Need to Know
28 : 11 : 18

Sweden – A new ad by the feminine hygiene company is encouraging women and girls to feel more confident about their vulvas.

The company, known as Bodyform in the UK, has already tackled the taboo of periods. Now, for its line of personal hygiene products, it’s turned its attention to the stigma surrounding the vulva, citing that over half of women think theirs is imperfect. In response, Libresse has launched Viva la Vulva, a campaign film featuring a objects that resemble vulvas, such as oysters, grapefruits and fortune cookies, as well as women inspecting their own genitals.

Set against the song 'Take Yo Praise' by Camille Yarbrough, with lyrics such as ‘you make me glad I’m a woman’, Libresse hopes to alleviate women’s insecurity about the appearance of their vulva. According to a recent BBC News article, girls as young as nine are requesting labiaplasty, a surgery to reshape the lips of the vagina.

Brands that wish to challenge the taboo around feminine hygiene should not focus solely on menstruation, but address the vagina itself.

Sweden – The Home Viewing Exhibitions turns real open houses into examples of modern Scandinavian culture.

The latest exhibition by the Swedish Design Museum is not in one place, but scattered around the country within a number of homes for sale. Referencing the Swedes’ penchant for visiting open houses for design inspiration, visitors will be able to step inside the homes of real people as a way to understand the country’s culture.

Featuring a hand-picked selection of homes, from rural villas to urban apartments, the exhibition – which is part of a tourism push from Visit Sweden – will also be accessible online. ‘Travellers around the world with an interest in design are curious of, and want to experience, Swedish lifestyle and culture. This is exactly what The Home Viewing Exhibitions will offer them,' says Jennie Skogsborn Missuna, CEO at Visit Sweden.

Consumers are increasingly seeking ways to learn about a country’s culture without the need to physically travel. This summer, Japan House opened its latest outpost in London.

Germany – BMW i has announced it is releasing a highly automated, emission-free and fully-connected car that is designed like a living space on wheels.

The BMW Vision iNext, set for release in 2021, will provide passengers with the freedom to relax in a new type of mobile space. The rear of the vehicle has a particularly lounge-like character and features Shy Tech, an integrated invisible technology system that only appears when required. The driver’s area will also adapt based on different driving modes.

‘BMW i exists to generate creative, pioneering ideas that transform the way we think about mobility,’ says Adrian van Hooydonk, senior vice president of BMW Group Design. ‘The BMW Vision iNEXT marks another next big step on that journey of transformation, showing how more intelligent vehicles can make our lives easier and more beautiful.’

Developments like autonomous driving and connectivity are opening up possibilities for future vehicles by introducing the idea of leisure and rest to conventional automotive design. Recently, Ikea’s innovation lab Space10 imagined the future of self-driving vehicles with a series of speculative car interiors, such as a convenience store and a moving hotel.

Americans today are placing more value on their finances than their friends, according to a new report by Pew Research Center. When 4,867 US adults were asked what gave their lives meaning, 23% said money, while just 19% said friends. However, the most popular answer was family – cited by 69% of respondents. In addition, people who are married are more likely to value family and religion over those who are single.

With money taking precedence over friendship, the study shows how modern attitudes towards relationships are changing. In our macrotrend Neo-kinship, we explore the 21^st century dissolution of close relationships, including how technology could replace our friends.