Must Read: The Deal With Influencers at the Met Gala, Clothing Rental Companies Expand to Serve Niche Markets
Plus, Net-a-Porter pivots to video and shrinks "Porter" magazine.
These are the stories making headlines in fashion on Friday.
What's the deal with influencers at the Met Gala?
Camila Coelho and YouTubers James Charles and Lilly Singh made their Met Gala debuts as guests of Diane von Furstenberg and YouTube, respectively. Liza Koshy also attended as YouTube's guest. Chiara Ferragni was the first influencer to grace the Met Gala carpet back in 2015, but the number of influencers this year is perhaps a sign of acceptance and proves that they have at shot at becoming part of fashion's elite. {WWD}
Clothing rental companies expand assortments to serve niche markets
Renting clothing is no longer just popular among 20-somethings scrambling to find new dresses to wear at their college friends' weddings. Today, an array of consumers see these services as a wardrobe hack to outfit their everyday lives. In response to this shift, rental companies now offer options tailored to specific segments of the apparel market, like plus-size, maternity and kids clothing. {Business of Fashion}
Net-a-Porter pivots to video and shrinks Porter magazine
Net-a-Porter has decided to reduce the print frequency of Porter magazine to twice a year and put a larger focus on video, podcasts and digital content, WWD reports. The retailer plans to open new video studios and editing suites in a bid to produce socially-led content with speed and agility. {WWD}
How War Paint is using toxic masculinity to sell makeup to men
War Paint, a British brand that sells "makeup for men," has critics up in arms, with claims that it perpetuates "toxic masculinity." The company launched its concealer, bronzer and tinted moisturizer months ago, but it's getting backlash thanks to a new campaign video, which features a heavily tattooed white man using various War Paint products, flexing his pecs and putting on a large skull ring. There is still a stigma attached to men and makeup, but selling foundation with muscles, big bulges and war is not going to remove it any time soon. {Vox}
What a shortened NYFW means for designers
The goal of the shortened NYFW is to attract more international buyers and editors and to lure back prominent designers who have decamped for Paris in recent years. Proponents of the plan say that a tighter lineup will give it more energy and urgency, and will help propel American brands onto the international stage. {Business of Fashion}
Nike is using AR to help you get the perfect fit
Nike is introducing a new technology called Nike Fit, which uses computer vision and augmented reality to analyze a photo of your foot, so that it can help determine your correct size in any style of shoe Nike offers. The sportswear giant will begin rolling Nike Fit out on its app and to select U.S. stores in July. {Quartzy}
Why beauty and CPG conglomerates are looking to digitally native brands
Beauty and personal-care mergers and acquisitions are hot right now, especially for digitally native brands. Razor startup Harry's was acquired by Edgewell Personal Care for $1.37 billion on Thursday, and last week, there were rumors that fellow DTC-first brand Kylie Cosmetics was also in acquisition talks. These companies are attractive to beauty and CPG conglomerates, because they have access to proprietary data through e-commerce and social media, as well as strong brand loyalty, product development innovation and a diversified go-to-market strategy. {Glossy}
