Fashion marketing has entered the creator-commerce era

The industry that once relied on seasonal campaigns and wholesale reach now faces tariff-led cost pressure — 76% of executives call tariffs the defining issue of 2026 — while demand migrates to creators, social commerce and resale, and AI reshapes how collections are discovered. Winning brands are not simply cutting spend; they are rebuilding the marketing operating model, governing investment across brand, social and commerce channels as one, and holding every partner to measurable value. VA helps fashion and luxury leaders orchestrate that ecosystem, optimise the media budget and prove ROI.