News 28.08.2019

Need to Know

Untreated materials are essential to sustainability, all-in-one beauty for Gen X women, and a growing number of teens are using their summer vacation for sport.

Telenor promotes the positives of screen time

Telenor, The World Has Changed. film by acne

Sweden – Luddites are given a lesson in the good that comes from screen time in telecom company’s latest campaign.

Telenor’s 60-second campaign, The world has changed, have you?, demonstrates just how far reaching and persuasive our online actions can be – for the better. Created by Swedish agency Acne, it features an e-sports player panned for not having ‘a real job’, and a mother who asks her daughter ‘why don’t you meet someone for real instead?’ as she swipes through a dating app. Telenor playfully upends these outmoded attitudes by speeding through the successes that can come from being connected.

While unbound screen time and social apps have been widely criticised for creating a generation of addicted device users, Telenor is promoting the positives of lives lived digitally. As we pin, post and preen our online identities, these personality fragments are forming the new components of a Sharded Self – in which we inhabit multiple lives, both on and offline.

Raw materials are a route to more sustainable clothing

True Colour by Adidas and BYBORRE True Colour by Adidas and BYBORRE
True Colour by Adidas and BYBORRE True Colour by Adidas and BYBORRE

Amsterdam - Adidas is championing a new fashion process that forefronts raw textiles as a mode of sustainable fashion.

The activewear brand has partnered with the textile innovation studio BYBORRE to create a new design process called TRUE COLOR, which urges designers to reduce their reliance on dyeing, finishing, inefficient construction and garment processing. The partnership has launched a capsule collection to demonstrate these core principles. The garments, which feature innovative materials from companies like GORE-TEX, The Woolmark Company, Nylstar and Majocchi, offer clean cut designs contrasted with knitted textures.

Denis Dekovic, vice president of design at adidas commented: ‘BYBORRE and adidas don’t expect everyone to stop using all color and/or finishings, but expect everyone to start asking the right questions to challenge the current industry’s ways.’

Consumers are becoming increasingly concerned about the impact that clothing manufacturing has on the world around them and as a result brands like Volcom have been working on improving the transparency of their supply chains.

Hybrid skincare for busy Gen X lifestyles

US – Iris&Romeo hopes to streamline beauty consumers’ lives with its collection of ‘do-it-all hybrid’ skincare.

Specifically targeting Generation X women, the brand is taking the multiple steps of daily skincare regimes and consolidating them into products that are as ‘effortless as throwing on a moisturiser’. Launching with the Best Skin Days moisturiser, the $64 (£52, €58) cream combines SPF with blue light and pollution protection, and a subtle colour tint to match multiple skin tones.

‘Who has time for an 8-step routine every morning? Between kids, coffee, gym, emails, shower, get dressed… it’s a miracle you get out the door,’ reads the Iris&Romeo website. Alongside conforming to EU standards, which bans 1,400 ingredients from being used in beauty products, the brand also touts its sustainability credentials, using glass containers that are 100% recyclable and outer packaging is made from 100% post-consumer recycled paper.

Look out for our new beauty macrotrend launching in September, which will examine the effort brands are making to become more holistically responsible in their operations.

Iris&Romeo, US

Stat: Teens are becoming more active in the summer

A recent study has found that today’s teens spend 18 more minutes per day engaged in active pursuits than their predecessors did a decade ago.

The study by Pew Research Center analysed shifts in the way that US teenagers spend their time over summer while they are not in school. The research found that the amount of screen time, and paid working hours have remained fairly consistent. Teens today are spending around seven and a half hours per day, during the summer, on leisure activities. The research shows there are ample opportunities to help intergrate teenagers into active past-times and sports.

As teens become more educated about healthy lifestyles, brands are redesigning gym environments to extend their services to younger family members, read our Tweenage Fitness microtrend to find out more.

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