Owl Vision

After the BDSM scandal, Balenciaga pushes different narratives. Can it work?

Fabio Becheri

20 December 2024

Balenciaga has a new boss: Gianfranco Gianangeli, former CEO of Martin Margiela and Chief Commercial Officer of Saint Laurent. He’s got a tough task to restore the brand to its past commercial success two years after the profit destructive scandal over its use in ads of teddy bears in bondage gear which unleashed a firestorm of bad publicity.

Owl Vision

A waltz of CEOs at OTB as group eyes flotation

Fabio Becheri

6 December 2024

MILAN – Doors keep revolving at OTB, the Only the Brave international fashion group founded by Italian entrepreneur Renzo Rosso. It’s an unsustainable rotation, especially with Rosso having an eye on a listing in 2026. OTB’s Diesel, Maison Margiela and Jil Sander have all changed CEOs in the past 18 months, and the top position at Diesel and at Jil Sander is still vacant.

Owl Vision

Burberry ad campaign hints at strategy U-turn under new CEO

Fabio Becheri

1 November 2024

Burberry’s outerwear campaign, “It’s Always Burberry Weather,” launched last month, marks a clear change in direction. The British brand known for its trademark check went straight back to its heritage and eliminated references to its catwalk collections. The focus now is on outerwear and no longer on fashion.

Owl Vision

Dior takes risks by venturing too far into sports

Fabio Becheri

18 October 2024

Dior’s love affair with sports keeps getting stronger. You wonder why. After a coldly received athleisure collection presented during Paris Fashion Week, the French brand on Oct. 14 unveiled a capsule collection designed by Kim Jones in collaboration with Lewis Hamilton, the seven-time world Formula 1 champion. It was inspired by one of Hamilton's favorite pastimes: winter sports.

Owl Vision

The new Valentino makes an impressive start

Fabio Becheri

11 October 2024

“Owl Vision” is a new column for Miss Tweed about brands’ marketing and collections and how they fit with their strategy and narrative. Fabio Becheri has worked for more than two decades in the fashion industry. He was in charge of corporate image and media at Gucci, where he spent 19 years until 2017.