Future+ Fridays | Issue27

1. Shocking news: Meta discontinues Spark AR

What's happening: For anyone who missed out on this week’s shocking news, Meta has announced that it will shut down its Spark AR platform, which allows third parties to create augmented reality (AR) effects. This will come into effect on January 14, 2025. This decision has disappointed many creators who rely on the platform for incomes and for brands to create exciting filters creating brand awareness.

TLDR:

• Meta is closing its Spark AR platform, effective January 14, 2025 - the shutdown will remove all AR effects created by third parties, leaving only those launched by Meta.

• Spark AR allows third-party creators to build AR effects for Meta’s platforms (instagram and facebook), used millions of times globally.

• Spark had become a source of incomes for AR focused companies as well as creators and used by many brands who heavily invested to release branded filters or launch of product for example.

• Creators have expressed frustration, feeling that they are left with little time to find alternatives as we can see on the Spark community page.

• The Spark platform has over 600,000 creators from 190 countries - in comparison to Snap’s Lens Studio used by an estimated 330,000 creators.

• The reason behind it remains unknown, yet, Meta cites a shift in focus to AI and other future-oriented products.

• Spark AR, from its beginning was a free platform that didn't require any payments from users, featuring an easy onboarding process with no coding needed, which helped a broader audience familiarise themselves with AR. Maintaining the platform required a team of over 20 people to provide support and continuous updates.

• The one option that seems safe for creators is the use of Unity, Blender, Needle and Blippar as popular open source as they won’t be removed without notice. Yet, those require new a set of skills if creators don’t have them.

Why it matters: The closure of Spark AR marks a new shift in Meta's strategy, potentially being a move away from AR towards other technologies like AI. For thousands of creators, this change represents more than just a business pivot; it abruptly ends a source of income. Many creators have invested substantial resources into building their AR businesses on the platform and now face the challenge of finding new business opportunities. This decision affects not only creators but also brands that relied heavily on filters and invested significant amounts of money into AR filters. Instagram is the top platform for branded filters, frequently requested by brands to engage with their audience. With the disappearance of these filters, will brands shift their focus to platforms like TikTok and Snapchat? Yet, does this mean those platforms also delete their platform without notice the same way Meta did? The future of branded AR content is now questionable, and we wonder what is next to come.

2. CFDA and BFC team up with eBay for pre-loved fashion week 

What’s happening: eBay is launching its first Pre-Loved Fashion Week in September, partnering with the Council of Fashion Designers of America (CFDA) and the British Fashion Council (BFC) to promote secondhand luxury fashion.

TLDR:

• eBay's inaugural Pre-Loved Fashion Week will take place in September in New York and London, it will be the first entirely ‘pre-loved’ runway show.

• Named "Endless Runway," the event will feature live, shoppable runway shows with pre-owned designer pieces and will be accessible to US and UK based shoppers via eBay live from September 5 at 12PM ET.

• Brands showcased will include Khaite, Off-White, Christopher Kane, and Simone Rocha.

• The shows will occur just before the official Spring/Summer 2025 fashion weeks.

• eBay aims to make luxury fashion more accessible and sustainable by highlighting the secondhand market which is growing, with $50 billion in sales in 2023, and now makes up 40% of eBay's gross merchandise volume.

Why it matters: eBay's Pre-Loved Fashion Week is a strategic move to establish itself as a leader in the sustainable fashion space. By partnering with prominent fashion councils and tapping into the growing demand for circular fashion, eBay appeals to eco-conscious consumers while redefining luxury fashion as both accessible and sustainable. This initiative reflects a broader shift in the fashion industry towards sustainability, driving innovation and altering consumer behaviour. It also highlights that Fashion Week can showcase not only new collections but also breathe new life into previous ones, demonstrating the timeless value of well-crafted designer pieces.

3. Chanel gets into wearable technology with première sound watch

What's happening: Embracing nostalgia and the trend for 90s wired headphones, Chanel has launched its first piece of wearable technology, the Première Sound watch. This accessory seamlessly blends luxury with modern functionality, featuring wired headphones. With this launch, Chanel is entering the evolving tech space to stay relevant and appeal to digitally-savvy consumers.

TLDR:

• Chanel has introduced the Première Sound watch, a wearable tech accessory that combines jewellery with functionality, featuring a long double sautoir necklace, a watch, wired headphones, a microphone, and remote control capabilities.

• This new piece is a modern take on Chanel’s Première Edition Originale jewellery watch, first launched in 1987. Just as the original redefined the codes of watchmaking, this latest iteration continues Chanel's legacy of innovation.

• To enter the tech space, Chanel collaborated with audio specialist Master & Dynamic, known for partnerships with other luxury brands like Louis Vuitton and Celine, to create high-quality, noise-canceling earphones.

• The headphones are removable, gold-coated, and can connect to smartphones or other devices using a USB-C adapter. The watch itself features an 18K gold-plated steel case, an onyx cabochon, and a necklace chain intertwined with black leather.

• Initially available at Le Bon Marché in Paris, the Premiere Sound watch is set to launch in Chanel boutiques on September 2nd, priced at nearly $15,000.

Why it matters: Chanel's entry into wearable technology demonstrates a shift in the luxury market, where high-end brands are combining traditional craftsmanship with modern technology. This move aims to attract a younger, tech-savvy audience that seeks both luxury and innovation and is always connected. By collaborating with Master & Dynamic, Chanel delivers a product that combines aesthetic appeal with superior audio quality, showcasing its commitment to blending style with functionality and maintaining a high level of craftsmanship. This launch shows the ongoing efforts of luxury brands to stay relevant and appeal to a new generation of consumers.

4. Amazon takes on social Shopping with TikTok and Pinterest Integration

What's happening: Amazon is expanding its presence in social shopping by allowing users to purchase products directly through TikTok and Pinterest without leaving these platforms.

TLDR:

• Amazon now allows users to shop directly on TikTok and Pinterest by linking their accounts.

• U.S. shoppers can see real-time pricing, Prime eligibility, delivery estimates, and product details on Amazon ads within TikTok and Pinterest.

• The integration is available for select products advertised and sold by either Amazon or independent sellers.

• Amazon sellers can benefit as they will gain access to TikTok’s and Pinterest’s large, engaged user bases, helping Amazon to tap into younger demographics, enhance digital marketing, and gain valuable consumer insights.

• Sellers benefit from robust targeting tools to reach specific demographics likely to be interested in their products.

• Through the integration, users also can enjoy a seamless shopping experience, adding items directly to their Amazon cart from the platforms themselves and paying through it.

• However, there is a risk of Amazon losing some control over the shopping experience and becoming reliant on social media platforms like TikTok, which could impact its brand image.

Why it matters: This new integration signals Amazon's deeper dive into social commerce, a rapidly growing sector where shopping merges with social media experiences. By integrating directly with TikTok and Pinterest, Amazon is positioning itself to capture a younger demographic, accustomed to discovering and buying products within social apps. This initiative aligns with Amazon’s goal to create a more engaging and immersive shopping experience, moving beyond traditional e-commerce. However, relying on these platforms presents risks, including potential algorithm changes and shifts in platform popularity.

5. Emily in Paris: A cultural phenomenon using brand placement to drive sustainability and digital fashion

What's happening: Emily in Paris returned this summer with its fourth season, having previously been crowned Netflix's most-watched show in 2022. This new season is making waves as a cultural phenomenon by integrating digital and sustainable fashion trends, including collaborations with platforms like Zepeto and Vestiaire Collective, pushing for mass adoption of virtual fashion and resale.

TLDR:

• Emily in Paris is shaping global fashion trends and consumer behaviours, reinforcing its status as a cultural phenomenon through strategic brand placements.

• One unexpected collaboration this season is with Zepeto, a digital avatar platform that lets fans engage with virtual fashion. This partnership just makes sense, as the show’s audience aligns perfectly with Zepeto’s target demographic of young, tech-savvy, fashion-conscious social media users. This exposure significantly boosts Zepeto's brand awareness with its fashion vertical, and a digital Emily in Paris fashion collection has also been released within the game.

• Vestiaire Collective, a luxury second-hand platform, is prominently featured in the first episode which promotes circular fashion. It encourages viewers to consider buying and selling pre-owned designer clothes as a sustainable choice. Alongside its presence in the show, the platform launched a curated collection of designer pieces inspired by the series, available for immediate purchase.

• Through this collaboration, Vestiaire Collective aims to drive interest in resale shopping and has introduced various incentives to attract new users, such as special perks for first-time sellers.

• The show promotes sustainability by encouraging viewers to participate in the resale market, reducing fashion waste and fostering eco-friendly consumer habits.

• Emily in Paris also features other brands, such as Baccarat, which has a fictional perfume collaboration in the show that was released as a real product. Other brands include Samsung and Staub cookware.

Why it matters: Emily in Paris has become a driver of cultural and consumer shifts. The inclusion of brands like Zepeto and Vestiaire Collective in the storyline promotes virtual fashion and gaming while emphasising the importance of sustainable practices in the real world. By integrating these brands, the show introduces its massive audience to the concept of circular fashion, encouraging them to consider resale shopping and digital fashion as viable and trendy options. This reflects a significant move towards sustainability and digital innovation, demonstrating how mainstream media can lead to the mass adoption of new consumer behaviours and more responsible, eco-conscious fashion choices.