Gone Hollywood

Americana pivots from Western-wear to retro-Hollywood aesthetics. Channel the grittier side of Los Angeles in the 1950s: greasers, crisp denim, pin-up chic, glossy celebrities, classic cartoons, and old LA nightlife.

THERE'S MORE TO THIS STORY, READ THE REST HERE

Appropriation is appreciation, aesthetically speaking.

We've moved beyond the clumsy debates of cultural appropriation to a more gracious understanding of cultural appreciation that impacts all aspects of product and experience. A fluidity of global craftsmanship gives rise to fashion that celebrates rather than borrows from different cultures. The shift isn't about cherry-picking references—it's about building a richer, more meaningful narrative through design. Louis Vuitton's SS25 Paris show came down a runway constructed of over a thousand trunks, not only paying homage to the brand's travel legacy but also presenting a maximalist mix of fabrics, accessories, and techniques pulled from various corners of the globe and different eras of time. Cross-cultural exchange is a two-way street. Ralph Lauren's Tokyo store recently showcased their Artists in Residence program, collaborating with a seventh-generation Dine (Navajo) textile artist—a fusion of deep Western heritage with Eastern presentation. Meanwhile, anime—once a niche subculture—has exploded into the mainstream, further illustrating the global exchange of aesthetics. Graphic components like emojis, internet slang, and anime characters are a shared visual language, transcending borders and inspiring fresh re-imaginings when crossed with different cultures. This cross-pollination of aesthetics will accelerate, so lean into authentic collaborations that spin contemporary designs honoring cultural traditions.

THERE'S MORE TO THIS STORY, READ THE REST HERE

New generations, new design directions.

What are the youths leaving behind? Ankle socks and stale branding. It’s time to embrace chaos, err on the slightly unhinged, and welcome back the maximalist aesthetic. According to the 2024 Logo Trend Report, whimsical, irregular, bloated, rounded, and wavy fonts and graphics are what Gen ZA is craving in brand appeal. Particularly popping for this consumer, stickers (or sticker-esque designs) and smiley faces worked into logos and messaging. Attracting a younger cohort, who incidentally is heavily consuming beauty and food items (read: primarily packaged product lines), calls for a quick freshness check of your design assets. As prophesied in CD & CO.s 2022 Report Gen Z's ABCs, and again in our January 2024 Report The Kids Are Not Alright, the notion of visual identity is getting more “adorkable.” The Co. recommends shaking off conventional branding tropes, including relieving the logo of its backbone status. Experiment with design range, mark treatments, logo variations, and color usage. And by all means, pull out the stops where fonts are concerned. Digital bank Up is a shining example of a brand mastering this new fluidity. Their use of bright, zany colors, playful brand characters, and dynamic motion design not only resonates deeply with Gen Z but also sets a new standard in engaging and amusing brand experiences. They've transformed the typically staid finance sector into a vibrant and inviting playground, perfectly capturing the spirit of innovation and personality that today's consumers seek.

THERE'S MORE TO THIS STORY, READ THE REST HERE

Themed weddings: the new anti-normal.

A friend of The Co. recently attended a “Glam Rock” themed wedding at New York Public Library, achieving a level of sophistication and theatrics that, dare we say, nailed a moment in current consumer culture. During cocktail hour, guests mingled around the family of honor holding still like statues as they posed for a live portrait. Outfits dripping glitter, music on-point, and high-design decor erecting otherworldly fantasy, the scene scratched a similar itch to Saltburn's anti-boring indie opulence—a stark departure from the look-alike luxury weddings reinforced by social media and bandwagon trend culture. As consumers’ aesthetic IQ sharpens alongside a desire for original expressions of individuality, we expect milestone celebrations to swerve off the Millennial bride-beaten isle, conceptually and creatively.

DOWNLOAD OUR REPORTS—MODERN MATRIMONY & MODERN MATERNITY—AND MOVE THE NEEDLE ON MILESTONE BRANDING AND BUSINESS OPPORTUNITIES.

Enter the e-bike wardrobe.

As more consumers switch to e-bike-based commutes, an opportunity emerges for apparel and accessories specifically catered to these needs. Already on the scene, Thousand aims to create a safer cycling experience by rethinking the helmet aesthetic and design. At the same time, Tomo Clothing offers a wide range of cycling-specific products such as gloves, jackets, raincoats, and trouser cinchers. The e-bike revolution is upon us, and fashion and apparel businesses should think about how they can play in this space. We propose: bike handle-friendly gloves, functional winter coats that don’t sacrifice style, and a re-positioning of the helmet as wardrobe accessory over safety requirement.

Practical design and availability are the critical e-bike path.

Betting on the future of electric micro-mobility, Honda draws inspiration from its past in a redesign of its 1983 MotoCompo bike. Like the original, the Honda Motocompacto successor can fit in the trunk of a car and caters to getting around cityscapes and college campuses, but this time it’s electric and more comfortable to ride. Pre-loved e-bike platform Upway expanded from Europe to the U.S. in March, and has since experienced over 20% growth month-over-month. The company smartly fills a whitespace with refurbishing capabilities, as consumers can be reticent to buy secondhand, wary of the complex tech in e-bikes. Expect to see more streamlined propositions move this market forward.

Running’s fashion moment.

Researchers think running could be as effective as anti-depressant medication. People are doing marathons for the party aspect. Running has officially rebranded as a social, mental-health sport. And where consumer interests go, fashion follows. First trail runner shoes became lifestyle staples, now running apparel’s getting fashion makeover. Loewe’s On collaboration elevates the performance sneaker to luxury fashion shoe. Drake’s recent Nike x NOCTA running collection doubles as rave-ready streetwear. Rising independent brands like Hermanos Koumori and Over Over are bringing fresh creative energy to the category. Retailers: this is a merchandising and positioning opportunity not to miss. 

Minimalism may have a second act.

While color and clutter prevail, Minimalism quietly makes its case for a second coming. Shape and texture breathe new life into plane-Jane style. Bulbous, blobby, and buoyant features give muted, neutral presentations a punch in the arm. 101 Copenhagen’s “Sumo” vase brings amusement to minimalism in a nod to Japanese wrestlers’ voluptuous form. British brand Toogood showcased a “Dough Ceramics” collection, presenting as soft, lighthearted, and anti-bland. Giobagnara adds dimension through texture, blending weighty materials like leather, marble, and wood. Rule of thumb moving forward: don’t be boring.

Sustainable and functional design develop a lighter side.

We took a private tour of acoustic designer Marie Aigner’s home studio and were delighted by the whimsical spirit of her sustainable pieces. Recycled materials from water bottles to Hermes and Loro Piana fabric scraps comprised home and decor items that reduce ambient noise, including a “bad hair day lamp,” a giant ceiling tassel, a foam chandelier, and a cactus-shaped coat rack, to name a few favorites. At the conference, we heard from Microlino, a Swiss-Italian “electric bubble” car company taking design inspiration from the 1950's and leaning into the use of bright colors—a refreshing departure from all the Blade Runner-esque EV’s zooming around the marketplace.

Well-designed stores put Munich on the map for retail inspiration.

While “Gorpcore” becomes a U.S. fashion meme, officially cursed by the Nolita Dirtbags of the world, we discovered an Austrian brand that suggests fashion’s outdoor-ification may have a second, more sophisticated act. Presented in a polished retail space, Frauenschuh elegantly blends sportswear and recreation wear in soft color palettes and sleek design details. Contemporary brand Closed's recently renovated store reinvigorates the shopping experience with distinctly designed rooms and a lovely coffee bar up front for a homey touch. Florist Imperia III caught our eye with a colorful selection of imported European pantry staples, nodding to the continued discretionary-spend shift toward cooking and entertaining. Lastly, Tory Burch earned The Co.’s honors, blending into the old town district buildings’ natural architecture and aesthetics, where so many other brand names stick out like sore corporate thumbs.