Marketing
January 15, 2026
British model Nora Attal wears the new Fitzrovia trench coat. Image credit: Burberry
By Amirah Keaton
In 2025, luxury brands navigated a landscape defined less by records and more by recalibration.
{"ct":"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","iv":"922d581e56f6c31f67bb46813135bd83","s":"ef54db77fcb41b33"}
Share your thoughts. Click here