Must Read: 'The Face' Magazine Is Closing, Travis Kelce Signs as Tommy Hilfiger Global Ambassador

Why It Matters

The closure underscores the pressure on legacy fashion media to reinvent revenue models, and Kelce’s partnership illustrates how celebrity power can revitalize heritage brands. Kering’s residency and tech‑fashion crossovers signal a broader shift toward experiential, culturally‑driven growth in the industry.

Key Takeaways

• The Face ceases print after 2024 relaunch.
• Travis Kelce becomes Tommy Hilfiger global ambassador.
• Kering launches CRAFT residency for ten Chinese designers.
• Tech firms emulate fashion storytelling to boost loyalty.

Pulse Analysis

The abrupt end of The Face highlights a pivotal moment for print‑first fashion outlets. After a 2017 relaunch that tried to blend nostalgia with digital‑first content, the magazine struggled to secure a sustainable audience amid dwindling ad spend and the rise of Instagram‑driven style curation. Industry analysts suggest a direct‑to‑consumer subscription model could have offered a lifeline, but the brand’s legacy costs and fragmented readership made the transition too costly to pursue at scale.

Travis Kelce’s appointment as Tommy Hilfiger’s global ambassador reflects a growing trend of sports figures crossing into high‑fashion ambassadorships. Kelce brings a youthful, mainstream appeal that aligns with Hilfiger’s strategy to refresh its classic American aesthetic for Gen Z shoppers. By featuring him in the Fall 2026 and Spring 2027 campaigns and co‑creating capsule pieces, the brand aims to generate buzz on social platforms, drive limited‑edition sales, and reinforce its relevance in a crowded lifestyle market.

Kering’s new CRAFT residency and the tech sector’s fashion‑inspired branding illustrate how creativity is becoming a competitive moat. The residency supports ten Chinese designers with mentorship and cross‑border exposure, reinforcing Kering’s commitment to nurturing talent in the world’s second‑largest luxury market. Simultaneously, tech giants are adopting fashion’s narrative‑driven, experiential retail tactics—hosting pop‑up events, curating brand stories, and hiring former fashion talent—to differentiate products that are otherwise functionally similar. Together, these moves signal an industry pivot toward culture‑centric engagement as the primary growth engine.