The Glossy Fashion and Luxury Awards recognize the companies transforming the fashion and luxury industries. This year’s winners stood out for redefining retail and brand engagement through immersive in-store experiences, sustainable practices and strategic collaborations. They combined technology, design and storytelling to create spaces and campaigns that resonate with modern consumers while promoting circular fashion and environmental responsibility.
By leveraging experiential marketing and influencer-driven initiatives, this year’s winners amplified visibility, fostered deeper connections with audiences and drove tangible results. Each winner demonstrates how creativity and innovation can elevate both the customer experience and brand impact, setting new standards for engagement, sustainability and cultural relevance in today’s competitive market.
For instance, J.Crew marked its 40th anniversary with the relaunch of its iconic catalog, reimagined as both a tribute to the brand’s heritage and a statement of its modern relevance — earning it the award for Fashion Brand of the Year.
Featuring Demi Moore and shot through a contemporary lens, the catalog blended nostalgia with fresh storytelling across digital and physical channels. Supported by immersive pop-ups and creative direction from Olympia Gayot and Brendon Babenzien, the campaign reignited consumer passion and cultural resonance, leading to a 20% rise in reactivated customers, an 11% boost in brand perception and a renewed appreciation for J.Crew’s enduring place in American fashion.
Kendra Scott strengthened her legacy in 2024 as a founder who balances business growth with purpose, securing the award for Founder of the Year. Under her leadership, her namesake brand achieved double-digit gains and deepened cultural resonance through collaborations with Dolly Parton, Lainey Wilson and LoveShackFancy.
Beyond retail success, Scott’s philanthropic initiatives made a lasting impact — funding cancer research, launching Yellow Libraries in underserved schools and supporting thousands of women entrepreneurs. More than two decades after founding her brand, Scott continues to prove that purpose-driven leadership can shape both communities and culture.
The Kendra Scott brand also received the award for Store Opening of the Year with the first Yellow Rose flagship on South Congress Avenue in Austin, Texas, transforming a historic space into a celebration of Texas heritage and modern Western style. Designed as both a boutique and community hub, the store features Beau’s Bar, a custom hat-making station, and interiors curated with vintage finds that honor the state’s spirit. The flagship quickly became the brand’s top-performing store, driving 119% growth across retail and e-commerce, and setting the stage for expansion into Houston and Dallas while reinforcing Kendra Scott’s leadership in experiential retail.
Meanwhile, Nike’s “Breaking4” campaign transformed Olympian Faith Kipyegon’s pursuit to run a mile in under four minutes into a global cultural moment, earning the brand the award for Best Purpose-Driven Campaign — a new category this year.
Through a four-month storytelling strategy spanning Kenya, Nike’s World Headquarters and Paris, the brand united innovation, emotion and purpose to spotlight women’s potential in sports. Supported by immersive experiences, media engagement and a worldwide livestream, the campaign generated more than 25 billion impressions and 2,400 stories, expanding the conversation beyond athletics to redefine what’s possible for women everywhere.
Explore all the winners of the 2025 Glossy Fashion and Luxury Awards below.
Best Brand Marketing Campaign
La Roche Posay
Best Breakthrough Product Innovation
DL1961 — DL Aura Launch
Best Category Launch
Birdy Grey Suits
Best Collaboration
Away’s Collaboration with HBO’s The White Lotus
Best Community-Building Strategy – NEW
SET Active Bloopers Campaign
Best E-Commerce Experience
H&M Transforms Digital Experience
Best Experiential Marketing Activation
H&M Hosts Surprise Charli xcx Concert in Times Square
Best Fashion Marketplace
JOOR – Connecting Brands & Retailers with JOOR Discover
Best Launch Campaign
OTAA – Shirts From the Future: Luxury Reinvented
Best Purpose-Driven Campaign – NEW
Breaking4
Best Use of AI – NEW
Meet ISA: Who What Wear’s AI Chatbot
Best Use of Technology
ShopMy
Best Use of TikTok Shop – NEW
tarte cosmetics
Best Use of Video
InStyle’s “The Intern” social video series
Fashion Brand of the Year
J.Crew
Founder of the Year
Kendra Scott
Fragrance of the Year – NEW
Moroccanoil L’Originale Eau de Parfum
Luxury Brand of the Year
SIMIHAZE BEAUTY
Most Personalized Shopping Experience
Stitch Fix
Positive Luxury Sustainable Brand of the Year
Everlane
Store Opening of the Year
Yellow Rose by Kendra Scott
