The Glossy 50 honors the year’s biggest changemakers across fashion and beauty. More from the series →
The marketers who cut through the noise.
Patrick Ta Beauty made headlines in May for producing one of the buzziest beauty pop-up events in Los Angeles this year. Fans queued for up to 17 hours to gain access to the free event, which included free gifts, a meet-and-greet with the team, and other activations. The pop-up drove a 28% lift in Sephora sales and a halo effect that’s driven awareness and DTC visits, and inspired a marked shift to the 6-year-old beauty line’s marketing mix.
Few fashion marketers this year managed to create a cultural moment with a single product, let alone a sweater that’s been in circulation for four decades with its own trademark. But that’s exactly what Julia Collier, J.Crew’s CMO, pulled off with The Next Rollneck Generation, the campaign that turned the brand’s rollneck sweater into one of 2025’s most talked-about items.
For the past two-and-a-half years, Oli Walsh has quietly helped make Gap’s creative output required viewing for marketing watchers. Walsh is the founder and CEO of Los Angeles-based Invisible Dynamics, which bills itself as a “brand transformation group,” not an agency.
