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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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‘Something terrible has happened’: Israelis in Jaffa recall shock of terror attack

The assault, in which seven people were killed, happened minutes before Iran’s missile bombardment was launched

Debbie Kay, who lives in the seaside neighbourhood of Jaffa in Tel Aviv, was arguing with her teenage son on Tuesday evening about whether or not it was safe to leave the house.

He was wanting to meet friends, while she was concerned about reports that Iran was about to launch ballistic missiles at Israel.

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