These are the stories making headlines in fashion on Thursday.

Etsy Launches ‘Shop Other Jeffs’ Campaign Ahead of Prime Day

Ahead of Amazon’s Prime Day sales event, Etsy launched a marketing campaign titled “Shop Other Jeffs,” which spotlights non-billionaire Etsy sellers named Jeff. The platform estimates that there are more than 5,000 sellers named Jeff on Etsy, including pottery maker Jeff Brown and woodworker Jeff Zabriskie. Etsy has also released a limited-edition collection of “Shop Other Jeffs” merchandise from select Etsy sellers, featuring hats, T-shirts, keychains and more. {Retail Dive}

L’Oréal to Acquire Indian Beauty Startup Innovist

L’Oréal is acquiring a majority stake in Innovist, an Indian house of personal-care brands. Innovist, the company behind brands like Bare Anatomy and Chemist at Play, was founded in 2019 by Rohit Chawla, Sifat Khurana and Vimal Bhola. The Innovist founding team will remain in place, as minority shareholders, and will continue to operate and scale the business in collaboration with L’Oréal India. {L’Oréal}

The New York Times Profiles Simone Rocha

Simone Rocha will present her first solo men’s show at Pitti Immagine Uomo this week. The collection is inspired by one of Rocha’s favorite films, “A Room With a View,” and features lace, nappa leather and satin throughout the line. Rocha was born into the fashion world (her father is designer John Rocha), but she brings her own experiences into her feminine designs. “I don’t feel as young as I used to. It’s been brilliant to build a business that feels organic to me, but can really stand on its own two feet now,” Rocha told The New York Times. “That’s what’s so great about fashion. There’s opportunity for younger designers to come up and have that opportunity.” {The New York Times/paywalled}

Michael Nordstrand Is Launching the Fragrance Industry’s First Perfumers’ Union

New York-based perfumer Michael Nordstrand is launching the first union for independent perfumers called The Perfumers’ Union. The organization, which is set to launch in September, aims to establish fair practices in terms of how the fragrance industry utilizes, compensates and credits independent perfumers. Membership will also be open to brand founders, suppliers, content creators and more. {WWD/paywalled}

How Fashion Manufacturers Can Address Extreme Heat

A rising number of dangerously hot days are hitting fashion factories, especially those concentrated in South and Southeast Asia. Heat waves in India are already disrupting production, driving up absenteeism and reducing product quality. A report by New York University’s Stern Business School outlines a clear playbook for brands: establish mandatory heat-risk data collection and reporting, develop standalone policies on extreme heat adaptation and support deeper investments in cooling and ventilation in factories. {Vogue Business/paywalled}

Mr. Mickey’s Annual Charity Sale Set for June 20-21

Mr. Mickey’s Annual Charity Sale, hosted by Paper Magazine’s Editorial Director Mickey Boardman, will take place on June 20 from 11 a.m. to 6 p.m. and June 21 from 12 p.m. to 5 p.m. The sale features designer fashion, accessories and beauty products at “bargain price,” benefiting CITTA, a non-profit organization that builds school, hospital and women’s centers in India and Nepal. Shop the sale at the Cuna Bar at the Standard Hotel East Village (25 Cooper Square). {Fashionista inbox}

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