Future+ Fridays | Issue21

1. On unveils revolutionary spray-on running shoe for Olympics

What's happening: After first disrupting the footwear market with the CloudTec sole, Swiss shoe brand On is set to release a new spray-on running shoe, the Cloudboom Strike LS, for the Paris Olympics.

TLDR:

• On introduces Cloudboom Strike LS, a groundbreaking spray-on running shoe using LightSpray technology with an automated robotic arm that sprays an ultralight, one-piece shoe upper in a single step.

• The upper is made from recyclable thermoplastic, bonded to the sole without glue, a quick process, with entire manufacturing taking less than three minutes compared to traditional shoes that may take months.

• The technology will be unveiled on July 25th, the eve of the Paris Olympics, at the On Labs Hub in Paris - although they have already been worn and approved by a few athletes.

• The founders aimed to address the lack of innovation in footwear and bring something new and exciting.

• The technology aligns with the brand’s circularity goals, reducing carbon emissions by 75% and eliminating waste.

• It is a game changer as the shoes can be produced locally in Zurich, at On's headquarters, or anywhere in the world without any waste.

• A limited consumer release is planned for the New York marathon in November.

Why it matters: This revolutionary spray-on shoe technology from On represents a significant milestone in sportswear innovation, drastically reducing manufacturing time and environmental impact. Unveiled at the Paris Olympics, it aims to validate the design on a world stage.

2. Coach debuts metaverse activations on Roblox and Zepeto

What's happening: After a year in the making, Coach has launched a large-scale activation, bringing its spring/summer 2024 collection to the metaverse in partnership with Roblox and Zepeto.

TLDR:

• As part of the 'Find Your Courage' campaign, the brand expands into the digital space for the first time at this scale.

• The activation runs from July 19 to August 19, with the launch celebrated on July 17 at Coach's NYC store, featuring gaming influencers.

• The collection is available in Roblox's Fashion Klosset (created by supermodel Karlie Kloss) and Fashion Famous 2, as well as in Zepeto.

• In Roblox, 30 digital pieces are on sale, priced similarly to real-world items, users can participate in styling challenges and scavenger hunts for virtual Coach items.

• In Zepeto, users can purchase virtual items and access an exclusive photo booth.

• A 2023 Roblox study showed that 56% of Gen Z users care more about their avatars' looks than their own, with 42% adapting their physical style to match their avatars.

• Although Coach has previously participated in Metaverse Fashion Week, this is its first major metaverse activation, developed with the agency Geeiq.

Why it matters: Coach's move into the metaverse is a strategic effort to connect with Gen Z, a younger, digital-first audience. By offering virtual fashion items and interactive experiences on Roblox and Zepeto, Coach taps into the growing trend of fashion brands engaging in gaming activations. This not only expands their reach but also allows them to test the interest in metaverse-based retail.

3. Brunello Cucinelli launches AI-powered website

What's happening: Italian luxury creative director and former CEO, Brunello Cucinelli firmly believes that AI is the future, with a vision for 'humanistic artificial intelligence,' which he proved by unveiling an AI-based website for the brand during a presentation in Milan.

TLDR:

• Brunello Cucinelli launched an AI-based website, focusing on a dynamic interaction that blends human creativity with artificial intelligence, reflecting Cucinelli's values and beliefs

• The project, named Solomei AI, started in late summer 2021, developed during three years with a dedicated team of two mathematicians, an engineer, an artist, and a philosopher, represents a significant investment by the company

• From the home page, users can ask a question directly or explore images that tell the story of the company's founder, executive chairman, and creative director. This narrative set to music, unfolds as images gradually shrink to reveal new black-and-white drawings, in reference to Cucinelli’s manual work.

• The website features AI "agents" named after philosophers and mentors to guide users.

• The AI system on the website is designed to understand user intentions and adaptively offer relevant content, not just simple chatbot interaction.

• The next stage will involve an AI-based e-shop as Cucinelli said '60-70% of in-store buyers bring images from the web, AI will give us a significant sales advantage’.

Why it matters: Brunello Cucinelli's new AI-based website is a significant step in bringing together human creativity with technology. By naming AI agents after philosophers and incorporating artistic elements, Cucinelli showcases a unique approach to web design that emphasises its human values. This website aims to demystify AI, presenting it as a beneficial tool rather than a threat. The initiative highlights the potential of AI to enrich human experiences while staying true to personal and cultural values.

4. Ozempic reshapes fashion, beauty, and retail

What’s happening: For the past two years, the use of Ozempic, initially popular among the ‘rich and famous’ for weight loss, is now reshaping multiple sectors, significantly influencing the fashion, beauty, and retail industries among others.

TLDR:

• Ozempic use - and similar drugs - has skyrocketed, with projections indicating 1 in 7 Americans will use it by 2030.

• In the fashion world, it provoked an increased demand for smaller clothing sizes as users lose weight and refresh wardrobes frequently, leading to a decline in plus-size representation and reversing size inclusivity progress.

• In retail, US retailers have seen a rise in smaller clothing sales and have reduced offerings for larger sizes, which are not as high in demand anymore.

• In beauty, the drug, famous for the ‘Ozempic face,’ will require skincare innovations to address its side effects, such as skin elasticity and muscle definition. A potential increase in face and body lifts is expected due to rapid physical changes from the drug.

• In health and fitness, we expect a shift towards supplements and new health routines to combat side effects.

Why it matters: As people strive to fit new, slimmer silhouettes, the demand for smaller clothing has increased, leading many retailers to cut back on plus-size options. Luxury brands had been making progress with size inclusivity, offering more options for different body types. However, the rise in Ozempic use is reversing this trend, with retailers and fashion labels focusing more on smaller sizes. This shift brings back a sense of exclusivity in fashion, sidelining diverse body types in favour of slimmer silhouettes. Ozempic's influence is seen across various industries, highlighting a significant transformation in consumer behaviour and industry practices, and showing the drug's powerful role in shaping modern lifestyle and health trends.

5. The $600 million Ambani wedding and what it means for luxury in India

What's happening: It was on everyone’s feed this week, the Ambani wedding, called by some the "wedding of the century," showcased Indian culture, fashion, and economic prominence while drawing global attention and influential guests.

TLDR:

• The Ambani family hosted an extravagant wedding event to unite Anant Ambani, youngest son of the richest man in Asia, and Radhika Merchant. It momentarily positioned India as the prime destination for luxurious and opulent events, underscoring their status as India's most prominent business family.

• The wedding celebrations lasted over seven months, beginning with the engagement in December, followed by an engagement party in January, a pre-wedding event in March, an Europe cruise party in June in Europe, and culminating in days of celebration in July.

• It received extensive international media coverage, being featured in over 160 major media outlets across 23 countries.

• Part of Ambani’s portfolio, Reliance Retail's The Wedding Collective, a wedding expo scheduled for this August in Mumbai, aims to capitalise on the momentum generated by the Ambani wedding.

• The wedding was attended by high-profile celebrities and influential figures such as Nick Jonas, Mark Zuckerberg, and the Kardashian family. This highlights the global interest and importance of the event, showing that business leaders see the Ambani’s as strategically important and recognise India as a significant market.

• Headlining performances included major artists such as Justin Bieber, Rihanna, Katy Perry, and the Backstreet Boys, further elevating the event's profile on a global scale.

• Following a strict dress code, most guests wore custom designs by renowned Indian fashion designers, creating a unique platform to showcase Indian fashion and craftsmanship on a global stage and setting trends for years to come.

• The wedding also sparked criticism and discussions about India's wealth disparities and economic inequality, contrasting the opulence of the event with the poverty experienced by many in the country.

Why it matters: The Ambani wedding went beyond uniting two prominent families; it became a showcase of Indian culture and fashion on a global stage. The presence of world-renowned celebrities and business leaders highlighted India's growing influence as a significant market. While the event displayed rich Indian traditions, it also positioned India as a key player in global cultural and economic discussions, prompting high expectations for the country's influence.