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Sufiana Sharuddin

Sufiana is a fashion writer, stylist and creative producer. She currently covers a variety of topics within the industry including merchandising, technology, trends and current affairs for data platform Omnilytics. Based in Kuala Lumpur, MY & London, UK.

From the author

How the West got lost: Chinese shun foreign brands

Despite having the majority of their products manufactured in China, major Western names such as H&M, Urban Outfitters a...

Emerging talents shine brightly at London Fashion Week as mega brands stay away

Exciting new names and one much-anticipated return to the spotlight filled this year’s event with freshness, glamour, an...

Analysis: How LVMH price hikes will reverberate throughout luxury

The conglomerate has raised prices at Louis Vuitton and other brands in its stable, positioning itself for better margin...

How beauty brand Glossier went from social media darling to social outcast

Since the pandemic began, the brand has hit a few bumps in its journey.

Analysis: Here’s the impact of Chanel’s latest price hike on the luxury industry

Last month, the iconic French luxury house increased the prices of its signature products, its fourth since 2019.

Why luxury brands are bowing down to resale

Luxury brands like LVMH are reselling deadstock material at nearly 70 per cent off the original wholesale price.

Analysis: Competition and compassion in sports sponsorship

Brands pay famous athletes big money to use and wear their products. From battles over who sells the most jerseys to dec...

Bottoms out: The rise of Zoom fashion

From detailed tops to elevated loungewear, here are the latest fashion trends, thanks to the rise of video conferencing.

Analysis: Why the future of fashion is sustainable

For brands to truly be sustainable, they to go beyond changing the supply chain but revisiting the retail calendar.
Dior Cottagecore

Welcome to cottagecore, quarantine’s new fashion trend

In these difficult times, a trend taking shape among young consumers is to dress to an aesthetic based on the notion of...