These are the stories making headlines in fashion on Thursday.
Victoria’s Secret & Co. Reports 10% Sales Spike in Q2
Victoria’s Secret & Co. released its Q2 2026 results on Thursday, which showed a 10% net sales increase to $1.61 billion. In Q2 2026, the company also received IEEPA tariff refunds of more than $140 million, representing more than 95% of the IEEPA tariffs it paid. Victoria’s Secret & Co. is now raising its outlook for its fiscal year 2026 net sales to a range of $7.10 billion to $7.18 billion, up from its previous outlook of $7.03 billion to $7.13 billion. {Victoria’s Secret & Co.}
Wella Files for IPO
Wella Company filed for a U.S. IPO on Monday. The KKR-backed hair- and nail-care firm’s portfolio includes OPI, Clairol, Sebastian Professional and Nioxin. Wella reported revenues of $2.94 billion for the year ended June 30, 2026, marking an increase compared to revenues of $2.69 billion a year prior. Proceeds of the IPO will be used for repaying debt and the tax consequences of a restructuring, according to the filing. {Bloomberg/paywalled}
PVH Corp. Sees 3% Sales Drop in Q2
PVH Corp., the parent company of Calvin Klein and Tommy Hilfiger, reported a 3% decrease in revenue to $2.1 billion in the second quarter. Tommy Hilfiger’s Q2 revenue was approximately flat compared to the previous year, while Calvin Klein saw a 7% decline. E-commerce grew across both brands, as the company’s e-commerce revenues rose by 4%. PVH Corp. reaffirmed its full-year outlook of approximately flat revenue. {PVH Corp.}
Azzas 2154 to Split After Failed Merger
Brazilian fashion firm Azzas 2154 will be split into two independent publicly traded companies. Azzas 2154 was created about two years ago, after a merger of Arezzo&Co and Grupo Soma that combined nearly 30 fashion brands. The Arezzo&Co business will become a standalone company, while Soma’s fashion brands will form a separate entity. Both companies will retain a stake in Farm Rio. {Bloomberg/paywalled}
Brands Are Activating at State Fairs
State fairs are the newest frontier for fashion and beauty brands to host activations. E.l.f. Beauty hosted a “real dill”-themed pop-up at the Minnesota State Fair in August, which attracted nearly 64,000 attendees. E.l.f. will also be a sponsor at the State Fair of Texas. Levi’s, another sponsor, is making a custom set of jeans for “Big Tex,” a 55-foot-tall cowboy statue and the official mascot of the State Fair of Texas. {Modern Retail}
In the AI Age, Fashion Brands Are Turning to Visual Artists
Against a backdrop of many brands using AI in their marketing practices, a growing number of fashion brands are enlisting visual artists including painters, illustrators, sculptors and ceramicists for campaigns. Illustrators Karlotta Freier and Sarah Martinon have been tapped by Dior, Chanel and Hermès, while Loewe created a film using 2,000 watercolor paintings from 10 different artists, led by illustrator and designer Joanna Blémont. {Business of Fashion/paywalled}
