Kendall Jenner for Adidas Spring 2026. Photo: Thibaut Grevet/Courtesy of Adidas
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These are the stories making headlines in fashion on Thursday.Jennie, Kendall Jenner and more star in Adidas’ new campaignFor Adidas’ latest campaign, Samuel L. Jackson searches for his “Superstars,” including Jennie, Kendall Jenner, Lamine Yamal, Baby Keem, James Harden, Tyshawn Jones and Olivia Dean. Directed by Thibaut Grevet, the campaign takes place within Hotel Superstar, where cultural icons from across generations and disciplines cross paths. For Spring 2026, Adidas Originals reimagines the Superstar look by pairing nostalgic athletic styling with contemporary tailoring. {Fashionista inbox}Puma sales fall 20.7% in Q4In the fourth quarter, Puma saw sales drop by 20.7% to €1.56 billion ($1.84 billion), down from €2.15 billion ($2.54 billion) in Q4 2024. The company attributed this sales drop to “the strategic reset measures taken to address muted brand momentum, elevated inventory levels and lower-quality distribution.” In the Americas region, sales fell by 22.2% to €589.2 million ($696 million). {Puma}Can Demna save Gucci?Gucci had been a soaring success until 2022, when Alessandro Michele was replaced by Sabato De Sarno, and an attempt at a “quiet luxury” pivot went wrong. From 2022 to 2025, revenue went from about €10.5 billion ($12.4 billion) to €6 billion ($7 billion). Demna, formerly Balenciaga’s creative director, is now tasked with turning the brand around. For Demna, Gucci is “at the center of Italian culture but also about having fun, not taking it too seriously. Not being naïve, but not giving too much space to the drama.” {The New York Times/paywalled}Charlotte Tilbury CEO exitsCharlotte Tilbury CEO Demetra Pinsent is exiting the brand after 14 years. A Charlotte Tilbury spokesperson confirmed Pinsent “has decided to leave the business to pursue new opportunities.” Her last day at the company will be Feb. 26. The brand has not yet named a successor. {Business of Fashion/paywalled}SCAD Lacoste brings André Leon Talley exhibit to FranceSCAD Lacoste is bringing the “André Leon Talley: Style Is Forever” exhibition to its museum space. Curated by Rafael Brauer Gomes, creative director of SCAD Fash museums, the exhibition opens on April 1 and runs through Oct. 31 at the SCAD Fash Lacoste museum space in Provence. For the French iteration of the exhibit, there’s a deeper focus on Talley’s link with France and French couture. {WWD/paywalled}Fashionista’s audience includes 1 million site visitors, 110,000 newsletter subscribers and 4.74 million social media followers. Want to know how to reach them? Learn more.
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