But … they do. The theme: Flamin’ Haute. Why, though? “To be a brand in 2019 isn’t to be just a brand. Everything, our individual selves included, is now so online. Brands must be personas, asserting themselves on every social media platform for clout and relevance, and brands must stand out through experiences and ‘activations,’ like hosting a fashion show or providing themed makeovers. The reward is exposure and attention as the economy of influencers churns on.” – Vice