Fashion Soup

Fashion Soup

The Hero Item Playbook: How To Create Your Own Icons

Weekend Edition #76

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Lindsay Sword
and
Evonne Sturm
Sep 14, 2025
∙ Paid

Hi!

I am so excited about today’s newsletter, which was co-written with

Evonne Sturm
, one of my favorite writers on Substack and a fellow merchant IRL. The fashion industry is small, and the merchandising-for-heritage-brands-and-specialty-stores slice of it is even smaller. So it shouldn’t have been a surprise when we connected the dots, after reading each other’s w…

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A guest post by
Evonne Sturm
I'm a passionate retail leader with NYC flair from California, obsessively sharing invaluable expertise on all things merchandising.
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