As “physical” events like the Met Gala and Fashion Week are canceled, fashion brands reinvent themselves to generate customer interest. A Nike video, shared more than 5 million times on Instagram, transformed its famous slogan into “Don’t Do it” to promote its anti-racism message. Jacquemus also stands out by becoming the 11th most desired brand in the world with a 61% increase in traffic on Lyst and a 20% growth in Instagram followers over the previous quarter. In April, the brand generated buzz for a campaign with model Bella Hadid photographed via the FaceTime video calling app.

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