Marketing
January 15, 2026
British model Nora Attal wears the new Fitzrovia trench coat. Image credit: Burberry
By Amirah Keaton
In 2025, luxury brands navigated a landscape defined less by records and more by recalibration.
{"ct":"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","iv":"3da9e6ff740e5ce000bba65668655f0d","s":"6d4dff1eca21e5ce"}
Share your thoughts. Click here