9 October 2020
Author: The Future Laboratory
Italy – Fashion brand Diesel is encouraging people to celebrate the unexpected memories made in 2020, by capturing their cancelled plans on custom-made jeans.
The Unforgettable Denim campaign claims that ‘not even 2020 can cancel a great pair of jeans’. A dedicated brand film shows a young group of friends having fun, making the best of their year and sporting jeans that showcase events they’ve missed out on as a result of the pandemic.
From a yoga retreat to a wedding, the branding panels found on Diesel jeans capture their cancelled plans, with the brand prompting people to instead connect over the shared experience of 2020's twists and turns. By allowing users to personalise jeans in-store and via the brand’s website, Diesel lets customers be part of their garment's design.
Tongue-in-cheek campaigns like this often resonate with younger audiences who appreciate brands providing humour, personalisation and sharable moments. For more on youth attitudes, look out for our upcoming Media and Youth Futures Forum.
US – The retail giant is unveiling its own palm recognition technology that will allow shoppers to pay by simply hovering their hand.
Initially set for use in Amazon Go stores in Seattle, the Amazon One concept identifies users by the palm of their hand, using a combination of surface-area details like lines and ridges, alongside vein patterns to create a palm signature. In retail environments, Amazon One transaction devices will use image scanning hardware to capture a palm image and recognise it as a form of payment.
‘We believe Amazon One has broad applicability beyond our stores, so we also plan to offer the service to third parties like retailers, stadiums, and office buildings so that more people can benefit from this ease and convenience in more places,’ explains Dilip Kumar, Amazon’s vice-president of physical retail and technology.
A step on from facial recognition services, Amazon’s palm payment provides users with an extra level of security as well as a more hygienic and touch-free alternative to fingerprint readers. For more on tech-enhanced payment services, explore Biometric Money.
Finland – Berry Creative's heat-reactive postage stamps aim to deliver an urgent message about the climate emergency.
Commissioned by the Finnish Post, the stamps use colour-transforming ink that reacts to the heat of a fingertip, revealing three hidden images forecasting the outcome of the climate crisis. A snow cloud turns into a thunderstorm, an image of immigration becomes mass migration of climate refugees, and a bird in flight transforms into a skeleton, representing the mass extinction of Finland’s native species.
Featuring bright colours and jagged edges, the stamps denote a sense of urgency, while physically attaching the environmental message to letters and parcels being sent across the country. Speaking about the purpose of the stamps, Timo Berry, creative director of Berry Creative, explains: ‘Unlike the effect in the stamp, climate change is not reversible.’ He adds: ‘Usually I like to communicate an alternative, a way to go forward, not just point to a particular problem, but here there was no space for that.’
Using thoughtful design can deliver an eco-conscious message. Discover more by exploring the ideas, innovations and actions that brands can take to bring Sustainability to the fore.
London – Design agency Otherway is supporting sportswear brand Hylo in achieving a shoe with sustainability at the fore.
Intentionally minimalist, the design of Hylo’s Running V1 shoe includes a sans serif logo and bolt-shaped motif to represent the power of nature, as well as the speed and lightness of the shoe. Otherway worked closely with Hylo to develop the brand, using seven natural materials and avoiding plastic. The brand also takes its name from the hylotelephium plant, a succulent more commonly known as the ‘live-forever plant’ – indicative of the shoe's longevity and eco-consciousness.
Hylo also avoids using colour in its design, recognising that artificial dye requires an additional supply chain. Speaking about the brand’s key principles, Jacob Green, co-founder of Hylo, said: ‘... the world certainly doesn’t need another synthetic trainer. The textiles industry currently accounts for more emissions than the entire aviation and shipping industries combined. This has to stop, now.’
As we explore in our Sustainable Footwear Market, the shoe industry is taking cues from fashion to achieve environmentally friendly practices.
Paris – Luxury retailer Louis Vuitton is taking a creative approach to the challenges posed by Covid-19, opting to live-stream its physical fashion show to LinkedIn.
Rounding off the spring/summer season in Paris, the brand posits an experimental future for catwalks while maintaining the experience of a physical location. Alongside a select number of in-person attendees, the show – held at iconic Parisian store La Samaritaine – integrated individual cameras with a 360-degree view, each representing a digital guest. Throughout the building, green screens allowed for trapeze artists, magicians, and other images to be projected into the space – resulting in a phygital experience curated for both in-person and virtual attendance.
'A lot of new windows and perspectives are opening,' said Nicholas Ghesquière, creative director at Louis Vuitton. ‘It’s another step towards globality, and I guess that’s absolutely necessary. We’ve sometimes made people feel excluded. So probably, it’s a way to include more people in what we do.’
Using Covid-19 as a catalyst for innovation, fashion brands are leaning into the potential of digital fashion weeks.