Must Read: The 'Brat' Aesthetic Takes Over Fashion, Mugler Collaborates with Gentle Monster

<p>Photo: Katja Ogrin/Redferns</p>

Photo: Katja Ogrin/Redferns

These are the stories making headlines in fashion on Wednesday.

The business of "Brat"
Charli XCX's latest album "Brat" has taken over the summer zeitgeist. Dubbed "Brat summer," the aesthetic is defined by slime green (just as the summer of 2023 was swathed in Barbie pink). Charli XCX is credited with generating $788,000 in Media Impact Value for Marni and $382,000 for Balenciaga among other brands so far in 2024 as fans chase her laid-back, party-girl image. Lyst VP of Brand and Communications Katy Lubin predicts that the "Brat" impact will continue to be seen on September runways and through the rest of the year, as its chaotic, fun attitude provides a welcome break from the clean-girl and quiet-luxury paradigms. Lucy Maguire explores the phenomenon for Vogue Business. {Vogue Business}

<p>Photo: Courtesy of Mugler and Gentle Monster</p>

Photo: Courtesy of Mugler and Gentle Monster

<p>Photo: Courtesy of Mugler and Gentle Monster</p>

Photo: Courtesy of Mugler and Gentle Monster

Mugler collaborates with Gentle Monster
Launching July 17, the Mugler and Gentle Monster collaboration integrates signatures of both brands to create two geometric sunglass designs inspired by Mugler's "Fourmis" eyewear and "Les Insectes" collection. The collaboration and campaign pay homage to innovators Helmut Newton and Manfred Thierry Mugler. The collaborative pieces will be available at both Mugler and Gentle Monster retail locations and on their websites. {Fashionista inbox}

McQueen Fall 2024 campaign<p>Photo: Glen Luchford/Courtesy of McQueen</p>
McQueen Fall 2024 campaign

Photo: Glen Luchford/Courtesy of McQueen

McQueen drops campaign for Seán McGirr's first collection
Set in East London, the Alexander McQueen Fall 2024 campaign — featuring Seán McGirr's first collection as creative director — depicts the renegade glamour and opulence of London's youth. The images capture the primal pleasures of the city through seven looks styled by Marie Chaix and photographed by Glen Luchford. {Fashionista inbox}

Why some brands are being more cautious about wholesale expansion
Many small and self-funded brands have grown weary of wholesale opportunities. Instead, they're focusing on online marketplaces such as Amazon and their direct-to-consumer sites to drive sales. Launching with new retailers is expensive for brands, requiring them to make more inventory and hire additional personnel to manage large-scale expansion and marketing. Cameron McCarthy, co-founder and CEO of WeStock, says the shift away from wholesale opportunities does not speak well for smaller brands, serving as a sign that they are "trying to keep the lights on for a couple more months." Gabriela Barkho dives into the state of wholesale expansion for Modern Retail. {Modern Retail}

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