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Sufiana Sharuddin

Sufiana is a fashion writer, stylist and creative producer. She currently covers a variety of topics within the industry including merchandising, technology, trends and current affairs for data platform Omnilytics. Based in Kuala Lumpur, MY & London, UK.

From the author

Analysis: Here’s the impact of Chanel’s latest price hike on the luxury industry

Last month, the iconic French luxury house increased the prices of its signature products, its fourth since 2019.

Why luxury brands are bowing down to resale

Luxury brands like LVMH are reselling deadstock material at nearly 70 per cent off the original wholesale price.

Analysis: Why Asia is finally embracing plus-size fashion

The pressure to conform to regular beauty standards is intense anywhere but especially within Asian cultures.

Analysis: Competition and compassion in sports sponsorship

Brands pay famous athletes big money to use and wear their products. From battles over who sells the most jerseys to dec...

Why Gen Z males are filing away at old-school beauty stereotypes

From punk to hip hop, the ‘man-icure’ craze has been reignited around the world, as evolving notions of gender and mascu...

Battered luggage brands hope travel makes a big comeback

The pandemic has hit travel-related sectors especially hard. As the first signs of recovery emerge, an uncertain future ...

Forget the lipstick effect. It’s fragrance’s time to shine

Perfume and fragrance sales have increased by ​82 per cent year-on-year, from January to June 2021

Inside Taobao’s strategy to become Southeast Asia’s go-to for furniture

Just two years ago, Taobao took the leap and expanded its home and living category offline, establishing two physical st...

A tasty combo: When food and beauty collide

‘Food x beauty’ brand collaborations started in Korea and have now spread to the US. The quirky and seemingly unlikely ...

NFTs: The new darling of the global fashion and design industries

Non-fungible tokens are trading like wildfire, selling everything from GIFs to virtual Gucci bags. These collectables ar...

Bottoms out: The rise of Zoom fashion

From detailed tops to elevated loungewear, here are the latest fashion trends, thanks to the rise of video conferencing.
four women in white dresses walking in the wind

Analysis: Why the future of fashion is sustainable

For brands to truly be sustainable, they need to go beyond simply changing the supply chain.

Welcome to cottagecore, quarantine’s new fashion trend

In these difficult times, a trend taking shape among young consumers is to dress to an aesthetic based on the notion of ...

Fashion’s new world order

From dealing with the supply chain to forecasting future trends, clever players within the fashion industry are using te...

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