Need to Know   09 : 04 : 18
Move Mountains by The North Face

Need to Know
09 : 04 : 18

The North Face demonstrates diversity in outdoor sports, Bobbi Brown rethinks healthy edibles, Lunya develops performance sleepwear.

1. The North Face celebrates female adventurers 2. Bobbi Brown moves into the wellness space 3. Gene edited crops to become commonplace 4. Pyjamas that enhance post-workout recovery 5. US consumers adjust to preserved products 6. Thought-starter: What do bundle pieces mean for luxury?

1. The North Face celebrates female adventurers

Move Mountains by The North Face

Global – The outdoor apparel company has launched a new global initiative, Moves Mountains, designed to help promote the next generation of women explorers. The scheme comprises a multiyear collaboration with Girl Scouts of the USA (GSUSA) as well as a series of short films profiling women who are pushing the boundaries in outdoor sport.

The films and print campaign include some of the brand’s female athletes, such as Ashima Shiraishi and Margo Hayes, who are both professional rock climbers. It also features women who exemplify the idea of discovery and exploring, such as NASA scientist Tiera Guinn Fletcher.

The GSUSA partnership aims to give young girls new role models. Part of the partnership is the launch of a new range of adventure badges to empower the next generation to become involved in outdoor activities.

The campaign is a long-standing commitment to showing more diversity in an area that rarely represents women.

2. Bobbi Brown moves into the wellness space

Evolution 18 Evolution 18
Evolution 18 Evolution 18

US – Launching later this month, Evolution_18 is a new range of edibles designed to promote beauty both internally and externally. The range consists of a chocolate whey protein powder; a collagen, hyaluronic acid and coconut oil powder blend; a probiotic; and a supplement designed to promote hair, skin and nail strength. According to Brown ‘they’re not supplements, they’re wellness products’.

‘The chocolate is not really a supplement and it’s not really just a protein powder – it’s a blend, it’s a mix, it’s an infusion,’ she explains. As explored in our Total Beauty Market, the wellness and beauty markets are continuing to converge as consumers demand a more holistic approach to looking and feeling good.

3. Gene edited crops to become commonplace

US – The US Department of Agriculture (USDA) recently announced that it will no longer regulate genetically edited crops.

The announcement, by US Secretary of Agriculture Sonny Perduet, permits researchers and farmers alike to use techniques such as Crispr to remove, add or alter sections of a plant’s DNA.

The decision is a consolidation of the USDA’s previously unofficial stance that gene-editing is as safe as conventional breeding practices, and therefore as long as a genetic modification could have been introduced to a crop, there is no need for regulation as it merely speeds up the process.

The move opens up innumerable opportunities when it comes to producing crops tailored to specific consumer needs, encouraging competition from less established brands in the food and drink sector.

For more on how new scientific processes are being used to revolutionise the future of food, read our Q&A with Michael Selden.

Row 7 seed company, US

4. Pyjamas that enhance post-workout recovery

Restore by Lunya Restore by Lunya
Restore by Lunya Restore by Lunya

Santa Monica – Sleepwear label, Lunya has developed a new collection that is designed to help a person’s muscles recover during sleep.

Known for its performance products, the brand has utilised the fabric, Celliant to promote restful sleep and thermoregulation. The responsive material is made up of minerals that absorb body heat and convert it into infrared energy. The energy is then reabsorbed into the skin, increasing the speed of recovery.

Similar technologies have been employed by brands such as Under Armour but are woven into synthetic fabrics. Lunya, however, incorporates Celliant into the natural fibre, cotton. ‘We believe that these fibres breathe better and feel more comfortable against the skin,’ explains Ashley Merrill, the brand’s founder.

As brands look to recovery as the next frontier of performance technology, sleep also continues to become a subset of the expanding wellness market.

5. US consumers adjust to preserved products

A new report from RBC Capital Markets highlights positive growth for the frozen category for the first time in five years. With meals and appetizers accounting for 35% of the frozen food market, the category has experienced a 3% increase in sales.

Analysts suggest market growth has been obstructed by the negative stigma around preserving foods. As freezing technologies improve by retaining nutrients and flavours, consumers are beginning to see frozen food products not only as more convenient but as healthy as well.

6. Thought-starter: What do bundle pieces mean for luxury?

From helping consumers navigate a seasonless fashion model to combating the resale market, luxury fashion brands are exploring the benefits of selling their pieces in bundles.

The Kit is a sustainable fast fashion label created as a solution to the concerns associated with the traditional structure of seasonal fashion. As the name suggests, the idea behind The Kit is to create pieces that, although available to buy and wear as separates, function together as entire outfits, or kits.

With a production time that has been shortened to two to three weeks, the brand prides itself on creating products in response to changing consumer tastes, and aims to create kits that prepare consumers for those shifts.

In an interview with Fashionista soon after the brand’s launch in 2017, Vosovic spoke about the possibility of potential future kits, such as a beach kit, first date kit and maybe even a meeting your mother-in-law for the first time kit, but also talked about tailoring them to a particular colour or iconic pop culture moment.

Look out for the full Bundled Buys microtrend here.

Wardrobe
Discover More News
Social media star Kai Cenat launches Streamer University

News

Social media star Kai Cenat launches Streamer University

Twitch sensation Kai Cenat has launched Streamer University, a weekend-long experience for aspiring creators to collaborate, learn and produce cont...
Media : Entertainment : Education
De Beers to close its lab-grown diamond jewellery brand

News

De Beers to close its lab-grown diamond jewellery brand

De Beers Group has announced the closure of Lightbox, its lab-grown diamond jewellery brand, signalling a strategic retreat from the synthetic jewe...
Luxury : Sustainability : Jewellery
Financial mansplaining endures for a majority of British women

News

Financial mansplaining endures for a majority of British women

Gender bias in money matters is pushing British women out of financial conversations, according to new research commissioned by digital wealth mana...
Finance : Diversity : Inclusion
Avanade Intelligent Garden gives trees a voice at Chelsea Flower Show

News

Avanade Intelligent Garden gives trees a voice at Chelsea Flower Show

This year’s RHS Chelsea Flower Show invites visitors to interact with AI-enabled trees in the Avanade Intelligent Garden.
Technology : Nature : Sustainability
ITV launches deaf-led drama with BSL and silent ad break

News

ITV launches deaf-led drama with BSL and silent ad break

ITV is pushing the boundaries of inclusive storytelling with the launch of its new prime time drama Code of Silence, starring BAFTA-winning actor a...
Media : Diversity : Inclusion
Stat: Boomerang generation return home due to cost of living crisis

News

Stat: Boomerang generation return home due to cost of living crisis

The rising cost of living and unaffordable housing are fuelling a surge in adult children returning to the family home.
Family : Home : Youth
Manchester City brings grassroots spirit to kit launch

News

Manchester City brings grassroots spirit to kit launch

Manchester City Football Club has marked the launch of its 2025/2026 home kit with a short film that playfully blends football fandom, nostalgia an...
Sports : Design : Creative
Vinted tops France’s fashion market as second-hand sales surge

News

Vinted tops France’s fashion market as second-hand sales surge

Second-hand platform Vinted has overtaken Amazon and Kiabi to become France’s top clothing retailer by sales volume, according to new data from the...
Fashion : Sustainability : Retail
Stat: Nearly half of UK shoppers prefer in-store retail – but body image challenges persist

News

Stat: Nearly half of UK shoppers prefer in-store retail – but body image challenges persist

As consumers’ desire for in-person connection increases, nearly half of UK shoppers now prefer to shop in-store, according to new research.
Stats : Stat : Retail
China’s online sports and equipment sales are booming

News

China’s online sports and equipment sales are booming

The sports apparel and equipment sector continues to be one of the highest-growth key consumer sectors in China, according to brand agency Hot Pot ...
China : Sports : HotPot China
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