11 : 05 : 18 : Weekly Debrief

need to know
ace & tate
type - need to know
Need To Know
category - digital
sector - fashion

This week: Ace & Tate reflects identity through eyewear, Maple's meme-filled campaign, Artesian triggers memories with flavour, Eobuwie.pl opens its physical store, Bonobos’ campaign showcases its inclusive sizing.

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11 May 2018

Author: The Future Laboratory

Image: 'That moment when... You went travelling' Artesian Moments by Artesian, The Langham, London


Me Myself & I for Ace & Tate by Bafic, Amsterdam

1. Ace & Tate global campaign reveals the people behind its frames

Amsterdam – Eyewear brand Ace & Tate has eschewed influencers to instead unpack the complex identities of real people for its first global campaign.

Me, Myself & I features six creatives from across Europe, including British-Nigerian furniture designer Yinka Ilori and Swedish social worker and hardcore musician Mona Morssy.

Highlighting the personalities behind its frames, the campaign promotes the idea that eyewear should reflect the facets of a person’s lifestyle and identity. Supported by a series of written interviews, alongside short films and portrait photographs captured by artist and filmmaker Bafic, it echoes our New Bricolage Living macro trend, emphasising how identity is no longer innate, but something humans collect, assemble and arrange over time.

Maple SS18 campaign with Poundlandbandit, photography by J.M. Stasiuk, Canada

2. Maple embraces meme culture in its latest campaign

Canada – The streetwear accessory brand has enlisted Poundlandbandit, an anonymous meme creator, for its spring/summer 2018 campaign.

The campaign imagery showcases Maple’s bandanas, headwear and sterling silver jewellery alongside the influencer's infamous ‘starter packs’, a collection of items and characteristics that mimic certain stereotypes in today’s youth.

The campaign takes on a playful tone, poking fun at the absurdities of youth culture in an effort to connect to young digital consumers on a more personal level. As noted in our Global Luxury Market, other brands including Gucci and Fendi have adopted a similar approach by also tapping into internet culture.

'That moment when... It all began', Artesian Moments by Artesian, The Langham, London

3. Artesian launches new menu based on key memories

London – The renowned bar, located within The Langham, has announced the release of its latest menu, which is inspired by life-defining moments.

The menu, Artesian Moments, is centred around flavours and feelings associated with the most prominent moments in people’s lives. Head bartender Remy Savage and bar manager Anna Sebastian surveyed more than 500 people to gather data about the feelings and flavours relating to key events such as learning to riding a bike or falling in love. From this, a 17-drink cocktail menu was born.

This list includes beverages such as ‘That moment when… it all began’, a mix of apricot eau-de-vie, vanilla, jasmine and salt, and ‘That moment when… you turned 30’, combining Glenfiddich 15 with sauternes, orange wine and isolated tannins. Alongside the cocktails, Artesian commissioned artist Tatiana Blinova to create a series of evocative collages to reflect each memory for the menu.

The menu aims to ‘create a deeply personal menu for our guests,’ explains Savage. ‘One that can be enjoyed collectively, but still inspire an individual memory.’

For more on how brands are using the language of emotions to connect to consumers on a deeper level, see our macrotrend, The Emotional Economy.


4. Online-only brand opens flagship store

Poland – Eobuwie.pl, a digitally native footwear retailer has launched its first bricks-and-mortar location, which translates its e-commerce platform into a store environment.

The new space, designed by Dalziel & Pow, offers two different experiences, depending on how its customers want to shop. The initial showroom has no physical products on display but instead is supported by interactive tablets where customers can browse and shop the stockroom. For those who seek a more intimate experience, the centre of the store allows consumers to try the product before purchasing.

The store design acknowledges the fact that shoppers exist on a spectrum, from those who want a quick, seamless interaction to those who desire a path to purchase centred on discovery. For more on tactics to save the physical store, see our latest macrotrend Storefront Salvation.

Eobuwie store designed by Dalziel & Pow, Poland
However You Fit, Bonobos, US

5. Bonobos demonstrates its fit on 172 models

US – The menswear brand is championing its inclusive sizing in its most expensive campaign to date, Project172. The initial 30-second advert spot features 172 models wearing the brand’s trousers to showcase many size and fit options.

While body diversity is often a topic of debate in women’s fashion circles, it is rarely explicitly talked about in menswear. ‘There’s a really interesting conversation to be had around the evolution of masculinity, and the power of diversity and inclusivity,’ Micky Onvural, co-president of the brand, told AdAge. He adds, ‘Bonobos as a brand could not just have an impact on the men that it sells to and how they see themselves, but also have an impact on the conversation.’

Following the campaign, the brand will release a mini-documentary discussing what masculinity means to the 172 individuals that took part. For more on the growing body diversity conversation amongst men, look out for our New Masculinity series, launching May 18th.

To future-proof your world, visit The Future Laboratory's forecasting platform LS:N Global for daily news, opinions, trends, sector specific insights, and strategic toolkits.


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