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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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Olympic swimmers wear masks as concerns over Covid rise across camps

  • Athletes becoming more strict with precautions
  • Team GB’s Whittle: ‘Hand ­sanitising, wearing masks’

Further evidence of concern about the impact of Covid on swimming elements of the Olympics appeared on Tuesday night, when coaching teams of several nations – including Team GB – donned masks in the stand at La Défense Arena. There is no mandatory requirement to withdraw from the Games in cases of Covid, leaving nations to implement their own policies with athletes and staff.

Adam Peaty confirmed he had tested positive after finishing in the silver‑medal position of the 100m breaststroke on Sunday evening. Peaty hopes to recover to take on relay roles at the weekend. Matters quickly extended beyond Team GB.

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