LSN : News : Stat: Europeans are wearing their clothes for longer

Shanghai’s Runway Park used to be an airfield

Xuhui Runway Park by Sasaki, Shanghai

China – Global design firm Sasaki’s latest project has transformed a former airport runway into a linear urban park.

Built on the site of the former Shanghai Longhua Airport, the Xuhui Runway Park is 1,830m long, and takes design cues from the historic location, incorporating the original direction markings pilots would follow during landing and take-off. Other features of the park include designated pedestrian and cycle paths and divisions of smaller gardens for those who want to linger and enjoy the surroundings. Integrating circular measures, the park is designed to harvest rainwater to power its fountains and water the greenery.

By purposefully designing the Xuhui Runway Park to neighbour an adjacent urban development, Dou Zhang, senior associate director of Sasaki Shanghai, hopes that it will be 'a space of recreation for nearby communities as well as a respite from the high-density redevelopment around.'

Prioritising urban wellbeing, the park signifies how – as citizens embrace more sustainable modes of living – the design of our built environment and infrastructure will align. For more, explore Consumption Redesigned in our macrotrend, Post-growth Society.

A positively messy rebranding for Karma Kitchen

Karma Kitchen identity by Droga5

London – Creative agency Droga5 has tuned in to the honest side of food preparation with a playful rebranding for Karma Kitchen.

The London-based commercial catering company, which offers food and catering companies access to shared and private kitchens, has opted to rebrand after a surge in interest in its services during lockdowns in the UK. It hopes to better communicate its culture and concept through a vibrant rebranding that reflects the 'messy' reality of food innovation, preparation and catering.

Simplified graphics reminiscent of kitchen pans and equipment sit alongside capitalised typography. Meanwhile, imagery of real food shot close-up by photographer Maisie Cousins is purposely raw. Karma Kitchen says of the visuals: ‘[They] have nothing to do with overly styled food porn and everything to do with the visceral, messy business of cooking and eating.'

Moving away from refined aesthetics, more food and drink companies are using their branding to communicate the pleasure and escapism found in food – a design direction we explore in Frivolous Foods.

A virtual retail festival for beauty fans

Digital beauty festival by Net-A-Porter

UK – Retailer Net-A-Porter is gathering influential names in the beauty and wellness sectors for its first digital beauty event.

Dubbed The Beauty of You, the social-first retail experience will feature original content covering a topics such as self-care rituals and confidence with colour cosmetics. Industry expert Dr Barbara Sturm will offer skincare education, while Charlotte Mensah will discuss hair maintenance.

Positioning The Beauty of You as a multi-channel event, viewers can tune in to industry panels or learn via tutorials, presented as Instagram Live streams, shoppable Reels and shoppable TikToks. Not forgetting its most loyal customers, Net-A-Porter will offer them access to invitation-only private beauty events online.

With this event, Net-A-Porter is uniting beauty aficionados with high-profile brand founders and tastemakers, while implementing interactive shoppable features. For more, our microtrend Luxtainment details the luxury brands exploring new content marketing opportunities that combine entertainment with expertise and acquisition.

Stat: Europeans are wearing their clothes for longer

Treadler by H&M

Consumers in countries such as Germany, France, Italy, Spain and the UK are making more sustainable decisions when it comes to clothing.

According to a survey by Fashion Revolution, 62% of people say they wear the clothes they buy for 'at least a few years'. This behaviour varies across countries, with 71% of Britons making their garments last longer, compared to 39% of Italians.

A similar disparity was also found among genders when it comes to passing on unwanted clothes: 62% of women donate clothes to friends or charity, compared to 44% of men. This data suggests that, although there is widespread adoption of sustainable values, consumer mindsets and actions vary among demographics, offering brands an opportunity to connect with people in more nuanced ways.

As fashion continues to struggle with its environmental impacts, new innovations are emerging to empower consumers to make more sustainable decisions. Discover our Fashion 2030 scenario for future predictions in this area.