Fashion

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

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25 : 06 : 21

Jägermeister documents America’s dwindling lesbian bars, Benefit Cosmetics presses play on Twitch channel and US adults blame stress on physical ailments.

Jägermeister’s documentary seeks to preserve LGBT+ nightlife

The Lesbian Bar Project by Jägermeister, US

US – The spirits brand is launching a campaign to support LGBT+ spaces with a short film and fundraiser that draws attention to the falling number of lesbian bars.

With such safe and social drinking spots dwindling in number for LGBT+ communities, Jägermeister’s documentary gives a voice to bar owners, activists and archivists discussing the positive impact lesbian bars have had on their lives. The campaign, dubbed The Lesbian Bar Project, seeks to preserve these spaces through awareness and fundraising. The documentary also expands on the brand’s #SaveTheNight campaign, which curates community events for LGBT+ groups and works to preserve nightlife during and after the pandemic.

Elina Street, co-director of The Lesbian Bar Project documentary, says: ‘The documentary spotlights [our] hopes for the future but also takes a look back at the safe spaces that influenced the queer community throughout history.’

In response to a lack of Safe Spaces, brands have an opportunity to support people in carving out alternative homes and hangouts for marginalised communities.

A content hub driving Balmain sneaker hype

Balmain Sneaker Hub, France Balmain Sneaker Hub, France
Balmain Sneaker Hub, France Balmain Sneaker Hub, France

France – Luxury brand Balmain wants to garner both the attention and community of sneakerheads through a content-driven commerce platform dedicated to footwear drops.

The Balmain Sneaker Hub is a mini-site where fans of the brand can access news and updates about its upcoming or recently launched sneakers. Scheduled content is set to include photoshoots, videos, playlists and lifestyle features from media partners such as Hypebeast. Through this dedicated space, Balmain will build buzz around its products, while having a space to show off the brand’s in-house footwear innovations.

At its launch, the Sneaker Hub will spotlight emerging Canadian singer-songwriter Renforshort wearing Balmain’s B-Bold sneakers in a series of digital art pieces by Berlin-based studio Sucuk und Bratwurst. To expand this multimedia marketing strategy, Balmain’s creative director Olivier Rousteing worked with Renforshort on a co-curated update to the brand’s signature playlist on Apple Music.

To discover more ways that brands can capture sneakerhead communities and promote limited-edition product drops, delve into our Hype Market.

Benefit’s Twitch channel is beautifying gaming

US – Beauty brand Benefit Cosmetics is making a foray into the gaming world with the launch of a branded channel on streaming service Twitch.

To mark the launch of the channel, the brand is partnering with 20 gamers from the US, the UK, France, Brazil, Australia and the Middle East. Live-stream content will feature gamers showcasing their preferred make-up routines, as well as unboxing Benefit Cosmetics make-up hauls. This initiative follows the brand’s Game Face campaign, which was launched in 2020 to connect beauty and gaming communities.

‘By expanding the Game Face programme and our presence on Twitch, we're hoping to make deeper connections with the up-and-coming generation of gamers,’ said Toto Haba, senior vice-president of marketing and communications at Benefit Cosmetics. ‘Our goal is to create a space where they can explore and combine their interests in beauty and gaming, and ultimately feel empowered to get their best Game Face on so they can play and live-stream with confidence.’

As we explore in Hype Beauty, cosmetics brands are embracing unexpected media partnerships to align with new cultural communities.

Game Face by Benefit, US Game Face by Benefit, US

Stat: US adults blame stress for physical pain

Quilt Quilt

American adults are increasingly conscious of the link between physical health concerns and emotional stress, finds a study by Mintel.

According to its research, more than half of consumers say stress is their reason for regular or occasional pain, while two in five adults say stress regularly disrupts their sleep, and nearly three in 10 experience digestive health problems when feeling stressed. As a response, nearly half of all adults are placing greater emphasis on managing stress along with improving the quality of their sleep, taking time for themselves and strengthening their immune systems.

‘Personal health management is evolving as consumers encounter new health concerns, personal safety needs and heightened emotional stressors,’ says Andrea Wroble, senior analyst for health and wellness at Mintel. ‘Adults are focusing on managing health and wellness goals, with lessons from the previous year.’

In Synchronised Care we identify the ways in which consumers are increasingly taking a holistic approach to their overall wellbeing.

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