The Relevancy Read

Hot takes, early calls and astute observations, carefully curated.

A Sampling

Fashion’s foot fetish.

May 30, 2023

Last act, best act! Aging is elevating.

The internet is swooning over Lana Del Ray’s “Nepo Daddy,” who launched a music career at 69 as Papa Del Ray—think: psychedelic sounds and Jimmy Buffet branding. To similar fanfare, Martha Stewart became Sports Illustrated’s oldest cover model ever at 81, bucking the coastal grandma trend in a spicy shoot. Jane Fonda, Diane Keaton, Candice Bergen, and Mary Steenburgen return to the big screen for Book Club: The Next Chapter, redefining "old-lady style" as playful and sexy. Meanwhile, the retirement business booms as a “silver tsunami” of aging baby boomers demand senior living in style. New luxury communities Coterie and Watermark feel more like five star resorts than retirement homes. Today, people are older younger, and younger older. With cash to spend and a new lease on life, take the latter segment seriously.

Fashion’s recent foot fetish hints it might be time for a pedicure.

Chalk it up to the warm weather, a shift towards minimalism, or festering carefree sensibilities, but bare feet are occupying the minds of fashion and culture alike. Kicking off the craze, the Barbie trailer had the internet abuzz with a glamour shot of the doll’s iconic arched foot. Now, mesh flats from brands like Dear Frances, Le Monde Béryl, and Sandy Liang give the flip flop an upgrade, tapping into recent balletcore aesthetics while putting toes on full display. One step further, The Cut has predicted a “barefoot boy summer,” after stars like Jacob Elordi and Mike Sabath were spotted on the LA streets sans shoes, a look reminiscent of Etro’s Spring menswear show. Put your best foot forward this Summer and free the toes when it comes to footwear-focused merchandising and marketing.

Dogs are the new kids, so forget kibble.

As consumers deter having kids for career, financial, and environmental reasons, they’re turning attention and dollars to pet parenthood. The dog probiotics category has flourished with countless new supplement brands and a 115% five-year growth score by Exploding Topics. One standout, PetLabCo’s probiotic treats have seen a 1,133% increase in searches since 2019. With 64% of pet owners cooking a separate meal for their dog three or more times a week, The Farmer’s Dog has capitalized on the homemade craze, ranked as the best brand for human-grade dog-food delivery. With pet friendly opportunities abundant, consider how your business can support this shift to fancy feasts and modern diets.

Anti Social Social Club turns failure into fun.

After a series of recent shipping issues and delays, Anti Social Social Club is using the setback as an opportunity to explore new customer service avenues while also providing those burned with a unique offering to help right wrongs. Acknowledging that they have seen and heard the complaints, the brand has teamed up with Door Dash for a limited-run “Same Day Delivery” campaign available in LA, New York, and Miami. The collaboration will allow customers to order the collection, which includes exclusive items, through the DoorDash app, all guaranteed to arrive at your door that day. While not a permanent fix, the stunt serves as reminder that customer feedback should always drive corporate strategy, and of course, when life gives you lemons, make lemonade!

Suit up for a season of (actually) wearable swim.

Gone are the days of skimpy suits and baring it all on the beach. This season’s styles are bringing utility back. The Great’s recent swimwear launch celebrates form and function, featuring full-coverage styles and reversible separates to maximize style combinations. Triangl is serving separates suitable for sport mode with a line of tankinis and cheeky hot shorts appropriate for every adventure. Riding the same wave, Staud is diving into summer with its first drop of fashion-forward swimwear that is easy, elevated, and primed for activity. Reinventing classic silhouettes, STAUD Sea debuted a modern take on swim skorts and dresses ready to go from the boardwalk to the bar. Burned by the ghosts of bikinis past, consumers are now screaming for wearable swim without compromising style.