Top Fashion Stories of the Week: August 9

Gucci

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This week’s biggest fashion headlines covered ambassadorship announcements, sales reports, brand launches and product revivals.

Among the buzziest stories, Gucci announced that BTS’ Jin as its latest global brand ambassador, delivering a slew of starry images to accompany the fan-frenzying news. Meanwhile, VF Corporation shared its Q1 FY2025 sales report, revealing that its revenues fell by 9% in the three-month period; and Louis Vuitton brought back its signature Millionaire Sunglasses under the creative direction of Pharrell.

Down the line, Willy Chavarria launched his much-talked-about “Dirty Willy Underwear” sublabel; Reese Cooper revealed his long-awaited Outdoor Supply brand, and Channing Tatum became the face of Versace Eros.

Below, Hypebeast has rounded up the top fashion stories of the week so you can stay up to date on trends in the industry.

BTS’ Jin Named Gucci’s Newest Global Brand Ambassador

Gucci

BTS’ Jin is the newest face of Gucci. Signing on as a global brand ambassador for the legacy Italian fashion label, the K-pop powerhouse will represent the brand at key events and appear in its future promotional imagery.

In a statement on the role, Jin, who has already sported the brand’s signature pieces during several public appearances, lauded Gucci’s “long-standing heritage and modernity.” He added, “It is meaningful and thrilling to be a part of such a house.”

Gucci’s creative director Sabato De Sarno added that Jin’s “warm and kind personality is truly magnetic, and his style is simply unique. He is a generous and extraordinary artist who is able to move people with his music, which makes us even more honored to share this journey with him.”

Vans-Owner VF Corp Saw Revenues Fall 9% in Q1 FY2025

Peter Dazeley/Getty Images

After selling Supreme to EssilorLuxottica for $1.5 billion USD in July, VF Corporation reported falling revenues in the first quarter of the fiscal year 2025. On Wednesday, the company, which owns The North Face, Vans and Timberland, among other labels, released its official financial report, revealing that revenues reached $1.9 billion USD in the three-month period, down 9% (or 8% in constant dollars) from the year prior.

In a statement, VF president and CEO Bracken Darrell said, “As I complete my first year at VF, I feel more energized than ever. While the business is still down, the rate of decline moderated quarter-over-quarter versus Q4 and across almost all our brands…We are on track to deliver our targeted cost savings and we have addressed one of our top financial priorities to strengthen the balance sheet with the announced sale of Supreme.”

See the full report here.

Louis Vuitton Revived the Signature Millionaire Sunglasses

Louis Vuitton

Louis Vuitton honored the 20th anniversary of its signature Millionaire sunglasses by bringing them back under the creative direction of Pharrell.

Pharrell originally joined forces with NIGO and Marc Jacobs to create the inaugural Millionaire sunglasses in 2004. The updated line comes with two different models: the 1.0, which looks the most like the first iteration with an aviator shape and LV signatures, and the 3.0, which is made from lightweight carbon fiber typically found in expensive cars.

See both designs here.

Willy Chavarria Launched His Luxury “Dirty Willy Underwear” Line

Marco Ovando

Willy Chavarria, the 2023 American Menswear Designer of the Year, is now an underwear designer, too. The Fresno-hailing fashioner has officially entered the intimates arena with his own luxury sub-label, titled “Dirty Willy Underwear” — and, well, the name should be taken at face value.

Chavarria’s underwear is intentionally stained with realistic sweat marks and urine dribbles, as well as tethered with holes all around the waist. Made in Peru with fine Pima cotton yarn and finished in New York by hand, the abrased garments are inspired by the “erotic notions of queer fetish culture.”

“The underwear experience is our most intimate moment when dressing and undressing,” said Chavarria, who boasts extensive experience in the intimates category thanks to his work for Joe Boxer, Calvin Klein and American Eagle Outfitters, in a statement. “We want to feel sexy for ourselves and others. WILLY underwear is boldly sensual. And this is just the beginning.”

Reese Cooper Launched His New Outdoor Supply Label

Stefan Kohli

Three years ago, vintage Americana-inspired designer Reese Cooper, known for his utilitarian runways and for being the youngest-ever finalist for the CFDA/Vogue Fashion Fund in 2019, began building his own outdoor line. Galvanized by the “beauty and inclusiveness of California’s outdoor culture,” where the Florida-born fashioner now resides, he sought to create products that complement the lifestyles and hobbies that he and his friends most enjoy: exploring nature’s bounty. Now, with support from Pacsun, the fruit of Cooper’s labor has finally sprouted: an all-new sub-label of expedition-ready outerwear under a newly minted banner, Reese Cooper Outdoor Supply.

“As someone who has always been in awe of the outdoors, especially living in California, I wanted this collection to be as accessible as possible like the environments it is inspired by,”
said Cooper. “Designed and influenced with my friends in mind, the ethos of RCOS is to create product that holds up in all environments, for any activity, whether that’s running around in the city or on a mountain.”

Learn more about the brand’s first delivery here.

Channing Tatum Became the Face of Versace Fragrance

Channing Tatum is officially the face of Versace’s Eros fragrance line, starring in the brand’s latest campaign for its Eros Energy eau de parfum.

In a statement, Donatella Versace called Tatum the perfect embodiment of the Eros scent, which celebrates “love, power and dedication.” Tatum, in response, said representing the fabled fragrance was a “great privilege.”

See the full campaign here.

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