3 X CULTURE-FIRST BRANDS MAKING MOVES IN 2022
Culture-first remains the mantra for forward-thinking brands in 2022. We look at big names from outdoor apparel and skincare tapping into contemporary art, as well as a DTC success story making the leap into physical retail.
1. THE NORTH FACE X KAWS
The first brand leaning into the art world for culture kudos is The North Face, who have joined forces with pop artist KAWS to explore the intersection between outdoor sports and art.
Teased then released in early January, the co-branded collection dropped in China and Taiwan in tandem, along with a giant ‘KAWS: HOLIDAY project’ installation at Changbai Mountain – a popular skiing destination in North China.
Image: The North Face X KAWS
#TheNorthFaceKAWS has reached over 79 million views on Weibo, sparking hype in both the outdoor sports and the art communities.
As a leading player in the sportswear market, The North Face continues to soar among younger generations, with past collaborations featuring huge names such as Gucci, MM6 Maison Margiela, CDG and Supreme. This latest partnership ups the ante on artfulness, while tapping into the winter sports boom in China.
Image: The North Face X KAWS
2. SK-II X ANDY WARHOL
Luxury Japanese skincare brand, SK-II, are known for their annual drops of culture-led collabs, and their latest instalment (with a little help from LOVE) is sending the brand up the culture ranks once again.
Appealing to the cult-like following the brand has garnered over the years, SK-II partnered with The Andy Warhol Foundation for the latest release of their Facial Treatment Essence.
Taking inspiration from broadcast media, the campaign plays into Warhol’s love of skincare by asking the world to “broadcast your beauty”. Using his iconic television test pattern, the collection comprises three sets of limited-edition packaging wrapped in bold, nostalgia-inducing colourways and emblazoned with quotes from the artist himself.
Image: SK-II X Andy Warhol
Packs also featured a QR code for consumers to unlock even more broadcasts from the SK-II brand. And to kick up the nostalgia even more, gift packs are designed in the shape of VHS tape boxes and analogue TVs – creating a skincare set straight out of the MTV era.
3. FENTY X SAVAGE GIRL
Savage X Fenty is the wildly successful DTC lingerie brand brought to everyone by culture figurehead Rihanna and luxury conglomerate LVMH. This year, the Fenty ecosystem is set to expand even further with the arrival of their eagerly awaited physical retail stores.
It’s a trend that has seen DTC mainstays such as Casper, Warby Parker and Glossier all turn their attention to bricks-and-mortar, despite the soaring popularity of online shopping during the pandemic.
In an unexpected turn, major cities such as New York, Miami and Chicago are absent from the Savage plans. Instead, the empire has opted to expand in Las Vegas, Los Angeles, Houston, Philadelphia and Washington, D.C. – another notch on the inclusive bedpost for the brand.
Image: Savage X Fenty
Now valued at $1 billion, Savage X Fenty has revolutionised the lingerie industry in just four short years through its expansive range of sizes, diverse casting and male-gaze-free campaigns.
We can’t wait to see what the brand has in store for in-store.
SEEN is compiled by LOVE’s Head of Culture, Kat Towers. Want to say hello, ask questions or challenge her cultural knowledge? Get in touch - kattowers@lovecreative.com