Stella McCartney Tests Live Luxury, Mango Goes Blockchain, Goddiva Adds AI Stylist
Stella McCartney & Eva Mendes reimagine live shopping with Bambuser; Mango maps 40M garments on the blockchain; and Goddiva launches a GPT-5 shopping assistant.
Stella McCartney and Bambuser Bring Live Shopping to Luxury Fashion
Stella McCartney has teamed up with Swedish tech firm Bambuser to launch Shop With Stella: Winter 2025, a shoppable livestream hosted with actress Eva Mendes. The interactive show combined editorial storytelling and real-time engagement, letting global viewers explore the collection, ask questions, and buy pieces instantly. Designed less like a sales stream and more like a short film, the event highlighted craftsmanship, sustainability, and exclusivity, bringing luxury’s traditional intimacy into a digital format.
Why it matters: Live commerce has been dominated by mass retail, but Stella McCartney’s foray shows how luxury can adopt it without diluting brand prestige. By merging storytelling with shoppability, McCartney and Bambuser are redefining digital engagement for the high end, where meaning and narrative carry as much weight as the merchandise itself. We'll be keeping a close eye on whether other luxury brands follow.
Areeba Shakil
Mango Maps its Supply Chain on the Blockchain
Mango has integrated TextileGenesis’s blockchain-based traceability platform to digitally map its global supply chain and verify the origin of materials used across its clothing lines. The system assigns digital tokens to each production stage, enabling the brand to track over 6,000 tonnes of sustainable fibres and more than 40 million finished products. Over 1,000 suppliers in 23 countries have joined the platform, which traces not only certified fibres but also conventional textiles like leather and synthetics.
Why it matters: Mango’s move is less about satisfying eco-minded shoppers and more about future-proofing its operations. Data suggests most consumers still buy on price, not provenance - but regulators, investors, and supply partners increasingly demand hard data on material origins. By embedding blockchain at scale, Mango isn’t chasing virtue signaling, it’s building an auditable infrastructure that could cut compliance costs and streamline sourcing before traceability becomes non-negotiable.
Silvia Iacovcich
Goddiva Launches AI Shopping Assistant for Personalised Fashion Discovery
UK digital fashion brand Goddiva has rolled out Goddiva AI, an intelligent shopping assistant powered by OpenAI’s GPT-5 and LangChain. Fully integrated into the brand’s e-commerce platform, the assistant allows customers to interact naturally — from “show me a pink maxi under £100” to “track my order.” It offers personalised product curation, real-time order tracking, returns processing, and contextual memory that learns user preferences over time.
Why it matters: Goddiva joins a growing wave of mid-market fashion players using conversational AI to enhance discovery and retention, not just service. By reducing returns and nudging more accurate purchases, the system could improve margins while simultaneously improving the customer experience.
FashionNetwork.com UK
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, USA TODAY