Articles by Don-Alvin Adegeest
Don-Alvin Adegeest is a consultant and specialist in brand strategy, communication, and design with extensive experience in the fashion and luxury retail industries. Since 2003, he has collaborated with FashionUnited as a senior editor, contributing analysis, interviews, and in-depth reports focused on the international fashion business. His career includes leadership roles at companies such as Hugo Boss or LVMH giving him a deep understanding of the market and the sector’s value chain.
The Tech Gala: When fashion’s front row is bought, not built
The red carpets have been non-stop this past week. A state visit from King Charles to the United States, the global premieres of The Devil Wears Prada 2 (DWP), and a beautiful Chanel Cruise show in Biarritz have kept fashion in a constant state of performance. Stylists like Micaela Erlanger, Erin Walsh, and Jessica Paster have been working...
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Fashion takes over Design Week as brands blur the line between runway and room
The crossover between fashion and the home is nothing new. From Hermès blankets to Missoni towels and Versace ceramics, luxury brands have long extended their identities beyond clothing. But at this year's Milan Design Week, running alongside the 64th edition of Salone del Mobile, that crossover has reached a new level of ambition, and...
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Italian luxury brands stage citywide retail takeover in Manhattan
From April 9 to 11, Manhattan’s luxury corridors will double as a distributed exhibition space. Under the banner “Icons of Italy,” 43 flagship boutiques representing 56 Italian brands spanning fashion, design, jewellery, automotive, yachting, food and wine will host installations and cultural activations aimed at reframing retail as a vehicle...
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AI moves into fashion’s C-suite
As fashion navigates economic uncertainty and technological disruption, the C-suite is being redrawn. Artificial intelligence is no longer confined to design studios or marketing dashboards, it is now reshaping executive leadership itself. At Kering, CEO Luca de Meo last week appointed the group’s first chief digital, AI & IT officer, Pierre...
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Oil at 200 dollars a barrel: Middle East conflict sends shockwaves through fashion
As the global conflict involving Iran escalates, the prospect of oil prices climbing towards 200 dollars a barrel no longer feels implausible. Fashion businesses across the UK and Europe are once again bracing for volatility, as energy markets react sharply to geopolitical risk. From fibre production and manufacturing to freight costs and...
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The fashion industry has a water blind spot
Water is widely recognised as fashion’s single largest environmental impact, yet it remains structurally overlooked in sourcing decisions, audit systems and sustainability reporting. At a time when 2.2 billion people globally lack access to safely managed drinking water, according to the United Nations, the fashion industry continues to consume...
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Retail's revolving door: Why fashion can't hold on to its workers
Around 2.4 percent of UK workers change jobs in an average month, according to new analysis from Indeed. That figure might sound modest. But buried inside it is a fault line that runs straight through the fashion industry. In retail, 82 percent of workers who switch jobs leave the sector entirely. In hospitality and tourism, which overlaps...
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Milan Fashion Week was an era of infinite opinions. Who is fashion really for?
As Milan Fashion Week drew to a close, one thing felt undeniable: everyone is now a fashion critic. Not just the front row. Not just the legacy editors. But analysts, Substack writers, TikTok commentators, luxury consultants, meme accounts and armchair aesthetes alike. The more interesting question is not whether opinions are polarised, they...
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H&M named one of the UK’s best employers, according to report
At a moment when the UK retail sector is still grappling with labour shortages, subdued growth and the long tail of Brexit, H&M, has been recognised as one of the country’s most attractive employers. The Swedish fashion group has been named to the Financial Times UK’s Best Employers 2026 list for the second consecutive year, a distinction that...
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Longchamp opens first Scottish store as Edinburgh consolidates its luxury retail position
Longchamp has opened its first standalone store in Scotland, choosing Edinburgh’s Multrees Walk as the location for its latest UK expansion. Opening on 9 February, the boutique marks the French accessories brand’s first permanent retail presence outside London in the UK, reflecting a broader shift among luxury labels towards selective regional...
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