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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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English councils call for further delay to social care costs cap

Funding and staffing shortages mean plan to introduce cap in October 2025 impossible to deliver, councils say

Long-awaited changes designed to protect individuals from having to sell their homes to meet large social care bills must be further delayed because of funding and staffing shortages, the leaders of England’s largest councils have said.

Plans to introduce a cap on social care costs – which would limit people’s lifetime care cost contributions to a maximum of £86,000 – in October 2025 will be impossible to deliver, the County Councils Network (CCN) said.

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