The Business of Fashion Podcast

Over the past two years, press tours for films like Barbie and Wuthering Heights have become strategic fashion narratives — moments that extend a film’s story far beyond the screen.

At the centre of that shift is Andrew Mukamal, the stylist for Margot Robbie who has become synonymous with what’s become known as “method dressing” … aligning a film’s character, fashion history and brand partnerships into a cohesive red carpet story.
“Method dressing, to me, is really just about putting a bit of extra thought and consideration into what you wear,” says Mukamal. “With modern marketing, the way people consume media and the evolution of the ‘super-press tour’, it’s now one of the options for how to approach this.”

This week on The BoF Podcast, Andrew Mukamal joins BoF founder and CEO Imran Ahmed to speak about the rise of the super press tour, the business dynamics between stylists, studios and fashion houses, and how method dressing has reshaped celebrity marketing.

Key Insights:

Mukamal’s entry into the industry is rooted in assisting and learning on set, from photo shoots to the unglamorous logistics of the fashion wardrobe, and he argues that an apprenticeship remains the clearest training ground. The work is emotional, interpersonal and fast-moving; assistants learn by seeing how decisions get made under pressure. “The only way to really learn how to deal with those things is to be part of a team where you’re seeing all of that happen,” he says. “You have to be very limber and flexible and ready for somebody to call you and say, ‘Maybe we need to pivot.’”

Mukamal defines method dressing as intentionality, not a gimmick. “Method dressing is just about putting a bit of extra thought and consideration into getting dressed – you’re not just grabbing something off a rack.” In his view, most actors are already doing it because red-carpet presentation is fundamentally different from everyday life; the difference is whether you use that gap to build a narrative. “They don’t walk around their normal lives looking anything like what you see them on these public carpets,” he says. Done well, he positions it as performance and persuasion — “a living, breathing billboard” that sustains attention between the trailer and the release, and gives audiences “a daily reminder” of the story they’re being invited into.

The Barbie tour was more than a marketing stunt.. Mukamal went back to the original mood boards of the Mattel designers to find the high-fashion references they used in the 1950s and 1960s. He explains, “Putting myself back in their heads and saying, ‘OK … What was the brand that they were inspired by for this Barbie?’ Now I need to go to that brand and [close] the loop. It was kind of just magic.”

After the global vibrancy of Barbie, Mukamal shifted into a dark, psychological aesthetic to match the tone of Wuthering Heights. He describes this evolution as a “complete gear shift,” returning to his “fashion goth” roots to build a narrative grounded in the 1847 novel’s intensity. By sourcing vintage Victorian accessories and collaborating with designer Dilara Findikoglu, he orchestrated a moment that merged archival history with a “tone of the coolness and, like, darkness” appropriate for the story.

Mukamal frames styling as an apprenticeship-based industry where you absorb judgement, communication and crisis management by watching someone else do it – and then debriefing afterwards. He says, “The only way to really learn how to deal with those things is to be part of a team where you’re seeing all of that happen.” He adds: “Stick around, because you didn’t learn everything in a year or two … I really am a tiny little tadpole in this pond, and I should keep learning while I can.”

Additional Resources:
What Makes a Red Carpet Moment in 2024 | BoF
Have We Hit Peak Red Carpet? | BoF
Case Study | How to Create Cultural Moments on Any Budget | BoF

Hosted on Acast. See acast.com/privacy for more information.

Nearly a year after President Donald Trump’s “Liberation Day” tariffs sent shockwaves through the fashion industry, the Supreme Court ruled he did not have authority to impose the sweeping levies. For an industry that imports billions of dollars in clothing, footwear and accessories into the US each year, the decision initially felt like relief. But that optimism narrowed almost immediately as new tariffs were introduced at 10 percent, with Trump indicating they could be raised to 15 percent over the weekend.

Key Insights:
While a drop to a 15 percent tariff technically represents a rate reduction, the sudden policy reversal has plunged the industry back into a state of operational paralysis. Executives are struggling to form long-term strategies when the foundational rules of global trade shift from week to week. “The problem isn’t even the difference in the rate of tariffs,” Chen explains. “It’s that the uncertainty makes decisions so much harder than if we knew exactly what that rate was going to be, even if it was higher than before.” This volatility forces companies to make reactive, shipment-by-shipment choices rather than fortifying their businesses for the future.

The sheer scale of the disruption means that import duties can no longer be managed as a siloed logistical issue. Navigating the changing rules requires constant, cross-departmental negotiation to align product adjustments with consumer messaging. As Bain notes, “In the past, with something like this you would talk to your supply chain manager and come up with a plan with them. Now, you get everyone in the C-suite together into a war room … it’s just constant negotiation within your company and with your consumers.”

Despite social media chatter suggesting that brands and consumers are owed money for the now-illegal tariffs, the reality of recouping those funds involves a looming legal nightmare. The government is expected to aggressively fight payback efforts by demanding extensive paperwork or proof that costs were not passed onto shoppers. “Refunds are a possibility, but it's not going to be a simple process,” Bain says. “It's not like returning your e-commerce order online where you fill out a form and you get a bunch of money back.”

Fashion has experienced significant sticker shock over the past few years, but brands that successfully raised prices without losing consumer demand are unlikely to surrender those gains now. If the cost of production decreases under the new tariff structure, powerful labels will likely absorb the difference to improve their margins. “I think it's a possibility that some brands and retailers will lower their prices, likely in the form of discounting, rather than lowering retail prices,” Chen says.

Additional Resources:
The Supreme Court’s Tariff Ruling: What Fashion Needs to Know | BoF
US Supreme Court Overturns Trump’s Emergency Tariffs | BoF
Will Prices Come Down With Trump’s Tariffs? It’s Complicated | BoF
Hosted on Acast. See acast.com/privacy for more information.

If you’ve been to a major party in London, Paris or Los Angeles, chances are that Dave Benett was there too. For nearly four decades, Benett has been a constant presence, documenting the evolution of celebrity, society and style in all the spaces and places where culture is happening.

From concerts with Madonna and Prince to after-parties with Princess Diana and the rise of fashion as a pillar of culture, Benett has seen it all and become an expert at the art of working a room.

“Journalists can miss something [and] be told about it. Photographers can’t,” he says. “Whatever you’re doing, you’ve got to make sure your eyes are everywhere.”

This week on The BoF Podcast, Benett joins Amed to talk about what it really takes to cover an event, how party photography has changed in the era of smartphones and Instagram, and why relationships — not just access — are everything.
Now he is launching the Dave Benett Agency — a boutique model designed to protect quality, mentor a new generation of photographers and adapt to an era where everyone has a camera, but very few know where to stand.

Key Insights:

Born in Mauritius in 1958, Bennett moved to the UK as a child and by his late-teens was honing his photography skills at the Daily Mirror and Thames TV, covering riots and crime before pivoting to the social scene. He witnessed the cultural shift where fashion merged with music and celebrity: “We started to see it when Kate Moss, Naomi [Campbell], Vivienne Westwood and the The Fashion Awards all started to happen.”

Bennett operates as what he calls a "society photographer," a role built on mutual respect and long-term relationships. He explains, "we were recording what society was doing. We photographed the royals but when they came into our world and that relationship really did make a difference.” This trust was exemplified by his interactions with Princess Diana at private events. “I would just photograph her arriving and meeting the host and then she could go off and chat to all her friends. She felt safe ... and it really paid off for us as the doors closed later on."

While the digital revolution has democratised image-taking, Dave argues that there is a distinct gap between a personal snapshot and a professional photograph. He acknowledges that "the power of the individual has increased massively," but maintains that the industry still relies on a specific editorial eye. "The good thing for me is that they still need what we do, because we're shooting for a client ... and there's a skill that comes with that — how you take a photo, what you're looking for in the photo. When you've got people with their own cameras, their own phones, taking their own pictures, they practically have only one use — for themselves."

Benett describes event photography as a tactical exercise, mapping arrivals, tracking key players and staying on his feet for hours. To capture the right moments, he explains: "You work out exactly where you need to be for the initial arrival or where they come, then you work the room as and when new people arrive. You can actually spend four hours just campaigning the room, just making sure you're in the right place at the right time."

Additional Resources:
The Return of Old-School Celebrity Campaigns | BoF
How Celebrity Image-Makers Capitalise on the Red Carpet | BoF .

Hosted on Acast. See acast.com/privacy for more information.

After raising prices aggressively during the post-pandemic boom, luxury brands are now confronting slower growth and a shrinking aspirational customer base. According to Bernstein, average luxury price hikes reached 36 percent between 2020 and 2023, with Dior and Chanel raising prices by 51 percent and 59 percent, respectively. Now, as Bain estimates that more than 50 million aspirational shoppers have left the category, both houses are adjusting their pricing architecture and product mix in an attempt to rebuild volume without sacrificing exclusivity.

BoF reporter Joan Kennedy joins The Debrief to unpack how Dior and Chanel are recalibrating pricing and product strategy to win back aspirational shoppers.

Key Insights:

Dior and Chanel are among the brands that leaned hardest into post-pandemic price increases, prioritising margin expansion and high-net-worth clients. That strategy helped fuel growth at the time, but it has also intensified the industry’s current reckoning. “Pricing has really emerged as this key concern,” Kennedy says. “At Dior and Chanel, prices rose 51 per cent and 59 per cent, respectively.” Products that once served as entry points are increasingly out of reach for aspirational shoppers: “The Chanel medium flap has nearly doubled in price since 2019,” she says.

To pull aspirational shoppers back into stores, Dior and Chanel are rebuilding the lower end of their offer – from small leather goods and accessories to playful add-ons. As Kennedy puts it, “brands have been introducing these fun little whimsical items at the bottom, which have a good psychological effect on all shoppers.” And even when the ticket doesn’t shift, brands are trying to make the value proposition feel stronger through newness and storytelling: “maybe the price isn't changing, but it’s trying to hammer home that there's a little bit more value … and really ride the momentum brought by these new creative directors.”

Even if excitement around creative directors Jonathan Anderson and Matthieu Blazy reignites interest, the economic backdrop may limit how far that enthusiasm translates into sales. “It’s definitely a big open-ended question – how much of this is a problem with desire versus ability to purchase?” Kennedy says. “Maybe a lot of these shoppers do want these products and are really excited by them, but just don’t have the ability.” In that sense, the reset is only partially in luxury’s control. Products can restore aspiration, but macro conditions ultimately determine movement.

Additional Resources:
How Dior and Chanel Are Tackling Fashion’s Pricing Problem | BoF
The Great Fashion Reset | Can Designer Revamps Save Fashion? | BoF
Ready for Relaunch? Jonathan Anderson’s Dior Challenge | BoF

Hosted on Acast. See acast.com/privacy for more information.

From a childhood in Sierra Leone to navigating London as a teenage immigrant, Ib Kamara traces the cultural shocks that shaped his creative identity. He recounts hiding his artistic ambitions while studying science, breaking through with a Beyoncé commission in his early 20s, redefining Dazed as a global publication and ultimately stepping into the role of art and image director at Off-White after the death of Virgil Abloh.

BoF founder Imran Amed sat down with Ib Kamara in Abu Dhabi during the launch of T Magazine MENA. The conversation spans authorship, responsibility, design versus styling and why young creatives today must reject Eurocentric hierarchies and build with their peers.

Key Insights:

Kamara describes his move from Sierra Leone to London at 15 as both destabilising and transformative. Raised in a culture where authority was not questioned, he suddenly had to become outspoken and self-defined. That rupture, he says, forged his identity. “London was definitely a culture shock, but also the best shock that could have ever happened to me,” he reflects. “I think I needed that shock and that tension to be Ibrahim right now.”

Kamara’s entry into fashion wasn’t through formal design training but through images. Growing up in Sierra Leone, he consumed discarded European magazines, absorbing visual storytelling. “I loved images and I was fascinated by how people put things together,” he explains. “I understood images quicker than design because there was no sort of a design school or artistic design language. You take what you’re given.” That instinct for narrative over product shaped his early styling career and later informed his editorial leadership at Dazed.

Kamara approached Dazed as an editor with an immigrant’s vantage point and a global-first mandate, pushing the title beyond its London bias to reflect the way culture now moves online. “I realised London is so diverse and we all come from the most incredible places in the world. It will make sense for us to reflect that,” he says. In practice, that meant building an editorial agenda shaped by the same cross-border conversation happening among young audiences. “We’re at an age where the kids are all talking online, everyone is sharing and collaborating,” he continues. “So I set out to make a magazine that was global, has a sense of culture, has empathy and is brave enough to do stories that could potentially get me fired a couple of times … It’s a reflection of where I come from.”

Taking the creative helm at Off-White after Virgil Abloh’s passing was not a straightforward decision. Kamara speaks candidly about fear, self-doubt and the weight of legacy. “It was not the easiest decision for me to make because no one can really fulfil someone else’s shoes,” he says. “There’s only one Virgil.” Ultimately, he chose growth over comfort: “I don’t think you can live life like that. I think you have to take a chance.” In moving from stylist to designer, he also discovered a harder truth about authorship: “With design you can’t cheat. I think with styling you can cheat in a picture … but design is respect – it’s a craft.”

For young creatives navigating today’s instability, Kamara offers a clear directive to decentralise Europe and build locally with conviction. “Europe is not the centre of everything,” he says. “Where you come from matters. And taste is not subjective to one part of the world. It's a global taste.” His guidance is rooted in consistency and community: “Create with your people, bring your people up … There’s nothing more beautiful when you’re at a table and you’ve known these people for 20 years.” And above all, kindness: “Be kind as well. Be nice a little bit, if you can, please. We don’t need more monsters in the industry.”

Additional Resources:
Ibrahim Kamara | BoF 500 | The People Shaping the Global Fashion Industry
How I Became… Senior Fashion Editor-at-Large of i-D Magazine | BoF
Ib Kamara: Fashion’s Favourite Renaissance Man | BoF

Hosted on Acast. See acast.com/privacy for more information.