Must Read: Dior to Stage Pre-Fall 2027 Show in Dublin, NAD Flags Vacation's Sunscreen Marketing Claim – Latest Fashion Trends & Style Tips July 22, 2026 at 09:30PM

📰 Must Read: Dior to Stage Pre-Fall 2027 Show in Dublin, NAD Flags Vacation's Sunscreen Marketing Claim

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Must Read: Dior to Stage Pre-Fall 2027 Show in Dublin, NAD Flags Vacation's Sunscreen Marketing Claim - Latest Fashion Trends

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✨ Fashion Insights & Trends:

These are the stories making headlines in fashion on Wednesday.

Dior to Stage Pre-Fall 2027 Show in Dublin

Dior will stage its pre-fall 2027 show in Dublin at Trinity College on Dec. 4, marking both the house's first show in Ireland and Northern Ireland native Jonathan Anderson's first time presenting a collection there. "Showing at Trinity College Dublin is a dream come true. I began my career in fashion in Dublin, so returning here feels deeply personal. To present this collection in such an extraordinary setting," Anderson said in a statement. {WWD/paywalled}

NAD Flags Vacation's Sunscreen Marketing Claim

The National Advertising Division (NAD) has recommended that sunscreen brand Vacation revise how its "World's Best-Smelling Sunscreen" slogan appears on its website, following a complaint from German beauty conglomerate Beiersdorf, which owns competing sunscreen brands Coppertone and Eucerin. NAD determined the claim counts as harmless marketing exaggeration on packaging and retail displays, but found that its placement alongside star ratings and review counts on Vacation's site could mislead consumers into thinking it was backed by data. Vacation has since adjusted some references to the slogan on its website. {Ahead of the Kirb}

Mulberry Reports a 23% Sales Increase

Mulberry reported a 23% jump in Q1 fiscal 2027 sales, reflecting a turnaround under CEO Andrea Baldo aided by new products and a strategic focus on brand value over volume. All regions posted double-digit growth, with more than half of UK sales coming from repeat customers. The company narrowed its losses and returned to underlying profit, while maintaining its goal of surpassing £200 million ($268 million) in annual revenue. {Mulberry}

Zimmermann Gains Official FHCM Membership

Zimmermann has been named an official member of the Fédération de la Haute Couture et de la Mode, a milestone for the Australian fashion house. Co-founder and creative director Nicky Zimmermann said the brand looks forward to its next chapter with the federation, calling Paris a continued source of inspiration each season. {Fashionista Inbox}

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