Do Fashion Brands Need to ‘BeReal?’

Gen-Z has a new favourite app. And where Gen-Z goes, fashion is sure to follow.

The French app BeReal, which rose from obscurity in mid-2022, sends one notification — and one notification only — at random times each day. Users have two minutes to take a snap with their phone’s front and back cameras simultaneously, which is shared to a photostream with friends.

BeReal combines the ephemeral quality of a Snapchat photo with the spontaneity…