Snap happy: The major L.A. fashion family behind Chrome Hearts are the reigning royalty of West Coast fashion. To prove that point, the Stark family divulged their story and tapped model of the moment, Bella Hadid, to step behind the camera and capture them at work. via W.
Fashion search: Google (GOOGL) is getting in on the NYFW craze, by offering dedicated search carousels for brands showing at fashion week, all thanks to a partnership with former Maxim editor, Kate Lanphear. The tech giant has finally caught up with Snapchat and Instagram on fashion coverage. via The New York Times.
A new kind of shop: Thakoon has a whole new Soho flagship, which will show off designer Thakoon Panichgul’s new direct-to-consumer direction. Hanging on the racks will be clothes that just debuted on the runway; the brand’s atelier is tucked just behind the shop. via Vogue.
Breaking it in: Pharrell Williams, the co-owner of G-Star, is answering a poignant question: What is RAW? He answers it in the brand’s latest ad campaign and digital experience, which pushes their denim-clad employees into the spotlight. via Highsnobiety
Berluti boy: Haider Ackermann was surprisingly appointed as creative director at Berluti. We will have to wait until January to see the fruits of this Colombian designer’s labor, but we hope that his signature casual cool vibe finds its way into this heritage brand. via Business of Fashion.