
Published 21 March 2024
Brand engagement innovation at the Autumn/Winter 2024 fashion weeks included a return to mixed reality, networked ‘phygitality’, and leveraged backstage presence, including TikTok commerce (previously a tough nut for luxury labels to crack). From National Geographic’s holographic spectacle and Taiwanese-Canadian designer Jason Wu’s TikTok Live triumph, we unpack the four most noteworthy activations.



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Youth-focused brands and creative agencies gathered at Ad Age’s NextGen Marketing Summit (New York, March 4-5) to discuss forging closer bonds with Gen Zers and Alphas. We decode need-to-know strategies, including activations correlating with Gen Zers’ coping tactics, affirming identity via fourth space engagement, dual...