Fashion

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

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28 : 06 : 22

A football campaign tackling gender representation, Canada phases out single-use plastics, and why Britons are still live-streaming music events.

This football campaign scores for English women

Our England by Inmotion, India Rose Harris and Kelly Anna, UK

UK – With the UEFA Women’s Euro tournament kicking off in summer 2022, a new campaign is elevating the women players and fans that bring the championships to life. The nostalgic film, which makes reference to the hobby of collecting Panini collectable player stickers, imagines a world where women football players are just as lionised as men.

Director India Rose Harris and illustrator Kelly Anna were enlisted to create the film. Kelly Anna created the women’s player stickers featured in the film, as well as the large mural that closes the video. ‘We all have memories of Panini stickers when we were young,’ explains Kelly Anna, illustrator. ‘However, I don’t have a memory of one that had female players. So having the chance to re-imagine these stickers in my own style with all-female players was a dream.’

The film, which captures the feeling of childhood ambition as well as the skill of this year’s Euro squad, flips the script on the rigid gender associations that still affect the sport of football. By doing this, it’s supporting the rise of New Sportswomen Media, which calls for greater representation across sports.

Strategic opportunity

How can your company make thoughtful souvenirs and memorabilia that celebrate the milestone moments of women in sports?

Away expands from sleek suitcases to outdoor gear

FAR by Away, US FAR by Away, US
FAR by Away, US FAR by Away, US

US – The travel accessories retailer is expanding into the outdoor gear sector, launching a For All Routes (FAR) line. Featuring products including duffel bags, convertible backpacks and messenger bags made of water-resistant materials, each item is designed to be used for hikes, road trips and other outdoor activities. While its signature, hard-shell suitcases are sleek and minimal, Away’s FAR range comes in vibrant colours, including neon yellow, atomic orange and cobalt blue.

Through this line, Away recognises the changing behaviours of travellers post-pandemic, with more people embracing opportunities to spend time in nature and outdoor environments. ‘Our new line, FAR, highlights the balance of function, style and durability, combining the same intuitive design and thoughtful features our existing customers have come to know and love while new customers, who may not have considered us in this category, will also appreciate the seamless functionality, inspiring colours and versatility present across all Away products,’ explains Cuan Hanly, chief design officer of Away.

Here, Away tunes into the ongoing evolution of The Elevated Outdoors, with more affluent consumers switching from prioritising urban trips to embracing outdoor activities.

Strategic opportunity

Travel and hospitality brands should tap into the rise of the hobby economy and outdoor activities. Consider partnering with sports or outerwear brands to create one-off collections

Canada prohibits the sale of single-use plastic

Canada – The government of Canada is one step closer to phasing out single-use plastics entirely. Last week, it announced that disposable products containing hard-to-recycle plastics like checkout bags, cutlery, ring carriers and other food-service ware will be prohibited.

The new legislation comes in response to a 2020 statement that indicated the government’s intention to significantly reduce the nation’s dependence on single-use plastics. To provide businesses with enough time to make the transition from disposable products to sustainable alternatives, the regulation will come into effect in December 2022. The government is also ending the export of plastics belonging to six categories, making it the first country to implement policy on an international scale.

While single-use plastics remain essential in certain cases, such as in the storage of medical equipment and similar perishable items, such materials can and should be removed where alternatives are available. Until there is a way to phase out single-use plastics entirely, Canada is leading the way for a more Sustainable Future.

Bioplastic Skin by Valdís Steinarsdóttir, Iceland

Strategic opportunity

How can your company get involved in advocating for single-use plastic policies? Consider the impact that can be achieved by campaigning for the cause as a business

Stat: Live-streaming still appeals to music fans

Years & Years at Glastonbury 2022, UK Years & Years at Glastonbury 2022, UK

While UK music concerts and festivals are once again being hosted in person, research by Mintel reveals that 31% of Britons who plan to pay to live-stream a concert or festival in 2022 will do so for a clearer view.

Interestingly, although 29% of those who plan to pay to live-stream a music concert or festival over the next year say this is because it is safer than attending one in person, the majority are motivated by reasons unrelated to Covid-19. These also include because it’s more convenient (30%) and because it’s cheaper (27%). ‘The live-streaming of events can help the sector to reach those who can’t justify the cost of attending in person, while also generating additional revenue,’ says Paul Davies, Mintel Reports UK category director, leisure, travel and food service.

With the concert and festival market evolving to take on increasingly hybrid formats, there is an opportunity for music and events organisers to capitalise on the benefits of live-streaming.

Strategic opportunity

When promoting live-streamed music and events, organisations can focus on the benefits of virtual attendance – from reduced cost to better visibility

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