These are the stories making headlines in fashion on Wednesday.

Victoria Beckham sales continue to rise

Both the fashion and beauty categories of the Victoria Beckham brand are experiencing increased sales for a fourth year in a row. In 2024, revenue for Victoria Beckham Holdings Ltd spiked 27% as compared with 2023, totaling more than £112.7 million (approximately $130.8 million). However, the business is still struggling to turn a profit, with operational losses reaching £1.6 million (approximately $1.9 million) last year. {Independent U.K.}

Victoria’s Secret sets date for 2025 fashion show

Following the announcement that the Victoria’s Secret Fashion Show would return in 2025 after a successful comeback last year, the brand has shared that the upcoming show will take place on Oct. 15, again in New York City. {Fashionista inbox}

Lululemon appoints its first chief of AI

On Tuesday, Lululemon announced the appointment of Ranju Das as its first-ever Chief AI & Technology Officer, effective Sept. 2. Responsibilities in the newly created role will include “leading the company’s technology organization and driving the development and execution of the next phase of Lululemon’s technology and AI strategy,” according to a press release. {Lululemon}

Why women of color are using self-tanning brands

Self-tanner brands have found a new consumer group: Gen Z and Millennial women of color. Specifically, more than ever before, Black women are embracing self-tanning products to enhance radiance and even out their skin tone. According to market research firm Mintel, the use of self-tanner among Black consumers has increased by 175% since 2022. {Business of Fashion}

Brands are sick of bachelorettes requesting freebies

Brides-to-be are requesting free products for their bachelorette parties, thanks to the idea trending on TikTok. While bigger brands often see the outreach as a great, authentic and organic promotional tool, smaller businesses are being burnt out by the overwhelming amount of emails and attitudes that feel “a little bit entitled,” said one founder. {Wall Street Journal}

Can the department store perfume counter be revitalized?

Printemps New York’s dedicated fragrance display is less aligned with the stereotypically pushy, overbearing energy of a standard perfume counter — a design choice intended to make customers feel like they’re not at a store, but rather “visiting a friend’s chic apartment,” Ariel Fantasia, Printemps New York’s head of beauty, explained in an interview with Glossy. With its carefully curated sensorial experience, Fantasia hopes to give Printemps consumers a new, less stressful idea of department store shopping. {Glossy}

J.Crew used AI in a recent campaign without disclosing it

In early August, J.Crew posted a series of retro-style campaign images for its collaboration with Vans. Bloggers at Blackbird Spylane detected some visual discrepancies that point toward the use of AI; they also found the self-described “AI photographer” responsible for the images and received a tip from inside the company. The brand doesn’t disclose the use of AI in any of the captions. {Blackbird Spyplane}

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