A$AP Rocky Joins Ray-Ban as Creative Director & NikeSKIMS Embarks on Joint-Brand in This Week's Top Fashion News

In this week’s top fashion news, legacy brands made big moves with new partnerships, performance activewear continued to show strength and community backlash hit major players for financial and environmental concerns.

As Ray-Ban named its first creative director role held by A$AP Rocky, Nike and SKIMS launched a joint activewear label and Kith launched K-Tech, an elevated performance gear line. Elsewhere, companies found themselves under fire including “greenwashing” allegations against GORE-TEX, and criticism against Saks Fifth Avenue for throwing brands under the bus amidst financial troubles. Elsewhere, OTB revealed unsatisfactory performance in 2024, lagging behind its competitors in recovery from the luxury slowdown. Finally, in an otherworldly announcement, Columbia Sportswear revealed that its insulating fabrics are headed aboard the next moon mission.

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

A$AP Rocky Appointed as Ray-Ban’s First Creative Director

Shortly after affirming his innocence in court, A$AP Rocky was appointed Ray-Ban’s first creative director, a fitting role for the rapper given his presence in fashion. Rocky will lead Ray-Ban Studios, an initiative that celebrates music and artistic expression. His inaugural project for Ray-Ban, the Blacked Out Collection, debuts this Spring, featuring reimagined Mega Icons with ultra-black lenses and gold-plated details. Elsewhere, Rocky will direct campaigns and aid the revamp of Ray-Ban boutiques. The artist has already been spotted in Ray-Ban silhouettes amid his courtroom appearances, where the rapper also sported YSL suits. Expressing excitement, he praised Ray-Ban’s ability to adapt while staying authentic to its roots, aiming to give rise to its next chapter with his elegant style.

Nike and SKIMS Unite Under Joint Women’s Label: NikeSKIMS

A joint label focussing on women’s activewear has been announced between sports gear titan Nike and Kim Kardashian‘s shape-wear brand SKIMS. The announcement arrives at a pivotal moment for both brands as Nike embarks on a new chapter with CEO Elliot Hill and SKIMS continues charging forth with expanding initiatives. In an official statement, Kardashian said “Nike and SKIMS share a deep commitment to innovation, inclusivity, and pushing boundaries, driven by an unwavering belief in the power of women.”

In 2020 SKIMS began collaborating with the Olympic Team USA at the Tokyo Games and continued supporting the national team during the Beijing 2022 Games, and the 2024 Paris Olympics. Kardashian’s brand also unveiled its first-collaboration with the WNBA in May 2024, taking the brand’s sporting tie-ups to new heights. The inaugural NikeSKIMS collection is set for release in Spring 2025 and a global expansion is set to take place in 2026. Stay

Kith Launches K-Tech Activewear Line & On Running Collab For SS25

Kith has officially launched its new activewear line K-Tech, focussing on performance fabrics and premium materials. The debut collection, presented in a sleek black-and-white campaign, features outerwear, inner layers, pants, shorts, and accessories designed for high activity. Standout pieces include the Nylon Bolt Shell Jacket, made from water-resistant wrinkle nylon with reflective accents, and performance t-shirts like the Panelled Donovan Tee and Honeycomb Tech Heathrow Tee, crafted from moisture-wicking fabrics. Accessories include caps and bucket hats, all showcasing K-Tech’s branding.

Additionally, Kith offers a closer look at a new collaboration with On Running, featuring the new Cloudzone runners in black and white. The tie-up follows On Running’s major success in 2024, with nearly $2.6 billion in sales and collaborations with brands like Loewe. The rising demand for performance gear has led to partnerships like NikeSKIMS and Hoka x SATISFY. Kith’s K-Tech SS25 collection and On Running collaboration drop on February 21, 2025, at 11 AM EST online and in Kith stores.

GORE-TEX Manufacturers Accused Of Greenwashing In New Lawsuit

A class action lawsuit against W. L. Gore & Associates, the manufacturer of GORE-TEX, by Seattle-based firm Hagens Berman has accuses the company of “greenwashing.” The lawsuit attests that Gore disinformed consumers about its sustainability efforts while continuing to use harmful PFAS (perfluoroalkyl and poly-fluoroalkyl substances), which have been linked to health problems like cancer and infertility.

Although Gore introduced a PFAS-free ePE membrane due to state bans, the suit alleges that non-“next generation” products still contain PFAS. The complaint alleges that Gore hid the environmental and health risks found in PFA use in its products. The new case follows a December 2024 lawsuit over PFAS pollution near Gore’s Maryland facilities. In response, Gore maintains confidence in its environmental initiatives and consumer safety. As concerns over PFAS grow, further revealing ongoing investigation of inflated sustainability claims in the outdoor and apparel industries.

OTB Growth Falters As Annual Sales Fall More than 4%

Luxury conglomerate OTB revealed a 4.4% decline in sales in 2024, resulting in gross revenue reaching $1.88 billion USD. While its brands Maison Margiela and Diesel saw growth of 4.6% and 3.2%, respectively, Jil Sander and Marni saw weaker performance, offsetting the gains. However, despite wholesale dips, direct retail grew by 7.4%, with 61 new store openings. Japan and the US emerged as the company’s strongest markets as sales increased by 16.3% and 13.3%, while in China sales declined as they have for many competitors. Leadership shakeups at Jil Sander, Diesel, and Maison Margiela add to the uncertainty taking hold at the company. However, Glenn Martens‘ recent appointment at Maison Margiela has been received as a cause for optimism.

Columbia Sportswear Fabric to Protect Lunar Lander in 2025 Space Mission

Columbia Sportswear is advancing its partnership with Intuitive Machines and SpaceX for the upcoming IM-2 Athena lunar mission, set to launch by February 26 from NASA’s Kennedy Space Center. The mission will utilize Columbia’s Omni-Heat™ Infinity and Omni-Shade™ Sun Deflector technologies to protect the lander from extreme temperatures and solar exposure.

Omni-Heat Infinity, originally used in Columbia’s outerwear, will insulate the lander’s helium tank from temperatures ranging between +250° to -250°F. Meanwhile, Omni-Shade Sun Deflector, developed to block solar heat, will be integrated into the lander’s multilayer insulation blanket. The mission’s goal is to drill into the Moon’s south pole in search of lunar ice.

To celebrate, Columbia has launched a Lunar Collection, featuring designs inspired by the mission’s innovations. This follows the success of Columbia’s tech on the previous IM-1 mission, marking another milestone in the brand’s contribution to space exploration.

Saks Faces Backlash With Brands

Saks Fifth Avenue is facing major backlash after its response to owing brands hundreds of thousands of dollars. In a memo, CEO Marc Metrick informed vendors that overdue payments will be made in 12 installments starting in July and that new orders will be paid within 90 days instead of the standard 60. The crisis comes after Saks’ $2.7 billion acquisition of Neiman Marcus in 2024. Recently, Saks announced the closure of Neiman Marcus’s historic Dallas flagship, and though it claims the decision is unrelated to the merger, some employees have been offered transfers within the company.

Despite the C-suite’s reassurances, comparisons to Barney’s 2020 bankruptcy raise concerns for many. While no major layoffs have occurred, some Saks and Neiman Marcus locations could be forced to close soon. The situation reflects ongoing challenges for legacy luxury department stores in a volatile market.