LS:N Global XX v XY A/W 13 London Trend Briefing LS:N Global XX v XY A/W 13 London Trend Briefing

XX v XY: New battle lines drawn in age-old war

17 : 10 : 2013 London : A/W 13 : Battle Of The Sexes

London – Men and women gathered, ready to pick a side, at LS:N Global’s latest Trend Briefing, XX v XY.

Not merely an examination of the battle of the sexes, but an overarching assessment of shifting gender roles, the briefing revealed the trends driving these shifts and what they mean for brands. The afternoon was spent exploring what it means to be a man and a woman in the 21st century.

Entering the ring first, by crowd vote, was the Athena Woman. LS:N Global editor Lucie Greene and The Future Laboratory client services director Tiffany Arntson introduced everyone to this tribe of women. Strong, wise and entrepreneurial, the Athena Woman thinks that sweat is sexy and wants to be the leader of the pack. ‘Stress, sloth and bad sex are the enemies of the Athena Woman,’ Arntson told the audience. ‘Instead they want adventure, new sensual and sexual horizons and wellness.’ For more, read our Athena Woman macrotrend and check out our Tribes section, where we’ve profiled global Athenas.

With the rise of the Athena Woman, male norms are in flux. Coming into the ring on the defensive, The Future Laboratory founders Chris Sanderson and Martin Raymond introduced the Re-con Man, the reconfigured, reconstituted man who is embracing the shift in roles to do what he wants to do, return to his passions and recast his masculinity in a self-affirming way. The Re-con Man looks to Man-uals for instruction, is a plate spinner who juggles work and home life and embraces the Locavore lifestyle. For more, read our Re-con Man macrotrend and see our Tribes of men who are figuring out how to be a man in a woman’s world.

Discover More Daily Signals
Netflix’s Famous Last Words signals a new era of digital legacy

Daily Signals

Netflix’s Famous Last Words signals a new era of digital legacy

Dr Jane Goodall, the renowned ethologist and conservationist passed away this week. An interview she recorded for Netflix’s new series Famous Last ...
Technology : Legacy : Longevity
Foresight Friday: Seyi Oduwole, foresight analyst

Daily Signals

Foresight Friday: Seyi Oduwole, foresight analyst

Every Friday, we offer an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, foresight analyst Seyi Od...
Foresight Friday : Content Creation : Media
Stat: Americans’ trust in media declines to record low

Daily Signals

Stat: Americans’ trust in media declines to record low

Media : Trust : Consumer Behaviour
London welcomes the world’s first Museum of Youth Culture

Daily Signals

London welcomes the world’s first Museum of Youth Culture

The world’s first permanent museum dedicated to youth culture is set to open in Camden, London, in December 2025.
Youth : Culture : Museum
Swedish insurer hacks social media algorithms with mental health anthem

Daily Signals

Swedish insurer hacks social media algorithms with mental health anthem

Swedish insurer Länsförsäkringar Göteborg och Bohuslän has launched Detoxify, a subversive campaign that uses music to retrain harmful social media...
Sweden : Social Media : Algorithms
Stat: Gen Z shuns the values most desired by hiring managers

Daily Signals

Stat: Gen Z shuns the values most desired by hiring managers

New research from behavioural-science company Becoming You Labs reveals that only a small fraction of American Gen Z hold the three main values tha...
Youth : Gen Z : Work
Stella McCartney debuts plant-based feathers at Paris Fashion Week

Daily Signals

Stella McCartney debuts plant-based feathers at Paris Fashion Week

At Paris Fashion Week, Stella McCartney unveiled a striking alternative to bird feathers: plant-based Fevvers.
Stella McCartney : Fevvers : Feathers
Pedestrians are walking faster and lingering less in public spaces

Daily Signals

Pedestrians are walking faster and lingering less in public spaces

Pedestrians in American cities are moving faster and spending less time lingering in public spaces, according to a new study from MIT’s Senseable C...
MIT : Wellness : Design
Stat: Taylor Swift’s new album movie breaks US box office

Daily Signals

Stat: Taylor Swift’s new album movie breaks US box office

Taylor Swift’s latest project, The Official Release Party of a Showgirl, turned a listening event into a box office hit, earning £24.6m ($33m, €28....
Pop Culture : Advertising : Media
Chanel’s le19M brings Parisian craftsmanship to Tokyo

Daily Signals

Chanel’s le19M brings Parisian craftsmanship to Tokyo

Chanel’s le19M has landed in Tokyo with La Galerie du 19M Tokyo, an exhibition that unites Parisian artisans and Japanese craftspeople in a celebra...
Luxury : Fashion : Design
You have 1 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN