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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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‘A 100-year vision’: Skiddaw’s barren peak to spring to life in ambitious rewilding

More than 1,200 hectares of Cumbrian forest will be transformed into England’s highest nature reserve

Skiddaw has long stood proud in the northern Lake District, a distinctive, treeless peak that is England’s sixth highest mountain. But now the fell’s barren heights will spring back to life after its purchase for rewilding by Cumbria Wildlife Trust.

More than 1,200 hectares of Skiddaw Forest, once a royal hunting ground, will become England’s highest nature reserve and the UK’s biggest project to restore Atlantic rainforest, after the site came up for sale for £6.25m.

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