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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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Simone Biles’ narrative arc reaches full extension on glorious night for USA | Barney Ronay

American dream played out in piece of irresistible theatre to bury the memories of the Damned Games of Tokyo

Of course there was theatre at the very end. Two hours into this women’s Artistic Gymnastics Team final, with the USA coasting grandly at the head of the field, the logistics of competition left Simone Biles with one final act to stop the show.

Three years on from Tokyo and The Breakdown, the only discipline remaining in that same team event was the Biles floor routine. And so in front of Bill Gates, Gianni Infantino, Serena Williams and Spike Lee, in front of the eyes of the world as ever, Simone Biles got to dance like no one was watching.

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