Editors' Top Reads: News from Seraphine, Fabletics, football fashion and more...
Here are some of this week’s news and features highlights handpicked by TheIndustry.fashion team.
From pitch to purchase: Why women's football fever is changing the game for fashion
On the back of the Lionesses winning the UEFA European Women's Championship, retailers across the UK are jumping on the bandwagon. Women’s football has evolved into something so much bigger than the game itself - it’s now a cultural force, and the fashion industry is taking note. As the Lionesses continue to inspire a generation, retailers are responding with campaigns, collections and ambassadors that reflect the momentum of the sport. Despite my lack of sporting abilities, it has been exciting to watch.
New data shows that the 2025 Women’s Euros even outperformed the men’s tournament in key retail categories. This proves the interest is real and it’s translating directly into sales.
Retailers like M&S and Sports Direct are clearly paying attention. M&S was ahead of the curve, bringing in Alex Scott as its first activewear ambassador last year. Fast forward to this year, Sports Direct’s ‘Legacy Starts Here’ campaign spotlights Lionesses like Lucy Bronze and Grace Clinton.
But fashion brands are using football to do more than just sell. They’re telling stories and tapping into emotion. White Stuff, for example, dressed the 1972 England women’s team in their summer collection, honouring the women who paved the way.
Women’s football has firmly established itself as a retail influencer, and with the 2026 Women’s World Cup on the horizon and a growing global fanbase, there is plenty of opportunity for growth. The Lionesses aren't just changing sport - they're changing fashion and retail, one goal at a time. Read the full feature here.
Chloé Burney, Senior News & Features Writer.
NEXT acquires Seraphine out of administration
NEXT has landed another brand this week to its growing portfolio. Maternity brand Seraphine, which fell into administration earlier this month after failing to find much needed investment, is now part the high street giant's group.
It's a nice add-on to NEXT, which already owns kids and maternity brand JoJo Maman Bébé, and underscores its credentials as a family retailer that customers can stay with for all of their important life stages.
It's a great shame Seraphine went under (and space here does not allow for the various opinions on why that happened) as I do think maternity wear is still an under-served market.
I am pleased the brand at least has found a new home with NEXT, even if the staff have not (though maybe some will be picked up). I am sure NEXT will retain its style credentials and with their retail and e-commerce expertise layered on top, this could be another winner for them.
Lauretta Roberts, Co-founder, CEO and Editor-in-Chief.
TheIndustry.fashion Awards Winners' Interview: Daniel Klarkowski, Head of New Business Europe, Fabletics
In this series, TheIndustry.fashion continues to celebrate the achievements of the winning brands from TheIndustry.fashion Awards 2025 through a collection of dedicated interviews.
With the Awards dedicated to People, Planet & Purpose, we set out to uncover the strategies driving positive change in the industry - from sustainable and circular practices to strategies amplifying diverse voices and supporting community and charitable causes.
Within the People category, Fabletics won the award for Diversity & Inclusion Champion: team or individual. Daniel Klarkowski, Head of New Business Europe, tells us how sportswear brand Fabletics is championing diversity and inclusion, the role customer feedback plays in shaping its approach, why businesses should prioritise people, purpose, and planet today - and more.
An insightful interview! Read the full feature here.
Sophie Smith, News Editor & Senior Writer.
Gen Z and Millennials turn to loyalty programmes amid economic uncertainty
It was interesting to read this week that, with consumer confidence remaining low and inflation continuing to bite hard, young UK shoppers are actively seeking loyalty programmes that not only offer financial rewards, but also "experiential perks".
Over 2,000 UK consumers were surveyed on behalf of data-driven loyalty and engagement platform LoyaltyLion, revealing 55% of UK shoppers are more likely to join a loyalty programme than they were a year ago. That shoots up to 71% of Gen Z and 72% of Millennials.
According to Charlie Casey, CEO of LoyaltyLion, "brands that treat loyalty as a relationship rather than a transaction will stand out", noting that "consumers want to feel part of a brand’s journey". Fair enough.
What was perhaps even more interesting was the survey revealed that a whopping 78% are willing to complete a quiz or profile in exchange for loyalty points, showing they’re ready to share data if it helps them save money or get more out of their purchases.
In a world where we are now bombarded with surveys, especially those asking ‘how did we do?’ (for not very much output), it’s perhaps surprising that almost four fifths of respondents are happy to do so if they feel it benefits them.
I’m guessing the 22% who weren’t prepared to engage with a survey are in the older bracket, with a certain scepticism about yet another brand or retailer trying to gain too much information about them.
Tom Bottomley, Contributing Editor.
