Marketing Report

Marketing
in a world of
Paradox
Contents
4 Meet the Team
5 Introduction
6 Key Consumer Drivers
8 2024: Grounded in Reality
32 2024: In Search of Escapism
48 Interview: Institute
of Digital Fashion
Image via Unsplash, Cover via @joooo.an
MEET THE TEAM
ANNA ROSS RUI HUANG NERYS D’ESCLERCS

GLOBAL HEAD OF INSIGHTS JUNIOR DATA CONSULTANT JUNIOR INSIGHTS EDITOR
& TRENDS KARLA OTTO KARLA OTTO
KARLA OTTO
SAKINA SULE ALI BENOÎT ZERBATO MARINE SÉJOURNANT

INSIGHTS INTERN CLIENT PARTNER STRATEGIC PLANNER
KARLA OTTO CTZAR CTZAR
The Independents Group is a global community for industry leaders across luxury and lifestyle, comprising Atelier
ATHEM, Atelier LUM, Bureau Betak & Bureau Future, CTZAR, INCA Productions, Karla Otto, K2, Lefty, Prodject
and The Qode. Providing clients with end-to-end solutions to become key culture brands, the group aligns a global
perspective with on-the-ground, local insights. As such, the collective is powerfully positioned to offer streamlined
strategy, creative services, talent partnerships, influencer marketing, communications and bespoke experiences for
leading brands across key markets, by way of its presence in Milan, Paris, London, Munich, New York, Los Angeles, Hong
Kong, Beijing, Shanghai, Singapore, Tokyo, Seoul, Dubai, Jeddah and Riyadh.
Founded in 2008, CTZAR revolutionized brand-consumer Founded in 1982, Karla Otto is a full-service brand-building
interaction by leveraging word-of-mouth influence from key agency, operating from thirteen cities across the globe.
opinion leaders. In over 15 years, we’ve evolved into a pre- Karla Otto’s service is unparalleled. Blending the best of
mier global social media and advocacy agency, specializing fashion, beauty, design, lifestyle, and arts & culture, we offer
in social media strategies and content production across a panoramic view of opportunities and the ability to execute
fashion, beauty, and lifestyle. With our extensive network complex ideas. Our loyal network and unrivalled approach
and innovative cultural engagement, we empower brands to to culture and community enables us to take brands to
boldly venture into new territories. brave new territories.
3
2024:
Between Staying
Grounded and
Escapism
4
THE PERMACRISIS PARADOX The post-COVID ‘revenge spend’ years have
been characterised by rapid growth in luxury
We have now entered a third phase after the groups, but they are now regaining their pre-
COVID-19 pandemic – from the crisis itself, pandemic behaviours. As a result, brands have
followed by the recovery phase, to the return to to work harder than ever to not only gain
a new normality. However, this ‘new normality’ commerce, but also consumers’ attention and
is anything but normal. The world is currently trust.
in a state of ‘Permacrisis.’ War, economic
turbulence and shifts in political power are CTZAR + INSIGHTS BY KARLA
happening simultaneously, transforming reality OTTO: SOCIAL AND DIGITAL
around us. Consequently, consumers are faced EXPERTISE
with paradoxes, oscillating between ecological
aspirations and jet-setting city breaks, luxury The digital acceleration has heightened our
products and financial challenges as well as a emotional state, increasing the speed of trend
desire for discretion coupled with the growing cycles and subsequent market and cultural
impact of technology. behaviours. With these myriad of factors at
play, Karla Otto’s Insight team partners with
CONSUMERS WANT MORE social media experts CTZAR to unpick the key
FROM BRANDS NOW strategies that are shaping the state of brand
marketing today, showcasing how industry
Consumers are a heightened emotional insights and holistic agency expertise at The
ecosystem, over-indexing on anxiety, fear, Independents can help shape your brand for
insecurity, loneliness and depression. As a success in this ever-changing landscape.
result, they’re seeking brands and products that
address these vulnerabilities and align with their In this report, we break our insights into two
values. Edelman’s 2023 Global Trust Barometer sections to reflect the aforementioned state of
pinpoints how consumers are looking to paradox: one grounded in reality, the other with
brands to establish a human connection, and a mindset of escapism.
that they are now the most trusted institutions
for consumers, over NGOs, media and
governments. This challenges the traditional
‘Brands have to work harder than ever
way of business, carving out an imperative for not only to gain commerce, but also
authenticity, accountability and empathy, while consumers attention and trust.’
security and safety are a top priority.
2024 has the potential to be a transformative Enjoy the read,
year for brands and consumers alike.
Insights by Karla Otto & CTZAR
Image courtsey of GCDS
5
INSIGHTS: KEY DRIVERS
The Key Drivers

Shaping Consumer
Behaviour
SPENDING POWER
On top of record-breaking inflation observed

GEOPOLITICS across the globe, ageing populations worldwide
are shifting spending power across markets.
The international geopolitical situation in The New York Times reported that by 2050,
2024 is proving particularly complex. The people aged 65 and older will make up nearly
world is weighted with ongoing conflicts and 40% of the population in some parts of East Asia
a multitude of upcoming elections which are and Europe, meaning those in the ‘working age’
causing repercussions on global trade patterns and with more disposable income will come
and consumer behaviour. Now more than ever, from new regions.
brands must do their best to create either create
re-assuring messaging, or create a means of
escapism.
6
INSIGHTS: KEY DRIVERS
DIGITAL ACCELERATION
The advancements in technology are creating
a divide in consumers’ minds. The devices that
were meant to connect us and create
a democratic means of communication are
making people feel lonely and isolated. In 2023,
the ONS found those aged 16-29 are 2x
as likely to report feeling lonely often or always,
ECO-ANXIETY compared with those over the age of 70.
Eco-anxiety exacerbates consumers’ worries. As a result, new generations are beginning
The year 2023 witnessed record-breaking to move offline and in search of more meaningful
temperatures and a significant uptick in natural communities. With this, IRL events will see
and climatic disasters. This trend persisted into a comeback, alongside the need for brands
2024, evident from the onset of the year with to create communities online as well as off.
the Noto earthquake in Japan and subsequent
tsunami warnings, disrupting the travel season
for many. Consequently, consumers are
becoming more vigilant about the precarious
ecological state of the planet, and they demand
transparency and trustworthiness from brands
All images via Unsplash
in their communication and conduct.
7
8
2024
PART 1:
Grounded
in Reality
9
KEY STRATEGY #1
In Search of
Authenticity
Images via Getty
10
KEY STRATEGY #1 - AUTHENTICITY
THE NEED FOR

GENUINE INTERACTION
With trust now an integral

consumer need, there has never
been a greater emphasis for
authenticity in brand storytelling
and social interactions.
THE TIKTOK INFLUENCE
This has largely been driven by TikTok

— known as a platform that promotes
authenticity, alongside entertaining
content from its platform ‘creators’
who have moved on from the polished,
aspirational aesthetic world of Instagram
and into the ‘nitty-gritty’ aspects of the
every day. It’s widely known that younger
consumers, especially Gen Z, are now
utilising the tool over search engines, on
the hunt for reviews, recommendations
and stories from real life.
76% 161.4M
Of survey respondents FOLLOWERS
are bored by global @KHABY.LAME
While celebrities as influencers remain celebrities.

integral to the mix, other personalities
are gaining traction for their quirkiness,
humour and vulnerability. TikTok’s most-
HIGHSNOBIETY, 2024
+40%
followed creator is Khaby Lame, who
rose to fame for his silent commentary on 68% Of Gen Z now use
TikTok as a search
engine, seeking
viral video hacks. His success bubbled up Of consumers feel authentic brand
into luxury when brands started seeing bothered by the amount discovery.
the potential: Lame reportedly closed a of sponsored content on
JUNGLE SCOUT, CONSUMER
social media.
multiyear contract with BOSS to walk its TRENDS REPORT, 2023
shows and star in its campaigns. BOF X MCKINSEY, 2023
11
‘TikTok is reshaping brand

communications. Brands
must play to the platform’s
culture and trends, rather
than try and shape the
conversation. This involves
relinquishing an element of
control and handing the mic
to it’s wealth of creators, who
are native to the TikTok tone
of voice.’
C A M I L L E O L I V I E R , M A N AG I N G D I R E C TO R &
CO-FOUNDER, CTZAR
12
Image courtsey of GCDS
13
Social Media
Trends To Know
Fashion Week. This reopened
conversations around natural
femininity, sparking new
6.4B Views on motivation to show beauty as
TikTok it really is, to escape the frantic
@yhkayla
search for youth and show

oneself in a transparent way.
#NoMakeup She has since revealed on
Instagram the news of her
In October 2023, Pamela joining as co-founder and
Anderson took the world owner of the vegan skincare
by storm in makeup-free brand Sonsieskin.
appearances throughout Paris
to simplify the daily lives of

tired and emotionally drained
individuals. The quintessence
23.2M Views of this trend, the ‘Lazy Girl
on TikTok
@annaschottin
Job’, speaks volumes about the

differences in aspirations of
the new generations.
They want to work but,
#LazyGirl having witnessed their
parents working hard without
In 2023 on TikTok, ‘Lazy Girl’ much reward, they prefer
core has officially trumped less interesting but better-
hustle culture. Popping up as paying positions, leveraging
fashion, beauty and fitness new technologies like AI to
videos aiming streamline their tasks.
14
the challenging daily lives of

seemingly happy households.
Family disputes, unsanitary
480M Views on environments – many online
@elizabeth_miami
TikTok videos unveil the behind-the-
scenes reality, often far from the
idealised content of influencers.
#HappyHouse It’s a striking testimony to the
need for truth that internet
In keeping with this quest users can feel, increasingly
for truth, some social media turning to transparent and
trends go even further. The authentic profiles willing to
#HappyHouse trend on TikTok share their struggles to make
reveals, sometimes abruptly, them more relatable.
of online communities like

CringeCube (157K followers) or
56.7B Views
480M Viewson CringeChub (1.2M followers),
an increasing number of users
on TikTok
TikTok
Image via Unsplash, All social images with permission of creator
enjoy discovering TikTok videos

where young individuals act
out scenarios filmed from their
#Cringe rooms.The cringe phenomenon
has even led to popular
Among all social media trends challenges like ‘try not to cringe’
in recent years, the surprising and illustrates the curiosity
resurgence of ‘cringe’ stands
linked to the mundane and
out. Whether people embrace
strange subcultures on TikTok.
it or mock it, with the rise
15
CASE STUDY:
Gucci Taps Amelia
Dimoldenberg to Foster
Authentic Conversation
$4M
EMV ON
INSTAGRAM
LEFTY, 2023
3.1M
FOLLOWERS
@AMELIADIMZ
1.6M 12M
FOLLOWERS IMPRESSSIONS
@AMELIADIMZ ON TIKTOK
16
THE POWER OF
AUTHENTIC VOICES
On TikTok, humour reigns supreme and

those who adopt a self-deprecating, fun-filled
tone resonate with the platform’s audiences.
Championing this style is Amelia Dimoldenberg,
known as ‘Chicken Shop Girl’, who rose to fame
via her awkward celebrity-dating series in fast-
food chains. Dimoldenberg is now a red carpet
regular. Recently spotted at the Gloden Globes,
interviewing the likes of Jeremy Allen White and
Andrew Scott. Her posts reached up to over 10
million video views, proving how popular this
tone is on the platform.
HOW LUXURY BRANDS

HARNESS THE TONE
The humour-lead nuance of TikTok can feel

like unfamiliar territory for luxury. Luckily, the
platform’s wealth of creators allows brands to
translate marketing authentically. Gucci saw
Dimoldenberg’s potential and reach, working
with the creator across a series of pre-show
interviews for their SS24 show, generating 12
million impressions. The partnership showcases
that brand’s needn’t change their tone to garner
reach, they merely need to hand the mic to those
who are fluent in TikTok.
60% 43%
Of TikTok users want Of consumers prefer
to see ‘funny’ fashion influencers
or ‘enternaining’ who are ‘relatable’.
content - more than
any other platform. BOF X MCKINSEY, 2023
Image via Getty
GWI, 2023
17
KEY STRATEGY #2
Everyday
Pleasures
Image via Getty
18
KEY STRATEGY #2 - EVERYDAY PLEASURES
The search for authenticity

is accompanied by a renewed
appreciation for life’s simple
pleasures. Innova’s 2023
consumer survey found
that 61% of consumers globally
say they most commonly choose
‘everyday moments of happiness
[they] can experience’, resulting
in a surge in purchasing ‘everyday
treats’ like takeaway coffee.
This mindset has been widely
adopted across social media
platforms, as evidenced
by the #LittleTreats hashtag, now
at 102.4M video views on TikTok.
Some luxury brands have already
jumped on the trend, featuring
branded coffee cups alongside
an aesthetic that reminds people
of the every day.
55%
Of UK consumers
agree that premium
coffee is an ‘affordable
luxury’.
MINTEL, 2023
61%
Of consumers
globally say they
look for ‘everyday
moments of
hapiness’ they can
experience.
INNOVA MARKET INSIGHT, 2023
19
THE RISE OF
EVERYDAY everyday errands, wearing the
The real-life appeal has given brand’s latest pieces
birth to ‘mundane’ marketing. in a real setting. In 2024,
Led by Bottega Veneta, whose this aesthetic was taken a step
paparazzi campaign featuring further by GCDS, adding
A$AP Rocky and Kendall an ‘in-action’ element via spilt
Jenner went viral in December coffee shots, and creating
2023, this format depicts a thumb-stopping moment on
celebrities running social media.
THE ELEVATED
PAPER BAG
Balenciaga further cemented
the mundane aesthetic
during its fall 2024 show in
Los Angeles, where models
were sent down the Windsor
Square neighbourhood
carrying branded coffee cups
and the latest Erewhon
shopping bag collaboration –
Erewhon Market
Image courtesy of GCDS
is an LA-based upscale
supermarket and its
inhabitants are regularly
spotted with groceries
from the store.
20
‘Social Media KOL’s, once

synonymous with flashy
lifestyles on Instagram,
are now shifting towards
relatable figures with the
arrival of TikTok’s everyday
social grammars. Although
brands need to seize this
opportunity to seamlessly
integrate into consumers’
daily lives, they must do so
without compromising their
brand image.’
BENOÎT ZERBATO
CLIENT PARTNER, CTZAR
21
Social Media
Trends To Know
423.2M Views
@baguette_taylor
on TikTok
#LittleLife
On TikTok, users are leveraging

the track ‘Little Life’ by Cordelia to
showcase their love for a tranquil
life through simple and pure
emotions, whether expressing
gratitude for family relationships
or capturing the serenity of
landscapes around them. A
reassuring hint for brands: It’s not
always necessary to strive for the
extraordinary when showcasing
the ordinary can be equally
impactful.
22
Chores’ trend. Embraced by

lifestyle influencers specialising
5.4B Views in cleaning tips and interior
design hacks, the trend showcases
on TikTok
@kaelimaee
short and satisfying videos
where influencers complete
household chores. Most publish
#SundayReset it on Sundays, aligning with the
concept of ‘Sunday Reset’, where
The appeal of the mundane is also they dedicate a limited time to
noticeable through the ‘Everyday easy, mechanical cleaning.
for accomplishing chores (often

related to household routines).
480M
480MViews
Viewson For many, this involves indulging
@meghanspages
in elaborate purchases, such as

onTikTok
TikTok an $8 coffee, sweet drinks, or
pastries. However, the Little Treat
culture has sparked numerous
#LittleTreats debates, with many believing
that it is unhealthy to regularly
Many influencers on TikTok reward oneself for tasks, leading to
showcase the ‘Little Treat’ culture, potential addictions.
a reward they give themselves
23
CASE STUDY:
Bottega Veneta’s Paparazzi
Campaign
Image via Getty
24
Consumers are increasingly

hinging their discovery journeys
around a mood, aesthetic or
feeling, contributing to the
Data insights powered
by our partner: $ 3.6M
continued success of platforms EMV generated by
like Pinterest. A$AP Rocky and
Kendall Jenner.
In 2023, the paparazzi aesthetic

made a comeback via Bottega
Veneta’s Pre-Spring 2024
campaign, starring A$AP Rocky
35.8M
and Kendall Jenner. The mood Impressions
had actually experienced a surge generated by
the campaign on
on social media for several years: Instagram.
as early as 2020, Pinterest users
began revitalising the trend by
searching for the aesthetics of
candidly taken photos, akin to
those of celebrities, reminiscent
of 2000s magazines.
This nostalgia quickly solidified

with the return of normcore,
a fashion style that advocates
for normality, featuring jeans,
T-shirts and Converse shoes. In
2023, normcore took centre stage
in fashion shows by brands like
14,9 B
Image via Getty
Views of
#paparazzi on TikTok.
Opposite page and above, KENDALL JENNER & ASAP ROCKY
25
26
KEY STRATEGY #3
Spirit
Community
Image courtesy of GCDS

Image via Getty
KEY STRATEGY #3 - COMMUNITY
COMMUNITY IS KING
According to a recent consumer survey of over
950,000 internet users, GWI found that one third of
people aged between 18 to 30 reported symptoms
of ‘smartphone addiction’. Despite our devices
being utilized to bring us together, many users are
60% increasingly reporting feelings of isolation and
detachment from reality. According to a survey by
Of US adults self- Hubspot in 2023, more than 60% of US adults are
classify as lonely self-classifying as lonely, marking a 7+ point increase
HUBSPOT, 2023 since the pre-pandemic era. Consequently, many
are actively seeking out hobbies, communities, and
friendships in the physical world, giving rise to a new
wave of experiences and in-person moments that
specifically cater to locality and community-centric
brand behaviors.
THE POWER OF COLLECTIVITY
1/4 Meanwhile, positive communities are forming

online that harness collective interest. Take
the #booktok movement, which has sparked a
Of consumers would new generation of readers while encouraging
pay more for a more
‘memorable’ shopping conversation and community. Reading
experience. communities can connect both online and offline.
For instance, consider Reading Rhythms, a New
RETAIL ECONOMICS, 2023 York-based book club that hosts physical ‘reading
parties’ at bars, parks, and local hotspots.
THE POWER OF LOCALITY

Brands are leveraging this trend by popping up
in targeted cities, utilising the area’s distinctive
40% elements and cultural landmarks via pop-ups and

collaborations.
Burberry collaborated with London cafe Norman’s
Of global consumers during London Fashion Week, taking over
say they try and
prioritize shopping at the traditional British ‘greasy spoon’ with its iconic
check and monogrammed plates — talent included
Image courtesy of High Snobiety
local buisnesses.
local foodie legends such as Mary Berry. This was
YAHOO FINANCE, 2022
alongside a takeover of Bond Street’s tube station.
More recently, Burberry unveiled a new pop-up
in London hallmark department store, Harrods.
The launch coincided with an activation on Roblox,
tapping into the community that comes with
gaming, and merging the virtual with the IRL.
27
KEY STRATEGY #3 - COMMUNITY
Social Media
Trends To Know
resurgence of communities
and expressions built on
1.2M Views on sisterhood. Staged by various
trends (#PowerPointNight,
TikTok #GalentinesDay, #BoardNight),
women find a greater sense of
cohesion online. There is an
#WomenEmpowerment opportunity for brands here
to contribute to this evolving
Social media is amplifying nu- landscape.
wave feminism through the
views. Creators play a pivotal

role in fostering communities
1.1Bn Views of and leading the way with
#SneakerToks creative content. After engaging
with creator content, over 2
on TikTok in 5 TikTok users felt a sense
Getty
of belonging to the brand’s

#Toks community. To establish a
connection with viewers, brands
TikTok is 1.8 times more likely should explore specific niches
than other social platforms to and amplify the voices that
introduce users to new topics define them and contribute to
they didn’t know they liked. Take genuine, authentic conversations
the #SneakerTok community, online.
boasting over 1.1 billion global
28
KEY STRATEGY#3 - COMMUNITY
@real_housewives_of_clapton
56.7Bn Views
on TikTok
#Hyper-Local
The power of local communities is

further evidenced by the rise
of hyper-local meme accounts only
people from a specific area relate to.
In London’s Hackney, the
Instagram account
@Real_Housewives_of_Clapton
(130K followers and an engagement
rate of 8.14%) resonates with the
inhabitant’s distinctive style,
ultimately landing partnerships
Image courtesy of High Snobiety. All social images courtesy of creator
with the products that came to

define the Clapton-residents taste
preferences, such as Perello olives.
In France, numerous communities

known as ‘neurchis’ have emerged,
aiming to compare different
localities, fostering discussions
about the best places in France —
this led to a resurgence of interest
in forgotten culinary specialties.
29
“As ‘cool spots’ have become more

accessible via social media, it’s never
been more important to be a part of
a community, or directly associated
to a place. There’s serious clout
to being a ‘local’. However, while
there’s buzz around locality, there’s
a counter movement around
keeping local nuance firmly off
socials, making it important for
brands to show up authentically in
these spaces, with the right advisory
on talent, creative strategy and
location.”
Z O E P AT O F F, S E N I O R V I C E P R E S I D E N T, D I G I TA L A N D
C R E AT I V E S T R AT E G Y, K A R L A O T T O
30
CASE STUDY:
Highsnobiety
Leverages Locality
In April 2023, during Milan
Design Week, media title
Highsnobiety teamed up
with Milan’s favourite night
spot, Bar Basso, to realise a
collaboration that honoured
their infamous Negroni
Sbagliato across a series of
T-shirts and bags that became
synonymous with the week’s
sparkling social scene.
Image courtesy of High Snobiety

The collaboration tapped
into the local Milanese
culture, but especially into the
crowd that would typically
attend design week. This also
followed Emma D’Arcy’s viral
soundbite citing her favourite
drink – ,‘Negroni sbagliato,
with Prosecco in it’, which Highsnobiety x Bar Basso
went viral across TikTok.
This further evidences
how tapping into a wider
cultural moment, paired like fashion week.
with ingenious local nuance,
helps drive the conversation
forward.
Throughout London
Fashion Week this February,
32.4M
the series has tapped into Views of the Negroni
Since 2020, Highsnobiety the city’s cultural DNA via sound on TikTok.
has been hosting ‘Not In’ a various events — think a
RAZORFISH, 2021
series of cultural experiences bird watching session with
connecting the title’s global Flock Together (an outdoor
audience to the zeitgeist collective for people of
of the chosen cities — usually colour), a rave celebrating
tied to a wider cultural event 30 years of Rinse FM, and a
31
2024
PART 2:
In Search
Of Escapism
32
33
Image via Unsplash
KEY STRATEGY #4
Nostalgia
Image via Unsplash
34
KEY STRATEGY #4 - NOSTALGIA
EXPLORING THE
NOSTALGIA CYCLE IN
CULTURE
Driven by the compound

effect of the permacrisis,
consumers are finding today’s
reality tough to face, instead
seeking comfort in the past.
This by osmosis, is having
an impact on marketing, as
brands lean into nostalgia as a
core way of connecting with
consumers.
Nostalgia is not exclusive to

baby boomers: The noughties
and nineties have become
key references for Gen Z,
who despite many not being
born in either era, 37% say
they feel nostalgic for the
Image via Getty

nineties (GWI, Gen Z Survey,
2023). This new nostalgia for
young generations is defined
as ‘anemoia’ and is touching
all aspects of youth culture, 1990’s Supermodels at Vogue World
from the resurgence of

digital cameras to the revival TV’s ‘The Super Models’
of 2000s subcultures. The
intention is not to claim that
are reigniting interest in 90s
celebrities, seen en masse at
37%
the past was better; it is not the SS24 runway collections. Of Gen Z feel nostalgic
about reactionary nostalgia Meanwhile, shows and movies for the nineties, even id
they haven’t lived it.
but rather a positive nostalgia such as Gossip Girl and Mean
accessible to everyone. Girls are being re-made, GWI, 2023
while brands are tapping into
55.7B
Thanks to its cross- iconic cultural entertainment
generational appeal, this trend powerhouses via reunions:
is touching more than youth Walmart worked with the cast
Views for #90s.
culture alone. TV shows like of Mean Girls for their latest
Netflix’s ‘Beckham’ and Apple Black Friday marketing. GWI GEN Z SURVEY, 2023
35
In an era fraught with uncertainty,

nostalgia emerges as a soothing balm
for consumers across generations.
Surprisingly, it’s not just the older
demographics who seek solace in the
familiar; even Gen-Z, are captivated
by the aesthetics and ethos of the 90s
and 00s . This surge of ‘anemoia’ has
sparked a revolution in marketing
strategies; a testament to the timeless
allure of nostalgia and its power to
bridge generational divides in an ever-
evolving landscape.
INSIGHTS BY KARLA OTTO
36
CASE STUDY:
Barbie: More Than One of 2023’s biggest nostalgia
successes was the release of the
a Box Office Hit Barbie movie. At $1.446 Bn, the

film became the highest-grossing
film of 2023 and the 14th highest-
93%
grossing film of all time.
84%
77% 80%
68%
While reminding most
millennials what it was like to play
with Barbie dolls in the 1990s and
2000s, alongside otherworldly
sets and a marketing strategy that
Gen Z Millenials Gen X Baby Boomers All US Adults painted our feeds pink, the film
Percentage of adults who liked the movie marketing by
also increased the visibility and
generation in the US marketing’s plentiful product
placements.
STATISTA 2023
+124
Brand activations that resulted
from the movie.
LEFTY DATA, 2023
Luxury brands like Chanel

and Louboutin have partnered
with Warner Bros. Pictures, the
production company behind the
Barbie movie, to showcase their
products in the film and dress the
cast for red carpet events.
One clear winner is Birkenstock,
whose Arizona sandals have been
propelled in the zeitgeist since
being featured in the scene with
Warner Bros. Pictures Presents The European Premiere Of “Barbie” - Pink Carpet
Arrivals Via Getty ‘Weird Barbie’. The company
reported an uptick in sales and
by our partner: $25.6B hereafter filed for IPO, while
Google searches for ‘womens
EMV generated by Birkenstocks’ increased by 518%
mentions of @barbie
in the UK.
during May ‘23-Aug ‘23
LEFTY DATA, 2023

Social Media
Trends To Know
Grandfather Trend’, pointing
out how ‘our gramps’ have
+65% become younger generations’
style references. Searches
on Pinterest
@reubenl
for the grandfather trend

across the platform have
increased by 65% and vintage
accessories searches such as
#Grandfather Trend
‘personailsed jean vest’ have
Pinterest Predicts 2024 grown by 355%.
highlighted the ‘Eclectic
their house with vibrant

colours and 70s-inspired
@miss_shermette
+75% pieces. A trend confirmed by

the 2024 Pinterest Predicts:
on Pinterest interest in ‘Kitschens’ shows
newfound passion for both
kitsch and kitchens. Research
of ‘eccentric kitchen’ soared
Kitschens
by 160% and ‘kitsch kitchen’ by
Kitsch is back! The duo Josh 75%. To succeed, it is all about
and Matt Design on TikTok bargained treasures recovered
gathers a total of 2.2 million from yard sales and pop
followers, as they’re renovating colours to convey playfulness.
38
of the movie depicts Barry

40M Keoghan dancing naked to
@itsmattiapersico
Spotify the song, inspiring a wave of
content creation from fans on
streams TikTok, staging themselves
into liberated dance moments
to the 22-year-old hit.
Murder on the Plot twist: in January 2024,
Dancefloor amid rows over deals,
Universal Music announced
2024’s most-talked-about the removal of its music
movie Saltburn propelled a hit catalogue from TikTok,
song from the 2000s: Murder preventing people from using
on the Dance Floor by Sophie songs like Murder on the
Ellis-Baxtor. The end scene Dance Floor for their videos.
media, allowing users to see

themselves transformed
3B Views according to nostalgic pop
@marinarossa_
culture themes. The most

on TikTok
successful was the Yearbook
Trend, where each internet
user could see their portrait
in the style of a 1990s
Yearbook American yearbook. Artificial
Nostalgia is also being fuelled intelligence, beyond feeding
by innovative new tools nostalgic inclinations, is a
such as AI. In 2023, artificial powerful tool to create and
intelligence created filters recreate different realities.
that became viral on social
39
40
via
KEY STRATEGY #5
Surrealism
Technology
Image courtesy of Institute of Digital Fashion
KEY STRATEGY #5 - DIGITAL INNOVATION
‘Digital innovation is not

one-size-fits all. It’s a
customised strategy that
varies based on brand goals.
Some focus on leveraging
new social platforms, others
bridge physical and digital
with CGI campaigns. And
for those targeting the
Web3 audience, it involves
exploring platforms like
The Sandbox, Roblox
gamification, and brand-
owned virtual avatars.’
U N S A H M A L I K , S T R AT E G Y D I R E C T O R ,
B E A U T Y & D I G I TA L I N N O VAT I O N
41
HOW TECHNOLOGY
BLENDS REALITIES
The rise of AI and AR has birthed Recently, Hugo Boss unveiled giant
a new visual language, shifting holograms of Gisele Bündchen
the world of art, design and and Lee Min-ho in London, adding
subsequent advertising and a whole new dimension to out-of-
activations. This type of direction home marketing.
is especially relevant to Gen Z who
have grown up in blended digital Social media quickly seized this
realities. new opportunity for creation,
fuelling the desire to achieve the
Graphic designers have been impossible. Now, a multitude of
quick to adopt a new set of tools. possibilities exist to materialise
Joann (@joooo.ann) is one such images we could only once
AI artist whose work has hit the imagine. We’ve seen the Pope in a
zeitgeist. Composed of inflatable puffer jacket; the French President
monuments, intriguing portraits, protesting in the streets -- visuals
and dreamlike environments with generated by CGI and AI have
intricate details, Joann’s work has created new realities. However,
led to collaborations with Gucci, it’s important to note that the
Versace, Nike, Adidas and GCDS. generated images often remain
stereotyped, as evidenced by the
The surrealist nature of technology ChatGPT trend ‘more’, a clichéd
is touching creative marketing, representation of the collective
with absurdist concepts standing imagination.
out in a heavily populated social
media landscape. Brands like
Jacquemus, Isabel Marant and
Victoria Beckham have played into
One&Only
VFX campaigns in 2023.
73% 57%
Of executives in the Of Gen Z say
luxury industry plan they’ve used
to prioritize generative AI in
AI in 2024. 2023.
Image c
BOF & MCKINSEY, 2023 MORNING CONSULT, 2023
42
43
Social Media
Trends To Know
CTZAR X Samaritaine
7.1M Post
of #AI
#AIBrands
Beyond consumers, brands were

quick to engrain AI in the every
day, integrating surrealist visuals
into their brand universe, creating
a new, mixed reality. Jacquemus
has made the most visible use of
it on social media, using artificial
intelligence to place the brand’s
products in the most unexpected
locations (on a mountain chalet
or flying among the buildings of
Seoul). Even more engaging on
social media, several brands use
AI to create educational content.
CTZAR created playful content
for its client La Samaritaine, one of
the largest luxury retailers in Paris,
to guess which object was real and
which was made by AI. #IsitAI?
44
started with consumers leveraging

AI to add to their existing pictures
@kaseykatherine
4.1M Posts of on TikTok — a way to enrich
their narratives. If several of them
#AIFilter pointed out the lack of logic and
successful transformation, the AI
trend quickly became viral, whilst
# Expansion Filter the tool was improving itself with
each prompt in the background.
More than just a tool for consumer Beyond consumers, brands
expression, AI has gained such quickly tried to incorporate AI
creative influence that it now also into their creative process.
serves as an artistic director. It
to evoke calmness with soothing

music and liminal vibes, reflecting
480M
8.3BnViews
Viewson our desire for tranquillity and
escapism. The paradox? Several
onTikTok
TikTok
Unsplash
creators have gained popularity

by illustrating real anxieties. From
Image courtesy of Institute of Digital Fashion
end of the world journeys into

#Dreamcore terrifying closed spaces, Instagram
artists like The Vvo1d (83k
The metaverse visualised through followers) or Aleksey (1.2 million
AI illustrates the desire for follower ) bring the collective
escapism. Creators are using AI anxiety of a generation facing its
to create ‘DreamScapes’, tapping own end to the forefront.
into the ‘DreamCore’ trend via
dreamlike landscapes, animated
45
CASE STUDY:
Jacquemus Promotes New
Bags With Surrealist VFX
Campaigns
by our partner:
$10.7M
EMV Generated by
surealist campaigns
through owned media
(Instagram+TikTok).
VIA LEFTY
107M
Impressions, reaching
23 Posts (IG)
21 Post (TikTok)
VIA LEFTY
x69%
Jacquemus surrealist
content is 69% higher
in engagement rate
than their other posts
on Instagram
VIA LEFTY
46
All images courtesy of Jacquemus

While many brands tried to harness
the power of VFX technology to create
surrealist campaigns, Jacquemus comes
out as the clear winner in this space.
Placing some of his most-loved bags

like the Bambimou in exaggerated
proportions, in iconic holiday destinations,
the designer created visually pleasing
content that resonated with his audience
— more so than any other post on his
social media accounts.
According to data powered by our

partners at Lefty, Jacquemus is leading
the way with significant media value
and unprecidented engagement across
their surrealist marketing campaigns,
showcasing the high level of reception
across social media audiences for unusual
and out-of-the-box product marketing.
47
INTERVIEW
INTERVIEW
The Institute of Digital Fashion’s

Leanne Elliott-Young Talks The Future
of Tech
Since its launch in 2020, the Institute of Digital Fashion has become the backbone of innovation in digital fashion, building
world-class experiences at cultural moments via AR, CGI, UX, digital try-ons, research papers and SWeb3 consultancy. It was
co-founded by Leanne Elliott-Young and Cattytay, who now hold esteemed accolades including: ‘Number 1 Women in Web3
Europe’, Vogue Business 100 Innovators’ and ‘Global Top 100 Women of the Future in Emerging Tech.’ We asked Leanne
about AI, surrealist marketing and which technologies should brands keep on their radar.
Q: Many experts are dubbing 2024 as AI is about having the tools for creative
the year of AI. Leanne, do you agree? expression. On top of being wary of data
collection, how we represent ourselves is
going to be a massive trend. Expanding
from Lil Miquela, digital avatars and
LEY: Absolutely — we were invited to influencers explore what humanity is.
speak at Davos, the World Economic This is already evidenced by people
Forum, and most of the conversations showing less curated content that
there were on AI, but particularly when feels human. There’s also the interplay
it comes to trust issues, as seen with between digital and physical; hyper-
Taylor [Swift]’s deepfakes. Legislation real and not real as we’ve seen with
is finally catching up, but for us, the the paparazzi aesthetic and the VFX
real conversation revolves around campaigns that are trending now.
digital identity and how AI impacts our
perception of self: What does it mean to
be a human if AI is interacting like us?
Q: Speaking of VFX campaigns, we’ve
seen Jacquemus and Isabelle Marant
embracing the style in 2023, where do
Q: In our research, we found Gen Alphas you think this is going?
are wary of facial recognition, preferring
avatars to create new online personas.
LEY: Spatial computing will

revolutionise this space when the
LEY: You see this on Roblox, where users technology is fully ready. Some use
explore diverse representations beyond cases we’ve seen are phenomenal. In
traditional gender norms — we are the meantime, VFX and augmented
currently building lots in Roblox. reality are the biggest trends.
48
INTERVIEW
Q: How do you see this with regards

The Metaverse failed because fashion to sustainability?
is a beast that is obsessed with trends
— the technology couldn’t follow. When
spatial computing hits, you will have
that duality of realities even more. VFX
LEY: There’s a new EU government
campaigns are an introduction to that;
legislation that mandates end-of-life
you can play with the narrative and
product management and, as a result,
storytelling of your brand in new and in-
that regulates what products can enter
novative ways. Fashion is about storyte-
the EU. There’ll be a massive push for
lling, but it also reflects what you feel
brands to respond.
about, care about and how it feels on
For us, it’s about putting people and
the skin. Spatial computing will allow for
the planet first; creating the culture of
that. It will reinvent what we all thought
today for the community of tomorrow.
was happening in 2020 during the pan-
We’re now creating blockchain-backed
demic, but it will be less about removing
garments, a tracking system for brands
yourself from reality and actually being
to see where their products are and see
in reality. Physical and digital should
who’s owned them. It’s a big push on
always work together.
circularity.
Q: We’ve seen some reluctance from

some in the creative community to
Q: Exciting times ahead. How
embrace AI fully. How do we address
does escapism in fashion
this?
intersect with today’s socio-
political challenges?
LEY: Many fear that AI will replace

human creativity and autonomy.
LEY: Fashion has historically offered However, I believe AI should be viewed
escapism during tumultuous times. as a tool to augment human creativity,
With the ongoing socio-political crises, not replace it. By empowering creators
brands are doubling down on fantasy with AI-driven solutions, we can
to provide consumers a reprieve unlock new possibilities and push the
from reality. However, there’s also a boundaries of innovation, much like
Images: Institute of Digital Fashion
call for brands to address pressing how TikTok’s AI-driven algorithms

issues. Balancing escapism with social revolutionise content creation.
consciousness will be key moving
forward.
49
INTERVIEW
Q: So, it’s about harnessing

technology to enhance
creativity and drive
innovation. How do you I think the concept of an NFT is fantastic,
foresee social media platforms something that’s on the blockchain,
leveraging AI for retail? something that’s authenticated, with a
map of its history. It gives an equity share
back to the creator, something which the
art world has never been able to do. Also,
because fashion is so intrinsically linked
to the physical world, something that’s
LEY: Platforms like TikTok are already
just online doesn’t hold the same impact.
using AI to curate personalised
You need that duality.
shopping experiences. With TikTok
Shop specifically, AI algorithms
analyse user preferences to offer
targeted product recommendations,
streamlining the shopping process and Q: Can you share an example of this
catering to instant desires. TikTok’s duality being done well?
algorithm has registered your tastes
and desires so it can tell you what you
want to have for dinner, give you all the
ingredients and also tell you what to
wear whilst you’re making it. It’s created
LEY: We collaborated with Roksanda,
a new speed of decision-making; if you
creating a world first, with augmented
ask anyone how they shop on Tiktok,
reality experiences of her design shown
they do it very quickly. There’s no
at London Fashion Week, paired with
browsing.
NFTs for purchase. Unlike traditional
NFT marketplaces, we integrated
the NFTs seamlessly into Roksanda’s
website, preserving the brand narrative
and offering an immersive shopping
Q: How has the hype Regarding experience. This project aimed to
NFTs in the fashion and beauty democratise access to digital fashion
industry evolved? while pushing the boundaries of
creativity and storytelling. Seeing
purchasable AR garments on the
blockchain at London Fashion Week
pushed boundaries.
LEY: The reason for the big die down is
because there was, again, that hype cycle
we were talking about. The other factor
is the crypto crash — a lot of the NFTs
were on blockchains but purchased with
crypto.
50
INTERVIEW
We also created a 360 experience-

driven strategy and sustainable
business case for H&M. We knew we
needed to engage new audiences, so we
created a constellation of touchpoints,
weaving the narrative throughout. It
started with a CGI campaign in Times
Square, with Kristen McMenamy and
Vittoria Ceretti wearing digital fashion
of the highest standards. We put digital
fashion centre-stage, using motion
capture, VFX, CGI, which were all also
shown in the stores, with holograms
in the windows, alongside augmented
reality try-ons.
Q: Thank you leanne for such an

inspiring conversation!
“With the ongoing socio-political

crises, brands are doubling down
on fantasy to provide consumers a
Images: Institute of Digital Fashion
reprieve from reality.”

Leanne Elliott-Young, Institute of Digital Fashion
51
52
KEY STRATEGY #6
Cute
Culture
Image courtesy of Somerset House
KEY STRATEGY #6 - CUTE CULTURE
An increasing number of people

are finding their escape through
‘cute’, immersing themselves in
alternative soothing worlds for
the mind. This includes video
games, toys and fashion that offer
an alternative to the ‘usual’. 2024
Hello Kitty features in the latest GCDS show (via Spotlight)

will see this concept evolve with
the famous Hello Kitty character
celebrating its 50th anniversary.
While cuteness can evoke happy

emotions on a surface level,
Claire Catterall, senior curator of
Somerset House’s 2024 exhibition
‘Cute’, notes: ‘its playful ambiguity
also helps us to navigate an
increasingly overwhelming and
complicated ‘now’, providing a
way to live [fearlessly] in uncertain
times.’ Cuteness is an equally
alluring and intriguingly dark part
of modern popular culture that has
the power to create an emotional
connection with consumers. The
exhibition explores darker aspects 90%
of ‘Cute’ such as ‘Sugar-Coating’
of #Kidulthood — the hashtag Of Japanese consumers have the
whereby political ideologies and feeling of Kawaii and 70% of them
industrial corporations use cute as ‘cartoon style’ (#元气卡通风) now feel it as frequently as once a
a tool of manipulation. has over 45 million views on week. Those who feel Kawaii tend
Chinese social media platform to be happier.
PWC JAPAN X SANRIO, 2021
CONSUMING Xiaohongshu.
CUTE
Western brands have started
$105B - $84.5B
There is also a connection between to tap into this culture to Pokemon and Hello Kitty made
cuteness and consumption, as appeal to a diverse audience. In the most earnings globally, as
seen in Japanese culture and November 2023, Our Legacy media franchises, nearly 70-
Kawaii products. These are 80% more than successfull
launched a collaboration with movie franchises such as Harry
driven by a consumer’s desire to Emporio Armani, which they Potter (32.2B) or Spider Man
cope with stress and reconnect promoted via an anime-style (27.9B).
with their childhood self, further campaign, accumulating over 21k
evidenced by the rise in popularity engagement on Instagram. STATISTA, 2021
53
Social Media
Trends To Know
they highlight on TikTok what
defines them as women or as
young girls. This trend, coupled
151.4K Views on
@bratzdxlll
with hashtags such as #girlmath

TikTok (where they justify purchase
behaviours via amusing and
often illogical equations), are
#Imjustagirl used satirically and ironically,
highlighting their gender as
Gen Z women are creating their a means for either avoiding
own language. Through the tasks, responsibilities or being
trend ‘I’m just a girl’, using the No inadequate to perform certain
Doubt song of the same name, chores.
masculinity: ‘Babygirl Men.’

The #babygirl trend is defined
by stars such as Jacob Elordi,
7.8M # on Pedro Pascal, Harry Styles
TikTok and Bryan Cranston, who
Getty
have a steryotypically more

‘flamboyant’ style of dressing
#babygirl which plays on ‘cute’ coding,
while while embodying a ‘bad
The internet has coined a fresh boy’ persona.
term to define a new era of
54
437.5M Views
@indiarosecra
on TikTok
#MiniCooking
Beyond creative pop culture

interpretations, cute also
Graphic Thought Facility (1990, UK). Playing dress-up with AI, 2023, courtesy of Somerset House
generates amusing translations

on social media. One of them
promotes the idea of a miniature
world; several accounts have
built their popularity around
this concept, such as Yummy
Bakery (1.9 million followers)
or MyMiniatureLife (7 million
followers). Within this trend, the
idea is to shrink objects and make
even the most mundane actions of
daily life or human emotions cute.
This is also evidenced through
animated animal characters such
as Brainier990.
55
CASE STUDY:
SKIMS Embraces
the Coquette Trend
with Lana Del Rey
Featuring bows, blush pink satin,
cats and glamour icon Lana Del
Rey, SKIMS’ latest Valentine’s
Shop campaign banked on the
coquette trend to drive impact.
With an aesthetic that has

been embraced by the singer
previously, the campaign
resonated with her audience,
driving higher engagement
rate than on her other posts.
This resulted in high EMV and
impressions for the brand.
10.3M
EMV Generated by SKIMS
Lana Del Ray campaign
Via LEFTY, 2024
33.84%
Image courtesy of SKIMS
ER Generated by campaign
- 144% higher than SKIMS
average
Via LEFTY, 2024

Lana Del Rey For Skims, Valentine’s Collection.
56
‘[The] playful ambiguity [of

Cute] helps us to navigate an
increasingly overwhelming
and complicated ‘now’,
providing away to live
[fearlessly] in uncertain
times.’
C L A I R E C AT TA R A L ,
E X H I B I T I O N C U R AT O R , C U T E
SOMERSET HOUSE, 2024
57
58
Insights by
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THE INFLUENCE OF SPORTS
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Marketing

4 Meet the Team

6 Key Consumer Drivers

8 2024: Grounded in Reality

32 2024: In Search of Escapism

ANNA ROSS RUI HUANG NERYS D’ESCLERCS

SAKINA SULE ALI BENOÎT ZERBATO MARINE SÉJOURNANT

The Key Drivers

On top of record-breaking inflation observed

in their communication and conduct.

Images via Getty

THE NEED FOR

With trust now an integral

THE TIKTOK INFLUENCE

This has largely been driven by TikTok

While celebrities as influencers remain celebrities.

shows and star in its campaigns. BOF X MCKINSEY, 2023

‘TikTok is reshaping brand

Image courtsey of GCDS

search for youth and show

to simplify the daily lives of

Job’, speaks volumes about the

the challenging daily lives of

of online communities like

enjoy discovering TikTok videos

On TikTok, humour reigns supreme and

HOW LUXURY BRANDS

The humour-lead nuance of TikTok can feel

The search for authenticity

INNOVA MARKET INSIGHT, 2023

‘Social Media KOL’s, once

On TikTok, users are leveraging

Chores’ trend. Embraced by

for accomplishing chores (often

in elaborate purchases, such as

Image via Getty

Consumers are increasingly

In 2023, the paparazzi aesthetic

This nostalgia quickly solidified

Image courtesy of GCDS

THE POWER OF COLLECTIVITY

1/4 Meanwhile, positive communities are forming

THE POWER OF LOCALITY

40% elements and cultural landmarks via pop-ups and

views. Creators play a pivotal

of belonging to the brand’s

The power of local communities is

with the products that came to

In France, numerous communities

“As ‘cool spots’ have become more

Image courtesy of High Snobiety

Image via Unsplash

Driven by the compound

Nostalgia is not exclusive to

Image via Getty

from the resurgence of

while brands are tapping into

In an era fraught with uncertainty,

a Box Office Hit Barbie movie. At $1.446 Bn, the

LEFTY DATA, 2023