These are the stories making headlines in fashion on Friday.

Serena Williams is promoting a GLP-1 brand

Serena Williams stars in a new campaign for Ro, a direct-to-consumer healthcare company that digitally prescribes various medications to qualifying patients — particularly GLP-1s. In the new series of images and videos, the tennis legend is seen injecting herself with the medicine. “We wanted a real Ro patient with an inspiring story,” Saman Rahmanian, co-founder and chief product officer of the brand, told AdWeek. Williams’ husband, Alexis Ohanian, is also an investor in the company and serves on its board. {AdWeek}

Lorena Saravia is H&M’s latest fashion collaborator

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For its newest fashion collaboration, H&M has partnered with Mexican designer Lorena Saravia. Launching in select stores and online on Oct. 16, the 29-piece collection will include structured denim silhouettes, backless gowns and a color palette of “poetic desert hues,” according to a press release. The designs will also showcase Saravia’s “signature sensibility, characterized by an empowering, contemporary spirit and a deep connection to her heritage.” {Fashionista inbox}

Former Sephora CEO joins Ulta Beauty’s board

Martin Brok, former global president and chief executive officer of Sephora, has been appointed to Ulta’s board of directors and audit and compensation committees. “Martin is an accomplished, strategic leader with deep international experience in the areas of retailing, merchandising, and brand strategy,” said Kecia Steelman, president and CEO of Ulta, in a press release. “Their transformative track records and strategic vision will be invaluable as we navigate our next chapter of growth.” {Ulta}

Coty’s full-year revenue declined by 2%

In its full-year report for 2025, Coty Inc. revealed that its revenues for the full year fell 2% on a like-for-like basis. Sales in Q4 were down 9% and shares fell almost 20% in pre-market trading on Thursday. During an investor call on Thursday, CEO Sue Nabi admitted, “We realize our results are not satisfying. Of course, no one is immune to relativity, but these results do not reflect the potential and value of the business we are building, so we are confident that the real strength of the company will be recognized and visible as quickly as possible.” {Coty}

Adidas visits Indigenous Mexican town to apologize for sandal design

After Adidas’ collaborative shoe design with Willy Chavarria received backlash for being culturally appropriative of Indigenous Mexican huarache sandals, the German company sent representatives to Villa Hidalgo Yalalag in Oaxaca to apologize to the community in person. “We understand this situation may have caused discomfort, and for that reason, we offer a public apology,” Karen Gonzalez, head of Legal and Compliance at Adidas Mexico, told a small group in the town. {Business of Fashion}

WME Fashion names new president

Rebecca Sanhueza has been named the new president of WME Fashion, succeeding Susan Plagemann. Sanhueza’s responsibilities include overseeing the company’s global fashion portfolio, which includes Art + Commerce, IMG Models and The Wall Group. {WWD}

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