Need to Know
09 : 07 : 18

US – Start-up shaving brand Billie is putting female body hair at the centre of its latest campaign.

In a backlash against traditional razor advertisements that feature smooth, airbrushed legs and armpits, the brand debuted a short film featuring women embracing their body hair, choosing to shave or style it however they wish. ‘The campaign is making a broader statement on how women are portrayed in the razor category,’ says Georgina Gooley, co-founder of Billie. ‘The intent of this campaign is to normalise that women have body hair. It’s unrealistic to see women with perfectly shaved legs [shaving them]’.

The company has also launched a microsite to crowdsource photos from women of their body hair, with plans to donate free images to the stock photo site Unsplash has part of its normalisation campaign.

In our Bare It All Branding microtrend, we explore how underwear brands are moving away from overly-sexualised imagery to depict women in more honest ways. Billie is recognising its responsibility as a female-focused brand to challenge traditional portrayals of women shaving.

UK – As it continues to promote physical inclusivity, fashion e-tailer ASOS has collaborated with UK Paralympic athlete Chloe Ball-Hopkins to create wheelchair-friendly clothing.

Launching with a waterproof tie-dye jumpsuit, the design was inspired by the athlete’s own experiences at festivals, and her frustration at the lack of festival fashion suitable for disabled consumers. ‘There are a lot of people like myself who, in a chair, get cold very easily and water and rain definitely doesn’t help that. You have got a lap that can get wet too, I think people forget that’, says Chloe Ball-Hopkins.

While brands such as Missguided and Les Girls Les Boys have run campaigns that highlight scarring and body diversity, questions have been raised as to whether the movement towards inclusivity has become tokenistic in fashion. For brands wanting to promote inclusivity, ASOS demonstrates how to incorporate it into a business model in a way that extends from who they employ, to who they design for and with.

Hong Kong – With the lines between retail and cultural spaces becoming increasingly blurred, developers in Hong Kong are set to open a new high-end shopping complex that doubles as a cultural destination.

Designed with content-driven global millennials in mind, the K11 Musea will host an extensive number of flagship stores, alongside art, cultural and dining experiences. Visitors will be greeted by large living walls, with over 50,000 square foot of greenery within the space, as well as a roster of museum-inspired art exhibitions. The complex also features a giant LED screen above the amphitheatre space, for the airing of performances and other cultural events.

Such retail developments highlight the need for cities and towns to create destinations that focus as much on community and socialising as retail. For more on what the high street could learn from such malls, read our recent opinion piece.

In an age of non-stop digital distraction, consumers are beginning to recognise the need for tech-free time to relieve the mental fatigue brought on by devices. A new survey released by American Express and market research firm Morning Consult found that 38% of Indian workers blame technology for the increasing amount of time they spend at work. ‘There is growing interconnectedness around the world [between] personal and work life as well as real and virtual interactions’ the study notes.

Surprisingly, the research highlights that younger Indian consumers longed for mobile-free time more than older respondents.

As devices demand more of our attention, brands are exploring ways to ease the impact of technology in our daily lives. For more on the future developments in this field, explore our Focus Filter macro trend.