Fashion

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

News 06.03.2023

Need to Know

Puma partners with Rhuigi to celebrate New York, Assouline publishes a metaverse travel guide, Bon Appétit magazine enters the travel industry and young women in China eye the anti-ageing beauty market.

Puma and Rhuigi is a slice of New York

Puma and Rhuigi, US
Puma and Rhuigi, US
Puma and Rhuigi, US

US – Puma and designer Rhuigi Villaseñor have just unveiled the second part of their capsule collection inspired by New York and modelled by a diverse cast of everyday New Yorkers.

Family-owned institution Lenny’s Pizza was the perfect shoot location for Puma and Rhuigi’s nostalgic Americana collection. The collaboration includes a varsity jacket, a double-layered hoodie and an updated rendition of the Puma Slipstream. Frank Giordano, the owner of the New York pizza landmark, joined the cast of young models who look straight out of a teen movie.

In Collegiate Nostalgia, we previously identified how collegiate-inspired fashion and entertainment are soothing Gen Zers who feel the pandemic stole their youth. Similarly, Puma and Rhuigi bring a college athletic aesthetic back in fashion.

Strategic opportunity

Consider broadening the range of models in fashion campaigns targeting a young audience. The success of content creators over 60 on TikTok shows a genuine interest in elderly role models from Gen Z and Gen Alpha

Assouline publishes travel guide to the metaverse

Metaverse Dream by Assouline Metaverse Dream by Assouline
Metaverse Dream by Assouline. Image by Noor Architects Consultants Metaverse Dream by Assouline. Image by Noor Architects Consultants

US – Luxury publisher Assouline, known for its hand-bound guides to art and culture, has published Metaverse Dream, a travel guide to the metaverse. With previous travel titles taking readers on high-end journeys through Tulum, Monte Carlo and Marrakech, this is the publishing house’s first guide to a virtual place.

Written by gaming expert Paul Dawalibi and venture capitalist Gregory Landegger, Metaverse Dream encourages readers to think of digital worlds as spaces of endless exploration. Scanning the QR code on the book’s cover takes readers to Assouline’s exclusive pop-up boutique in the metaverse, where they will discover additional educational content and artwork.

As the metaverse still feels nebulous to many consumers, Assouline’s future-facing title is an awe-inducing way for readers to immerse themselves in its potential.

Strategic opportunity

The publishing industry should consider new ways to introduce readers to the metaverse, where book-adjacent experiences, such as Hogwarts Legacy, will multiply in the coming years

Bon Appétit magazine launches chef-led travel experiences

Europe – Drawing on the growing popularity of food travel, Bon Appétit magazine is launching Culinary Getaways, a new kind of chef-led tour taking its readers on a culturally appreciative and gourmet travel journey.

Condé Nast-owned Bon Appétit has partnered with educational travel company Academic Travel Abroad to create Culinary Getaways. Starting in November 2023, readers of the food publication will be able to discover tourism hotspots across Europe under a new lens through tours guided by world-renowned chefs. Local culinary connoisseurs will introduce foodie travellers to locavore traditions – providing a unique opportunity to taste authentic products and learn about the terroir from local experts. France’s Champagne region and Piedmont in Italy are the first two destinations, both famous for the richness of their food culture and wine range.

By taking an immersive and educational approach to travel and cuisine, this programme puts a new spin on mainstream destinations, ramping up the culinary experience and putting Bon Appétit’s extensive network and experts to use.

Six Senses, Ibiza, Spain

Strategic opportunity

Savvy travellers seek authentic experiences that go beyond the typical surface-level tourist trails. How can you help audiences curate and augment experiences?

Stat: Young women boost anti-ageing beauty market in China

Ms MIN, China Ms MIN, China

China A new report by strategy and marketing specialist Hot Pot China shows that nearly 50% of Chinese women surveyed aged between 25 and 30 use skincare products to deal with the first signs of ageing.

The sample included 30 Chinese citizens aged 1830 living in Tier 1 to Tier 3 cities who have bought skincare and cosmetics in the past 12 months, and earn over Rmb5,000 (£606, $726, 684) monthly. Some 40% of the young women surveyed report modifying their skincare routine to deal with the existing effects of ageing.

Consumers as young as 18 have a significant interest in the ageing prevention market, which hints at swathes of opportunities for skincare brands eyeing Chinese customers. In an upcoming webinar on 7 March, The Future Laboratory and Hot Pot China will debunk more Chinese beauty consumer myths. LS:N Global members can already access these exclusive insights in our Reports Bank.

Strategic opportunity

Don’t limit marketing and communications to an older audience when promoting anti-ageing products. A younger generation passionate about skincare (162bn views on TikTok) have their ears open

Emerging Youth: The Maghreb

Behaviours

Emerging Youth: The Maghreb

After years of political instability and social unrest, the Maghreb’s youth are still standing up for their beliefs and making themselves heard thr...
Youth : Society : Culture
FT Business of Luxury Summit 2024: The Luxury Hourglass

Big Ideas

FT Business of Luxury Summit 2024: The Luxury Hourglass

The luxury industry's most prominent brands, experts and trendsetters gathered in Venice to distill what's next for the Chinese consumer, the fragr...
Luxury : Fragrance : Chinese HNWI
Cultural Curation in the UAE

Viewpoints

Cultural Curation in the UAE

With the ambition to become the Dazed of the Middle East, new lifestyle publication The Sandy Times talks to LS:N Global about the local cultural b...
UAE : Dubai : The Sandy Times
Cosmic Couture

Micro Trends

Cosmic Couture

Driven by a consumer appetite for exploration and escapism, brands are discovering the sky is not the limit but the beginning. Space is fashion’s n...
Fashion : Space : Luxury
Moving African Fashion Forward

Viewpoints

Moving African Fashion Forward

Fashion business consultant Ramata Diallo sits down with LS:N Global to unpack what’s new and next for the African fashion industry.
Africa : Fashion : Retail
Walpole British Luxury Summit 2024: Strategies for Uncertainty

Big Ideas

Walpole British Luxury Summit 2024: Strategies for Uncertainty

As the sector navigates troubled waters, The Walpole British Luxury Summit (London, 29 April) focused on balancing priorities, from combining plane...
Luxury : Sustainability : Fashion
Saudi Arabia: Women Futures

Behaviours

Saudi Arabia: Women Futures

Delve into the dynamic world of luxury in Saudi Arabia, where empowered women are redefining consumption patterns, driving entrepreneurship and inf...
Saudi Arabia : Luxury : Vision 2030
Milan Design Week 2024: Materia Natura and the Human Touch

Big Ideas

Milan Design Week 2024: Materia Natura and the Human Touch

Milan Design Week 2024 invited attendees to delve into sustainability, craftsmanship and explore the significance of human creativity in a world in...
Milan Design Week : Salone Del Mobile : Materials
Indian Nuptials Re-imagined

Markets

Indian Nuptials Re-imagined

From the rise of wed-tech to eco-conscious ceremonies and higher levels of customisation, consumers are saying ‘I do’ to a new kind of Indian weddi...
India : Indian Wedding : Wedding Ceremony
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
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