The power of on-screen style

TikTok Shop catches up with eBay, ABG targets Missoni, Levi’s upgrades denim, Coach courts Gen Z readers

Author

Olga Merzlyakova
November 17, 2025

Last week I watched After the Hunt, the new Luca Guadagnino film with Julia Roberts. And to say it upfront: the reviews for the movie are bad, and yes — the story is art-house, cliché, and might not be the best use of two hours. But visually, it’s incredibly appealing. The film presents an exaggerated version of a Yale philosophy professor’s life — the furniture, the art, the carefully curated wardrobe of the main character.

What I found even more interesting were the articles breaking down the outfits and the meaning behind specific clothing and jewelry choices — all filled with well-known brands, of course. I’ve written before about how product placement has evolved, and watching the film made it obvious again: brands and styling choices really do shape how we perceive a character. And with AI and image-recognition moving so fast, we’re not far from instantly identifying everything on screen — which could turn this kind of styling into a powerful new commerce channel.

Caught my eye

Is it just me, or does the new Apple x Issey Miyake pocket look exactly like the iPod Sock I had in high school?

Trends — what’s bubbling underneath the headlines

  • Levi’s is moving upmarket

    Levi’s plans to roll out its $300 premium jeans in more stores next year — betting that consumers will still pay for craftsmanship if the story feels authentic. It’s part of a larger shift: heritage brands are regaining pricing power.
    After years of competing on discount cycles, brands with real legacy are realizing they can simply charge more.

  • TikTok shop is now as big as eBay — and it’s just getting started

    TikTok Shop is now generating almost as much GMV as eBay, despite being only a year old — a sign that social platforms have become true ecommerce channels, not just marketing channels. In beauty and fashion, video-led shopping is already outperforming traditional e-commerce: creators drive trust and conversion better than any website. And as AI takes over more of the shopping journey, video may become the only channel where brands can still communicate with consumers directly.

  • Storytelling over selling

    Coach has partnered with Hello Sunshine — Reese Witherspoon’s media company — to sponsor Sunnie Reads, a new Gen Z-focused book club. It’s a smarter kind of brand storytelling — one that meets audiences where they actually are. Gen Z is now one of the most reading generations, spending more time offline with real books than many brands realize. By backing Sunnie Reads, Coach taps into that shift embedding itself into the intentional culture.

Business moves, big numbers & “wait, what?”

  • The €3 billion “Dirty Sneaker”. Permira is reportedly in talks to sell Golden Goose to HongShan Capital Group (formerly Sequoia Capital China), for over €2.5 billion. Golden Goose generated around €655 million in revenue in 2024, with €227 million in EBITDA — meaning Permira, which bought it for about €1.3 billion in 2020, would be more than doubling its investment in five years. And yet… I have a Golden Goose store one block away, and I rarely see anyone inside. What’s interesting: while consumer interest in European luxury is cooling in China, Asian investors are increasingly acquiring European brands.

  • The Billion-Dollar Body. Skims, co-founded by Kim Kardashian and Jens Grede in 2019, has raised US $225 million, at a valuation to US $5 billion.
    The round was led by Goldman Sachs Alternatives, with participation from BDT & MSD Partners — a serious vote of confidence from institutional investors.

    The brand projects ~US $1 billion in annual sales, an impressive feat for a company that started with shapewear just five years ago. At a $5 billion valuation, Skims is now worth more than Under Armour (~$3.7 B), Ralph Lauren’s market cap (~$4.8 B), and Victoria’s Secret (~$1.4 B) combined — a striking reminder of how fast a founder-led, data-driven brand can outgrow legacy players.

  • The End of Family Luxury? Missoni may soon join the Authentic Brands Group portfolio, according to industry sources. The Missoni family currently owns 58.8% of the house, with the remaining 41.2% held by state-backed Fondo Strategico Italiano. For Authentic Brands Group (ABG) — the company behind Reebok, Ted Baker, and Herve Léger — acquiring Missoni would deepen its push into heritage luxury after talks to buy Marc Jacobs fell through. Founded in 1953, Missoni is one of Italy’s best-known fashion maisons, famous for its zig-zag knits and multicolor garments. If the deal goes through, Missoni’s future would likely shift toward licensing, brand extensions, and global partnerships — away from the traditional, atelier-driven luxury model.

Wish I were there - pop-ups,  collabs, etc.

Pencil in, book the ticket, or just follow on social media — choose your option and let’s discuss afterwards!

Thanks for reading! Have a great week.

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