As the ‘experts on the platform’, content creators on TikTok offer brands a critical means of access to the subcultures and communities that the entertainment platform typifies.

Footwear brand Ecco is tapping young designers like Knwls and Duran Lantink across London and Paris fashion weeks. It’s part of a grand plan to regain some cool.

Pantone describes LFW SS25’s ten standout colours as an “idiosyncratic palette” that “melds comfort with creativity shining a light for a hopeful future”.