Need to Know
06 : 04 : 20

Berlin – Archivist Studio is using upcycled fabric from luxury hotel bed linen to create simple white shirts that meet sustainable needs.

Founded by Dutch designers Eugenie Haitsma and Johannes Offerhaus, the studio focuses on sourcing fabric from luxury hotels, after discovering that a lot of bed linen is discarded once it has very small holes or stains. Since starting the initiative, Archivist has teamed up with a number of European hotels and arranged for fabric to be sent to the brand’s atelier in Bucharest to be cleaned, cut and manufactured into shirts. The studio says: ‘The brand name Archivist naturally evolved through our mission to preserve high-quality textiles and creating archival pieces.’

Focusing on simplicity and timelessness, the shirts are the first iteration of what the brand hopes will be a growing line of clothing. As part of a wider push towards upcycling in the luxury industry, the design team also hosts talks in hotels about circular waste management and how companies can get involved.

As luxury brands step into the circular economy and try their hand at upcycling, they’re innovating to transform waste materials into covetable creations.

France – Burger King France has released a campaign in response to the advertising challenges presented by Covid-19.

Created by Paris agency Buzzman, Le Whopper de la Quarantine or Quarantine Whopper ads show a variety of store-bought ingredients in a flat-lay style to show how customers can recreate Burger King products at home. While Burger King branches remain closed for the foreseeable future, the brand is encouraging consumers to stay at home and create burgers from supermarket items instead of focusing on its own profits.

But while the brand is taking a bold step in its anti-advertising approach, it is also taking civic action and responding to the crisis through initiatives such as offering free meals to children through its mobile app. Fernando Machado, global chief marketing officer of Burger King, says: ‘I think that before jumping on ads, brands need to take action. There are lots of good examples of brands helping people via concrete actions that help communities.’

During the global pandemic, brands are sacrificing their typical marketing messages for campaigns that encourage social distancing and isolation. For more, look out for our forthcoming microtrend on advertising during Covid-19.

According to research by food tech firm Chicory, US citizens are increasingly interested in superfood ingredients as they navigate a new normal for their dietary routines.

Among ingredients that have attracted particular attention are oranges, avocados, ginger powder and honey. But lemon juice stood out as a staple for health-conscious citizens, with more than 52m recipe views featuring the ingredient from January to March 2020.

With many Americans seeking immunity-boosting advice online, they’re increasingly drawn to remedies that are traditionally used during seasonal illnesses. Joey Petracca, co-founder and COO of Chicory, says: ‘We predict that the difference between the coronavirus outbreak and seasonal illnesses is that there will be a sustained uptick in views of recipes with these particular ingredients because there’s no defined end point.’

In lieu of access to certified healthcare services, Americans are going online for nutritional advice. But as author and professor of nutrition Marion Nestle explains, the popularity of superfoods is often boosted by manipulative marketing and false claims.