Future+ Fridays | Issue26

1. TikTok latest trend ‘Very demure, very mindful’

@joolieannie

#fyp #demure

What's happening: We have seen the “brat summer” trend, the questionable trad wife trend, and now the new trend "Very demure, very mindful" sweeping TikTok, where users showcase refined, subtle elegance in various aspects of life, from their work demeanour to their personal appearance.

TLDR:

• "Very demure, very mindful" is a viral TikTok trend focused on elegance and mindfulness kickstarted by content creator Jools Lebron with a satirical video (see above).

• The original video has over 31 million views, and Lebron's follower count has surged to 1.6 million within a week (currently 1.9M).

• Since the viral video, Lebron, a transgender creator, has landed brand deals with Dove, Verizon and Synergy.

• The trend is criticises by some as another restrictive take on femininity, similar to past trends like "clean girl”, “trad wife” where women are put into boxes.

• Others argue it celebrates the duality of womanhood, balancing elegance with personal freedom and is a completion of the Brat trend.

Why it matters: For brands, the viral nature of the trend has already shown substantial marketing potential and appear to be gold, with brands quick to capitalise on its popularity. As the trend continues to grow, it presents an opportunity for brands to connect with audiences by aligning with the themes that resonate with users following those trends. Yet, the trend underscores the ongoing tension in social media trends, especially those aimed at women. On one hand, it offers a refreshing focus on elegance, mindfulness, and respectfulness, serving as a counterbalance to more carefree trends like "Brat Summer." On the other hand, it risks reinforcing restrictive ideals of femininity, pushing women into boxes of unrealistic expectations.

2. Virtual worlds surge: brand activations growth in 2024 (GEEIQ report)

What’s happening: GEEIQ has released a new report highlighting a significant 58% rise in virtual brand activations during the first half of 2024 compared to the same period in 2023. The report focuses on the platforms where brands are investing, the industries making the most impact, and the growing preference for performance-driven marketing. See the highlights below.

TLDR:

• Virtual brand activations grew by 58% in H1 2024 compared to H1 2023, showing strong momentum in this marketing channel.

• A total of 347 brand activations occurred in the first half of 2024, including 97 time-limited integrations, with 81% of these taking place on Roblox.

• We see a domination by Roblox which accounts for 45% of all brand activations, maintaining its leading position followed by Fortnite (33%) which saw a 231% growth in brand activations, making it the fastest-growing (among those tracked by GEEIQ).

• Other platforms include ZEPETO, The Sandbox, and Emperia which are also seeing growth, with The Sandbox experiencing a 91% increase in activations.

• While Fashion & Apparel still plays a significant role, we notice an industry shift with an increase of activation in industries like Food & Drink, Sports Organisations, and Media & Entertainment that are all rapidly expanding their presence.

• We observed more campaign-based activation particularly in album launches and movie releases, highlighting the growing integration of entertainment with virtual worlds (e.g. real tickets sold for BeetleJuice movie within Roblox).

• So far this year, the first week of February 2024 has set a new record for brand activations in seven days, with major brands like Mastercard, Samsung, and Adidas launching multiple activations across Roblox, Fortnite, and Minecraft.

• Virtual worlds have become essential in marketing, they are now being used to hit KPIs at every stage of the marketing funnel—from awareness and consideration to conversion, with brands like Walmart using platforms like Roblox to sell real world assets with digital counterparts.

Why it matters: The surge in virtual brand activations in 2024 shows a shift toward a more mature and strategic approach to marketing within these virtual worlds. Brands are now committing significant resources to platforms that deliver measurable results and are focusing on full-funnel marketing, using virtual worlds for visibility all the way to sales of physical and digital assets. The ability for brands to create time-limited, campaign-based activations has proven to be a flexible and effective strategy, especially for industries like Media & Entertainment, which have successfully tied virtual world activities to album releases and movie premieres. This trend shows that virtual worlds are becoming an integral part of broader marketing strategies, allowing brands to engage with audiences, especially Gen Z, in more immersive and interactive ways. The continued growth and diversification of brand activations in virtual worlds suggest that these platforms will play an increasingly important role in the future of marketing. We can expect to see even more brands getting in the space this year, making virtual worlds a key area for consumer interaction and brand engagement.

3. BOSS and Aston Martin unite for luxury capsule collection

What's happening: BOSS has launched its first capsule collection in collaboration with Aston Martin, ahead of the Fall/Winter 2024 season.

TLDR:

• BOSS and Aston Martin team up for the first time, releasing a capsule collection.

• The partnership highlights a blend of luxury fashion and automotive craftsmanship with two capsule collections will be released annually, focusing on performance and style.

• The collection draws inspiration from Aston Martin’s design elements and BOSS’s premium tailoring, and will be available on boss website and through retailers.

• Formula One driver Fernando Alonso features in the campaign as the ambassador, representing the collaboration.

Why it matters: The collaboration between BOSS and Aston Martin highlights the growing trend of fashion and the automotive industry merging to create unique lifestyle collections. This partnership is part of a broader movement, as seen with past collaborations like Lamborghini x Supreme, McLaren x Belstaff, and Bugatti Chiron x Hermès. These partnerships bring together the best of both worlds, offering consumers luxury products that combine cutting-edge design with performance.

4. Condé Nast Signs Multi-Year Deal with OpenAI

What's happening: Condé Nast and OpenAI have signed a deal allowing OpenAI to use content from Condé Nast’s publications, including The New Yorker, Vogue, and WIRED among other, in its AI models.

TLDR:

• OpenAI gains access to content from Condé Nast’s media outlets.

• The agreement will include content in both ChatGPT and the new SearchGPT tool.

• Condé Nast seeks to adapt to current industry challenges and generate revenue as the partnership includes proper credit and payment for content use.

• OpenAI has similar agreements with other major publishers like the TIME as well as platforms like Reddit.

• The AI industry has previously faced legal issues for using content without permission.

Why it matters: This deal represents a strategic move for Condé Nast to remain relevant in a shifting media environment and to secure new sources of income. For OpenAI, the agreement enhances the quality of information available in its AI tools by incorporating trusted content. This collaboration could also influence how other media companies and AI developers work together in the future.

5. Culture focus: The Louvre's first-ever fashion exhibition

What's happening: The Louvre is preparing to launch its first-ever exhibition focused on the relationship between fashion and historical art, set to open in January. The exhibition will feature creations from Karl Lagerfeld’s time at Chanel as well as other designers, alongside precious objects spanning from the Middle Ages to the Second French Empire.

TLDR:

• The exhibition runs from January 24 to July 2024.

• It will include 65 fashion ensembles and 20 accessories, covering 9,700 square feet, including pieces will be borrowed from fashion houses in France, Italy, the UK, and the US.

• The display will mix recent fashion with historical artefacts, showing how designers draw their inspiration from the past.

• Curator Gabet highlights the connection between protective garments and historical armour.

• The exhibition aims to make historical collections more accessible, especially to younger audiences, by bridging generations through art.

Why it matters: This exhibition marks a significant moment for the Louvre, blending fashion with historical art in an unprecedented way. It highlights how contemporary designers are deeply influenced by the past, revealing fashion’s enduring historical roots. Featuring work from 40 established and emerging designers, the exhibit showcases the timeless impact of historical artefacts on modern style. It also aims to engage younger audiences, making history feel more relevant today, while offering a fresh perspective on the museum’s collections.