Summary
In the last week of September, the name on everyone's lips in the fashion world was not a designer or a collection, but an entirely different story: Armine's founder was taken into custody on September 21, and the development deeply shook the modest wear and underwear ecosystem. The judicial process against the founder of a brand that has built a loyal customer base over the years and become one of the sector's established names, with a wide product range from headscarves to intimate wear, has sparked a major debate among both consumers and industry stakeholders. The brand's reputation management will be one of the most closely watched topics in the coming days, since in such a sensitive segment, news about the founder figure feeds directly into brand perception.
Details
Under the shadow of this turbulent agenda, the optical retail front continued to write its own story. Atasun Optik, highlighting its e-commerce infrastructure and virtual try-on technology alongside its wide store network, remained one of the most stable names in the sector; its strategy of blending classic optics with digital experience continues to bear fruit. Right at this point, Ray-Ban Meta, whose pre-order process was launched in Turkey by EssilorLuxottica, created a true breakthrough in the smart glasses category. This product, captivating tech enthusiasts as much as fashion followers, brought a device-focused rather than garment-focused new momentum to the optical retail agenda. Right after it, Oakley Meta, combining its identity rooted in surf and sports culture with technology within the same pre-order wave, sparked similar curiosity. Together, the two brands proved that eyewear now means not only seeing but wearable technology. On the apparel side, Mavi achieved classic yet strong visibility with seasonal transition discounts and September campaigns; the brand's long-standing campaign discipline paid off again this month. Koton reached the top of digital visibility in women's wear, leaving its rivals behind both on social media and in search traffic. In sportswear, Under Armour found a response especially among young consumers with its back-to-school campaign running until September 20, while adidas succeeded in drawing its fan base to stores with its Fenerbahçe-specific collection and consecutive sportswear collaborations. In leather and bags, Derimod made its presence felt with a seasonal transition campaign that boosted store traffic, while Bags & More gained short-term but effective campaign visibility in the bag and accessories category. Together, the two brands showed that the accessories market, often overshadowed by ready-to-wear, is also vibrant.
- 1The brand's reputation management will be one of the most closely watched topics in the coming days, since in such a sensitive segment, news about the founder figure feeds directly into brand perception.
- 2Under the shadow of this turbulent agenda, the optical retail front continued to write its own story.
- 3Right at this point, Ray-Ban Meta, whose pre-order process was launched in Turkey by EssilorLuxottica, created a true breakthrough in the smart glasses category.
- 4This product, captivating tech enthusiasts as much as fashion followers, brought a device-focused rather than garment-focused new momentum to the optical retail agenda.
- 5Right after it, Oakley Meta, combining its identity rooted in surf and sports culture with technology within the same pre-order wave, sparked similar curiosity.
Conclusion
At the end of the day, the picture clearly shows that fashion is no longer moving along a single axis: on one side, traditional modest wear is caught in the shadow of a corporate crisis; on the other, the optical sector is evolving toward technology with smart eyewear; and in between, classic ready-to-wear brands are trying to stay afloat with campaigns and discounts. While the development at Armine reminds the sector of the importance of reputation management, the rise of Ray-Ban Meta and Oakley Meta shows that optical retail can now generate technology news as much as fashion news. This multilayered outlook signals that in the coming weeks, both crisis management and technology integration headlines will jointly shape the fashion agenda.