Fashion
Public Desire in major rebrand for ‘bold new chapter’
Published
October 31, 2025
Public Desire has unveiled a full rebrand to mark the footwear label’s 10-year anniversary, “signalling a bold new chapter for the brand”.
And comprehensive it certainly is, with a make-over including new logo, website, visual identity and tone of voice, adding up to “an elevated aesthetic… and renewed focus on footwear innovation”.
“Born in the UK and worn worldwide,” Public Desire said its rebrand reflects the “evolution into an elevated, fashion-first brand built on confidence, creativity, and culture”.
It’s headlined by a refreshed identity that “celebrates modern femininity, bold, magnetic, and unapologetic, while staying true to its accessible-luxury roots”.
Public Desire marketing director Emily Frazer added: “Our rebrand reflects the woman we design for: confident, magnetic, and unapologetic. Every silhouette, stitch, and step is ‘Designed to Be Desired’.”
Its campaigns include ‘Decade of Desire’ and ‘Drive Your Desire’: the former looking back at a decade of “standout collections, celebrity moments, and trend-defining design that shaped the brand’s global influence”.
These include international celebs such as Beyoncé, Kylie Jenner, and Bella Hadid, while landmark collaborations, included Hailey Baldwin (2016) and Alabama Barker (2022), “marking key moments in the brand’s journey from breakout e-commerce success to global influence”.
Meanwhile, the latter looks ahead to introduce the next chapter, “a fashion-first campaign that celebrates confidence, energy, and self-expression, propelling Public Desire into a new era of modern femininity and elevated design”.
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Fashion
EU gains meet a harsh reality in India: War, rupee, energy shock

India’s textile outlook is turning structurally complex.
The EU pact targets ~99.5 per cent trade coverage with phased duty relief, while rupee weakness supports exports.
However, crude volatility, >80 per cent import energy dependence, polyester cost inflation and US market softness (≈28 per cent share) are fragmenting performance, reinforcing a shift towards cotton-led, EU-focused exporters.
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Fashion
Hainan free trade port crosses $11.6 bn trade in 100 days
Official data showed that 186 transactions were completed under the zero-tariff policy, covering goods worth nearly ¥1.7 billion (~$236 million), reflecting a 1.46-fold rise compared to the previous year. The policy also resulted in duty exemptions totalling ¥271 million (~$37.6 million).
The figures were released at a press conference held ahead of the 100-day milestone of the policy’s implementation.
Hainan Free Trade Port recorded trade exceeding ¥80 billion (~$11.6 billion) in its first 100 days of special customs operations, up 32.9 per cent YoY.
A total of 186 zero-tariff transactions were completed, covering goods worth ¥1.7 billion (~$236 million), while duties worth ¥271 million (~$37.6 million) were exempted, reflecting strong early momentum.
Launched on December 18, the island-wide special customs operations aim to facilitate smoother entry of overseas goods, expand the scope of zero-tariff items, and create a more business-friendly trade environment.
Positioned as the world’s largest free trade port by area, Hainan FTP is expected to play a strategic role in advancing China’s trade liberalisation and economic openness.
Fibre2Fashion News Desk (JP)
Fashion
China rolls out tariff cuts on Congo imports from April 1
The measure implements tariff reduction commitments made under the ‘Early Harvest Arrangement of the Agreement on Economic Partnership for Shared Development’ between the two countries.
China will implement preferential tariff rates on selected imports from the Republic of the Congo starting April 1 under the Early Harvest Arrangement of their economic partnership agreement.
The move announced by the Customs Tariff Commission, is aimed at fulfilling tariff reduction commitments, enhancing bilateral trade cooperation and advancing long-term economic ties between the two countries.
The commission said the move is in line with China’s tariff law and reflects the country’s continued efforts to expand opening-up and strengthen trade ties with African partners.
Officials stated that the preferential tariff treatment will help deepen bilateral economic and trade cooperation and support the development of a higher-level community with a shared future between China and the Republic of the Congo.
The Early Harvest Arrangement, signed in November 2025, marked the first such agreement of its kind between China and an African country, paving the way for broader market access and phased tariff reductions.
Fibre2Fashion News Desk (JP)
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