Best Industry Event of the Year

Rhode

Global Pop-Ups for Hero Products

Rhode’s pop-ups turned hero products into a series of experiences that quickly became some of the most talked-about activations of the year. From New York and London, to the “Summer Club” beach activation in Mallorca, Rhode created engaging spaces designed for trial, content creation and community. The judges praised the “great showcase of fun design” and noted how Rhode felt “everywhere,” highlighting the team’s instinct for what audiences want both in real life and across social media.

Best Talent-Led Activation

Rare Beauty & Creators

Rare Beauty expanded its Soft Pinch line through a creator-led campaign that placed beauty routines at the center of the conversation. Partnering with multiple creators and makeup artists alongside Selena Gomez, the brand invited trusted voices to demonstrate the products in their own language and everyday moments. The activation travelled organically across social platforms, while building credibility within the beauty community. Judges spotlighted how strongly the campaign resonated with younger audiences, demonstrating Rare Beauty’s ability to translate creator partnerships into authentic engagement and cultural relevance.

Most Futures-Thinking Fashion & Lifestyle Brand

JW Anderson

Described as the “best at combining high and low culture”, JW Anderson expanded beyond the runway into art, craft, antiques and homeware. Reimagined by Jonathan Anderson as a modern-day “cabinet of curiosities,” it built a lifestyle universe that blurs the lines between fashion and culture. In particular, its London retail concept was a dedication to artisanal goods that brought this vision to life. That instinct for understanding the “why” behind when people want things, as one judge noted, is key in what makes everything in the store feel incredibly desirable and keeps the brand building momentum.

Best Beauty Innovator

e.l.f. Beauty

e.l.f. Beauty’s remarkable growth is proof that its inclusive ethos is resonating strongly with today’s beauty consumers. As the judging panel noted, the brand is “growing at a record rate”, while continuing to prove that inclusivity sells. e.l.f. Beauty continues to redefine what modern beauty innovation looks like, combining rapid product development with a deeply social-first approach. Refreshing around 20% of its product range each year based on consumer insight, the brand has built a model that keeps pace with cultural shifts across platforms and markets with its viral TikTok drops, expansion into Twitch and acquisition of Rhode reinforcing its momentum.

Industry Trailblazer of 2025

Guillaume Motte for Sephora

“Sephora continues to outperform the market,” according to our judges. Since his appointment in 2023, Guillaume Motte has placed physical retail back at the center of Sephora’s growth strategy. At a time when many retailers have pulled back from stores, Sephora has doubled down on experience-led retail that consumers crave, combining technology with the expertise of its beauty advisors to strengthen in-store experience. The panel pointed to Sephora’s ability to continue to outperform the market despite broader industry pressures, highlighting its influence, strong portfolio of exclusive brands and ability to attract new audiences, including the rise of “Sephora Tweens.”

Ambassador of the Year

A$AP Rocky for Chanel

A$AP Rocky’s appointment as a brand ambassador for Chanel stood out as a defining moment in 2025’s luxury conversation. The viral announcement generated $5.7M in Media Impact Value® (MIV®) within 48 hours, showing the impact the right ambassador can have when heritage meets contemporary culture. Revealed through a short film directed by Michel Gondry and featuring Margaret Qualley, the partnership immediately captured attention. It was described by the judging panel as a “great pairing” thanks to Rocky’s personal style that naturally connecting with the house—with the collaboration even reigniting speculation around Chanel entering menswear.

Best Expansion Strategy

Printemps New York

Judges pointed to the success of Printemps’ New York flagship as a defining expansion moment, with one celebrating the launch simply: “Long live department stores!” The opening at One Wall Street marked the French retailer’s first U.S. location and introduced a curated, experience-led format blending Art Deco heritage with contemporary retail culture. From spa services to a Beauty Corridor featuring French pharmacy brands new to the U.S. market, the concept prioritised discovery and community. The strong reception in New York also boosted momentum back in Paris, reinforcing Printemps’ position as a department store redefining modern retail.

Best Campaign

Burberry

It’s Always Burberry Weather: Postcards from London was a campaign that “touched everyone’s heart,” praising its honest and proudly British storytelling. The series of short films, starring Olivia Colman and directed by John Madden, followed a cast of distinctly British characters from a fish-and-chip shop worker to a devoted cricket fan, bringing Burberry’s outerwear into everyday London life. Judges praised the campaign as a refreshing example of how brands can remain on-brand while staying culturally relevant and charming, proving that authenticity and heritage still resonate strongly with audiences today.

Best Sportswear Brand

On

On was commended by the judges for being an example of “true innovation in a saturated space,” a nod towards the Swiss brand’s continued momentum within the global sportswear category. Through initiatives such as the Be Every You campaign with Zendaya and the launch of her co-designed sneaker, the Cloudzone Moon, On expanded its storytelling around identity and self-expression while strengthening its cultural relevance. The brand’s growth across key markets, including China, reinforced its evolution further into a global name. Judges also noted the compelling story behind the company’s founders and how the brand has successfully turned sentiment in its favour.

Best Collaboration

Nike and SKIMS

A member of the judging panel described Nike x SKIMS as a “smart combination of two powerful brand universes,” pairing Nike’s technical performance expertise with what another judge called “one of the most innovative brands at the moment”: SKIMS. The partnership introduced NikeSKIMS, a collection spanning apparel, accessories and footwear designed to move seamlessly between sport and everyday life. Across seven collections and 58 silhouettes, the inaugural range applied sculpting design principles to performance fabrics while offering inclusive sizing from XXS to 4X. Generating $6.1M in MIV within the first 48 hours, the partnership reframed collaboration as long-term brand building, extending its impact beyond product.