by a heritage field jacket in supple leather
– a cropped cotton gabardine jacket, single-breasted blazers and overshirts
– elevated Denim such and five-pocket jeans and an overshirt in dark indigo
– sheer fine-yarn knitwear allows slimmer fits beneath looser layers
– wide shaped Trousers that pool at the ankle, styled with a belt for structure
– Leather loafers and a messenger bag complete a more polished return-to-work feeling

‘Pre-Fall 2026 is about a kind of focused restraint – pieces that feel genuinely lived-in and effortless but are underpinned by attention and craft. It’s a wardrobe built on balance: between heritage and future, softness and structure,’ stated Ana Hernandez, Menswear Designer at H&M Atelier.

The H&M Atelier Pre-fall 2026 Collection is available now on hm.com from 20 August 2026. Check out the looks from the collection here.

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There’s a special magic in a rustic living room. It feels grounded, genuine, and deeply welcoming. Unlike spaces that strive for sterile perfection, this style celebrates the beauty of natural materials and the comfortable evidence of a life well-lived. For families navigating the chaos of kids and pets, it’s not just an aesthetic; it’s a practical approach to creating a home that’s both stylish and resilient.

The true art lies in blending durability with a beautiful rustic design. You can absolutely protect your investments while enhancing the cozy vibe. A simple, well-chosen waterproof couch cover is a perfect example. Draped casually over a sofa in an earthy plaid or soft, stonewashed hue, it adds a layer of inviting texture while offering peace of mind against spills and pet naps.

Build a Rustic Foundation with Nature’s Touch

At its heart, rustic style is a return to organic elements. Think of the warmth of wood grain, the solidity of stone, the breathable softness of cotton and linen. You don’t need exposed log walls to capture this feeling.

Introduce a live-edge wood coffee table, a set of floating shelves from reclaimed barn board, or a collection of woven seagrass baskets for storage. These pieces bring a rustic, authentic, tactile quality that instantly makes a space feel anchored and serene.

Add Earthy, Soothing Hues to the Room

The color story in a rustic space is inspired by the outdoors. Soft gray of weathered bark, the deep green of forest moss, the warm terracotta of clay, and creamy, off-white neutrals work together to create a rustic backdrop that is inherently calming and cohesive.

Even if painting isn’t an option, layer these colors through your decor. A stack of books in earthy tones, ceramic lamps in a matte glaze, or a trio of throw pillows in linen shades can weave this palette throughout your room with subtle grace.

Cast a Gentle, Glowing Light

Lighting can make or break the rustic ambiance. Harsh overhead lights are the enemy of intimacy. Instead, aim for a constellation of softer sources.

– Look for table lamps with bases made of ceramic, iron, or aged wood, using warm-glow bulbs.
– A statement floor lamp in a tripod style or a pendant light with a rattan shade can become a beautiful focal point.
– In the evening, the flicker of candlelight in lanterns or simple glass holders adds a final layer of peaceful ambiance.

Furnish for Comfort and Durability

Rustic furniture prioritizes comfort and character over formality. Seek out pieces that feel substantial and inviting: a deep, plush sectional, a rocking chair with a worn-in cushion, a solid wood storage bench. The goal is sturdy, welcoming pieces that encourage gathering.

And remember, existing furniture can be transformed. A well-fitted slipcover in a neutral fabric or a strategic arrangement of throws can integrate older pieces seamlessly into your new vision.

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British luxury fashion house Burberry is celebrating Chinese Valentine’s Day with a capsule collection inspired by everyday romance.

Chinese Valentine’s Day also known as Qixi Festival or Double Seventh Festival, falls on the seventh day of the seventh lunar month in the Chinese calendar. For this years occasion which corresponds to August 19.

Buberry’s 2026 Chinese Valentine’s Day capsule features a new logo made up of custom heart-shaped lettering, and a playful take on the Burberry Knight, in which the shield is reimagined as a heart. For men there’s the Clapton hooded jacket, woven in lightweight nylon, plus cotton jersey separates while for women, signature bag styles and dresses are reimagined in seasonal shades of pink and white.

‘Music brings people together. In our campaign, Zhang Jingyi and Zhang Kangle bring their own unique interpretations to the characters,’ Daniel Lee Chief Creative Officer, Burberry said in a press release.

The launch of the collection is supported by a campaign titled ‘Love, on Repeat’ starring Burberry brand ambassador Zhang Jingyi and Burberry Beauty brand ambassador Zhang Kangle that explores the power of music to bring people together. Lensed by photographer Yituo, it follows a story of serendipity and enduring human connection, capturing an encounter between two strangers who meet in a record store and bond over a shared love of music.

Burberry’s Chinese Valentine’s Day collection is available now in Burberry stores, and online on Burberry.com. Check out the stunning campaign images here

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Dupe culture, driven largely by Gen Z and Millennials, has become a mainstream shopping habit over the past few years. A 2025 Morning Consult survey of 2,202 US adults found that more than a quarter had intentionally bought a dupe of a premium or luxury product, and 69% associated frequently duped brands with being “fashionable”. That’s particularly challenging for independent labels, where shoppers may encounter an imitation before discovering the original brand. As many founders and designers hear about a knockoff from a customer, not a lawyer, let’s break down what’s important.

How are brand copycats caught?

Most of those making dupes are never caught through official channels. Often customers send through a screenshot or tag the brand on social media. By then, a competitor may already be selling similar goods or applying to register a similar trademark. While the United States Patent and Trademark Office (USPTO) grants trademark rights it does not monitor or enforce them on your behalf. Owners and designers must do this themselves.

What can you do to protect your fashion brand?

Protecting your brand is essential to avoid copycats, dupes and brand infringement. Here are three ways to get started:
– Use reverse image searches to check whether copycats have reused your product photos
– Set alerts for your brand and product names or use a specialized brand protection service
– Search the marketplaces where dupes often appear as well as social-commerce channels relevant to your customers

What’s the difference between a dupe, knockoff or counterfeit?

While a counterfeit typically uses a brand’s mark without authority and presents itself as the genuine article, a dupe with a similar aesthetic is not automatically unlawful. They may still infringe trademark or other intellectual property rights if they confuse consumers or copy protected features, but every case depends on the facts. Seek advice on the specific facts before taking action.

Why is finding a copy only half the job?

In the US, enforcement is the owner’s responsibility. Delaying can also count against you: a court may narrow the remedies available to an owner who “sleeps on their rights”. Detection only helps once you can act on it. A registered trademark lets you file marketplace takedowns, oppose a copycat’s application, or record the mark with customs. It’s also the key to the marketplaces’ own programs – Amazon Brand Registry, eBay’s VeRO, Etsy’s IP reporting, TikTok Shop’s IP Protection Center – which verify ownership from a registration before acting. Amazon alone seized more than 15 million counterfeit products worldwide in 2025 using AI-driven detection, but those protections are open only to registered brands.

A registered trademark gives you the strongest legal basis to act against copies. In the US, rights can arise through use, but federal registration provides important legal presumptions and can unlock additional enforcement options. The best route depends on your trademark, evidence and the country involved. Brand trademark monitoring, a registered trademark and a lawyer’s judgment on what’s worth chasing is what protecting a fashion label should look like. It’s the model TramaTM – a full-service, lawyer-led IP law firm – is built around. They also offer a free lawyer’s check, with results in 24 hours.

Frequently asked questions

What’s the best trademark monitoring service?
The strongest trademark monitoring pairs automated scanning with legal judgment: a watch on the trademark register, marketplace and image monitoring, and an attorney’s read on which finds are actually worth acting on. That combination is what lawyer-led firms such as Trama build their monitoring around: software flags, a lawyer decides.

How do I stop someone using my brand name?
With a registered trademark, you can file marketplace takedowns, send a cease-and-desist, oppose their trademark application, or record your mark with customs. Without a registration, each of those routes gets slower and less certain, which is why registering early matters more than reacting fast.

Can I stop a fast-fashion brand from copying my design?
It depends what was copied. A similar silhouette or aesthetic is genuinely hard to stop, but if someone uses your brand name or logo, a registered trademark gives you a strong, fast basis to act.

Do I need to register my trademark before I can act on copies?
In practice, yes. Monitoring tells you there’s a problem; registration gives you the tools to solve it: takedowns, oppositions and customs recordal all assume a registered mark.

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