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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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Labour bounceback, Tory collapse: five key takeaways from the general election

Lib Dem strategy was vindicated, Greens and Reform had their best night, while Labour’s victory had its flaws

Keir Starmer is the UK’s new prime minister after the Labour party’s landslide general election victory. He has taken over from Rishi Sunak, whose Conservative party suffered a collapse in support.

As of Friday, left-of-centre Labour had won 412 seats, returning to power with a huge parliamentary majority of 174, just short of the 179 majority won by Tony Blair in 1997. The Conservatives’ vote share fell by 20 points and their number of MPs fell from 251 to 121, the party’s worst electoral performance in modern times.

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