Signals

Italy – Fashion label Avavav asked its models to run a mock race on the runway for its spring/summer 2025 fashion show in collaboration with Adidas at Milan Fashion Week. Set in the iconic Forza e Corragio sports arena, the show humorously critiqued society’s growing obsession with sports by having its models attempt to break the 100m world record.

In a tongue-in-cheek display, most models gave up mid-race, some cursed at event staff and one vomited. Several models wore track jackets that were directly painted onto their bodies.  

In a bold reimagining of Adidas’ classic pieces, the Superstar sneaker was transformed with Avavav’s signature four-finger motif. Accessories including caps and hats were adorned with finger-shaped dangling cutouts. ‘There’s so much irony in how seriously we take both sports and fashion and exploring that while maintaining a serious attitude has been incredibly fun,’ said Avavav creative director Beate Karlsson. 

As highlighted in our macrotrend report Game-Changers: The Future of Sports Fandom, this collaboration signals a new era where sports and fandom are being redefined through cross-sector partnerships.

UK – As many as 44% of UK adults have opted for a break during the shoulder season, with 23% taking annual leave at this time, a report by yacht charter company Sunsail has revealed.

Typically from March to early May, and September to October, shoulder season is attractive because of better weather and fewer crowds at popular destinations. Flexible work schedules are helping people to get away during these periods, according to Sunsail’s survey.

City breaks, beach holidays and countryside retreats are the top types of holidays, while Antigua, Bahamas and Maldives remain the most favoured luxury countries. The company reports that online searches for ‘shoulder season’ rose by 300% in the last year and that there are similar spikes in research for ‘off-season Greece’ and ‘off-season Italy’. On TikTok, #OffSeasonTravel has amassed 10.5m combined views, showing how users are looking for travel inspiration. 

Explaining how different demographics are embracing the trend, Katrina Lawson, head of brand and acquisition at Sunsail explained that people aged 45 and above are ‘opting for cultural and tranquil escapes’, while the younger generation is ‘seeking adventure and spontaneity’. 

In How Climate Change is Re-routing Travel, we examined the way in which newer destinations and off-peak travel times have become the new norm for travellers.