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Burberry revives archival outerwear for National Geographic documentary

Endurance by National Geographic Documentary Films, UK

UK – Burberry’s latest archival display at its London Regent Street store celebrates Sir Ernest Shackleton’s legendary 1914 Antarctic expedition when the 27-man crew lived aboard the stranded ship for 10 months before it eventually sunk. Shackleton and his crew survived in part thanks to their Burberry gabardine clothing.

The ship’s plight is the subject of a new National Geographic documentary, Endurance. Burberry designed 10 replicas of the pioneering weatherproof garments for the film, crafted to original specifications.

Two outfits went on show at the Burberry store until 31 October 2024, including an anorak, trousers and hood. The green garments were designed to enable movement, provide protection from windy and snowy conditions, and be soothing to the eyes in a snowy landscape.

The collection is part of a wider display of archive outerwear in Burberry stores, underlining the brand’s heritage of crafting weatherproof, performance-driven apparel. Our Luxury Recrafted macrotrend report explores why the luxury sector is doubling down on craftsmanship and heritage to appeal to next-generation consumers.

Strategic opportunity

Luxury brands should look to collaborate with cultural institutions, using shared storytelling to elevate brand perception and add narrative depth to collections and archive revivals

Gob launches mycelium-based earplugs

DFC-001 single-use earplug by GOB, US

US – Material science lab Gob is revolutionising the earplug market with a mycelium-based alternative that promises to eliminate the environmental impact of traditional disposable earplugs.

With what it claims is the world’s first plastic-free, compostable earplug, Gob aims to tackle the staggering 40bn single-use earplugs produced annually, which could wrap around the Earth nearly 100 times if laid end to end.

The company’s eco-friendly earplugs not only address plastic waste but also health concerns linked to conventional PVC foam earplugs, which can contain harmful chemicals. The earplugs are created in collaboration with Forager by Ecovative and utilise a mycelium foam that can generate 3m square feet of material per acre annually.

Gob asserts that its AirMycelium foam provides superior acoustic dampening while ensuring sound clarity and comfort. Fully home-compostable at end of life, these earplugs break down into nutrient-rich soil, offering a stark contrast to their PVC counterparts. Pre-orders are now being accepted, with shipments set to begin in early 2025.

In our Biofabricated Futures design direction report we analysed the regenerative processes, scalability and the commercial potential of biofabricated materials such as AirMycelium.

Strategic opportunity

Explore sustainable and biodegradable materials in your product offerings such as mycelium or algae to position your brand as an industry leader when it comes to alternative materials

Brenda Lee’s holiday classic enters the AI era with Spanish re-release

Global – Brenda Lee’s iconic holiday song, Rockin’ Around the Christmas Tree, has been re-imagined as Noche Buena y Navidad in a Spanish-language release powered by AI.

Released on 25 October 2024 by MCA Nashville and Universal Music Enterprises, the single retains the original music while integrating AI-driven translation technology through SoundLabs’ MicDrop plugin. The project, a collaboration between SoundLabs and Universal Music Group (UMG), represents a new approach to translating popular music for diverse audiences.

Four-times Latin Grammy winner Aureo Baqueiro led the transformation, translating the lyrics to maintain phonetics and rhymes in Spanish while preserving the song’s festive essence. Chile-born vocalist Leyla Hoyle recorded the Spanish vocals and AI technology mapped Lee’s voice over Hoyle’s performance, replicating her distinctive tone and phrasing.

The release arrives as Rockin’ Around the Christmas Tree enjoys a revival in popularity, topping the Billboard Hot 100 for three consecutive weeks in 2023.

The release shows how the music industry is set to undergo massive transformations thanks to the advent of AI, a topic we explore in depth in The Synthocene Era: Merging Human and Machine Intelligence.

AI imagery by The Future Laboratory, UK

Strategic opportunity

As AI offers opportunities to expand the creative industries, businesses must consider the ethical implications of such technologies in terms of licensing and ownership

Stat: US Gen Z are the most likely to hide their voting choices

Photography by Mart Production, Global

US – An October 2024 Axios Vibes survey by The Harris Poll reveals that nearly half of Gen Z voters (48%) in the US have lied about their voting preferences to close friends or family, reflecting an era of heightened political sensitivity. Millennials (38%), Gen Xers (17%) and Boomers and older (6%) also admit to lying. This trend isn’t an isolated one; about 23% of US voters across generations have also admitted to misleading others about their choices.

John Gerzema, CEO of The Harris Poll, told Axios he has noticed a shift towards new privacy, where many, especially young people, avoid discussing their votes to avoid potential conflict. He describes this as ‘a new social etiquette’ in which staying neutral resembles being ‘like Switzerland’.

This study shows this trend is particularly prominent among younger generations, who often prioritise personal and workplace harmony, even at the cost of truth in political conversations.

The research finds that younger opinionated Americans born with smartphones are likely to be more conflict-averse in real-life political interactions and daily settings such as work. It also indicates that over 58% of voters see their vote as private, a mindset increasingly relevant in today’s polarised political climate.

For more insights on young consumer behaviour, head to our Gen Z Now and Next: From Vision to Contradiction macrotrend report.

Strategic opportunity

Change the tone in your communications to mirror the new privacy etiquette, showing empathy for individuals who prefer to keep personal choices private. This can involve reframing brand loyalty as a subtle, personal decision rather than a public declaration