LSN : Daily Signals : Stat: Gen Z women in the US are increasingly identifying as LGBTQ+

Miu Miu presents new Women’s Tales short film in China

Miu Miu Women’s Tales, China

China – Unveiled in Shanghai in March 2024, Miu Miu’s latest instalment in its Women’s Tales series is I Am the Beauty of Your Beauty, I Am the Fear of Your Fear. Directed by Malaysian film-maker Chui Mui Tan, the short film delves into the depths of self-discovery and empowerment through an unexpected narrative lens.

The film follows Gita, a young woman from China who finds herself in Malaysia, seeking solace and strength after a personal tragedy. As she trains with a sisterhood of fighters, Gita’s journey intertwines with the teachings of an Indian flower seller, revealing the ancient myth of Kali, the goddess of time and change.

‘Through wrestling with what we fear the most, we find our inner strength and we find our own beauty,’ Tan said in a press release. The film culminates in a bare-knuckled Fight Night, where Gita channels her grief into a display of formidable power.

I Am the Beauty of Your Beauty, I Am the Fear of Your Fear is a poignant exploration of self-defence for women in a modern world rife with challenges. Tan’s narrative mastery in navigating themes of identity and empowerment offers audiences a captivating glimpse into the complexities of the female experience.

Miu Miu’s diving into sportswear for this activation echoes the rise of Sporting Style we predicted in our Future Forecast 2024: Fashion report.

Strategic opportunity

Consider adopting strategies that blend cultural elements from different regions, creating narratives that appeal to diverse audiences while promoting cultural understanding and inclusivity

Supreme opens highly anticipated Shanghai store amid global expansion

Supreme, Shanghai, China

China – Supreme, the iconic streetwear brand, is set to make its grand debut in China with the opening of its first stand-alone store in Shanghai on 23 March 2024, accompanied by a WeChat Mini Program. This marks a significant stride in the brand’s global expansion strategy, following its initial presence in the country through a shop-in-shop at Dover Street Market’s Beijing outlet in 2022.

Chinese enthusiasts have long awaited the arrival of a local Supreme store, overcoming challenges such as counterfeit operations and trademark issues. Despite concerns about waning demand for streetwear, Supreme’s parent company, VF Corp, has signalled a resurgence in the brand’s performance, with a solid start to recent seasons and expanding into new markets like South Korea.

The Supreme Shanghai flagship store promises an immersive experience featuring signature apparel, collaborations and a suspended skate bowl. Adorned with exclusive campaign imagery and artworks, including pieces by renowned artists like Mark Gonzales and Nate Lowman, the store is poised to be a hub for street culture enthusiasts.

In our analysis of The State of Streetwear, we forecast where the lucrative but crowded category is headed.

Strategic opportunity

Invest in understanding local consumer preferences and behaviours in China to tailor product offerings and marketing strategies accordingly via platforms such as WeChat, ensuring resonance with the target audience

Loewe unveils Crafted World exhibition to celebrate its 178th anniversary

China – Spanish luxury fashion house Loewe has embarked on a journey through time with its inaugural exhibition, Crafted World, which will be open to the public at the Shanghai Exhibition Centre from March until May 2024. Delving into the brand’s 178-year legacy, the retrospective show curated by creative director Jonathan Anderson showcases the brand’s evolution through six immersive chapters.

Spanning from iconic artefacts like 20th-century iron tools to contemporary milestones such as Rihanna’s customised red suit for the Super Bowl LVII Halftime Show, the exhibition offers a captivating exploration of Loewe’s craftsmanship and cultural influence.

Highlights include 69 notable looks from Anderson’s collections, featuring signature pieces like fishermen’s trousers from spring 2015 and a petal dress from spring 2023. In addition, visitors can immerse themselves in the brand’s collaborative ventures, including the highly sought-after partnership with Studio Ghibli.

The voices of actresses Yang Mi and Jodie Comer lead visitors through a Pronunciation Tunnel, echoing the phonetic composition of Loewe’s name. The exhibition culminates in a celebration of the brand’s Spanish heritage, showcasing vintage advertisements, iconic accessories like the Puzzle Bag and artworks by Pablo Picasso.

For more insights on Loewe, head to our Brand Innovation Debrief: Loewe report.

Loewe Crafted World exhibition at the Shanghai Exhibition Centre, China

Strategic opportunity

Can you explore your own heritage and legacy to curate immersive exhibitions showcasing your business’s evolution? This not only reinforces brand identity but also fosters deeper connections with consumers

Stat: Gen Z women in the US are increasingly identifying as LGBTQ+

Photography by Shingi Rice, UK

US – The percentage of lesbian, gay, bisexual, transgender and queer (LGBTQ+) adults in the US has reached a record high, according to a Gallup survey of 12,000 US adults.

The survey found that 7.6% of adults surveyed identified as LGBTQ+ in 2023, with women being nearly twice as likely as men to say they are LGBTQ+.

For the first time, Gallup also segmented the data by generation as well as gender, and found that 28.5% of Gen Z women aged 18–26 identify as LGBTQ+, with 20.7% saying they are bisexual, followed by 5.4% identifying as lesbians. Gen Z women were also nearly three times more likely than Gen Z men to identify as LGBTQ+.

The study also revealed that each younger generation is about twice as likely as the generation that preceded it to identify as LGBTQ+ and that across Gen X, Millennials and Gen Z, being bisexual is most common, whereas, in the older generations, LGBTQ+ individuals are more likely, or equally likely, to say they are gay or lesbian than bisexual.

On LS:N Global, our Identities Topic is an essential resource tracking directions in diversity, inclusion, women’s futures, evolving masculinity, spirituality, neurodiversity, ability and disability.

Strategic opportunity

When representing the LGBTQ+ Gen Z community in your brands’ marketing efforts keep in mind that women’s representation will be higher and reflect this in your choice of talent and media placement to reach a wider audience and represent them accurately