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What’s up with White Fox? How ‘Hotmail viral’ marketing helped the fashion brand win over gen Z

Outdoor advertising is just a very visible tip of the rapidly growing Australian fast-fashion brand’s sales efforts, which also include a university student influencer program Get our weekend culture and lifestyle email Four women standing in front of a caravan in the desert appear the first time I open the White Fox app. The cowboy hats, micro-shorts, low-slung belts and knee-high boots suggest they’re on their way to Coachella. The text reads: “Your new wardrobe just dropped,” alluding to the “hundreds of styles” the online-only Australian fast-fashion brand says it releases every week. The image encapsulates the strategy that has made White Fox a favourite among teenage girls and twentysomethings across Australia, the United Kingdom and United States. It positions White Fox as the brand hot girls wear to cool parties, and generates fear of missing out in the process. Sign up for the fun stuff with our rundown of must-reads, pop culture and tips for the weekend, every Saturday ...
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‘I think I was relieved’: life on the other side of mature age divorce

The instance of mature couples divorcing is on the rise. Are over 50s less inclined to stay together than their parents, and what makes a ‘good uncoupling’?

“I went through this process of feeling like my future had been stolen from me,” says 53-year-old Kate Christie about the end of her 22-year marriage. “He said to me, ‘I don’t love you any more. I want to leave our marriage. I want the chance to meet and fall in love with someone else while I’m still young.’ And that was that.”

“I felt really blindsided. I was angry, upset and resentful.”

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