Saks could land on Amazon in a couple of weeks...

This week's All Things Fashion Tech Newsroom: Luxury brands utilize tech for campaigns & increased engagement, plus resale & up-cycling featured in mainstream news.

Feb 24, 2025

Is Saks Global parntering with Amazon?
E.L.V. Denim was the first fully upcycled brand on-schedule London Fashion Week
Fringuant uses AI to save brands thousands
Stella McCartney latest campaign mixes humans, birds and AI
Paris Hilton joins forces with Vestiaire Collective
LOEWE x On announce the launch of the virtual try-on (VTO) experience powered by WANNA

Which Designer Brands Will Start Selling on Amazon With Saks?

By Evan Clark of WWD

Amazon is just about to take a step closer to its dream of building a real presence in luxury fashion. Saks Global — which has been modernizing its business since buying Neiman Marcus in December — is preparing to open a shop on Amazon. “We have plans to launch a unique and exciting experience,” said Marc Metrick, Saks Global chief executive officer, as part of a wide-ranging interview with WWD on Friday.

Saks could land on Amazon in a couple of weeks, according to sources. It’s still not clear exactly how brands will be presented on the platform, if they’ll come in special packaging and so on. But Amazon certainly brings online muscle and Saks is a premier brand in luxury.

A Saks shop on Amazon has been quietly buzzed about in the industry since even before the e-commerce giant stepped in to participate in the Neiman Marcus acquisition.

It is an important connection for both companies as Amazon looks to the high end and Saks looks to reach more shoppers online. Luxury fashion brands have largely avoided Amazon, even after the company launched its more refined Amazon Luxury Stores platform in 2020. But the web giant — always keen to serve up what its customers are looking for — has not given up on the high end.

E.L.V. Denim brings its upcycling journey to LFW

By Danielle Wightman-Stone of FashionUnited

British luxury fashion brand E.L.V. Denim opened London Fashion Week to become the first fully upcycled brand on-schedule with an immersive presentation celebrating its sustainable innovative and high-end fashion.

Dubbed ‘The Journey,’ the presentation showcased curated vignettes documenting E.L.V. Denim’s process of turning discarded garments into new luxury pieces, celebrating seven years of sustainable innovation and highlighting the brand’s commitment to transparency, craftsmanship, and the transformation of post-consumer waste into high-end fashion.

There were six interactive stations, exploring the core elements of E.L.V. Denim’s production, from how it sources its denim from across the UK, to washing, grading, pairing, cutting and sewing. Alongside the journey the denim brand takes to produce its upcycled garments, the presentation also featured a ‘Techniques Area’ offering live demonstrations of heritage craftsmanship, including pleating by Ciment Pleating and crocheting by Kiori Studio, reinforcing the brand’s dedication to artistry and innovation.

Commenting about the brand’s debut, Foster, founder and creative director of E.L.V. Denim, said in a statement: “From the very beginning, our goal has been to set a new standard for sustainable fashion. This presentation was not just about showing our collection, it was about proving how transparency, craftsmanship, and upcycling can redefine luxury. We are thrilled to have shared this milestone with such an incredible audience.”

Online shopping giants bet on AI to curb clothes returns

By ETX Daily Up

From sizing advice via selfies to robot stock-takers, online shopping behemoths have increasingly turned to artificial intelligence in a bid to stem the flow of bad-for-business clothes returns.

Up to 30 percent of fashion items bought on the internet are sent back, according to a late 2024 study by consulting firm McKinsey and the Business of Fashion website -- not least because "clients are buying several sizes or styles and returning most of them".

That practice drags down profit margins. Each returned package costs between $21 and $46 on average given the costs of transport, treatment and making the item fit for selling again, according to a separate McKinsey study.

"Seventy percent of returns are linked to a sizing issue," said Zoe Tournant, whose company Fringuant markets an AI-driven algorithm to fix that, charging clients between 5,000 to 100,000 euros ($5,250 to $105,000) a year.

Armed with the customer's height, weight and a quick selfie taken on the phone, the French-based startup promises shoppers a better idea of what size would fit them best.

Within seconds that model is then matched up with the garment's dimensions provided by the brand to tell shoppers whether a jumper "falls perfectly on the shoulder" or if there are "doubts at the level of the hips" for a pair of trousers.

Tournant said her firm has some 20 clients, including upmarket womenswear label Maje, which she claimed has seen a dramatic drop in returns.

Stella McCartney latest campaign mixes humans, birds and AI

By Sandra Halliday for Fashion Network

Stella McCartney has unveiled its summer 2025 campaign starring Myha’la, Alex Consani, Eva Mendes and Raye.

And as expected with the eco-friendly label, there are other stars aside from the human celebs. Those famous faces are juxtaposed with doves and “fantastical avians created with AI, inspiring others to see from different perspectives; a bird’s eye view”.

The company said that “with nearly 50% of avian species in decline and 3.4 billion birds harmed or killed for feather down annually, it is a reminder that there could someday be a world where these creatures live only in fantasy if we do not save what we love”.

As that last statement suggests, the campaign is an evolution of the ‘Save What You Love’ manifesto that opened the designer’s summer 25 runway show, a celebration of and call-to-action for birds inspired by author and birdwatcher Jonathan Franzen’s book The End of the End of the Earth.

The campaign also promotes what’s the label’s “most sustainable edit to date”, made with “96% conscious materials”.

Paris Hilton Joins Forces With Vestiaire Collective to Support Relief Efforts After Los Angeles Wildfires

By Rosemary Feitelberg of WWD

The Vestiaire Collective is rolling out its biggest celebrity closet sale with influencer and social advocate Paris Hilton that will benefit her nonprofit 11.11 Media Impact. Hilton is among those who lost her Malibu home in the Palisades fire on Jan. 7.

Vestiaire Collective expects that the nearly 100 fashion items will sell out within days, according to a company spokeswoman. Should that happen, approximately $24,000 would be raised.

Shoppers will find one of Hilton’s Juicy Couture velour tracksuits — a signature look from her run on “The Simple Life” with Nicole Richie in the early 2000s. Other items from her closet include a $2,363 Takashi Murakami x Louis Vuitton bag, slogan T-shirts signed by Hilton, and bedazzled denim jackets with “Paris Hilton” embroidered on the back. There are also her minidresses from Mugler, Lanvin, Alexis and Self-Portrait, as well as accessories from Balenciaga and Versace.

This is the resale platform’s first collaboration with Hilton. Earlier this year after the fires struck Los Angeles, Vestiaire Collective linked up with jewelry designer Stephanie Gottlieb to raise money for the Los Angeles Fire Department.

Paris Hilton Teams Up with Vestiaire Collective to Help Relief Efforts After Los Angeles Wildfires

Loewe & On launch AR try-on experience for the new Cloudtilt 2.0 sneakers

LOEWE x On announce the launch of the virtual try-on (VTO) experience for the new Cloudtilt 2.0 sneaker, powered by WANNA, a prominent provider of augmented reality (AR) and virtual try-on technology. The virtual try-on experience is available for 8 unique models of the new sneakers on LOEWE's website. The AR experience was part of the marketing campaign, including Loewe’s website and newsletter. The brand offered customers the opportunity to try on shoes virtually and register for early access to shop the collection two days before the global launch.

Building on the comfort and versatility of the co-designed Cloudtilt, the new Cloudtilt 2.0 features multi-layer mesh and textile uppers and fresh enhancements, including extra cushioning, rubber toe guards, and a sleek branded heel top. The virtual try-on provides a digital experience for customers to visualise how the Cloudtilt 2.0 sneakers would look on them, virtually match it with their existing looks in the comfort of their place, and help to overcome the limitations of online shopping and provide a more immersive and interactive user journey.

The launch of the experience coincides with the release of LOEWE x On latest activewear collection. Introducing VTO to the discovery journey increases engagement with new LOEWE x On pieces and puts them in the spotlight.

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