Designer denim used to be the go-to strategy of luxury labels to lure in new customers, but now it seems as if trainers are the new jeans.

While brands like Dior, Hugo Boss, and LV have long been in the market of men’s designer trainers – with the latter’s collaboration with rapper Kanye West selling out in no time last year – women’s counterparts are just now gaining momentum.

Lanvin and Pierre Hardy launched successful ranges, Gucci inuagurated its Icon Temporary pop-up store in London last week to promote its new line of sneakers designed by hip music producer Mark Ronson.

All along what has for decades been Japan’s most fashionable and up-market shopping street, the luxury brands are moving out to be replaced by cheap chic.

As the country struggles to raise itself out of the global economic downturn, companies such as LV and Gucci are downsizing or leaving Ginza, their former properties quickly snapped up by the growing trend of “fast fashion” houses.

Now the throngs that still visit the district are shopping with a vengeance at places where their cash goes a little further; Uniqlo, Abercrombie & Fitch, H&M from Sweden and the Spanish chain Zara have all opened stores within the last year.

A marketing company called Stylophane has developed a new index that ranks brands by Facebook followers, with its list highlighting the popularity of sportswear brands in comparison to luxe brands including Burberry and Gucci.

The top five of Stylophane’s Facebook Fashion Index are dominated by sportswear brands Adidas, Nike, Puma, and Lacoste (in descending order), with Swedish fast fashion retailer H&M — in third place — being the only exception.

It is not until spot six that high-fashion labels are mentioned, with social media forerunner Burberry leading the pack, followed by Chanel (8) and Gucci (9).

Gucci has always been vigilant to crack down on counterfeiting and trademark infringement, but now they’re taking a new angle on brand protection.

On January 18, 2010, Gucci and Christie’s will launch “Gucci Collector: Presented by Christie’s”— the very first Gucci-certified online destination for authenticating and appraising vintage Gucci products.

A dedicated section on www.christies.com will allow owners to upload photos of their vintage items and submit an appraisal request.

On December 08, 2009 Marie Christiane Marek hosted “The Designers’ Christmas Trees” at the Cite de l’architecture et du patrimoine in Paris.

World-famous designers have sold 20 Christmas trees for a total of 41,500€ to be donated to The Foundation headed by France’s First Lady Carla Bruni-Sarkozy.

Since 1996 several famous names have taken part, including Stella McCartney, Jean Paul Gaultier and Marc Jacobs.

If you want to escape for a moment from winter, heavy jackets, boots and sweaters look at the new Gucci Spring/Summer 2010 campaign.

Shot in Palm Beach, the campaign features models Natasha Poly, and Ryan Kennedy photographed by Mert Alas & Marcus Piggott.

Both the models and photographer were hired once again for this campaign after doing an amazing job with their cruise collection.