The Glossy 50 honors the year’s biggest changemakers across fashion and beauty. More from the series →
The marketers who cut through the noise.
Earlier this year, Levi’s CMO Kenny Mitchell received the kind of gift that most marketers can only dream of: Beyoncé named a song on her album “Cowboy Carter” after the brand. “Levii’s Jeans” was a hit, and Mitchell and the Levi’s team moved quickly to tap into the moment. That opened up a conversation with Beyoncé that led to a full-blown partnership later in 2024.
On October 6, Merit wiped its Instagram clean. According to CMO Aila Morin, it was among several “insane” moves the brand made to bring focus to Retrospect, its first perfume, which launched with a bang 16 days later.
Women’s sports, beauty and fashion have never been more intertwined — and, from its home at the Barclays Center, the New York Liberty is at the forefront of all of it. When the team moved from Westchester to Brooklyn in 2020, Shana Stephenson, its chief brand officer, decided to shake up its approach to partnerships, which proved hugely impactful.
Just six months into her role as Marc Jacobs’s CMO, Kristin Patrick has led three of the brand’s biggest campaigns to date. Patrick previously held marketing roles at Pepsi and Claire’s with a similar goal in mind: finding new ways to attract the Gen-Z consumer.
