Must Read: Sherri McMullen Launches Designer Incubator Program, Burberry to Launch City Experience in Seoul

These are the stories making headlines in fashion on Friday.

Sherri McMullen launches Beyond M incubator program
Sherri McMullen, owner of luxury retail store McMullen, launched an incubator program Friday called Beyond M, which aims to support emerging designers by offering resources and business mentoring to help grow their brands. Each chosen designer will work with McMullen and her team of advisors to tailor a custom strategy to build and support their business, including a personalized mentorship panel, workspace at McMullen's Oakland headquarters, access to marketing and more. Applicants must be in business for at least one year to qualify for entry. Global applications are open now and close Oct. 30 at midnight PST. The chosen designers will be announced on Nov. 16. To apply, visit here. {Fashionista inbox}

Burberry to launch city experience in Seoul
The next stop for Burberry Streets — a series of takeovers exploring worldwide cities — is Seongsu Rose in Seoul, South Korea. The immersive experiences include walking through Petal Maze, an installation inspired by the English rose, or visiting a pop-up of Norman's, a North London café serving British classics. Two micro pop-ups, Seongsu Shoe and Seongsu Bottle, will feature the latest shoes and hot water bottles from Burberry's Winter 2023 show. The takeover will run from Oct. 7 to Nov. 5. {Fashionista inbox}

Inside Maybelline's Reddit success
Maybelline's first major campaign on Reddit surrounding the launch of its SuperStay Powder Foundation initially ran from Feb. 27 to March 26, and through the use of programmatic ads, streaming ads and paid social media, the brand saw an 8.6-point increase in aided awareness and a 16.8-point increase in purchase intent. Beauty advertiser interest in Reddit has grown over the past three years, Paulita David, senior managing director for large customer sales at Reddit, told Glossy. Reddit's audience includes 29.9 million digital beauty consumers, and one of its top Subreddit communities, r/skincareaddiction, rakes in 14.3 million monthly screen views. {Glossy}

Why are so many creative directors white men?
Following the announcement that Seán McGirr would replace Sarah Burton as creative director for Alexander McQueen, controversy sparked online with the realization that all of Kering's creative directors are now white men. Across the top 30 luxury brands in the Vogue Business Index, only eight of the 33 creative director roles are held by women, two by POC men, and Jimmy Choo's Sandra Choi is the only woman of color. Vogue Business writer Amy Francombe asks, why are so many creative directors white men? "The call is coming from inside the house, and it's from the top," stylist and Perfect Magazine Creative Director Jeanie Annan-Lewin told the publication. "And, the people who are at the top pay very little attention to women and pay absolutely no attention to POCs. And, if you're a woman and a POC, it's kind of game over." {Vogue Business/paywalled}

Want the latest fashion industry news first? Sign up for our daily newsletter.