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What Gen Z spend their money on, the color of summer '24, and the new social clubs

This week, Oren talked about announcement strategy, Clayton tapped into the history of Gorp, and Miu Miu won the prize for summer kickoff.

In this edition of HYPER we’re excited to share the results of our Luxury Survey, dive into standout brand details, talk color, community, and feature another interview in our CD & AD series, this time with Ayisha from Daily Paper.

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WTF are Gen Z spending their money on?

Last month, we surveyed 500+ designers, marketers, and creatives in our community to ask them how they think about, consume, and learn about luxury and learn more about their spending habits.

Here are a few of our findings below, with full links to the data!

  • All generations planned to make more luxury purchases this year and next than the previous year.

  • Gen-Z finds luxury most often from influencers, whereas millennials and Gen-X are more traditional media-focused, including magazines, books, websites, and friends.

  • Gen-z cares about new and exciting luxury more than old and established.

The art of brand details

KITH recently dropped another installment of their TaylorMade partnership, and exploring the collection reminded me how important product details are when you’re collaborating with another brand.

A few details worth noting:

  • Having sayings/phrases (see the golf balls)

  • Choosing a color-scheme (in this case, the gradient on the golf clubs)

  • Full collection designed with TaylorMade, showing the range of pieces, rather than just making a few pieces

The brand x café movement 🤌 🇮🇹 

Apparently, it’s café season because every brand seems to be using it as an activation tactic for their product releases and collaborations with other brands.

La Marzocco seems to be at the heart of a few, having teamed up with both Lacoste and RIMOWA on recent partnerships.

And Puma took over streetwear store Baskèts and their Café in Amsterdam to celebrate the launch of the two collaborating.

Activewear communities are the new social clubs

We’re all aware that run clubs and apps like Strava have become the new dating apps, right?

But what’s interesting about the rise of outdoor and active communities is that they point to something larger:

They are the new social clubs.

Running, lifting, playing racquet or padel ball, hiking, or cycling—whatever it is, having a niche sport you can regularly partake in with your friends has become a status signal of sorts.

And the brands are jumping at this too.

Last year, Merrell collab’d with Unlikely Hikers, an online and IRL community that provides support and connection for those who love nature but are often overlooked as “outdoor-people.”

ASICS made an insane shoe with Flock Together, a bird-watching community for people of color in the UK.

Overall, I love seeing how communities have formed the last few years around genuine connection nature, a hobby, or a sport, and how brands are tapping into these groups as a way of developing deeper connection to customers (old and new) as a result.

The color of summer 2024: NEONNN

Seeing neon all over this summer—here are some ways brands are using it creatively…

  • Porsche (Stuttgart Open)

  • Nicole McLaughlin for HOKA

  • Throwing Fits for Adidas

  • ALD x New Balance

Becoming an Art Director

A conversation with Ayisha Laura, Art Director at Daily Paper — give Ayisha a follow on TikTok!

What’s your story?

My name is Ayisha. I was born in the Netherlands to a Chilean mom and a Ghanaian dad and grew up in a mixed household.

I studied fashion & branding at the Amsterdam Fashion Institute and am an Advertising alumni at Willem de Kooning in Rotterdam.

I started at Daily Paper as a Junior Art Director and eventually grew into an Art Director role. One of the main reasons I wanted to be part of the brand is Daily Paper’s shared African heritage and visual language; I’m proud to be part of it.

What does the creative team composition look like on your team?

At Daily Paper, I'm part of a tight-knit in-house studio team, where I am one of the two art directors. We work together with our studio manager and producer, and collaborate closely with the founders to bring the brand's vision to life visually.

For every project the Art Directors put together a team of stylists, photographers, DOPs, and retouchers.

It's a role that comes with a lot of responsibility, but being able to shape the visual identity of such a renowned brand feels pretty cool.

What was the most interesting project you’ve worked on in the last year?

Hands down, the most exciting project from last year was the Daily Paper x New Era Collaboration. I flew out to New York City where we hit the streets, capturing the essence of the city through its local talent, showcasing the newest fitted cap.

It was all about showcasing the spirit and versatility of New Yorkers. I feel blessed to be able to dive into projects that let me authentically capture the culture. It's projects like these that remind me why I love what I do.

What's your current toolkit for creative work?

First up, my calendar is color-coded to pinpoint top-priority tasks at a glance. Then there's my MacBook/iPhone notes, where I note down every brain spark that hits me. Are.na is my go-to for bundling up all my references and inspirations.

When it's time to put it all together, I turn to Keynote, InDesign, Illustrator, and Photoshop for my creative treatments and mood boards.

Where do you find yourself turning for inspiration?

I draw inspiration from my multicultural background – with roots in both Africa and Latin America – I’ve always been captivated by the interplay of vibrant colors and cultures.

Diaspora communities are often hubs of creativity, I love soaking in stories and perspectives, and eventually translating that into my work. Also the digital world – platforms like Are.na and social media, allow me to find inspiration.

Any tips for communicating with other teams and departments about creative priorities?

As creatives, we use visual language to convey our message. Other departments talk numbers: good ideas speak for themselves, but if backed up by performance metrics they speak even louder!