The 2025 rebrand of Shopbop Mens set an aggressive goal — grow the business 50% in a year— and exceeded it. The shift was in who the campaign spoke to: historically mens product was marketed to the women shopping for the men in their lives; the new approach spoke directly to the male customer, carrying over the trend fluency and energy the wider brand is known for. Visually, mens took a more straightforward, bold, and sleek direction relative to Shopbop's more feminine, fantasy-driven core.