Need to Know
11 : 05 : 18

US – The menswear brand is championing its inclusive sizing in its most expensive campaign to date, Project172. The initial 30-second advert spot features 172 models wearing the brand’s trousers to showcase many size and fit options.

While body diversity is often a topic of debate in women’s fashion circles, it is rarely explicitly talked about in menswear. ‘There’s a really interesting conversation to be had around the evolution of masculinity, and the power of diversity and inclusivity,’ Micky Onvural, co-president of the brand, told AdAge. He adds, ‘Bonobos as a brand could not just have an impact on the men that it sells to and how they see themselves, but also have an impact on the conversation.’

Following the campaign, the brand will release a mini-documentary discussing what masculinity means to the 172 individuals that took part. For more on the growing body diversity conversation amongst men, look out for our New Masculinity series, launching May 18th.

London – The renowned bar, located within The Langham, has announced the release of its latest menu, which is inspired by life-defining moments.

The menu, Artesian Moments, is centred around flavours and feelings associated with the most prominent moments in people’s lives. Head bartender Remy Savage and bar manager Anna Sebastian surveyed more than 500 people to gather data about the feelings and flavours relating to key events such as learning to riding a bike or falling in love. From this, a 17-drink cocktail menu was born.

This list includes beverages such as ‘That moment when… it all began’, a mix of apricot eau-de-vie, vanilla, jasmine and salt, and ‘That moment when… you turned 30’, combining Glenfiddich 15 with sauternes, orange wine and isolated tannins. Alongside the cocktails, Artesian commissioned artist Tatiana Blinova to create a series of evocative collages to reflect each memory for the menu.

The menu aims to ‘create a deeply personal menu for our guests,’ explains Savage. ‘One that can be enjoyed collectively, but still inspire an individual memory.’

For more on how brands are using the language of emotions to connect to consumers on a deeper level, see our macrotrend, The Emotional Economy.

US – The spirits brand is expanding its offering with a new botanical 30% ABV vodka – a first of its kind in the US market.

Technically, it cannot be classified as a vodka due US and European regulations, where neutral distilled spirits must be bottled at 40% ABV. Instead, that new flavoured spirit, Ketel One Botanical is ‘made with vodka‘ and is infused with natural fruit and botanical essences. Flavours include: Peach & Orange Blossom, made with white peaches and bold notes of orange, Cucumber & Mint, combining light tones of fresh garden mint with crisp cucumbers and Grapefruit & Rose with refined elegance of rose petals.

With the rise in socially-conscious drink consumption, lower alcohol offerings are becoming a staple for consumers. While still relatively high in comparison to others on offer, Ketel One Botanical is entryway for those who enjoy vodka-based drinks but are looking to lighten their alcohol intake.

New research from the Pew Research Centre, examining the marital status of parents in the United States, has found that there is growing number of children living with unmarried parents.

Due to the decline in marriage and increase in births outside of marriage, solo mothers – defined as those who are raising at least one child with no spouse or partner in the home – has risen from 12% to 21% since 1968. More so, the share of children living with solo fathers has also quadrupled, increasing from 1% in 1968 to 4% in 2017.

As we continue to realise the complexity of contemporary relationships, brands are beginning to recognise that the idealised vision of family no longer resonates with consumers. Alternatively, they must consider how to target single-parent households as well as the traditional family format, something that hospitality brands are already increasingly catering for.