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Sufiana Sharuddin

Sufiana Sharuddin is a fashion writer. She covers a variety of topics within the industry, including merchandising, technology, trends and current affairs for data platform Omnilytics.

From the author

Is luxury recession-proof? Sales in China could be a sign of what’s to come

Major luxury players such as LVMH and Kering have remained largely unscathed by inflation and fears of a looming recess...

Analysis: What happened to Yeezy?

After achieving success early on, Yeezy became a major profit driver for Adidas and provided competition to the Nike Jor...

Why cryptocurrency crashes are tanking luxury watch prices

Collectable watches have been a darling of the Bitcoin faithful. But with digital currencies plummeting, those timepiece...

The collapse and rebirth of UK fashion giant Missguided

An extensive, trendy collection and a large cohort of young fans weren’t enough to help the e-tailer overcome its proble...

We’re all in a Barbie world: The rise of Barbiecore

Blonde, blown-out hair, girly glitter and a relentless onslaught of pink have hit the worlds of fashion, design, and eve...

History takes bows, amid new rows, at Haute Couture Fashion Week

Tributes to the past were prominent in the industry’s most exclusive new collections, but some brand-new controversies d...

Analysis: K-Beauty is in need of a major makeover

The beauty phenomenon originating from South Korea once took the world by storm with its cute packaging and rare ingredi...

Inside the rise of activewear in China

Several Asian nations have witnessed a wellbeing craze and, as a result, a boom in activewear; Chinese brands lead the w...

China stitches up Western apparel makers for quality issues

Fines and greater scrutiny of brands like Lululemon and Bally by the Chinese government are turning its citizens’ focus ...

Starbucks, Amazon and Gucci: Retail embraces crypto, but it’s not easy

NFTs are so last year. Brands’ latest use of blockchain technology is full integration of cryptocurrency payments and se...