In 2026, contrary to belief, a runway show isn’t always the main event; instead, it can be more like a finale or afterparty. By the time models hit the catwalk, the real story’s likely already been told through digital campaigns and viral teasers. Think about what Jonathan Anderson did at Loewe and Matthieu Blazy did at Bottega, and what they’ve followed through on at both Dior and Chanel. They rejuvenated identity. The campaigns have to be just right. That means scouring for the perfect ambassador, and most importantly, finding the perfect soundtrack. Otherwise, one might ask… where’s the fun in it?

But as copyright lawsuits climb and AI-generated tracks from uncleared sources muddy the waters, the stakes have never been higher when it comes to music licensing. Videos get muted. Campaigns get stalled over commercial music licensing issues that most brands and creators don’t fully fathom until it’s too late. It’s a constant headache and an insight into the wildly unglamorous mechanics of the music industry.

Through a combination of high complexity and skyrocketing risk, alongside an increasing appetite for ultra-quality music and smooth soundtracking processes, the industry has seen Epidemic Sound become the go-to platform for music licensing for leading fashion brands. The likes of Levi’s, Superdry, and Sephora.

While everyone’s focused on the next trend cycle, smart brands and creators are tuning into something else: the peace of mind that comes from knowing their audio is as solid as their product. Epidemic Sound has become the leading choice that lets brands and creators soundtrack their stories in the highest of quality, without the anxiety of lawsuits, surprise takedowns, hidden fees, or campaign pauses, mind you.

We put so much consideration into our video content, and when we hit publish, we know the licensing is covered forever with Epidemic Sound. With a new social strategy and the help of Epidemic Sound, we doubled our Instagram engagement rate in 2024.

George Serventi, Social Media Manager at Liberty London

The platform’s approach is simple: own the rights, clear the path. No endless licensing layers, no unexpected invoices after your campaign drops, and no wondering if your campaign will be muted by the platform or fall prey to false claims. Just a seamless catalog of world-class music and sound effects, ready to give every collection and campaign its own pulse.

But it’s not just about managing legal risk, and choosing great music; it’s about how the Swedish company helps brands do that. Its Studio workflow and collaborative Assistant  put soundtracking on fast-forward, making it faster and easier for creative teams to find and add tracks and sounds that resonate with their moodboard. Its Adapt tool gives more creative control, fine-tuning each moment so the vibe is always right, and the icing-on-the-cake, providing the original artists with increased reach as well as an additional revenue stream.

Yes, AI is in the mix, but here it’s a creative partner, not a replacement. Its AI music tools add flexibility without losing the human touch or the legal safety, and the platform’s adaptive features mean soundtracks evolve with the story, not in spite of it.

Maybe that’s why fashion brands, creators, and world-class musicians alike are collaborating with the platform to use, create, and distribute music in content. For a new generation who know every second counts, Epidemic Sound is making sure those seconds sound as good as they look.

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