3 X EMERGING TRENDS FOR 2022

As restrictions slowly begin to ease in many countries, hope that 2022 might see the end of the pandemic increases. Brands are beginning to explore what this new era might look like, and what the next 12 months have in store for them.

Here are three of our biggest predictions for the year ahead. 

1. A NEW ERA FOR INFLUENCERS

With the rise of Instagram, came the rise of influencers – the social media stars who get paid by the millions for brand promotion. But, with the growing stock of emerging platforms, 2022 looks set to move away from the grid in favour of a new type of influencer.

This month, a train-themed campaign dropped for the launch of the Gucci x The North Face collection, starring none other than TikTok’s favourite trainspotter, Francis Bourgeois. The campaign saw Bourgeois dressed as a conductor checking models' tickets as they board – a suitably cool setting for the second part of this much-anticipated collab, and a seemingly new career direction for the train buff.

Francis, real name Luke Nicholson, soared to stardom back in 2021 after his wholesome trainspotting videos went viral for all the right reasons. Since then, he’s left the FYP to appear on This Morning, work with Puma, and even shoot content with Joe Jonas. It’s a trend that has also seen the likes of PinkPantheress, a former TikTok pop star, emerge from the platform to win this year’s BBC Sound of 2022 award.

As it stands, TikTok has over one billion active users, and is reported to be the world’s most visited online destination – more popular than even Google. So, between trainspotters turning high fashion and bedroom-born singers winning major awards, could 2022 mark the start of a new era for influencer culture?

2. NFTS, MEET IRL

2021 saw NFTs hit the big time. Brands big and small latched onto the buzz and began dropping their own versions of the coveted digital tokens, with consumers lapping up the hype around some of the more exclusive releases.

This month saw Selfridges become the first retailer to start selling NFTs in-store. Introduced as part of a pop up between artist Victor Vasarely and Paco Rabanne, the drop will see at least 1,800 NFTs hit the shelves in March with price points creeping up to the £100,000 mark. Customers can purchase the digital artworks in the same way as other goods from the Corner Shop section in London’s Oxford Street store – a move that the brand hopes will make them more accessible in the world of fashion.

Elsewhere, retailer Walmart recently filed several trademarks for “Walmart Connect” – sparking rumours that the megastore is hoping to dip its toe into NFTs and cryptocurrency. Fuel was later added to the fire when a five-year-old video created by Walmart surfaced, with the brand apparently envisioning what grocery shopping in the metaverse might look like.

With Selfridges' NFT drop and Walmart’s rumoured plans, 2022 looks set to see NFTs show up more regularly in our day-to-day lives. But with more accessibility meaning less exclusivity, will this dampen the hype around NFTs?

3. FITNESS FINESSED

Our third and final trend sees fitness turn premium, with new luxury collabs, futuristic equipment and experience-led boutique gyms all set to be big over the coming year.

Technogym, the makers of high-end Italian sports equipment, recently launched a limited edition collab with luxury behemoth Dior – introducing a Dior-branded range of workout benches, treadmills and a £900 exercise ball. Commenting on the collab, Technogym founder Nerio Alessandri said it was “created to inspire the concept of wellness with new generations, it also offers people the opportunity to live a unique and irresistible experience”.

A growing trend in itself, experience-led exercise appears to be high on the agenda this year, with luxe gym equipment popping up on the radars of hypebeasts and fashionistas alike. VAHA X, the large fitness mirror that doubles as a digital personal trainer, is already tipped to be the next Peloton – coming in at a cool £2k.

Right now, fitness appears to be at an all-time premium. And with all the luxury branding, high tech features and eye-watering price tags, could 2022 be the year fitness turns experience over exercise?

SEEN is compiled by LOVE’s Copywriter, Emma Cocker. Want to say hello, ask questions or challenge her cultural knowledge? Get in touch - emmacocker@lovecreative.com