Fashion

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

News 06.05.2020

Need to Know

E.l.f. cosmetics releases a TikTok tune, Burberry's eco-conscious collection, and a look inside the socially distant future of the office.

Covid-19: E.l.f. and safety comes to TikTok

Eyes. Lips. Face. Safe. by e.l.f. cosmetics

US – E.l.f. Cosmetics has partnered with TikTok on a song remix of ‘Eyes. Lips. Face.’, which was popular on the platform last autumn.

The song, originally written by songwriter iLL Wayno, has been reworked by Elf as ‘Eyes. Lips. Face. Safe.’, as a way of promoting the importance of personal hygiene during the coronavirus outbreak. In the video, singer Holla FyeSixWun washes her hands and sings about social distancing. With over 4.7 billion views, the video is intended to promote healthy practises in a fun and relatable way.

Created at a time when TikTok is experiencing particular success amid self-isolation, the collaboration will generate feelings of positivity towards E.l.f. Cosmetics – especially when many people are feeling overwhelmed by traditional news sources.

As we discuss with TikTok expert Alessandro Bogliari, the platform can effectively be used for values-based marketing, as well as individual self-expression.

Burberry's eco-collection embraces transparency

ReBurberry ReBurberry
ReBurberry ReBurberry

UK – Burberry has launched an eco-conscious product collection, the ReBurberry Edit, and is rolling out sustainable labelling.

Featuring 26 styles from the spring/summer 2020 collection, the ReBurberry range features innovative material creations such as eyewear crafted from bio-based acetate and trench coats, parkas and capes created Econyl – a recycled nylon made from regenerated fishing nets, fabric scraps and industrial plastic. The collection was also created in line with the brand’s new pistachio-coloured sustainability labels.

Drawing attention to the ‘positive attributes’ of these garments – including the amount of organic content or recycled natural fibres used in materials – the labels help to inform and educate consumers about the garments they’re purchasing.

Pam Batty, vice-president of corporate responsibility at Burberry, said: ‘By inviting customers to learn more about the sustainable credentials of our products through our labelling programme, we are helping them to better understand our initiatives and the breadth of the ambition of our Responsibility Agenda.’

In future, brands will become increasingly transparent about their values and initiatives – even if their overall outlook is imperfect.

Covid-19: Office spaces for socially distant employees

Netherlands – Cushman & Wakefield has designed a conceptual new office space to help its clients prepare for employees to return to work post-lockdown.

Created to help employers adjust to new restrictions, the 6 feet office development includes key social distancing measures to allow staff to safely operate in communal work environments. Consisting of six elements for safety, the concept brings together ideas such as simple rules of conduct, visually displayed routing and trained employees to advise on safe operations.

Jeroen Lokerse, head of the Netherlands at Cushman & Wakefield says: ‘We started the 6 Feet Office Project with the ambition to get the world safer and back at work sooner. We believe that a safe and healthy workplace is at the centre of what’s next in business.’

The advent of Covid-19 has resulted in a transformation of the ways people work – prompting an acceleration of future workplace cultures.

6 Feet Office by Cushman & Wakefield

Stat: US business set to change workplace safety measures

Samyan Co-op, Bangkok Samyan Co-op, Bangkok

According to research by PwC, many American businesses are planning to implement workplace changes to support employees in their return to work post-lockdown.

The study shows that some 81% are planning to change workplace safety measures and requirements to suit new hygiene needs and social distancing. In fact, 65% plan to reconfigure work sites to promote physical distancing. Where possible, 52% of businesses also plan to introduce shift work or alternate crews to reduce exposure.

In our upcoming piece on Lockdown Living, we’ll be exploring the ways that working environments will be adapting to suit the changing needs of employees.

BoF Professional Summit 2024: Innovating Fashion’s Tech Frontier

Big Ideas

BoF Professional Summit 2024: Innovating Fashion’s Tech Frontier

Pioneers from the fashion and technology sectors gathered in New York to explore the tech-led trends shaping fashion innovation.
Luxury : Technology : Events
Curated Clutter

Micro Trends

Curated Clutter

Culture is experiencing a move from clean to cluttered, but this consumer shift is not just about aesthetics.
Fashion : Pop Culture : Marketing
The Download: Paris Fashion Week Autumn/Winter 2024

Big Ideas

The Download: Paris Fashion Week Autumn/Winter 2024

Cutting through the chaos and overwhelming nature of fashion month, we distil the key insights from Paris Fashion Week.
Luxury : Fashion : Design
The Download: Milan Fashion Week Autumn/Winter 2024

Big Ideas

The Download: Milan Fashion Week Autumn/Winter 2024

Cutting through the chaos and overwhelming nature of fashion month, we distil the key insights from Milan Fashion Week.
Luxury : Fashion : Design
The Download: London Fashion Week Autumn/Winter 2024

Big Ideas

The Download: London Fashion Week Autumn/Winter 2024

Cutting through the chaos and overwhelming nature of fashion month, we distil the key insights from London Fashion Week.
Luxury : Fashion : Design
The Download: New York Fashion Week Autumn/Winter 2024

Big Ideas

The Download: New York Fashion Week Autumn/Winter 2024

Cutting through the chaos and overwhelming nature of fashion month, we distil the key insights from New York Fashion Week.
Fashion : Luxury : Design
Better Bikercore

Micro Trends

Better Bikercore

If happiness is a long bike ride with a good destination, these fashion innovators are cycling straight towards sustainability, style and inclusivi...
Fashion : Sports & Leisure : Sustainability
Regulating Clean Fashion Futures

Viewpoints

Regulating Clean Fashion Futures

Maxine Bédat, the founder of New Standard Institute, discusses potential implications of The New York Fashion Act for businesses and consumers.
Fashion : Sustainability : Retail
Brand Innovation Debrief: Loewe

Big Ideas

Brand Innovation Debrief: Loewe

Spearheaded by fashion mastermind Jonathan Anderson, the Spanish luxury house is reaching new heights and mainstream appeal, without compromising o...
Fashion : Luxury : Pop Culture & Media
Future Forecast 2024: Fashion

Micro Trends

Future Forecast 2024: Fashion

Consumer demand for a sustainable fashion industry is peaking, pushing companies to find innovations in technology, garment care and more.
Fashion : Future Forecast : Reports
Six Luxury Brands Building Loyalty with NFTs

Big Ideas

Six Luxury Brands Building Loyalty with NFTs

Non-fungible tokens (NFTs) are catching their second wind, as fashion and luxury brands start to harness digital tokens as tools to build brand loy...
Luxury : Fashion : NFTs
BoF Voices 2023: The Creative Crossroads

Big Ideas

BoF Voices 2023: The Creative Crossroads

At The Business of Fashion’s Voices 2023 conference, the focus was on creative resilience, ethical and sustainable innovation, and how AI is reshap...
Luxury : Fashion : Beauty
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN

What do we use cookies for?

We use cookies to enable the use of our platform’s paid features and to analyse our traffic. No personal data, including your IP address, is stored and we do not sell data to third parties.

Learn more