Must Read: 'Town and Country' Profiles Julien Dossena, How Fashion's Trend Cycle Spun Out of Control

These are the stories making headlines in fashion on Wednesday.

How Julien Dossena transformed Rabanne
After breathing life back into Rabanne (and virtually reinventing the whole brand), French designer Julien Dossena has been living the dream. In a profile by Jessica Iredale for Town and Country, the designer discusses his plans for the future, his decade-long journey at Rabanne and his guest collection for Jean Paul Gautier at Couture Week. "It's like driving someone else's car," Dossena told the publication. "A really beautiful car and you have the best road." {Town and Country}

How fashion's trend cycle spun out of control
Fashion's trend cycles have become increasingly harder to keep up with. As we move between Barbiecore, quiet luxury, coastal grandma, etc. at an unbelievable pace, it's nearly impossible to know what's hot and what's not. Some trends last the whole year, while others stick around for a few weeks maximum — quickly replaced by the new hot thing, all thanks to platforms like TikTok and Instagram. Business of Fashion's Joan Kennedy took a look at five of the summer's hottest fashion moments to see just how these trends take flight. {Business of Fashion/paywalled}

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Guram Gvasalia, Madonna's new costume designer, talks to the New York Times
Guram Gvasalia, the designer behind Vetements (and brother of Demna), has a lot on his plate, most recently designing the costumes for Madonna's postponed "Celebration" tour, which he announced Wednesday, in the middle of Paris Couture Week. Profiled by Vanessa Friedman of The New York Times, Gvasalia discusses becoming Vetements' official creative director in 2021, collaborating with Madonna and moving out of his brother's shadow. "I think my brother is very talented, but I have a completely different approach to things," shared the Georgian designer. "He had his good run of 10 years, and I think his era is slowly going to its finish line. Now it is my time." {The New York Times/paywalled}

Hugo Boss is building a €15 million data campus in Porto
As the worlds of fashion and technology become more and more intertwined, storied brands are turning to tech to improve efficiency and maintain relevance among younger generations. Hugo Boss is one of those, reports Maghan MacDowell for Vogue Business. In pursuit of its goal to become a "tech-driven fashion platform," the 100-year-old brand invested millions of euros into opening a data campus in Porto, Portugal that will employ at least 250 people. {Vogue Business/paywalled}

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