Books: The New Fashion For Brands

Five fashion brands that leaned into people’s desire to disconnect and read a print book.

In an age dominated by screens and constant connectivity, fashion brands are tapping into a growing desire for quiet contemplation by encouraging people to pick up a print book. From pop-up libraries to curated in-store book selections, these initiatives give the brands cultural credibility while offering consumers a chance to slow down and engage with literature.

From the latest Two Sides Trend Tracker survey, it’s clear that people still prefer to read their books in print rather than on a device. The 2025 report shows that 65% of European consumers state a clear preference for print books, a percentage that’s increased from the 2021 figure of 53%.

It’s perhaps surprising that the fashion world is embracing alone time with a book as it’s not exactly known for its love of classic literature and quiet contemplation. But by aligning themselves with the cultural value of reading, the idea is that they highlight their commitment to mindfulness, community and intellectual thought.

“Literature has a slower rhythm as it takes time to read a book,” said Francesca Granata, Associate Professor of Fashion Studies at New York’s Parsons School of Design. “That’s what fashion companies are tapping into: a desire for slower and more considerate rhythms in the midst of the frenetic pace of fashion and life.”

1. Miu Miu

In June 2024, Miu Miu launched a ‘Summer Reads’ initiative that distributed feminist literature across multiple countries. The project blended fashion with cultural activism, offering visitors curated selections of influential feminist works that spark dialogue around gender equality and empowerment. By placing these pop-ups in urban spaces, Miu Miu invited audiences to engage with ideas that challenge traditions while enjoying a shared community experience. The campaign not only reinforced the brand’s reputation for storytelling but also made the connection between fashion and books such as Sibilla Aleramo’s A Woman, and Jane Austen’s Persuasion.

2. DKNY

The American fashion house installed free mini-libraries across London, Milan and New York, merging fashion with community engagement. These small, stylish structures offered curated books to the public to encourage reading, knowledge-sharing and cultural exchange, while promoting accessibility to literature. Visitors could borrow, read or contribute their own books in order to foster a cycle of creativity and connection, with DKNY’s aiming to demonstrate its commitment to social responsibility and cultural enrichment. “This movement is growing,” said Trey Laird, a Creative Director who works with DKNY. “It’s about finding things that last, have integrity and a true idea and story.”

3. Aesop

The skincare brand reinforced its intellectual edge by curating in-store literary selections that transformed their stores into a celebration of self-care and the written word. The curated collections included titles by diverse voices, independent publishers and thought-provoking works that showcased Aesop’s identity as a brand rooted in storytelling and depth. In 2024, the brand emphasised its commitment to literature during Pride Week, replacing all in-store products with free books by LGBTQ+ authors in stores across Australia.

4. Lululemon

Penguin Random House partnered with sportswear brand lululemon to create a pop-up ‘cosy library’ space, which invited consumers to unwind, read and connect. Blending wellness with literature, the activation offered people in New York a calming retreat furnished with comfortable seating and curated book selections. The curated collection featured more than 1,000 books, representing the whole of Penguin Random House’s list, including fiction, non-fiction, business, health, fitness, food and mindfulness.

5. Chaumet

A luxury jewellery and watch brand, Chaumet introduced pop-up mini-library kiosks that invited the public to pause, read and reflect while showcasing the French brand’s heritage. Designed with the brand’s signature craftsmanship, these structures were stocked with elegant literature on art, history and jewellery to encourage discovery and highlight the brand’s enduring ties to creativity and knowledge. Positioned in various cities in China, they served as community resources and expressions of the Chaumet brand, reinforcing its brand values of heritage, intellect and elegance.