Becoming a highly-coveted fashion brand isn’t just about pushing perfect products anymore. In addition to offering designs that consistently impress consumers, the other big part of staying relevant is continually creating buzz. Labels in 2017 were more tactical in their approach to being the most talked-about topic in any fashion conversation. Timing is everything and when it came down to causing excitement through product collaborations, influencer partnerships and pop-up activations, some brands executed the process perfectly.