Must Read: Express Is Acquiring Bonbos, Fashion Continues Exploring Social Commerce

Plus, a preview of Coachella's 2023 brand activations.

These are the stories making headlines in fashion on Friday.

Express and WHP Global are acquiring Bonobos
In a combined $75 million deal, WHP Global will acquire the Bonobos brand while the retailer Express will acquire Bonobos's operating assets, e-commerce, and wholesale businesses in the United States. Bonobos was previously owned by Walmart, which acquired the menswear brand in 2017. The acquisition is also the first joint one to be made by WHP Global and Express since they partnered in December 2022. Tim Baxter, CEO of Express said in a statement, "Bonobos is delivering double-digit sales growth and we plan to continue that momentum..." Bonobos CEO John Hutchison added, "This is an exciting moment for Bonobos as we embark on the next phase of our growth." {Express}

Fashion continues exploring social commerce
With China surpassing $400 billion in social sales in 2022, U.S. brands are still exploring social commerce, though it hasn't taken off in the same way. On TikTok, brands can link their products to livestreams, allowing for a live shopping experience. "If you think about a generation that is so connected to being authentic, live shopping gives you ways to create those organic connections," said Brian Beitler, founder of the shopping app Sune. Focusing sales on a platform where many people are already spending most of their time also helps. Insider Intelligence estimates that social media orders in the U.S. will reach $130 billion by 2026. {Business of Fashion}

Coachella's 2023 brand activations
As Coachella weekend begins, so do the extravagant brand sponsorships. Revolve's typically influencer-filled Revolve Festival is reportedly going to be a lot more intimate this year — but not for lack of brand deals. Brand activations there will include Quay, Beis, Supergoop and more. Rachel Zoe's wellness event will include activations from Sephora, European Wax Center and Cotton, with influencers like Alix Earle and Emma Chamberlain expected to attend. Other brands hosting promotions during the weekend include Clinique, 818, Poosh, Neutrogena, Adidas and more. {Glossy}

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