# Fashion-Focused Substack Publications Tory Burch Launches What Should I Wear? Newsletter By Grace Mahas | Published 2025-05-20 | Pop Culture Source: Trend Hunter, https://www.trendhunter.com/trends/what-should-i-wear References: [milkkarten.net](https://www.milkkarten.net/p/brands-posting-on-substack-strategy) & [substack](https://substack.com/@whatshouldiwear)  Luxury brand [Tory Burch](https://www.trendhunter.com/trends/exclusive-tory-burch-capsule) has entered the digital publishing space with its Substack newsletter 'What Should I Wear?', which has already garnered over 4,000 subscribers. The publication offers readers a curated mix of product recommendations, cultural commentary, and emerging fashion trends. Named as an homage to Claire McCardell's 1956 book 'What Shall I Wear?' (reissued in 2022 with a foreword by Burch), the newsletter represents a strategic move into content marketing. The newsletter focuses on style, fashion, culture, and women's empowerment, creating a direct communication channel between the brand and its audience. This approach allows Tory Burch to establish itself as a thought leader while maintaining an ongoing relationship with consumers outside traditional retail environments. By leveraging the [subscription-based platform](https://www.trendhunter.com/trends/beehiiv), the brand joins a growing movement of luxury retailers expanding beyond product offerings to become [lifestyle content creators](https://www.trendhunter.com/trends/multi-revenue-fashion-platforms) that build community through editorial strategies. Image Credit: Shutterstock ## Trend Insights (Trend Hunter) - Score: 6.5/10 - Popularity: 73% | Activity: 82% | Freshness: 40% - Audience gender: 10% men, 90% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Pop Culture](https://www.trendhunter.com/popculture) ## Key Themes ### What Makes This Trend Stand Out - **Subscription-based Content Platforms:** Luxury brands are increasingly leveraging subscription-based platforms like Substack to engage audiences through personalized and exclusive content offerings. - **Fashion-centric Digital Publications:** The emergence of digital publications centered on fashion allows luxury brands to curate content that intersects style, culture, and personal empowerment. - **Community-building Through Editorial Content:** Brands are focusing on editorial content as a way to foster community and create interactive relationships with their audiences beyond traditional retail experiences. ### Sectors Adopting This - **Digital Publishing:** The digital publishing sector is being transformed as luxury fashion brands venture into content creation, merging lifestyle narratives with brand identities. - **Luxury Fashion:** In the luxury fashion industry, content marketing is evolving as brands utilize digital channels to augment traditional retail models, encouraging consumer engagement and loyalty. - **Content Marketing:** The content marketing industry is being reshaped by luxury retailers who are developing new editorial strategies to connect with customers through storytelling and thought leadership. ## Related on Trend Hunter - [Cultural Newsletter Subscriptions](https://www.trendhunter.com/trends/off-the-cuff.md) - [Character-Driven Fashion Newsletters](https://www.trendhunter.com/trends/the-realgirl.md) - [Niche Membership Monetization Strategies](https://www.trendhunter.com/trends/outfit-formulas-paid-membership.md) - [Intuitive Newsletter Reading Apps](https://www.trendhunter.com/trends/substack.md) - [Subscription-Based Private Newsletters](https://www.trendhunter.com/trends/substack-1.md) - [Literary Subscription Platforms](https://www.trendhunter.com/trends/buffys-book-club.md) - [Fashion-Branded Café Experiences](https://www.trendhunter.com/trends/fashionbranded-caf-experiences.md) - [Curated Online Fashion Storefronts](https://www.trendhunter.com/trends/trend-stores.md) - [Luxe Monochromatic Basics](https://www.trendhunter.com/trends/every-other-thursday.md)