So: which brands are pushing forward creativity in fashion, brand partnerships, and advertising? Where are the smaller designers, ready now for early investment ahead of major success? We asked six fashion-forward marketers from The Drum Network for their top tips.

Ahilen Chàvez Hernàndez, senior account executive, AgencyUK: Manu Atelier

“Manu Atelier, a brand that targets men and women in their thirties, has found a unique way to harness TikTok to generate brand awareness and position itself alongside major competitors like Loewe & Reformation. Although the brand has been in the market for over 10 years, its recent strategy has caught my attention. Its TikTok campaigns have often gone viral, attracting a large following. The brand has skilfully used the platform’s influencers to showcase its products, leading to increased brand visibility and engagement. Popularity among celebrities such as Taylor Swift, Jennifer Lawrence, and Emily Ratajkowski has further boosted desirability. The widespread replication of Manu’s designs (especially the bag, Le Cambon 35) and high sales figures show that it has entered the territory of established luxury brands while redefining how luxury brands engage with younger audiences through social media.”

Fiona Miranda, account director, M&C Saatchi Talk: Edeline Lee and Olaolu Slawn

“At this year’s London Fashion Week, emerging designer Edeline Lee captured attention with a theatrical, immersive runway show for SS25. Lee’s use of vintage cars, dogs and children captivated the ‘frow’, celebrating women from all backgrounds. Then there’s the rise of British-Nigerian artist Olaolu Slawn whose latest collaboration with Timberland continues a string of impactful brand partnerships with Ugg and the Brit Awards. Slawn strikes the perfect balance of authenticity while retaining a distinct vision to elevate every brand he touches. Lastly, Adidas, while a legacy brand, deserves mention for its resurgence. Its sport-centric, culture-driven marketing has made Sambas the footwear style of the year. The brand’s strategy is a masterclass in pairing talent partnerships with cultural moments to bring it to the global stage.”

Andy Wyeth, creative managing director, Serviceplan Cologne: Rainbow Wool

“An emerging fashion initiative worthy of attention is Rainbow Wool, a project that blends sustainability with a powerful social message. Rainbow Wool is the first fashion collection crafted from the wool of gay rams, sourced from a farm in Germany where these animals, typically overlooked in industrial farming, are allowed to live full lives and thrive. This initiative not only highlights the use of high-quality, eco-conscious materials but also serves as a statement in support of LGBTQIA+ rights. Led by Germany’s top influencer Bill Kaulitz and backed by notable figures in fashion, Rainbow Wool is a testament to how fashion can challenge cultural norms while offering unique products.”

Charlie Harris, marketing director, Connective3: Refy

“When it comes to brand authenticity, no one does it better than Refy. The Manchester-founded brand is a trendsetting global business with a cult following. In a world dominated by influencer marketing, it prioritizes authenticity, as in its brand trip this summer which hosted not influencers, but actual customers. The campaign went viral, and was a masterclass in creating truly valuable, memorable interactions with customers – in a setting ‘traditionally’ reserved for those with thousands of followers. Outside of the product, founder Jess Hunt leverages her personal brand; especially within the beauty/fashion space, this is a hugely effective tool, with brands like Trinny London and Tala successfully leveraging the reach of famous founders to drive even further market traction.”

Adam Bly, head of growth, Impression: Ffern and Manors Golf

“Organic perfumery Ffern creates limited-run fragrances that change with the seasons – fans join its waiting lists, which are always oversubscribed, and once the batch is gone, it’s gone. Exclusivity, community and sustainability drive the brand, backed up by what seems to be a fantastic paid social operation. In a market flooded with mass-produced brands and cheap dupe equivalents, Ffern has carved out a niche that will be hard to replicate. Meanwhile in sports, Manors Golf is driving fashionable golf clothing forward, desired by the game’s younger players, which happens to be the growing demographic. Their content strategy seems to focus on anything but the clothes, instead showcasing courses, trips and tips, fronted by the brand’s charismatic, sweet-swinging ex-pro who goes by the name Short Side. It’s a brand that knows exactly what who it’s for.”

Blake Kotenbrink, senior vice president, group director business leadership, Momentum Worldwide: Willy Chavaria, Agbobly, Sprayground, and Ganni

“One of the best parts of fashion show season is discovery – hidden talents and emerging designers. These four keep me excited and wanting more because of their progressive approaches to luxury and design. First, Mexican American designer Willy Chavaria is evolving American fashion through empowerment and equality, commingling race, politics, and sexuality into striking clothing. Second, innovative knitwear designer Agbobly, revealed a 2025 Spring collection echoing his Chicago upbringings and his Togelese origins. Third, Sprayground, the streetwear accessories brand most known for its ‘backpacks with attitude’, has evolved into full-on ready-to-wear brand, recently showing a colorful and playful collection in Milan that just makes anyone smile. Finally, Ganni, a Danish brand helmed by creative director Ditte Reffstrup, focuses on innovative luxury tailoring with responsibility to the environment. Its debut at Paris Fashion Week incorporated six materials from the brand’s ‘Fabrics of the Future’ program, an initiative to develop materials that challenge conventional methods.”