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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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Fleeing Xi’s China: following the trail of migrants trying to reach Australia through Indonesia

A new and high-stakes escape route has been revealed, through the Indonesian archipelago to a smuggler’s boat

Paul, an Indonesian fisherman, says he was working as a rideshare driver in the dusty streets of Kupang in West Timor when he came across half a dozen Chinese men on the side of the road. They were wet up to their waist, carrying a backpack each, and spoke no Indonesian.

“They had walked from the beach, from the mangrove forest to the main road. They said they had difficulty with their boat engine,” Paul recalls. They asked for directions to a nearby hotel … and went on their way. Paul, a former people smuggler from Rote Island, called the police. “I used to bring people like this.”

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