Fashion

The key shifts and emerging talent that are driving change within the fashion industry globally

Need to Know
03 : 09 : 19

An algorithm promising cities a new talent pool, using pornography to promote sustainability, and how a rise in single women will affect athletic brands.

This upscale launderette promotes sustainability

Le Nettoyeurs White's designed by Ivy Studio, Montreal Le Nettoyeurs White's designed by Ivy Studio, Montreal
Le Nettoyeurs White's designed by Ivy Studio, Montreal Le Nettoyeurs White's designed by Ivy Studio, Montreal
Le Nettoyeurs White's designed by Ivy Studio, Montreal Le Nettoyeurs White's designed by Ivy Studio, Montreal

Montreal – Les Nettoyeurs is looking to revolutionise the dry cleaning market with the opening of its flagship launderette White’s.

Designed by local architects Ivy Studio, the space offers a monochrome colour palette and minimal brass fittings to replicate the look of a traditional Parisian apartment. White’s proudly displays its sustainability credentials via custom-built ‘library’ shelving – complete with sliding ladder – used to proudly exhibit all of its eco-friendly cleaning products.

As Ivy Studio architect Philip Staszewski explains, White’s is hoping to elevate the dry cleaning experience and bring a new level of transparency to the market. ‘We wanted people to feel comfortable asking questions about the products or about work done by the seamstress,’ he explains. ‘We see it as a hotel's lobby – although you often spend very little time there, you should feel comfortable.’ In a bid to address the widespread use of dated and damaging laundry habits, brands are looking to educate consumers around the concept of Conscious Aftercare.

Pornhub wants to clean up the world’s beaches

Dirtiest Porn Ever by Pornhub Dirtiest Porn Ever by Pornhub
Dirtiest Porn Ever by Pornhub Dirtiest Porn Ever by Pornhub

US – The adult video website has launched its Dirtiest Porn Ever campaign to raise awareness of plastic pollution’s impact on the planet.

As part of its Pornhub Cares initiative, the company has shot a film of amateur porn couple Leolulu on one of the world’s most litter-filled beaches. Each time someone watches the video in its entirety, Pornhub has pledged to make a donation to Ocean Polymers, a non-profit-making organisation that collects and processes waste from the world’s oceans. To date, the 11-minute video has been played 3m times.

To encourage viewers to integrate more sustainable practices into their daily lives, Pornhub has created a landing page with tips on how viewers can avoid single-use plastics. ‘This is a brand with significant global reach spanning all demographics, so it is a very effective platform to raise awareness and support for the crisis we face in our oceans today,’ says Heather Wigglesworth, executive director of Ocean Polymers.

With pornography platforms attracting more daily visitors than Instagram or Netflix, Pornhub is using its influence over millions to make societal change and prove itself to be a Civic Brand.

An algorithm that matches refugees with local jobs

US – Researchers have developed an algorithm capable of matching refugees arriving in the US with the city where they are most likely to find employment.

Known as Annie MOORE (Matching and Outcome Optimisation for Refugee Empowerment), the algorithm is the result of a partnership between Worcester Polytechnic Institute in Massachusetts, Lund University in Sweden and the University of Oxford in the UK. According to the researchers, it is able to improve people’s chances of finding work within three months by more than 20%.

‘The manual resettlement process was riddled with issues, not least the sheer volume of cases that are processed each week – we are talking hundreds,’ says Alex Teytelboym, lead researcher and professor of economics at Oxford University. ‘This does not give the organisations enough time to thoroughly think about where and why they place a refugee family.’

With the number of displaced populations rising rapidly, brands will need to help reframe the narrative around refugees and recognise the potential these workers have as the next generation of industry leaders. For more, read our Viewpoint with the ReDI School of Digital Integration.

WeWork Refugee Initiative, UK WeWork Refugee Initiative, UK

Stat: Single women will drive growth for fitness brands

Not only are women staying single longer, they are also driving spending growth in categories such as health and wellness, according to a new report by Morgan Stanley. Its analysis estimates that 45% of American working women aged 25-44 will be single by 2030, up from 41% in 2018.

Furthermore, this group are helping to fuel gains in categories where they outspend their married counterparts, such as clothing, personal care, luxury and electric vehicles. Morgan Stanley cites Nike, Lululemon and other fitness apparel brands as companies that will benefit the most from this demographic shift. ‘More singles means more people exercising more frequently, buying more athletic goods and replacing them more often,’ states the report.

As consumers remain single for longer, their spending habits will favour brands that recognise them as individuals in their own right, rather than only being valued as part of a couple or traditional family set-up. To learn more about the attitudes of those who reject traditional relationships, meet our tribe The Uncoupled.

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