Stop renting attention - start earning it. Briony Kent, Head of Marketing at Salomon ANZ, talks about how brands should connect with musicians at BIGSOUND 2026. By Staff Writer Published Aug 24, 2026 Briony Kent Image: Supplied Briony Kent is the Head of Marketing at Salomon ANZ and will appear at the 2026 BIGSOUND conference. Global spend on creator and influencer partnerships hit $44 billion this year, up nearly 20% on 2025. Brands are chasing partnerships at a rate like never before, all fighting for the same finite pool of human attention. We've been calling this the attention recession, and everyone at BIGSOUND this year will leave having heard the phrase at least once. But here's what nobody wants to admit: the recession isn't a shortage of attention. It's a shortage of any brand actually earning it. Right now, it feels like most brand partnerships are rental agreements. A brand buys two posts on a musician's or influencer's feed, matches the aesthetic, borrows the TOV and calls it "authentic." It isn't. Consumers can tell the difference between a true partner and paid guest almost instantly, and that gap is only getting harder to hide as every brand in the market is running the exact same playbook at the exact same time. The partnerships that actually cut through don't tie back to a look or a caption hook. They tie back to a whole life. Before you sign anyone, look at the corners of their life nobody's paying attention to: what they do on an ordinary Tuesday, who they spend time with, what they show up for when there's no camera and no brief attached. Are they already living inside the world you brand occupies, the same events, the same rituals, the same communities? Or are they only standing there because it's a paid appearance.That's the test. Then think past the single campaign. A real partnership plays out over years, not months. It needs to show up in the places a media plan never reaches: through their friends, through their family, through the events they are hosting and not just the ones your brand is funding. It has to move off the feed and into real life, into your stores, your communities, the rooms your customers are standing in. If the only place the relationship exists in is sponsored posts, it was never a partnership. It was a placement. That's the part most brands skip. Staying. Reporting from inside the Australian music business since '94. There is a persistent belief in marketing that visibility has to be constant, that a partnership only works if the brand is in someone's face on every post, every week, every platform. I believe it's actually the opposite. The magic is in the peaks and the troughs. When a brand is quiet and humming along in the background, doing the unglamorous, unremarkable work of just being present in a community, that is what buys the right to have a genuinely loud moment later. If you're loud all the time, nothing you do actually reads as an "event." People stop looking. But if you've been quietly consistent and then you show up in a big way, say at a festival or a race day, that moment gets noticed, and it gets remembered. Longevity is the other half of the equation, and it's the part that's hardest to fake with budget. When people see a brand working with the same partner across multiple formats over an extended period of time, a post here, an event here, a campaign there, it reads as commitment rather than a transaction. It's the same instinct that makes a long friendship feel different to a first date. So before signing anything, we ask three questions. What's the season? Meaning is this a one-off flare, or are we planning for this to still be true in two years? What's the point? Meaning does this partner's actual life and values overlap with ours, not just their grid. And what's the 360? Meaning can this live across content, retail, events and community, or does it collapse the moment the campaign ends? Any brand with enough money can buy awareness. Awareness is the easy part. What money can't buy is consideration, and it definitely cannot buy brand love. Those only come from partnerships that hold up under scrutiny over time, the ones where a consumer could go looking and find loads of evidence and not just one sponsored post from March. The smartest brands in the room at BIGSOUND this year won't be the ones who signed the most names. They'll be the ones who ask the questions, build a connection and understand something other than just the acts' next big hit.

Major British fashion brand coming to Liverpool ONE in November. The British fashion company which was founded in 1971 is best known for its luxury leather goods. Mulberry will be joining the line-up at Liverpool ONE later this year. Due to open in November, the new 979 square foot store will be located in Key's Court. The British fashion company which was founded in 1971 is best known for its luxury leather good, particularly women's handbags. Mulberry is the UK's largest manufacturer of luxury leather goods. Article continues below Fly-tipping in Netherley The new store will add to the growing list of openings which have taken place at Key's Court and Peter's Lane in recent months. Article continues below Liverpool ONE says the new arrival will add to the growth of the area as a "premium retail destination". Other brands that have opened on the adjoining streets in the past 12 months include ARNE and Monica Vinader. French sports company, Salomon, is also set to open its first full-price UK store outside London on Peter's Lane. You May Like Get the latest shopping news straight to your inbox, plus selected offers and competitions We use your sign-up to provide content in ways you've consented to and improve our understanding of you. This may include adverts from us and third parties based on our knowledge of you. More info Brendan Hattam, Centre Director at Liverpool ONE, said: "Mulberry's decision to invest at Liverpool ONE reflects the strength of Keys Court and Peter's Lane as it continues to establish itself as one of the UK's leading premium retail destinations. "Liverpool ONE offers the right combination of catchment, footfall and customer experience, making it a natural home for one of Britain's most iconic luxury lifestyle brands." Earlier this month British label Karen Millen returned to Liverpool ONE after seven years. Founded in 1981 by the designer of the same name, the fashion brand specialises in signature tailoring, structured dresses, coats and luxury occasion wear. Article continues below 138205441828 Karen Millen's last Liverpool ONE store permanently closed in August 2019. The closure followed a deal where Boohoo bought the brand's online operations out of administration, which did not include physical shops. Karen Millen is now making a return to the high street, as part of which it is rolling out across concession stores throughout the UK. Article continues below 138205439172 Dan Finley, CEO, Debenhams Group, said: "Karen Millen is a brand with real heritage, recognition and a loyal customer base, so bringing it back to the high street is a significant moment. "Our customers want great fashion, but they also want to experience brands in different ways, and physical retail gives us another opportunity to do that.

Kith x Salomon XT-EVO brings a bold new look to trail-inspired sneakers. August 5, 2026 A fashion and pop culture writer who watches a lot... Kith and Salomon are expanding their celebrated partnership with the debut of the Kith x Salomon XT-EVO, an entirely new silhouette that blends technical trail-running performance with contemporary streetwear design. Introduced as part of Kith's &Kin Fall 2026 collection, the collaboration showcases how the two brands continue to push beyond simple color updates by creating a model from the ground up that feels both innovative and instantly recognizable. Set to launch on August 7, the Kith x Salomon XT-EVO arrives in two exclusive colorways and pairs the trusted sole unit of the Salomon XT-6 with a completely redesigned upper featuring bold TPU protection and signature Quicklace technology. As trail-inspired sneakers remain one of the biggest influences in modern footwear, the release is already shaping up to be one of the standout collaborations of the season. Kith and Salomon unveil the all-new XT-EVO. Kith and Salomon have officially unveiled the XT-EVO, introducing a brand-new footwear model that marks another milestone in one of the industry's most successful partnerships. Rather than refreshing an existing silhouette with new materials or colors, the brands have developed an entirely original design that combines Salomon's trail-running expertise with Kith's premium lifestyle aesthetic. The reveal follows weeks of teasers shared by Kith founder Ronnie Fieg, who gave fans an early glimpse of the silhouette through social media. The official announcement confirms the XT-EVO as one of the headline releases in the upcoming &Kin Fall 2026 collection, continuing Kith's tradition of using seasonal collections to debut exclusive footwear collaborations. The launch also builds on the momentum of previous projects between the two brands, particularly the XT-Voyager, which first debuted through Kith in late 2024 before receiving a second iteration the following year. That success laid the groundwork for another exclusive model, making the XT-EVO a natural next step in the partnership's evolution. A fresh design built on proven performance. The defining feature of the Kith x Salomon XT-EVO is its hybrid construction. Instead of reinventing the entire shoe from scratch, Salomon retained the highly respected sole unit from the XT-6, a model known for delivering dependable cushioning, traction, and stability across a variety of surfaces. Above that familiar foundation sits an entirely new upper that dramatically changes the silhouette's identity. A molded TPU shell wraps around the lower half of the shoe, providing both protection and a bold visual statement. Sharp angular lines flow across the exterior, while diamond-patterned detailing underneath adds depth and texture that reinforce its technical appearance. Salomon's signature Quicklace system remains a key part of the design but has been repositioned slightly toward the midfoot. The subtle adjustment gives the shoe a distinctive look while maintaining the fast, secure fit that has become one of the brand's defining features. The result is a silhouette that feels equally at home on rugged trails and city streets, reflecting the growing demand for performance-inspired sneakers that easily transition into everyday wardrobes. Two exclusive colorways make their debut. The XT-EVO launches in two collaborative colorways that highlight different aspects of the model's bold design language. The first combines black, yellow, red, and blue for a vibrant, high-energy look that emphasizes the sculpted TPU overlays and technical details throughout the upper. The contrasting colors create a striking visual identity that reflects the adventurous spirit behind the collaboration. The second version opts for a more understated palette, blending shades of gray and purple for a cleaner, more versatile finish. While less colorful, it still allows the shoe's layered construction and futuristic design elements to stand out. Together, the two releases showcase Kith's ability to balance fashion-forward styling with Salomon's performance heritage, giving consumers two very different interpretations of the same innovative silhouette. Building on a strong creative partnership. The relationship between Kith and Salomon has steadily evolved beyond traditional collaborations. What began with reinterpretations of existing models has expanded into the development of entirely new footwear concepts designed specifically for the partnership. The XT-Voyager demonstrated how successful that approach could be, and now the Kith x Salomon XT-EVO pushes the collaboration even further by introducing a completely original model. It reflects Ronnie Fieg's ongoing vision of blending technical innovation with elevated lifestyle design while giving Salomon another opportunity to strengthen its growing influence within the fashion world. At the same time, Salomon continues to benefit from the increasing popularity of outdoor-inspired footwear. Once associated primarily with trail running and mountain sports, the brand has become a major player in contemporary sneaker culture thanks to collaborations with influential fashion labels and designers. As consumers continue embracing versatile sneakers that deliver both performance and everyday style, the XT-EVO arrives at an ideal moment. Shop editor's choice Release date and availability. The Kith x Salomon XT-EVO will officially launch on August 7, 2026, as part of the wider Kith &Kin Fall 2026 collection. Shoppers will be able to purchase the collaboration through the Kith app, Kith's online store, and Kith retail locations. Given the strong demand for previous releases between the two brands, the debut is expected to attract significant attention from both longtime Salomon fans and sneaker collectors eager to secure the latest exclusive drop. By combining the trusted XT-6 sole with a completely redesigned upper, premium materials, and two exclusive launch colorways, the Kith x Salomon XT-EVO delivers one of the year's most exciting footwear debuts. More than just another collaboration, it represents the continued evolution of performance-driven sneakers that blur the line between outdoor functionality and modern streetwear style. Featured image: Kith - Read Also