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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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US spacecraft on the moon ‘caught a foot’ and tipped on to side, says Nasa

Intuitive Machines CEO says Odysseus tipped over and ended up on its side as it landed on to south polar region

Odysseus, the first US-built spacecraft to touchdown on the moon in more than half a century, is tipped over on its side, according to an update from Nasa and Intuitive Machines, the company that built and operated the lander.

The robotic lander descended on to the south polar region of the moon on Thursday at 6.23pm ET. But several minutes passed before flight controllers were able to pick up a signal from the lander’s communication systems.

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