Must Read: How Skims Became the Most Duped Brand, Away Partners With Willie Norris

These are the stories making headlines in fashion on Friday.

How Skims became one of the most duped brands
Laura Pitcher explores why Kim Kardashian's shapewear and basics brand Skims has become one of the most duped brands ever for New York Magazine's The Cut. "The Skims dupe category seems to have become a category all its own, coming with the perk of going viral on TikTok," she writes. Both established luxury and indie brands have been getting in on Skims duping, but Pitcher notes that there's a trade-off involved, especially for emerging companies: Focusing on Skims duping means "forgoing the opportunity to establish your smaller boutique as a recognizable brand in its own right." {New York Magazine/The Cut}

Away partners with Willie Norris
Away collaborated with Willie Norris on a capsule collection of luggage "that won't be sold anywhere." Rather than being available for purchase, the pieces — which are emblazoned with large-print phrases including "5-7 Looks," "HMU," and "My Baggage" — will be "gifted to Willie's LGBTQ+ community, equipping them with Away luggage for seamless travels during pride and beyond," per an Instagram post from the brand. {@away/Instagram}

The pandemic changed how we wear underwear for good
As the pandemic gave rise to remote work, it also translated to a focus on bodily autonomy and a reevaluation of undergarments women wear, writes Madeline Diamond for Elle. "Perhaps the most significant event regarding how society views wearing bras in recent history has been the Covid-19 pandemic.... For some, the onset of the pandemic was, in fact, the catalyst for saying goodbye to bras, and the practice has stuck." {Elle}

How brands can maximize the potential of in-store events
In-store shopping events are regaining popularity as a tactic to generate brand awareness and sales, particularly as the costs associated with digital promotion climb. In Business of Fashion, Cathaleen Chen explores this renaissance of trunk shows, retail-focused parties and in-store happy hours, advising brands on how to maximize these opportunities. Namely: Through dedicating ample budget to such events, trying out a variety of formats and choosing a like-minded partner brand to co-host. {Business of Fashion}

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