the Insight

Percipient thought-pieces and opinions from some of
the world’s most respected industry leaders.

One small step for MENA: How Gen-Z is shaping the future of a region

by Zoha Zoya on 17^th April 2023

As Generation Z's influence continues, Zoha Zoya, Head of Experience Design at R/GA London, examines how brands in the MENA region - especially fashion brands - are using that demographic's penchant for social media platforms to unlock a new approach to advertising.

14^th Apr

What brands can learn from harnessing Snoop Dogg’s OG mindset

Snoop Dogg's understanding of his own image - and his ability to evolve it - has enabled him to work with a vast array of brands, from wineries and disposable lighters to cooking shows and fintech companies. Anthony Swaneveld, Group Creative Director at Marks, says that brands can learn a lot from Snoop's original mindset.

14^th Apr FASHION FOCUS

Forever in green jeans

The Greatest Story Ever Worn celebrated the 150th anniversary of the iconic 501s. With sustainability a growing concern in the fashion industry, Levi’s has been working on giving the 501’s an environmentally friendly overhaul for years. shots spoke to Paul Dillinger, VP Global Product Innovation at Levi Strauss & Co, plus Tom McQueen, Group CD at Droga5 about the transformation of the classic trouser.

13^th Apr FASHION FOCUS

What Gen Z think about fashion in the metaverse

While some of us are still grappling with what the metaverse actually is, Lucinda Brooke, Strategy Director at The Upside, says that Gen Z has embraced this new frontier and, as far as fashion goes, has decided it definitely isn't a case of the emperor's new clothes.

12^th Apr

Whynotallideasareequal

If everything is deemed as 'creative' then, maybe, nothing is. If a bold, imaginative TV script is given the same weight of innovation as a 'Sale Now On' poster then, asks Simon Hewitt, Founding Partner & CEO at Orange Panther Collective, are we throwing away the distinction between creativity and information?

11^th Apr FASHION FOCUS

Composite professional

Filmmaker, illustrator, former model, philosophy graduate, mother of three – there are as many layers to Cadence Films director Quentin Jones as there are to her creative animated collages – which have enraptured luxury fashion brands from Chanel to Jimmy Choo.

6^th Apr FASHION FOCUS

Embracing fashion’s stealth marketing experience

It's no longer enough to simply be a luxury, high-end brands need to offer something more. Kathrine Rauboti, Senior Creative Strategist at Imagination, argues that the luxury brands attempting to inspire their customers through art, culture and self-expression are the brands which will create impact and emotional connection.

3^rd Apr FASHION FOCUS

Seizing the opportunity in virtual fashion

Kicking off this month's Fashion Focus, Alex Manning, Strategy Director at Cult, tries some virtual fashion for size. From augmented reality try-ons to the huge boom in gaming skins and collaborations with IRL luxury brands, he argues that virtual fashion isn't just the future, but the present too.