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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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Justine Triet’s Anatomy of a Fall wins best film at European Film Awards

Drama also claims the prizes for best director, best screenwriter and best actress for Sandra Hüller

An arthouse whodunit about sexual jealousy and simmering creative rivalry between two married writers was everyone’s envy at Saturday night’s European Film Awards (EFA) in Berlin, with Justine Triet’s Anatomy of a Fall beating her competitors to take home four of the five major awards.

Centred around a deadly fall from the top floor of a chalet in the French Alps, Triet’s drama scooped the European equivalent of the Oscars’ coveted prizes for best film, best director and best screenwriter, as well as a best actress award for the film’s lead, Sandra Hüller.

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