Melissa Twigg

Melissa Twigg

Melissa Twigg is an award-winning British journalist getting over a serious case of geographical commitment phobia. After 12 years of living in Paris, Cape Town and Hong Kong, she recently returned to London where she writes about art, travel, fashion, design and environmental issues in the cities she knows best.

Latest from Melissa Twigg

The Netflix effect: from Princess Diana’s fashion in The Crown to Lily Collins’ outfits in Emily in Paris, how streaming TV, not the red carpet, affects the way we dress

Netflix may soon be more powerful than Vogue when it comes to influencing how we dress.

29 Dec 2020 - 5:46AM

Netflix may soon be more powerful than Vogue when it comes to influencing how we dress.

The Netflix effect: from Princess Diana’s fashion in The Crown to Lily Collins’ outfits in Emily in Paris, how streaming TV, not the red carpet, affects the way we dress
Banned in China but Instagram the key to reaching its luxury shoppers, experts say

You might need a VPN to view Instagram in China but wealthy luxury shoppers, especially those who have studied abroad, are still inspired by the platform, experts say.

14 Dec 2020 - 7:38PM

You might need a VPN to view Instagram in China but wealthy luxury shoppers, especially those who have studied abroad, are still inspired by the platform, experts say.

Banned in China but Instagram the key to reaching its luxury shoppers, experts say
Why Amazon is failing to sell luxury fashion but Alibaba is succeeding

Amazon has been trying to crack the fashion luxury business for years, while Alibaba’s Tmall has become the go-to for luxury brands in China.

4 Dec 2020 - 4:03PM

Amazon has been trying to crack the fashion luxury business for years, while Alibaba’s Tmall has become the go-to for luxury brands in China.

Why Amazon is failing to sell luxury fashion but Alibaba is succeeding
Six beauty bestsellers, from a MAC lipstick to an Estée Lauder serum, and why cult products matter so much to brands

Beauty brands can become defined by a single hero product, like YSL Beauty’s Touche Éclat or Estée Lauder’s night repair serum, yet most companies are always looking to their next big thing.

18 Nov 2020 - 8:22PM

Beauty brands can become defined by a single hero product, like YSL Beauty’s Touche Éclat or Estée Lauder’s night repair serum, yet most companies are always looking to their next big thing.

Six beauty bestsellers, from a MAC lipstick to an Estée Lauder serum, and why cult products matter so much to brands
Why American luxury fashion doesn’t sell in China – an ‘ordinary’ image, weak marketing, and few social media influencers

Chinese luxury shoppers look for fashion that gives them status. European heritage labels such as Prada, Chanel, and Dior tick that box, but US brands don’t.

20 Oct 2020 - 5:05PM

Chinese luxury shoppers look for fashion that gives them status. European heritage labels such as Prada, Chanel, and Dior tick that box, but US brands don’t.

Why American luxury fashion doesn’t sell in China – an ‘ordinary’ image, weak marketing, and few social media influencers
Luxury brands set sights on Chinese tourists in Hainan as extended duty-free quotas and pandemic-free shopping attract travellers

Already a fast-growing duty-free destination, Hainan is now a top priority for luxury brands after tax-free shopping quotas were raised in July, a move that could sink competitors like Hong Kong and Macau.

20 Oct 2020 - 11:45AM

Already a fast-growing duty-free destination, Hainan is now a top priority for luxury brands after tax-free shopping quotas were raised in July, a move that could sink competitors like Hong Kong and Macau.

Luxury brands set sights on Chinese tourists in Hainan as extended duty-free quotas and pandemic-free shopping attract travellers
From Kendall Jenner to Meghan Markle, why sneakers are haute and heels are out

Younger consumers have rejected stilettos as a symbol of feminine power, and older women have followed in their footsteps, preferring the comfort of trainers and boots, instead.

21 Sep 2020 - 4:57PM

Younger consumers have rejected stilettos as a symbol of feminine power, and older women have followed in their footsteps, preferring the comfort of trainers and boots, instead.

From Kendall Jenner to Meghan Markle, why sneakers are haute and heels are out
How ‘see now, buy now’ culture and superior social media apps put Chinese influencers way ahead of those in the West

Social media influencers in the West have to pretend they are not trying to sell something, while those in China don’t – and they are helped by e-commerce infrastructure that’s much more advanced.

1 Sep 2020 - 6:56PM

Social media influencers in the West have to pretend they are not trying to sell something, while those in China don’t – and they are helped by e-commerce infrastructure that’s much more advanced.

How ‘see now, buy now’ culture and superior social media apps put Chinese influencers way ahead of those in the West
‘Buy now, pay later’ platforms that make luxury fashion accessible get boost from coronavirus and embraced by brands such as Drunk Elephant

Pay-by-instalment services such as Klarna and Afterpay have seen revenues climb amid the Covid-19 crisis, and luxury brands are partnering with them – but there’s a price to pay for that, one some brands may consider too high.

27 Aug 2020 - 10:36PM

Pay-by-instalment services such as Klarna and Afterpay have seen revenues climb amid the Covid-19 crisis, and luxury brands are partnering with them – but there’s a price to pay for that, one some brands may consider too high.

‘Buy now, pay later’ platforms that make luxury fashion accessible get boost from coronavirus and embraced by brands such as Drunk Elephant
Should 2020 fashion graduates hope to follow Alexander Wang and Molly Goddard by launching own labels, or intern at a fashion house first?

A deep global recession may not be the best time to start a fashion label straight from college, as designers such as Alexander Wang and Molly Goddard did, but equally, jobs with fashion houses will be scarce because of Covid-19.

12 Aug 2020 - 7:45PM

A deep global recession may not be the best time to start a fashion label straight from college, as designers such as Alexander Wang and Molly Goddard did, but equally, jobs with fashion houses will be scarce because of Covid-19.

Should 2020 fashion graduates hope to follow Alexander Wang and Molly Goddard by launching own labels, or intern at a fashion house first?
How luxury brands could suffer if Chinese students stay home and the ‘wake-up call’ for labels failing to penetrate China market

From department stores in London to the big brand streets of New York, retailers are worried about what will happen if Chinese students – who tend to spend a lot on luxury goods – stop studying overseas.

8 Jul 2020 - 4:33PM

From department stores in London to the big brand streets of New York, retailers are worried about what will happen if Chinese students – who tend to spend a lot on luxury goods – stop studying overseas.

How luxury brands could suffer if Chinese students stay home and the ‘wake-up call’ for labels failing to penetrate China market
Forced labour: clothing brands have the chance to press China amid post-virus slowdown, rights advocate says

With US legislators debating laws to deter the use of forced Uygur labour in China, and the garment industry in crisis after coronavirus, now is the time for apparel brands to pressure Beijing, a rights advocate says.

16 Jun 2020 - 10:04PM

With US legislators debating laws to deter the use of forced Uygur labour in China, and the garment industry in crisis after coronavirus, now is the time for apparel brands to pressure Beijing, a rights advocate says.

Forced labour: clothing brands have the chance to press China amid post-virus slowdown, rights advocate says
For luggage makers, travel slump creates worst case scenario – they need to quickly develop new markets and an online sales strategy

Rimowa, Samsonite and Away stores are shut, while a 106-year-old luggage firm, Antler, has gone bust. Brands need new products and a switch to direct selling.

7 Jun 2020 - 5:08PM

Rimowa, Samsonite and Away stores are shut, while a 106-year-old luggage firm, Antler, has gone bust. Brands need new products and a switch to direct selling.

For luggage makers, travel slump creates worst case scenario – they need to quickly develop new markets and an online sales strategy
Why Chinese luxury shoppers won’t return to Hong Kong soon – protests, prices and death of the city’s ‘experience’

Chinese tourists could start visiting Hong Kong as early as the end of May if travel restrictions are relaxed, but a resumption of the city’s anti-government protests, and cheaper luxury goods at home, could see many still stay away.

20 May 2020 - 6:56PM

Chinese tourists could start visiting Hong Kong as early as the end of May if travel restrictions are relaxed, but a resumption of the city’s anti-government protests, and cheaper luxury goods at home, could see many still stay away.

Why Chinese luxury shoppers won’t return to Hong Kong soon – protests, prices and death of the city’s ‘experience’
How Walmart, Gap and other fashion retailers hit by lockdowns put women at risk of slavery in developing countries by not paying their bills

Companies including Walmart and Gap won’t commit to paying in full for recent garment orders. This has forced factories to lay off staff, who lack financial support and may be vulnerable to slavery.

13 May 2020 - 7:35PM

Companies including Walmart and Gap won’t commit to paying in full for recent garment orders. This has forced factories to lay off staff, who lack financial support and may be vulnerable to slavery.

How Walmart, Gap and other fashion retailers hit by lockdowns put women at risk of slavery in developing countries by not paying their bills
Celebrity diaries wiped clean, stylists to the likes of Beyoncé, Jay-Z, and LeBron James pause for breath and ponder what fashion’s new normal will be

The men and women who prep A-list clients for glamour appearances should have been at the Met Gala on Monday, and getting ready to jet off to Cannes. The coronavirus has wiped their diaries, and put their future in doubt.

5 May 2020 - 4:57PM

The men and women who prep A-list clients for glamour appearances should have been at the Met Gala on Monday, and getting ready to jet off to Cannes. The coronavirus has wiped their diaries, and put their future in doubt.

Celebrity diaries wiped clean, stylists to the likes of Beyoncé, Jay-Z, and LeBron James pause for breath and ponder what fashion’s new normal will be
Fashion and the coronavirus: survival of the fittest – why some brands won’t make it, and how those that do must adapt

Much like the health crisis itself, brands that went into it in good health will survive. But they will have to change, move more sales online, and take a less-is-more approach to collections. Then they have to hope consumers want to shop.

15 Apr 2020 - 10:45AM

Much like the health crisis itself, brands that went into it in good health will survive. But they will have to change, move more sales online, and take a less-is-more approach to collections. Then they have to hope consumers want to shop.

Fashion and the coronavirus: survival of the fittest – why some brands won’t make it, and how those that do must adapt
What will coronavirus do to sportswear sales? Nike’s China figures offer a clue

Major sports events have been cancelled but Nike posted healthy digital sales returns in China, despite an overall fall. Is that a sign of what could happen to the sportswear, athleisure and activewear markets amid the coronavirus?

3 Apr 2020 - 5:15AM

Major sports events have been cancelled but Nike posted healthy digital sales returns in China, despite an overall fall. Is that a sign of what could happen to the sportswear, athleisure and activewear markets amid the coronavirus?

What will coronavirus do to sportswear sales? Nike’s China figures offer a clue
Coronavirus pandemic: how North Korean factories could benefit as the rest of the world goes into lockdown

As China and South Korea deal with the virus pandemic, North Korea appears to be free of infection. This could be a boom time for manufacturing in the hermit state, with its cheap labour and lack of worker protection.

31 Mar 2020 - 5:09PM

As China and South Korea deal with the virus pandemic, North Korea appears to be free of infection. This could be a boom time for manufacturing in the hermit state, with its cheap labour and lack of worker protection.

Coronavirus pandemic: how North Korean factories could benefit as the rest of the world goes into lockdown
How will Savile Row measure up in a fast changing future? More trunk shows in China, e-commerce and youth

US trade tariffs, Brexit, Asian competition and casual trends have all had an impact on Savile Row, but the famous tailoring street is fighting back, with aggressive marketing in China and online, and younger tailors.

17 Mar 2020 - 4:58PM

US trade tariffs, Brexit, Asian competition and casual trends have all had an impact on Savile Row, but the famous tailoring street is fighting back, with aggressive marketing in China and online, and younger tailors.

How will Savile Row measure up in a fast changing future? More trunk shows in China, e-commerce and youth
When streetwear brands like Supreme, Bape, go mainstream, how do they keep their original fans – and do they care?

Streetwear brands like Supreme and Bape that are acquired by big apparel groups and become mainstream are forced to find a balance between their anti-establishment roots and keeping investors happy. Do they manage it?

6 Mar 2020 - 5:03AM

Streetwear brands like Supreme and Bape that are acquired by big apparel groups and become mainstream are forced to find a balance between their anti-establishment roots and keeping investors happy. Do they manage it?

When streetwear brands like Supreme, Bape, go mainstream, how do they keep their original fans – and do they care?
How the coronavirus is affecting global fashion production, from high street brands to luxury labels

From Burberry and Victoria Beckham to high street brands, the coronavirus is hitting global fashion production hard as factories in China halt work, with fears of serious long-term complications if the outbreak continues later into the year.

29 Feb 2020 - 6:12PM

From Burberry and Victoria Beckham to high street brands, the coronavirus is hitting global fashion production hard as factories in China halt work, with fears of serious long-term complications if the outbreak continues later into the year.

How the coronavirus is affecting global fashion production, from high street brands to luxury labels
Do fashion brands breaking into mainland China still need Hong Kong?

Where once they started in Hong Kong, some international fashion labels looking to break into mainland China are bypassing the city and taking their wares straight to mainland shoppers.

13 Feb 2020 - 10:56AM

Where once they started in Hong Kong, some international fashion labels looking to break into mainland China are bypassing the city and taking their wares straight to mainland shoppers.

Do fashion brands breaking into mainland China still need Hong Kong?
How Chinese fashion brands can achieve global domination and stop being ignored in the West

China buys, produces and exports most of the world’s clothing, but most Western consumers would struggle to name a Chinese fashion brand. We look at how this can change – starting with labels learning to tell their own story.

22 Jan 2020 - 9:14AM

China buys, produces and exports most of the world’s clothing, but most Western consumers would struggle to name a Chinese fashion brand. We look at how this can change – starting with labels learning to tell their own story.

How Chinese fashion brands can achieve global domination and stop being ignored in the West
Not even a teenager but already a streetwear influencer: Generation Z’s hypebeasts and sneakerheads elbow millennials aside

Move over, millennials – labels are targeting the younger Generation Z as their next big market, thanks to the rise of young internet influencers who eschew established brands such as Supreme for independent names.

7 Jan 2020 - 7:28PM

Move over, millennials – labels are targeting the younger Generation Z as their next big market, thanks to the rise of young internet influencers who eschew established brands such as Supreme for independent names.

Not even a teenager but already a streetwear influencer: Generation Z’s hypebeasts and sneakerheads elbow millennials aside
How rich Chinese students with huge allowances are reshaping the West’s retail scenes, creating an industry aimed at marketing goods to them

Rich Chinese students in the US, Europe, Canada and Australia are using their huge allowances to fund luxury shopping sprees, creating an industry aimed at marketing goods to them that they then promote on Chinese social media.

9 Dec 2019 - 7:46PM

Rich Chinese students in the US, Europe, Canada and Australia are using their huge allowances to fund luxury shopping sprees, creating an industry aimed at marketing goods to them that they then promote on Chinese social media.

How rich Chinese students with huge allowances are reshaping the West’s retail scenes, creating an industry aimed at marketing goods to them
Fashion fights facial recognition systems via garish make-up, face-printed T-shirts, punk hair extensions

The fashion industry has ways to help people, such as protesters, defeat facial recognition systems: make up your face in swirls, odds shapes and primary colours, wear a decoy T-shirt, or don a hairpiece with spikes or a fringe obscuring half your face.

27 Nov 2019 - 1:02PM

The fashion industry has ways to help people, such as protesters, defeat facial recognition systems: make up your face in swirls, odds shapes and primary colours, wear a decoy T-shirt, or don a hairpiece with spikes or a fringe obscuring half your face.

Fashion fights facial recognition systems via garish make-up, face-printed T-shirts, punk hair extensions
US-China trade war accelerates apparel factories’ shift from China to Southeast Asia and Bangladesh

Fashion manufacturing was shifting out of China before Donald Trump’s election, thanks to rising costs and China’s desire to move up the value chain. For suppliers, Vietnam is first choice for footwear, while Bangladesh has a skilled workforce.

5 Nov 2019 - 7:11PM

Fashion manufacturing was shifting out of China before Donald Trump’s election, thanks to rising costs and China’s desire to move up the value chain. For suppliers, Vietnam is first choice for footwear, while Bangladesh has a skilled workforce.

US-China trade war accelerates apparel factories’ shift from China to Southeast Asia and Bangladesh
Generation Z in China the new focus of luxury fashion brands, which woo them with sneakers, streetwear and celebrities such as Fan Chengcheng

Shoppers in China born since the mid-1990s spend more than counterparts in other markets, but getting their custom is a challenge for Western luxury brands.

7 Oct 2019 - 5:53PM

Shoppers in China born since the mid-1990s spend more than counterparts in other markets, but getting their custom is a challenge for Western luxury brands.

Generation Z in China the new focus of luxury fashion brands, which woo them with sneakers, streetwear and celebrities such as Fan Chengcheng
Masterpiece London in Hong Kong: the art and antiques fair that wants to broaden horizons

The decade-old Masterpiece London fair – set to show in Hong Kong in October – wants to encourage everyone from connoisseurs to casual browsers to explore various disciplines.

21 Sep 2019 - 6:15PM

The decade-old Masterpiece London fair – set to show in Hong Kong in October – wants to encourage everyone from connoisseurs to casual browsers to explore various disciplines.

Masterpiece London in Hong Kong: the art and antiques fair that wants to broaden horizons