LSN : News : Stat: Coolcations are on the rise for summer 2024

Balmain joins forces with African artists for the Lion King anniversary

Disney x Balmain: The Lion King collection, France

France – In celebration of The Lion King’s 30th anniversary and the upcoming release of Mufasa: The Lion King, Disney and Balmain have teamed up to create a limited-edition collection. Designed by Balmain’s creative director Olivier Rousteing, the collection features ready-to-wear pieces and accessories inspired by African artisanal traditions and Disney’s storytelling.

Notable artists including South African painter Nika Mtwana and Cameroonian artist Enfant Précoce contributed to the designs, incorporating Afro-futuristic elements and characters from the original movie such as Simba. The collection was showcased in a short film by British-Nigerian director Femi Oladigbolu, capturing the essence of African craftsmanship.

In our analysis of Moving African Fashion Forward, we highlighted how authentic collaborations with talent on the African continent were crucial for taking the market to its next stage on the global fashion landscape.

Strategic opportunity

Partner with local artists and creators from diverse regions to bring unique and authentic elements into product designs, enhancing brand authenticity and appeal

Rapha and Cycle Sisters launch modest fashion performance wear

Rapha, UK

UK – British cycling brand Rapha has partnered with London’s Cycle Sisters (a community inspiring and enabling Muslim women to cycle) to introduce a collection of cycling-specific performance wear for Muslim women. The collection features a hijab, a long jersey and ankle-length padded pants, designed to provide modesty and assist performance.

Focus groups conducted by Rapha’s design team highlighted the need for such apparel, revealing that Muslim women often wore men’s cycling gear to achieve a covered fit, which compromises their comfort and performance.

‘Rapha is determined to help change the narrative and strives to create cycling apparel that makes all riders feel empowered, comfortable and confident,’ the brand stated in its press release.

The launch was celebrated with a series of events organised by Cycle Sisters and Rapha, focusing on Muslim cycling culture in London and beyond. These events provided a space for the community to ride, meet and support each other.

In our Better Bikercore microtrend report, we previously discussed how businesses are tapping into the cycling community.

Strategic opportunity

How can your brand empower its consumers through inclusive ranges? Create clothing that is stylish and supportive, and promote diversity and representation in the fashion market

M&S launches clothing repair and alterations service

UK – British retailer Marks & Spencer (M&S) has partnered with clothing repairs and alterations service Sojo to launch M&S Fixed by Sojo.

According to research from M&S, only 10% of people are confident enough to repair clothing themselves.

Opening in August, the M&S Fixed by Sojo hub will enable customers to book repair services such as zip replacements and invisible knitwear mending for M&S garments online. Repairs will start at £5 ($6.40, €5.91) and the clothing will be returned to the customer’s home in seven to 10 days.

The initiative is part of M&S’s new Plan A – Another Life which brings all of the retailer’s circularity services – such as its clothes donation partnership with Oxfam and Beauty Takeback Scheme with Handle – under one roof.

In our Global Fashion Summit 2024: Fashion’s Tipping Point? report, we explored the need for brands and retailers such as M&S to embrace circular business models to enable them to decouple revenue from production.

Photography by cottonbro studio, Global

Strategic opportunity

Retailers and fashion brands should look to introduce rental, resale, repair and recycling services that allow them to reduce textile waste and overproduction while establishing credibility as an eco-leader in the retail space

Stat: Coolcations are on the rise for summer 2024

Juvet Landscape Hotel, Valldal. Photography by @thetravelbook, Norway

Global – In a new report Virtuoso, the travel industry’s insiders’ club, highlights that Scandinavia and other cool destinations are top of mind for summer 2024 holiday-makers wanting to escape crowds and hot temperatures.

Iceland and Sweden are experiencing a surge in bookings (49% and 47% respectively), while other cool-weather havens such as the Netherlands (up 33%), Norway (16%) and Ireland (13%) are also experiencing increased interest.

The report uncovers the top destinations and trends for summer 2024 based on insights from more than £49.7bn ($63.6bn, €58.7bn) in travel transactions. Cruising is set to dominate tourism in 2024–25, with premium ocean trips leading the category. ‘Millennials and Gen Z are significantly influencing the industry,’ notes Virtuoso, with younger travellers prioritising environmental responsibility and social impact activities.

In our analysis of How Climate Change is Re-routing Travel, we analysed how players in the sector must adapt accordingly, or they’ll find themselves left behind in the heat.

Strategic opportunity

As global temperatures rise, consider offering travel insurance and flexible booking options to accommodate potential climate-related disruptions. Develop itineraries that include multiple cool-weather destinations to provide alternatives in case of extreme weather events