The 2025 Glossy Fashion & Luxury Awards honor the brands transforming these industries, from campaigns and collaborations that spark cultural dialogue to seamless shopping journeys that nurture loyalty. Brands are also increasingly leaning on storytelling through identity to build deeper emotional resonance.
For instance, self-expression is at the core of Coach’s recent partnership with the WNBA, which earned the fashion house a nomination in the Best Collaboration category. Partnering with Revery, Coach launched a season-long campaign that redefined the intersection of fashion and women’s sports. By spotlighting star athletes like Paige Bueckers, Aneesah Morrow, Kiki Iriafen, Hailey Van Lith and Sonia Citron, the brand amplified stories of identity and empowerment, aligning luxury with purpose and cultural relevance. As the WNBA’s first luxury handbag partner, Coach drove conversation around women’s sports and inspired a new generation of fans at the intersection of style and sport.
Nominees in the Best Breakthrough Product Innovation category include lifestyle brand Cole Haan. In August 2024, the brand introduced its most advanced product to date, the ØriginalGrand 2.0 with SKYWEAVE Cushioning System. This next-generation hybrid reimagines Cole Haan’s classic dress silhouette with cutting-edge technology, featuring hundreds of dynamically tuned trusses made from SkyPolymer for enhanced responsiveness and stability. The result is a sleek, high-performance shoe that seamlessly blends comfort, versatility and timeless design. Supported by an integrated campaign across digital, retail and influencer channels, the launch underscored Cole Haan’s legacy of innovation in the space between performance and dress.
In the Best E-Commerce Experience category, fashion brand H&M is nominated for its full website relaunch. In 2024, H&M unveiled a visually elevated, intuitive platform that blends editorial storytelling with seamless shopping. The transformation debuted alongside the autumn-winter collection and a headline-making Charli XCX collaboration, complete with a surprise Times Square concert and global events. At the center of this new digital era is The Studio, a curated space that merges fashion content, influencer collaborations and shoppable experiences. The relaunch drove double-digit online sales growth in key markets and boosted loyalty participation through exclusive, experience-led engagement.
Stay tuned for the reveal of this year’s winners. In the meantime, check out the full shortlist below.
Best Brand Marketing Campaign
La Roche Posay
Best Breakthrough Product Innovation
Cole Haan ØriginalGrand 2.0 with SKYWEAVE™ Cushioning System
DL1961 — DL Aura Launch
The Worldly Product Impact Calculator: Scope 3 Data at Scale
Best Category Launch
Aurezzi: Gold Travel Trio
Birdy Grey Suits
Thirdlove – Launch of TempSync™
Best Collaboration
Crocs Swarovski Collection
Away’s Collaboration with HBO’s The White Lotus
Ring Concierge x Malbon for Golf-Inspired Collection
FASHIONPHILE x Nicole Richie Brand Ambassadorship
Coach X WNBA: Champions of Courageous Self-expression
Best Community-Building Strategy – NEW
SET Active Bloopers Campaign
Pacsun Attracts Thousands to Festival Activations
Best E-Commerce Experience
Swap – Optimizing Fashion Brands’ E-Commerce Solutions
H&M Transforms Digital Experience
Best Experiential Marketing Activation
H&M Hosts Surprise Charli xcx Concert in Times Square
The Glass Box by Caruso: A New Standard for Brand Activation
Best Fashion Marketplace
FashWire
JOOR – Connecting Brands & Retailers with JOOR Discover
Best Launch Campaign
DedCool Mochi Milk Eau de Parfum
OTAA – Shirts From the Future: Luxury Reinvented
Best Purpose-Driven Campaign – NEW
FashWire: One Download. One Dollar. One Impact.
Breaking4
Best Use of AI – NEW
Daydream – first AI-powered shopping agent built for fashion
Meet ISA: Who What Wear’s AI Chatbot
L’Oréal Paris Beauty Genius:Your AI virtual beauty assistant
Pearl Planner
Best Use of Technology
LTK
Bambuser & Mint Velvet
ShopMy
HUGO BOSS XP – A New World of Engagement
Best Use of TikTok Shop – NEW
Popilush – Super Brand Day
tarte cosmetics
Best Use of Video
InStyle’s “The Intern” social video series
Fashion Brand of the Year
H&M Reignites Fashion DNA and Elevates Brand Experience
J.Crew
Lee Evans Lee, Founder, Mrs Momma Bear
Founder of the Year
Kendra Scott
Kimberly Carney – FashWire
Maureen Kelly – tarte
Fragrance of the Year – NEW
DedCool Mochi Milk Eau de Parfum
Moroccanoil L’Originale Eau de Parfum
KAYALI Yum Boujee Marshmallow | 81
Strawberry Shortcake Eau de Parfum
Voluspa’s Saddle Up Santal 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
