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In the fashion and beauty industries, relevance is everything, and innovation is critical to survival in competitive markets. Denise Hardesty Sutton presents a selection of curated case studies to highlight how innovation, often shaped by specific historical, cultural, economic, and socioeconomic influences, is a key factor in pivotal events initiating fundamental change.

Drawing on relevant contextual elements and insights from the entrepreneurial impulse-both inside and outside of traditional economic systems-Sutton covers a variety of turning points within the industries, including the introduction of maternity and plus-size women's apparel (Lane Bryant), new textiles, (DuPont's Kevlar), luxury streetwear (Dapper Dan), creative upcycling (feed sacks), new cosmetics markets (Fashion Fair), and business models in beauty (Weleda, Dr. Hauschka).

As Sutton examines each case, she positions it within its unique context to illuminate the cultural meanings and impacts of its development alongside wider industry trends like the turn to inclusivity and the growing use of technology in pursuit of efficiency, product development, and problem-solving.