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22 : 02 : 19 : Weekly Debrief

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22 February 2019

Author: The Future Laboratory

Image: CattyT X Vetements x Nike


This week: Rag & Bone outsources creativity to AI, By Humankind launches refillable personal care, Fred Perry creates a virtual town, Cove introduces a compostable water bottle and Paridhan celebrates Indian heritage.

A LAST SUPPER, rag & bone FW19 collection

1. Rag & Bone's concept film merges fashion and AI

New York – Artificial intelligence was the guest of honour at a New York Fashion Week dinner hosted by the luxury brand.

Rag & Bone invited guests to wear pieces from its latest collection and to attend a NYFW dinner. At the event, guests and a cast of performers were captured using a 3D camera – so they could be translated into avatars – while an AI system recorded and learned their actions over the course of the evening.

The result is a conceptual, eight-minute campaign film that was self-edited by the AI, set to a score by Thom Yorke. It shows both real versions of the guests and avatar versions from the point of view of the AI. Rag & Bone is not the first brand to outsource its creative work to algorithms – car brand Lexus recently used AI to script and edit a campaign.

By exploring the relationship between fashion and technology, and translating its clothing into the digital realm, Rag & Bone is showcasing how designers can disrupt the predictability of fashion week.

By Humankind, US

2. By Humankind's personal care products are plastic-neutral

New York – The new personal care brand reconsiders single-use packaging.

By Humankind’s line includes a natural deodorant packaged in a refillable plastic container, a solid shampoo bar wrapped in paper and mouthwash tablets that dissolve in water. Deodorant refills are supplied in a paper pod that fits into the original packaging, which is guaranteed for life. In this way, the company aims to be plastic-neutral, rather than entirely plastic-free.

US consumers discard more than 3bn single-use plastic personal care items every year, according to the brand. By considering the lifecycle of its packaging and helping consumers to reduce their plastic footprint at source, By Humankind’s model acknowledges that recycling alone is not enough to address the environmental concerns of plastic consumption. These efforts are complemented by the brand’s minimal aesthetic, premium feel and clean formulations.

We explore how beauty and personal care brands are upgrading the eco-friendly element of re-usable packaging in our Refined Refillables microtrend.

Fred Perry collaboration with Raf Simons

3. Fred Perry's lookbook is inspired by Google Street View  

UK – Shoppers can explore the Fred Perry and Raf Simons collection on anonymous models in a virtual suburb.

For the British fashion label’s latest collaboration with Belgian designer Raf Simons, it has created a digital store that mimics Google Street View. The map depicts an unspecified suburb in which anonymous individuals wear pieces from the collection. Shoppers are invited to stroll through the streets to encounter and buy pieces from the collection.

While exploring the shoppable map, customers can also discover a series of micro-narratives and hidden clues as they delve deeper into the town and its cast of characters.

Fred Perry is experimenting with new ways to elevate the e-commerce experience, transforming the path to purchase into a game that requires time and attention. For more, read our microtrend Digital Store Fronts.

4. Cove is a new brand of biodegradable bottled water

Los Angeles – Cove has created the first single-use bottle of water packaged with material that can fully biodegrade in the natural environment.

The bottle is made from PHA, a natural biopolymer that breaks down into CO2, water and organic matter, while producing no toxic waste. Cove estimates that its bottle, which has a six-month shelf life, will take five years to completely biodegrade. Although the packaging is designed to be composted, rather than recycled, the company hopes more recycling facilities will accept PHA in the future.

‘Cove isn’t just the next alternative bottle of water,’ says founder Alex Totterman. ‘It’s not an incremental improvement of a bad situation.’

Matt Rogers, founder of and one of Cove’s investors, echoes this: ‘We can’t just talk about how to clean up plastic pollution. We have to focus on material innovation to replace single-use plastics from the outset.’

In our Materials Far Futures report, we consider how a new generation of materials with similarly limited lifespans can reduce the impact of single-use packaging.

Cove. Photography by Ryan Lowry
Patanjali Paridhan, video by L&K Saatchi & Saatchi, India

5. An indigenous fashion brand for modern Indians

India – Consumer goods company Patanjali Ayurved is launching a fashion sub-brand for the country’s youth market.

The new brand, Patanjali Paridhan, addresses the fact that Indian fashion is largely inspired by the West, meaning there is a lack of Indian-focused clothing brands for modern consumers. To counter this, Paridhan wants to bring local fabrics and styles to the wardrobes of young people by showing that these styles are suited to Indian body types and climatic conditions.

The brand has tapped into a movement dubbed Tann Maan Dhan Indiapan, which is intended to remind the country’s youth of the rich heritage they have surrendered in the pursuit of Western fashion. ‘India was once one of the biggest exporters of clothing, textiles and styles,’ says KN Singh, the brand’s CEO. ‘Patanjali's objective, through Paridhan, is to mould the old format of dressing into the latest, more comfortable styles for Indian youth, while helping handloom corporations and weavers.’

There is a shift away from Euro-centricity in India, as the country’s Generation Z lose interest in Western culture and re-engage with their heritage through apparel.


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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