These are the stories making headlines in fashion on Tuesday.

American Eagle controversy isn’t driving sales

The controversy surrounding American Eagle Outfitters’ campaign starring Sydney Sweeney has created a lot of noise for the brand, but hasn’t boosted sales. Traffic to American Eagle’s U.S. website soared following the campaign’s roll out on July 23, increasing more than 60% on July 28 compared to the same day last year, according to Consumer Edge. However, the brand’s market share has remained relatively flat. American Eagle’s control of the denim market has hovered between 17.5% and 19% since the controversy began. {AdWeek}

On lifts sales forecast after strong Q2

Footwear brand On shared its Q2 results on Tuesday, which saw net sales increase by 32% year-over-year. Given its strong second quarter, On is raising its full-year guidance on all line items. Now, net sales are expected to be up at least 31% year-over-year on a constant currency basis. This corresponds to reported net sales of at least 2.91 billion Swiss francs ($3.6 billion). {Bloomberg/paywalled; On Holding}

Adidas apologizes for appropriating Indigenous Mexican design

Adidas has apologized after Mexican President Claudia Sheinbaum criticized the brand over a shoe that replicated traditional Indigenous huarache sandals without attributing the design or crediting artisans. The Oaxaca slip-on, launched by Mexican-American designer Willy Chavarria with Adidas, features a black sneaker sole topped with the leather weave typical of Mexico’s huarache sandals. “The ‘Oaxaca slip-on’ was inspired by a design from Oaxaca, rooted in the tradition of Villa Hidalgo Yalálag,” Adidas said in a statement. “We offer a public apology and reaffirm our commitment to collaborate with Yalálag in a respectful dialogue that honors their cultural legacy.” {Reuters}

Giorgio Armani reflects on 50th anniversary

In an Elle profile written by Véronique Hyland, Giorgio Armani reflects on his eponymous brand’s 50th anniversary and his decade-spanning career that changed the fashion industry. Armani, who recently turned 91, has built an empire that also extends beyond fashion to include hotels, residences, restaurants, clubs and cafés. Armani shares some of his favorite red carpet looks, his thoughts on Gen Z stars continuing to embrace his work, his approach to design and the label’s Fall 2025 collection. “The legacy I hope to leave is one of commitment, respect and attention to people and reality,” the Italian designer told Elle. “That’s where it all begins.” {Elle}

Inside Texas’s fast fashion graveyard

Laredo, Texas is home to approximately 46 used clothing warehouses. Each is about 10,000 square feet in size, housing piles of vintage and secondhand apparel that can reach up to 10 feet high. This is the final destination for much of America’s discarded Shein hauls, closet cleanouts and charity donations. Heather Garcia noticed transport trucks carrying mounds of clothing to landfills and began to think of how to divert some of these garments from the garbage, so she founded Laredo Thrifting Tours in 2023. For between $15 and $30 a day, Garcia shuttles visitors from warehouse to warehouse to sift through the piles, which can be purchased for $0.25 to $1 a pound. {Business of Fashion/paywalled}

Men are using Reddit to shop

From r/malefashionadvice to niche sneaker forums, Reddit is shaping how men discover, discuss and decide on fashion. Reddit offers real human input, and fashion-focused subreddits have become more popular among men looking for sartorial advice and recommendations. Now, brands are navigating how to reach this Reddit audience. New Balance tapped into Reddit by targeting the platform’s highly engaged men’s running communities using conversation placements, category takeovers, in-feed video and carousel ads. According to Reddit, the campaign drove a 52% lift in ad awareness. {Vogue Business/paywalled}

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