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21 : 09 : 18 : Weekly Debrief

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21 September 2018

Author: The Future Laboratory

Image: Reebok Op.3D.Lite Campaign by The Builder's Club

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This week: FranklinTill questions consumerism at LDF, Thinx addresses tween’s puberty needs, Kenzo crosses into the territory of cinema, an exhibition that aims to change the perception of waste plastic and an at-home 3D body scanner.

Guilt-Free? by FranklinTill Studio

1. Exploring guilt-free consumption at London Design Festival

London – For the duration of London Design Festival, futures studio FranklinTill will be exploring the complexities of navigating sustainable design through a series of dynamic talks, exhibitions, workshops and key collaborations.

The Guilt Free Space, a pop-up in the Brompton Design District, aims to appease human’s increasing social and environmental conscience through material and design innovation. Visitors to the space are encouraged to define their own environmental concerns and create activist posters and graphics at an on-site workshop.

Its Brands with Purpose panel discussion on Friday 21 September will decipher how organisations can help consumers to navigate today’s complex sustainable agenda without greenwashing or creating distrust, while fashion designer Bethany Williams will host a workshop allowing guests to collectively weave their own ‘social fabric’ using discarded materials from Hachette UK book publishers.

Tapping into our macrotrend Whole-system Thinking, brands have the power to alter the trajectory of how we design, make and consume products, with The Guilt Free Space guiding visitors towards a more circular approach.

 

Thinx (BTWN), US

2. Period-proof underwear for tweens

US – Thinx, a company that offers absorbent period-proof underwear, has launched a new line for girls aged between nine and 16.

Each piece in the range, called Thinx (Btwn), features an animal character that aims to educate teens and tweens about the different stages of menstruation. By expanding into the youth market, Thinx aims to prepare these younger consumers and their care-givers for their first period, while removing awkwardness and embarrassment.

‘With the launch of Thinx (Btwn), parents have the opportunity to help ease their tweens and teens into period management by providing an easy-to-use and eco-friendly solution to what can be a stressful time,’ says Maria Molland, CEO of Thinx.

Puberty is a pivotal life stage for young women, but is often ignored by beauty, health and wellness brands. Innovators such as Thinx and Blume are finally addressing tween consumers’ needs, using education to ease their experience.

 

The EVERYTHING, Fall/Winter 2018 campaign by KENZO

3. Kenzo launches a 30-minute cinematic campaign

New York – The luxury house’s latest campaign, The Everything, is a 30-minute teenage sci-fi film.

The film is the directorial debut of the brand’s co-creative director Humberto Leon, and stars well-known names in cinema such as Milla Jovovich and Spike Jonze. While doubling as an ad for the brand’s latest collection, The Everything takes the concept of a fashion film to the next level, offering a full narrative that follows a clutch of teenage siblings with supernatural powers.

Kenzo’s campaigns are known for their often surrealist themes. Last year, the brand hired actor Natasha Lyonne to write and direct a Vaudevillian-inspired13-minute film. As its campaigns get longer and increasingly cross into the territory of cinema, Kenzo continues to go beyond traditional product placement.

4. London Design Festival addresses plastic's positioning

London – Curated by Modern Design Review and artist James Shaw, the Plasticscene exhibition aims to change the perception of waste plastic and showcase the innovative, experimental and often ad-hoc methods of working with the material.

Fourteen independent design studios including Silo Studio, Jorge Penadés and Max Lamb have created a range of interior products that demonstrate how the spectrum of plastic waste available should not be used out of obligation, but viewed as an exciting resource.

Studio Thing Thing has utilised a hand-crafted approach by sorting, grinding, melting and hand extruding waste plastic to create a set of abstract sculptures, while textile brand Kvadrat has used discarded plastic bottles to create the large, sweeping curtains that divide the exhibition.

The exhibition space also houses a plastic library to highlight the 28 different types of plastics commonly used today and the subsequent challenges for designers to identify their varying properties, behaviours and uses. Plasticscene will host a serious or talks and demonstrations throughout the week to explore how plastic re-use will impact the public, private and industrial landscape.

Bubbles Chandelier by Chris Pearce
Naked Labs, US

5. This at-home scanner tracks body changes

San Francisco – Naked Labs has launched a 3D body scanner that allows users to build a full health profile without leaving their home.

The connected device doubles as a full-length smart mirror that revolves to scan the user’s body, creating a 3D model. The scanned data then translates to an app, which displays the 3D model, along with a range of metrics such as body fat percentage, lean mass and fat mass. Users can also access previous scans’ data and graphs for side-by-side comparison.

‘People are searching for evidence-based methods to track health and fitness that aren’t solely focused on weight,’ says Naked Labs co-founder Farhad Farahbakhshian. According to the company, future consumers could use Naked’s precise body doubles to order clothing or create avatars for video game play.

As outlined in our microtrend Pro-formance Training, performance and health-focused technology is becoming increasingly accessible to everyday consumers and not just athletes.

 

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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