Good morning. Today Amazon’s Prime Day isn’t just about revenue from consumers any more; a new creative director says fashion brands don’t need to be so serious; and Elon Musk’s America Party is the latest third-party brand name, but is it the greatest?

Cooling interest in Amazon’s Prime Day, which kicked off today, has driven the e-commerce giant to get creative, Meg Tanaka reports.

Prime Day used to be Amazon’s Black Friday, a 24-hour window when shoppers could snag hefty discounts on items such as TVs and stand mixers.

This year the window will stay open for four days.

That will help sales; this year’s sale will bring in a record $12.9 billion in the U.S., up 53% from last year’s two-day event, according to Emarketer.

But doubling the length of Prime Day also means more advertising opportunities, lifting revenue in Amazon’s fast-growing, $50 billion advertising business. Prime Day prompts sellers to spend heavily to gain an edge over competitors pitching similar products on the platform.

Prime Day isn’t a one-time affair anymore either, either: Amazon now also runs a Big Spring Sale, a Summer Beauty Haul, a pet day and even a day for the product where Amazon began—books.

More: Four trends marketers should watch as Prime Day lifts off. [Adweek]

The first show from Michael Rider, the new creative director at Celine, announced a lighter touch for the LVMH brand, Rory Satran writes.

Rider’s spring 2026 collection felt like an art-school student rummaging around in the Celine archive and putting it together for a night out.

The Paris show included handbags with smiley-face zippers, cheerful dangling charms and pants irreverently tucked into white socks. Carefully curated audience members included Loewe mascot and actor Dan Levy, “Hacks” star Hannah Einbinder and comedian Kristen Wiig.

“Levity and a sense of humor is sorely missed in fashion,” said Rider, 44.

But judging by the barrage of handbags and wearable loafers in his show, Rider is also commercially minded. That could explain why LVMH’s fashion-group chief executive Sidney Toledano was grinning backstage.

I have a new question for readers of CMO Today: How did Elon Musk do when he branded his fledgling political party “The America Party”?

Other third parties in American politics have included the Reform Party, founded by Ross Perot and home at times to Jesse Ventura and Pat Buchanan; the Green Party of Jill Stein and Ralph Nader; and the Libertarian, Working Families and Peace and Freedom parties.

Further back you’ll find factions called Prohibition, Farmer-Labor and Bull Moose, the nickname for Teddy Roosevelt’s Progressive Party. 

And don’t forget the centrist group that labeled itself No Labels, which aimed to pour $70 million into running a candidate against Donald Trump and Joe Biden but couldn’t find a taker.

Another initiative once led by Musk, the government cost-cutting effort whose initials spelled DOGE, meanwhile said a lot off the bat by borrowing its name from the Shiba Inu internet meme and subsequent memecoin.

So: Is Musk’s new project off to a good start with its “America Party” branding or stalled at the starting line? Have you got a better idea?

Hit reply with your take and I’ll quote from the responses. Direct replies only, please—no notes ghost-written by PR reps.

Unilever is applying AI to its influencer marketing in an attempt to make products like Crumbl-scented Dove soap go viral. [WSJ]

Robert F. Kennedy Jr. may have secured some major food companies’ promises to eliminate synthetic dyes from their products, but he is still waiting on one big sector: candy. [NYT]

How brands have white-knuckled their 90-day rollercoaster ride with President Trump’s tariffs. [Modern Retail]

Marketers are trying to fill stressed consumers’ appetite for small indulgences. [Ad Age]

Mattel nabbed “Wicked” director Jon M. Chu to helm its latest IP-to-the-big-screen project, a live-action “Hot Wheels.” [People]

What designers can learn from 12 celebrity-founded brands that work. [Creative Bloq]