Future+ Fridays | Issue50

1. Givaudan debuts interactive fragrance adventure on Roblox

What's happening: Givaudan, a global leader in fine fragrances, has released Guardians of Memories, an interactive game on Roblox that introduces young players to the art of perfume creation by connecting scents to memories and emotions.

TLDR:

• Givaudan's new Roblox game aims to teach Gen Z and Alpha about fragrance-making.

• Players explore how scents influence memory and emotion through an interactive storyline.

• The initiative supports Givaudan’s 2025 digital strategy to drive innovation in the fragrance industry.

• The project was developed in partnership with Digitalli, a digital strategy firm, and Novelab, a leader in immersive storytelling.

• Givaudan aims to demystify the perfume world by making it accessible through gamification.

• The game fosters community engagement among young, future consumers of fine fragrances. See the link to the game here.

Why it matters: With millions of young users on platforms like Roblox, games have become powerful tools for both education and engagement. Through Guardians of Memories, Givaudan can inspire curiosity about the often-overlooked craft of perfumery, helping players understand the link between scents, emotions, and memories. The interactive approach also introduces the artistic and scientific concepts behind fragrance creation in a fun, relatable way. This project highlights how brands can educate while building emotional connections—laying the foundation for future enthusiasts and consumers. By merging creativity, storytelling, and technology, Givaudan is redefining how traditional industries can stay relevant in a rapidly changing, digital-first world.

2. Manolo Blahnik partners with Drest for interactive virtual quest

What's happening: Manolo Blahnik has teamed up with digital fashion platform Drest, first launched in 2019, to offer users a gamified experience where they can style virtual looks, explore branded settings, and compete for a £950 shopping prize.

TLDR:

• Manolo Blahnik's first Drest Quest features 18 shoes, bags, and branded locations.

• Players can create virtual fashion looks using Blahnik items and share them on social media.

• Exclusive in-game experiences include six hairstyles and five custom environments inspired by Blahnik’s signature style.

• Users who completed the Quest, which ran yesterday (February 6th) and reshared on social media (boosting engagement) can win up to £950 to spend on Blahnik products.

• The collaboration with games aims to engage younger, tech-savvy consumers, reflecting a growing trend of luxury brands blending gaming and fashion to drive engagement and sales.

• Drest partners with a wide range of luxury brands, including Fendi, Cartier, Versace, and more, bringing their products to the virtual styling platform.

• Manolo Blahnik had previously stepped into the virtual world with an IRL VR experience in partnership with xydrobe in London.

Why it matters: Luxury brands like Manolo Blahnik are entering the gaming world to stay culturally relevant and connect with younger audiences. Interactive platforms like Drest allow users to engage with fashion brands personally, fostering emotional connections through creative experiences. By offering real-world prizes and immersive virtual quests, brands expand their reach and strengthen loyalty and engagement among new and existing customers.

3. How AI is reshaping beauty standards through digital influencers

What's happening: In 2024, over 1,500 AI-generated influencers competed in the world’s first AI beauty pageant, "Miss AI," organised by The World AI Creator Awards (WAICA) and Fanvue. This trend is part of a larger movement where AI models and influencers are reshaping beauty and marketing in fashion and cosmetics.

TLDR:

• AI influencers like Lil Miquela and Shudu Gram have been gaining major brand deals with companies like Prada, Calvin Klein, and Fenty Beauty.

• Beauty and fashion brands such as Balmain, Diesel, and L’Oréal have embraced AI-generated campaigns, often sparking both intrigue and criticism.

• Critics warn of the rise of a hyper-perfected "meta face," an aesthetic that amplifies unattainable beauty ideals while distorting human perceptions of attractiveness and self-worth.

• Younger generations, especially Gen Alpha, are growing up exposed to augmented and AI-generated faces, potentially normalising digital perfection and reducing tolerance for natural imperfections.

• Cosmetic surgeons report a growing trend of patients seeking surgeries based on AI-enhanced or digitally altered images.

• Brands like Dove previously announced that they would confront AI bias by promoting diverse representations of beauty in their campaigns.

• AI has become a key tool for advertising to younger consumers, many of whom use AI tools like ChatGPT as virtual advisors on health, beauty, and skincare.

Why it matters: AI is revolutionising beauty, but not without ethical concerns. While some hail AI for enabling creativity and expanding representation, others warn it may entrench harmful, exclusionary beauty standards. The challenge for brands is to balance innovation with authenticity and inclusivity. AI-generated campaigns can boost engagement and efficiency but risk eroding trust if used deceptively. Companies that succeed will approach AI thoughtfully—using it to enhance, not distort, beauty narratives while promoting transparency and diversity in both their models and marketing strategies.

4. Coperni to host fashion show at Paris’ Adidas arena with 24-hour gaming event

What's happening: French fashion brand Coperni is hosting its Paris Fashion Week show on March 9 at the newly built Adidas Arena, incorporating a 24-hour gaming-themed LAN (Local Area Party) party into the event.

TLDR:

• Coperni's show will take place at the Adidas Arena in Paris, which is a venue that was completed ahead of the 2024 Olympics.

• For this edition, cofounders Sébastien Meyer and Arnaud Vaillant are blending fashion with gaming culture.

• The event will feature 200 gamers and streaming, including both amateurs and professionals, with a focus on gender representation, as women are often underrepresented in the industry.

• This fall collection will draw inspiration from ‘90s gaming and movies like Hackers and Tomb Raider.

• Coperni is known for viral experimental shows, including its Disneyland Paris event featuring Kylie Jenner generating millions in media exposure.

• Collaborations and "surprises" are to be expected during the show to boost digital engagement with younger audiences.

Why it matters: Fashion and gaming, two major cultural forces, continue to converge in new and innovative ways as brands seek to connect with younger, tech-savvy customers. Coperni's move to integrate a nostalgic yet highly relevant gaming experience reflects the growing influence of e-sports and gaming communities on pop culture. By turning its show into an immersive event, Coperni aims to spark significant digital engagement and media impact, reinforcing its reputation for innovation and viral shows.

5. The Beatles make history with AI-assisted Grammy win

What's happening: The Beatles' AI-assisted song "Now and Then" won the Grammy for Best Rock Performance, marking the first-ever Grammy victory for a song knowingly completed with artificial intelligence.

TLDR:

• John Lennon recorded a rough demo of "Now and Then" in 1978, and following his death in 1980, The Beatles couldn’t finish the track due to technical limitations.

• AI later helped isolate and enhance Lennon’s vocals, making the final production possible.

• Released in November 2023, the song was promoted as The Beatles' last collaboration.

• Unlike generative AI that mimics voices, this technology only improved sound quality on existing recordings and completed the song for release.

• The Grammy win as ‘Best Rock performance’ reflects growing acceptance of AI's potential to support—not replace—human creativity in music.

• The entertainment industry remains cautious about AI, but this milestone may encourage further exploration of AI-driven innovation.

Why it matters: This Grammy win highlights how AI can play a powerful role in reviving and preserving voices from the past. Decades ago, it was impossible to use certain recordings due to poor sound quality, but advancements in AI have changed that. The technology allowed The Beatles to complete a song that once seemed lost forever. While AI sparks controversy in other areas of creativity, this achievement shows how it can respectfully support and enhance artistic legacies without compromising authenticity.