“Major sporting events such as the Summer Olympics 2024 to be held in Paris present big opportunities for fashion brands and Selfridges' collaboration with online sportswear brand Tala will help the department store showcase sporty fashion trends in the store. Tala, which was founded by social media influencer Grace Beverly in 2019, has seen huge growth on the back of the rising popularity of sports brands and stores among young consumers. The brand's products also tap into the trend for young women to use clothing to show off their body, with research for Mintel's upcoming Womenswear report finding that 55% of female Gen Zs agree with this. Tala also stands out due to its wide product offering in extended sizes and its sustainability efforts.”