Fashion People The Art of Brand Awareness
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Feb 6, 2026 Ian Schatzberg, founder of creative agency General Idea and brand strategist in fashion and lifestyle, shares career stories and branding philosophy. He explores world-building versus ad campaigns. He discusses runway relevance, celebrity collaboration beyond blunt endorsements, the balance of accessibility and exclusivity, and how data and imagery shape modern brand narratives.
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Brands As Hollywood Studios
- Fashion brands now act like Hollywood studios producing seasonal films and content.
- Marketing shifted from print campaigns to multi-format storytelling across platforms.
Lean Into Your Brand's Core Format
- Find the format that best expresses your brand truth and repeat it consistently.
- Align campaigns, pop-ups, or world-building to your brand's core X factor instead of copying others.
Runways Need Historical Permission
- Runway shows only serve brands that have permission and heritage to own them.
- For many American brands, shows ask consumers to engage in formats they don't naturally follow.