Need to know
19 : 09 : 17

Global – Usually focused on its female customers, Lululemon’s latest advertising campaign, Strength To Be, is aimed entirely at men. Comprising five 30-second digital ads, the series features men who epitomise masculinity in different ways with a focus on their emotional rather than their physical strength, from Ibn Ali Miller who went viral earlier this year for breaking up a street fight in Atlantic City, to Orlando Cruz, who came out in 2012 as the first openly gay boxer.

The campaign is ‘an evolution of the same thinking as This Is Yoga,’ says Karl Aaker, director of men’s brand at Lululemon, in that it focuses on personality traits and the values that underpin yoga rather than the practice itself.

Brands such as Lululemon and Lynx are challenging stereotypes of what it means to be masculine by demonstrating a more wide-ranging approach to modern male identity that avoids polarising men into extremes.

London – Ichibuns is a new Japanese-inspired fast food eatery in the heart of London. Founded by Robin Leigh, who also opened luxury Japanese restaurant Nobu, Ichibuns serves dishes inspired by the food capital of Japan, Hokkaido.

The menu includes hand-rolled maki created by sushi specialist Endo Kazutoshi, ramen made using a shiitake mushroom stock and the brand's signature Wagyu beef burgers, a recipe devised by Brendon Fong who is head chef at Mr Wong in Sydney. Diners can order a pre-prepared ‘pop-and-go’ cocktail, which offers a Japanese twist on classics such as the Tom Collins – now the Yuzu and Grapefruit Collins – and the Smoked Whisky Negroni.

As explored in our High-low Dining microtrend, a growing number of eating establishments have recognised the desire for good-quality cuisine delivered in a convenient, on-the-go format.

Mexico – Located in the jungle around the southern Mexican town of Tulum, the five-bed luxury treehouse dwelling has been built entirely by local artisans and builders in partnership with architecture studio Co-Lab Design Office.

A Design Hotels property, the building is powered entirely by solar energy and there is a water treatment and irrigation system to ensure that guests do not have an impact on the local eco-system. Guests are encouraged to live a more natural existence during their stay, with appliances such as irons, hair dryers and blenders not allowed on-site due to their intensive energy usage.

‘We were sparked by the desire to develop new hospitality models that embody the lifestyle of today’s nomads, those seeking genuine and innovative experiences centred around the respect and appreciation of local traditions,’ says Juan Pablo Heredia, partner of the Tulum Treehouse and one of LS:N Global’s Mexican Luxurians.

For more on luxury consumers who aspire to more sustainable ways of living well, read about our Stage Four Luxurians.

The State of Innovation, a new white paper from Unilever Foundry, has found that cementing a symbiotic relationship between corporate companies and start-ups is becoming increasingly important to the long-term success of both. ‘Collaboration can no longer be viewed as an optional extra, it’s a strategic imperative,’ says Aline Santos, executive vice-president of global marketing at Unilever. One sector that is leading the way with these kinds of disruptive collaborations is the fashion industry, which is explored in our in-house Fashion Futures presentation and report. Email us for more information.