Sheena Butler-Young is a Senior Correspondent at The Business of Fashion (BoF). She covers a range of topics including beauty and fashion, retail, and corporate sustainability, with a particular focus on workplace diversity and inclusion. Sheena has been featured in The Business of Fashion and is recognized for her excellence in journalism, particularly in her coverage of diversity issues within the fashion industry.
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By: Brian Baskin, Sheena Butler-Young
BoF correspondent Shayeza Walid joins The Debrief to unpack H&M's unprecedented climate progress paired with a dip in sales — and whether the Swedish giant can escape being slotted in the middle of the pack of the fashion market.
BoF’s Mike Sykes explains why Nike’s recovery under Elliott Hill still feels incomplete and examines why investor patience is wearing thin.
AI is changing what it means to work in marketing, with humans handling high-level creative decisions even as new tools do more of the actual creating.
By: Robert Williams, Sheena Butler-Young, Brian Baskin
BoF luxury editors Mimosa Spencer and Robert Williams unpack why weak first-quarter results from LVMH, Kering and Hermès have deepened concerns about luxury's slowdown – and why creative resets alone are not enough to restore growth.
By: Brian Baskin, Sheena Butler-Young
As the global luxury e-commerce engine stalls, BoF correspondent Austin Kim discusses his look at independent boutiques finding that the right strategic move is to stay offline.
From Nike's Boston Marathon backlash to the Met Gala discourse, brands are grappling with how to project exclusivity without alienating people. It's about shutting people out, but calling the right people in.
The Debrief host Sheena Butler-Young is joined by BoF's Marc Bain and Haley Crawford to unpack why the industry's push for AI-led efficiency is starting to rub shoppers the wrong way.
By: Sheena Butler-Young, Priya Rao, Rachael Griffiths
The Business of Beauty's Priya Rao and Rachael Griffiths discuss how beauty brands are moving beyond traditional social media content to experiment with “rage bait.”
As Swatch and Audemars Piguet sparked a global retail frenzy over the weekend with a $400 plastic pocket watch, BoF’s Cathaleen Chen and Mimosa Spencer dissect whether high-low collaborations democratise luxury or dilute brand equity in an industry built on exclusivity.
It's not just about ordering more smalls. Brands must grapple with growing ‘size volatility' as more consumers use GLP-1 drugs.
