News 15.09.2020

Need to Know

Lego and Levi’s celebrate play, an online card game for diversity and inclusion, and female consumers are confused about the perimenopause.

Levi’s and Lego tap into DIY fashion

Lego and Levi’s

Global – A new capsule collection co-created by Lego and Levi’s allows consumers to take style and creativity into their own hands.

The forthcoming Lego and Levi’s collection playfully elevates Levi’s classics by adding Lego’s iconic baseplate on some selected garments. The silicon panel is attached to the majority of pieces, including trucker jackets, a pair of 501 jeans, hoodies, sweatshirts and accessories. By providing 110 Lego Dots, the wearer is encouraged to create personalised mosaic-like designs on top of the baseplates. The t-shirts, which don’t carry the customisable element, feature bold imagery instead.

‘This is such a fun collaboration celebrating self-expression, creativity and nostalgia,’ says Karyn Hillman, chief product officer for Levi’s, and adds: ‘With the customisable baseplates, Levi’s is now literally a new blank canvas for Lego play.’

In this way, the brands are targeting a new DIY fashion consumer who has emerged amid the pandemic. Explore our DIY Dressing Market to learn about similar creative product approaches.

These earrings are designed to keep AirPods in place

Pebble Pods by Misho, US Pebble Pods by Misho, US
Pebble Pods by Misho, US Pebble Pods by Misho, US

US – Jewellery brand Misho is launching a series of earrings that wrap and clip onto Apple AirPods.

The versatile creations act as supports to stop the AirPods falling out, as well as adding an aesthetic element to the product. The Pebble Pods, for example, feature a sculptural design and gold finish to mimic Misho's popular Pebble rings, while a more subtle version integrates gold or silver stud fastenings into the pods themselves.

Suhani Parekh, jewellery designer for Misho, says: ‘Jewellery is so incredibly personal and in a way so are these devices that have become inextricable from our lives, like the jewellery we wear, your phone or your headphones – they've become a second skin. Who you're speaking to, the music you're listening to and what you're wearing – it's all so personal. I love that there's a poetic connection there.’

As Leila Saad argues in her opinion piece, products are increasingly failing to adhere to problem-solving purposes, paving the way for new innovations that support and personalise consumer technology.

A card game that inspires inclusive design

London – Cards For Humanity is a practical online game that aims to encourage creatives to design more inclusively.

Inspired by Cards Against Humanity, the UK-based design studio Idean has elevated the controversial party game and created a tool for a more thoughtful design approach. When visiting the site, the online game deals a pair of cards: a person and a trait. The combinations challenge stereotypes and force players to think about new ways to serve complex user scenarios.

On the back of each visualised card the player can find relevant information such as how a disability or special need affects a person’s everyday life and how many people are affected by it. By further asking the question ‘How can you meet their need?’, the game intends to help creatives reveal their hidden biases and consequently create products, services and businesses which are more inclusive.

For more brand initiatives, concepts and campaigns that are championing diversity and inclusion, explore our Intersectionality series.

Cards For Humanity, UK

Stat: Women lack information about the perimenopause

Uzza, Barcelona Uzza, Barcelona

A study by Avon has revealed a global lack of information among women when it comes to the perimenopause.

Revealing the topic as still largely taboo among consumers, the research reveals that 44% of women across the world were still unaware of the perimenopause until they started to have symptoms. Meanwhile, 46% of the women featured in the study stated that they didn’t expect the perimenopause to start when it did.

‘Menopause is a commonly understood term, but the preceding process, the perimenopausal phase, is far less understood,' explains Dr Sarah Jarvis, a GP involved in the research. 'Officially, you reach the menopause when you have your last period. But the perimenopause, leading up to your final period, can last anywhere from a few months to four years. I see that in my surgery all the time, and these findings demonstrate that this is a truly global information gap.’

In order to support women beyond offering tokenistic products, brands should consider ways of positively Rebranding the Menopause.

Previous News Articles
Kia Europe turns road trips into sound journeys for visually impaired people

News

Kia Europe turns road trips into sound journeys for visually impaired people

Automobile manufacturer, Kia Europe and creative agency Innocean Berlin have launched Soundscapes, a creative experiment that transforms the tradit...
Soundscapes : Mobility : Pimp My Ride
Diriyah gets its own Pantone colour as part of cultural revival

News

Diriyah gets its own Pantone colour as part of cultural revival

The historic Saudi city of Diriyah now has a shade to call its own: Diriyah Tan.
Saudi Arabia : Diriyah : Diriyah Biennale
Stat: Consumers sacrifice dining and takeout amid inflation

News

Stat: Consumers sacrifice dining and takeout amid inflation

Amid growing economic uncertainty and inflation concerns, consumers in the US and UK are scaling back on discretionary spending, with 63% cutting b...
Stat : Stats : Spending
O Boticário launches sensual guide for female pleasure

News

O Boticário launches sensual guide for female pleasure

Brazilian cosmetics brand O Boticário has launched Her Touch, a digital book that aims to dismantle taboos around female pleasure by reframing the ...
Beauty : Wellness : Brazil
Trendmood translates online clout into physical retail

News

Trendmood translates online clout into physical retail

Instagram beauty scoop account @trendmood1 is making its first foray into physical retail with a Los Angeles pop-up set to open this summer.
Retail : Beauty : Pop Culture & Media
Stat: UK gym market hits record as Gen Z fuel sign-ups

News

Stat: UK gym market hits record as Gen Z fuel sign-ups

The UK gym market reached a record valuation of £5.7bn ($7.6bn, €6.6bn) in 2024, up 8.8% year on year, according to UKactive’s latest report.
Sports : Health : Wellness
Zendaya wears spacesuits by On to champion movement for all

News

Zendaya wears spacesuits by On to champion movement for all

Zendaya and Swiss sportswear brand On have launched Zone Dreamers, a fictional film trailer turned campaign spotlighting the emotional power of mov...
Fashion : Advertising : On
Stat: AI news fails to win over US audiences

News

Stat: AI news fails to win over US audiences

Despite growing industry interest in AI-generated journalism, a new poll from Poynter and the University of Minnesota reveals widespread public sce...
Technology : Media : AI
Glastonbury’s Shangri-La swaps social for soil in analogue relaunch

News

Glastonbury’s Shangri-La swaps social for soil in analogue relaunch

For 2025, Glastonbury’s Shangri-La is stepping away from digital channels and towards analogue connection, as the late-night area undergoes a thema...
Sustainability : Culture : Design
Corona constructs world’s first sun reserve in Brazil

News

Corona constructs world’s first sun reserve in Brazil

To mark its centenary, beach-born beer brand Corona has unveiled the world’s first sun reserve at Piedade Beach in Pernambuco, Brazil.
Sustainability : Drink : Advertising
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN