These are the stories making headlines in fashion on Friday.
McMullen Opens Flagship in San Francisco’s Union Square
Photo: Maria del Rio/Courtesy of McMullen
Luxury boutique McMullen — founded by Sherri McMullen in 2007 — is opening a new flagship in San Francisco’s Union Square, designed by Gabriella Khalil with statement works by Aisling Camps and Mickalene Thomas. Located at 135 Maiden Lane, the 6,342-square-foot store opens to the public on Sept. 25. Stocked brands include Dries Van Noten, Diotima, Proenza Schouler, Christopher John Rogers, Burc Akyol, Tibi, Kallmeyer and Heirlome, among many others. {Fashionista inbox}
Beckham Brands Deliver Strong Growth Across Ventures
David and Victoria Beckham’s businesses both posted strong results for fiscal 2025. David’s DRJB Holdings saw revenue climb 20% to $110.5 million and net profit rise to $49.8 million, fueled by new deals with McDonald’s, Verizon and PepsiCo’s Lay’s ahead of the 2026 FIFA World Cup. Victoria Beckham Holdings Ltd. turned an operating profit of £7.3 million ($9.8 million) while revenue rose 15% to £129.8 million ($174 million), marking its fifth straight year of double-digit growth. Momentum has continued into 2026, with both brands expanding retail footprints across the U.S. and Europe. {WWD/paywalled}
Chanel Taps Lucia Pieroni To Head Makeup Creative Direction
Photo: Courtesy of Chanel
Chanel has named Lucia Pieroni as its creative makeup director, effective September 2026. Pieroni will report to Simona Cattaneo, president of fragrance and beauty. Pieroni previously served as creative director of makeup at Clé de Peau Beauté from 2006 to 2019 and has worked alongside Matthieu Blazy since his debut Chanel fashion show in October 2025. “Being chosen to join Chanel is a great honor,” Pieroni said, calling it “a particularly exciting juncture in Chanel’s journey.” {Fashionista inbox}
Researchers Question Safety of Natural Fibers
Demand for natural fibers like cotton and wool is climbing as shoppers increasingly turn away from synthetics over chemical and microplastic concerns. But researchers say the fibers need closer study as manufacturers often treat cotton and wool with substances such as PFAS and antimicrobial coatings, and the fabrics shed microfibers that have turned up in oceans and human lungs. Scientists caution the research remains far less developed than work on synthetic pollution, and no clothing has been linked to illness in wearers. {The Wall Street Journal/paywalled}
Gucci’s New Sneakers Depart From Italian-Made Roots
Gucci has started labeling some new footwear “Made in China,” including a $1,000 sneaker from designer Demna, departing from its Italian heritage as it courts price-conscious shoppers. The brand says the move reflects a supplier’s technical expertise, though analysts warn it could lessen Gucci’s luxury positioning, a risk compounded by a 50% sales drop over three years and reported price cuts in key markets like China. {Reuters/paywalled}
