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Can cult names like Martine Rose and A$AP Rocky revamp the high-street?

High street fashion retailers are hiring creative directors with cult fanbases, hoping they have the power to turn their businesses into cultural platforms.

Can cult names like Martine Rose and A$AP Rocky revamp the high-street?
Last month, news circulated online of A$AP Rocky being named creative director at Puma, focusing on the F1 partnership. Photo: Puma

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