Vogue Business on the Future of Fashion Week & The Importance of Brand Audits

The night before fashion week always carries a buzz. This year, with 18% more designers on the schedule and Laura Weir taking the reins as CEO of the British Fashion Council, anticipation felt even higher.

We kicked-off proceedings in conversation with Vogue Business, discussing the future of UK fashion.

Though it’s easy to paint a dire picture, with the cost of living pressures squeezing discretionary spending and pushing young designers out of the capital, this was an evening of optimism: not looking back with anger, but ahead with an enthusiasm impossible to ignore.

With deputy director of Vogue Business and Vogue Runway Elektra Kotsoni leading the panel, we heard from CMO Clara Mercer about how BFC continues to support home-grown talent, DH-PR Ltd Founder Daisy Hoppen on defining cultural conversations, and Jamie Gill, Founder of The Outsiders Perspective, on what it takes to succeed in the business of fashion today.

One theme rose above the rest: the value of brand audits 🔍

As Jamie Gill put it: the world doesn’t need more brands, or more things. In a saturated market, clarity is what cuts through.

That’s where brand audits come in. Not a tick-box for VCs chasing a quick turnaround, but a way to define your brand’s purpose, values and future-facing vision - the key components that differentiate you from competitors and attract and retain your audience. The foundations every brand needs for long-term growth.

Too often, businesses chase quick wins and ROI alone that validates “success” in the board room and on the bottom line. But before you double down on performance metrics, you need the bigger picture. By auditing your positioning, performance, and perception, you can set both a strong foundation to grow from and a clear north star to grow towards.

At Axe & Kettle, we help brands define their difference, but our audits go further. We identify where you can make the biggest impact - balancing quick wins and growth opportunities with brand protection and long-term equity.

If you’re navigating growth and want to explore how a brand audit could help, let’s talk: hello@axeandkettle.com 📧