**These are the headlines making waves in the fashion world this Thursday.**
**Jennie, Kendall Jenner and others feature in Adidas’ fresh campaign**
In Adidas’ latest promotional effort, Samuel L. Jackson is on the lookout for his “Superstars,” which include Jennie, Kendall Jenner, Lamine Yamal, Baby Keem, James Harden, Tyshawn Jones, and Olivia Dean. Directed by Thibaut Grevet, the campaign unfolds within Hotel Superstar, where cultural icons from various eras and fields intersect. For Spring 2026, Adidas Originals reinterprets the Superstar aesthetic by blending nostalgic athletic vibes with modern tailoring. {Fashionista inbox}
**Puma experiences 20.7% sales decline in Q4**
During the fourth quarter, Puma witnessed a 20.7% decline in sales, amounting to €1.56 billion ($1.84 billion), down from €2.15 billion ($2.54 billion) in Q4 2024. The company cited “strategic reset measures aimed at addressing subdued brand momentum, high inventory levels, and subpar distribution quality” as the reasons for the sales dip. In the Americas, sales plummeted by 22.2% to €589.2 million ($696 million). {Puma}
**Can Demna rescue Gucci?**
Gucci soared to success until 2022, when Alessandro Michele was succeeded by Sabato De Sarno, leading to a misstep in a “quiet luxury” transition. Between 2022 and 2025, revenue fell from approximately €10.5 billion ($12.4 billion) to €6 billion ($7 billion). Demna, who previously held the creative director position at Balenciaga, is now responsible for revitalizing the brand. For Demna, Gucci represents “the heart of Italian culture, but it should also be fun—not overly serious. Being realistic yet not allowing drama to dominate.” {The New York Times/paywalled}
**Charlotte Tilbury’s CEO departs**
Demetra Pinsent, the CEO of Charlotte Tilbury, is leaving the brand after 14 years. A spokesperson for Charlotte Tilbury verified that Pinsent “has chosen to depart the business to explore new opportunities.” Her final day with the company will be February 26. The brand has yet to announce a successor. {Business of Fashion/paywalled}
**SCAD Lacoste presents André Leon Talley exhibit in France**
SCAD Lacoste is introducing the “André Leon Talley: Style Is Forever” exhibition at its museum venue. Curated by Rafael Brauer Gomes, creative director of SCAD Fash museums, the exhibition will debut on April 1 and continue through October 31 at the SCAD Fash Lacoste museum in Provence. The French version of the exhibit emphasizes Talley’s connection to France and French haute couture. {WWD/paywalled}
