With fashion’s credibility on sustainability under scrutiny, and consumers questioning traditional ownership, the last year has seen the industry rethink how to offer
While other industries have embraced digital tools such as 3D rendering, machine learning
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Consumers became increasingly concerned about plastic’s environmental impact in 2018. In response, supermarkets and grocery retailers began to explore plastic-free concepts. British supermarket chain Iceland adopted the world’s first Plastic-free Trust Mark in May, which was created by environmental action group A Plastic Planet to inform consumers and drive demand for plastic-free packaging. ‘Finally, shoppers can be part of the solution
At one of its Amsterdam branches, Dutch supermarket chain Ekoplaza also introduced a free-from aisle for more than 700 products packaged without plastic. And in London, bulk buying by weight made a return to food retail with the opening of Bulk Market, which offers a wide range of goods that can be either wrapped in paper or taken away in customers’ own re-usable or plastic-free containers.
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The EVERYTHING, Fall/Winter 2018 campaign by KENZO
Luxury campaigns took a dramatic twist in 2018, with cinematic experiences dominating brand communications. In the spring, Tiffany & Co.’s, musical-inspired short featuring actress Elle Fanning and rapper A$AP Ferg positioned the brand towards Millennial audiences, while in the autumn, Lexus brought together man and machine with Driven by Intuition, the first luxury campaign written by AI and directed by Oscar-winning director Kevin Macdonald.
However, it was Kenzo’s 30-minute campaign, The Everything, which set the bar for modern luxury communications. Drawing on the recent popularity of TV shows rooted in fantasy, The Everything took the concept of a fashion film to the next level. Starring Milla Jovovich as its mother figure, the narrative followed a clutch of teenage siblings trying to balance real life with having supernatural powers, each dressed in pieces from Kenzo’s collection.
At a time when luxury fashion creative directors are striving to stand out, it demonstrated the holistic vision of Kenzo’s co-creative director Humberto Leon, who directed the film. ‘I really wanted to give the audience something to feel. With The Everything I think that the viewer can actually walk away with something,’ he said.
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Earlier in the year, we discussed the rise of Generation Z-led think tanks with Ramaa Mosley, the founder of youth advertising and production agency Adolescent. With young people already creating content from an early age, Mosley believes there is an opportunity for brands to trust a teen with their entire advertising and marketing campaigns.
‘We help brands and entertainment companies to reach a youth audience by using
‘We offer brands think tanks, where we put together a curated group of teenagers who already understand and love the brand. We then go through a process of ideation, pulling research and notes and creative concepts,’ said Mosley. ‘When our young people make the content, it’s their voice. It’s beautifully made. It’s high production values, but it’s authentically their vision, which is more likely to hit home with a youth audience.’
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With the success of bricks-and-mortar retail no longer determined by sales per square foot, the digital first beauty brand Glossier has created an inspirational space that enables customers to experience it’s brand values on a deeper, physical level.
The flagship offers a sensory way to shop and
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Throughout 2018, we kept a keen eye on the news around Brexit and how it might affect the nation’s food supply chain. It was the basis for our last macro trend of the year, Uprooted Diets, which examines how politics is affecting our access to the global pantry, why climate change is changing what ends up on our plates.
The trend, which will also dominate the conversation in 2019, offers context on how consumer diets have shifted thanks to a global network of supply chains, but also questions what might happen when these networks are compromised. While nationalist policies and hotter climes are forcing us to rethink where our food comes from, there will be exciting new narratives emerging around provenance and what sense of place for food and drink truly means.
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