Future+ Fridays | Issue54

1. Google expands AI Shopping: virtual try-ons for makeup and fashion go next-level

What's Happening:
Google has enhanced its shopping experience with new AI-powered features, aiming to provide users with more personalized and interactive tools for fashion and beauty shopping.

TLDR:

• Google introduced new AI-driven shopping features, including:​

  • Vision match: Generates images based on user descriptions to find similar products.

  • Expanded virtual try-on: Allows users to see how pants and skirts look on diverse models.​

  • Virtual beauty try-on: Enables users to try on full-face makeup looks inspired by popular styles.​

• These tools aim to provide a more personalized and immersive online shopping experience.

• The features are currently available on mobile and desktop platforms.

Why It Matters:
Google's advancements in AI shopping tools reflect a growing trend toward personalized and interactive online retail experiences. By allowing users to visualize products on themselves or models with similar features, these tools can increase confidence in purchasing decisions and reduce the uncertainty often associated with online shopping. This move enhances user engagement and positions Google as a key player in the evolving landscape of e-commerce, where virtual try-on technologies are becoming increasingly important.​

2. Spotify’s big AI bet: is the music industry ready for the disruption?

What's happening:
Spotify is making a bold move into AI-driven music creation, aiming to transform how music is made and consumed. The company is reportedly developing tools that allow users to generate music using artificial intelligence, potentially shifting the platform from a passive streaming service to an interactive creative space. Major tech companies like Spotify, ElevenLabs, and OpenAI are driving innovations, while AI-generated music, AI-powered curation, and deepfake voices are reshaping the landscape.

TLDR:

• Spotify is investing in AI-driven music creation tools which aim to empower users to create their own music.​

• The initiative could shift users from passive listeners to active creators and therefore challenge traditional music production and distribution models.

• The integration of AI in music raises questions about creativity and authenticity.​

• Spotify's strategy reflects a broader trend of AI adoption in creative industries.​

• AI is revolutionizing music by automating production, curating content and replacing human artists and vocalists.

• AI is making music creation and consumption more personalized and efficient for users, but it raises ethical concerns about authenticity, artist compensation and human creativity.

Why it matters:
Spotify's venture into AI-generated music tools signifies a potential shift in the music industry's landscape. By enabling users to create personalized music, Spotify is blurring the lines between creators and consumers. This development could disrupt traditional music creation and distribution channels, challenging the roles of artists, producers, and record labels. However, it also raises critical discussions about the essence of creativity, the value of human artistry, and the implications of AI-generated content on the authenticity of music. As AI continues to permeate creative fields, industries must navigate the balance between technological innovation and the preservation of the human touch in art.​

3. Louis Vuitton x Pat McGrath Labs: a game-changing beauty collaboration

What's Happening
Louis Vuitton is making a highly anticipated entrance into the beauty industry with its first-ever makeup line, La Beauté Louis Vuitton, set to launch in Autumn 2025. The luxury fashion house has appointed renowned makeup artist Dame Pat McGrath as the Creative Director of Cosmetics, ensuring the collection embodies both artistic excellence and inclusivity.

TLDR:

• The debut collection will feature 55 lipsticks, 10 tinted lip balms, and 8 eyeshadow palettes, designed with McGrath’s signature artistry and diverse shade range.

• Luxury craftsmanship will be integrated through bespoke lipstick cases and miniature trunks, blending Louis Vuitton’s iconic leatherwork with modern beauty trends.

• The move follows other luxury brands such as Hermès, Valentino and Gucci entering the cosmetics market, expanding Louis Vuitton’s reach while maintaining its high-end appeal.

• The collection will be exclusively available in 116 Louis Vuitton boutiques worldwide, reinforcing its luxury positioning.

Why it matters:
Louis Vuitton’s entrance into the beauty industry is a significant expansion of its luxury empire, offering a new entry point for consumers while maintaining the brand’s high-end exclusivity. Louis Vuitton's move into beauty reflects a growing trend where luxury fashion brands are expanding into the cosmetics industry. Other high-end labels like Gucci, Valentino, and Hermès are leveraging their prestige to tap into the lucrative beauty market, offering consumers more accessible luxury experiences. By appointing Dame Pat McGrath, known for her groundbreaking work in beauty, Louis Vuitton aims to merge its heritage of craftsmanship with innovative makeup artistry. This shift signals how fashion houses are evolving beyond clothing and accessories, using beauty products to strengthen brand identity and attract new audiences.

4. Hoka x Marni: where high fashion meets performance in footwear

What's Happening
Hoka, renowned for its performance footwear, has partnered with Italian fashion label Marni to create the BONDI B3LS sneaker. This collaboration merges Hoka's advanced running shoe technology with Marni's distinctive, avant-garde design approach.

TLDR:

• Hoka and Marni have teamed up to release a distinctive version of Hoka's B3LS sneaker.

• The design features polyester and rubber bubbles, giving it a futuristic look.

• Available in red, blue, yellow, and brown, the sneakers launch on April 3, 2025, priced at $395.

Why It Matters
This collaboration signifies Hoka's strategic move to blend high-performance footwear with high fashion, aiming to attract a broader audience. By partnering with Marni, Hoka not only enhances its fashion credibility but also showcases the versatility of its designs beyond athletic wear. For Marni, this alliance offers an opportunity to delve into the sportswear market, merging luxury fashion with functional design. Such collaborations reflect a growing trend where fashion and athletic brands intersect, catering to consumers seeking style without compromising performance.​

5. Ad Council and Walmart introduce 'Love, Your Mind' on Roblox to support teen mental health

What's happening:
The Ad Council, alongside Walmart, Dentsu, The Gang, and mental health experts, has launched Love, Your Mind World on Roblox—a digital space designed to help teenagers navigate mental well-being through interactive gaming experiences. Players can engage in three obstacle courses known as obbies, each promoting healthy coping strategies, emotional resilience, and community support.

TLDR:

• The Ad Council, Walmart, and partners launched Love, Your Mind World on Roblox to provide teen mental health support.

• The experience includes interactive challenges, guided meditations, and mindfulness exercises designed with mental health experts.

• Collaborations with Headspace, E.L.F. Beauty, and others add resources and engagement.

• Walmart integrates the initiative into its Walmart Discovered space on Roblox.

• Roblox has previously collaborated with wellness brands such as Alo Yoga launching Alo Sanctuary and Sol de Janeiro Universe activations in in February 2024.

Why it matters:
With millions of teens active on Roblox, this initiative brings mental health awareness into a familiar digital space. "Love, Your Mind World" represents a significant effort to address teen mental health by leveraging the immersive and interactive nature of Roblox, a platform popular among younger audiences. This collaboration reflects a broader trend of integrating wellness into virtual spaces, as seen with previous activations by brands like Alo Yoga and Sol de Janeiro. Such initiatives not only enhance brand engagement but also contribute positively to users' mental health, demonstrating the potential of digital platforms to support well-being. ​By partnering with corporations, nonprofits, and wellness brands, Love, Your Mind World makes mental health resources more accessible, engaging, and relevant to young audiences.