The Relevancy Read

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

A Sampling

Sad beige baby rooms.

November 29, 2022

Behavior does a 180 from doing good to being bad.

Rebellious attitudes embrace bad habits, from smoking to shoplifting. Airmail hosted a dinner sponsored by Celine at The Odeon in downtown Manhattan, featuring bowls of cigarettes as table centerpieces that kept the party going on the sidewalk long after the restaurant closed. Street and performance artist Banksy recently took to Instagram encouraging his followers to steal from the Guess x Brandalizsed collection, which features his work without his permission or compensation.

Your baby’s bedroom is giving major existential dread.

TikTok account @sadbeige has gone viral critiquing the minimalist and “sad beige” color schemes taking over today’s baby clothing and décor categories. While the account is satirical, its popularity sparked much discussion over the potential negative effects of omitting color in youth products. Gen Z-targeted wellness marketplace Woo launched last week, pushing back against the minimalist and clinical aesthetics driving the industry with colorful and chaotic campaigns. As new generations of spenders grow their share, Millennial minimalism feels more joyless than sophisticated. Don’t be afraid to break free from beige.

An uptick in horror and true crime inspires scary style and marketing stunts.

“Gardening can be messy. So can hiding a body,” reads an ad for Hunter and Extra Butter’s limited-edition rainboots and gardening gloves, framing a utilitarian collection as cinematic and edgy for true-crime obsessed customers. Licensed streetwear brand Dumbgood reimagines Patrick Bateman’s skincare routine from American Psycho in a gel eye mask paired to the character’s notorious bone-white business cards, leveling up traditional screen-printed merch with an ultra-niche reference and original product. Take this as permission to get a little gory.

Louis Vuitton vs. The Ritz Carlton. Luxury is coming for hospitality.

As the service and quality of iconic hotel brands noticeably declines, opportunity emerges for new contenders in the hospitality sector. Growing forces such as Aman, Rocco Forte, and Belmond are already challenging the hotel hierarchy. Now, luxury retailers are throwing their hats into the ring, too. Louis Vuitton announced plans to transform its Paris HQ into a hotel and cultural hub, while Restoration Hardware has already taken the plunge with the opening of RH Guesthouse in New York City, in addition to a luxury yacht and plane for charter. A presence in hospitality seems like a natural next step for these companies, adding revenue streams and contributing to the halo of aspirational, immersive experiences necessary to drive luxury forward. We expect to see more brands follow suit and will be booking our trip to Paris as soon as possible.

Brownie points for Elton John.

In honor of the final American stop on his ‘Farewell Yellow Brick Road Tour,’ Elton John engaged the entire city of Los Angeles. Ahead of his Dodger Stadium performance, a microsite launched marking locations across L.A. important to the singer. From sentimental spots to visit for free like The Troubadour, where he played some of his first U.S. shows, to eateries like Monty’s Good Burger for a limited-edition Elton meal (think: tiny dancer drink, glitter glasses shake, rainbow rocket sugar cookie), the experience ensured everyone was included. The activation cumulated at The Webster, with a pop-up experience, tour merch, and exclusive clothing and accessory collaborations. Use this as a case study for your next engagement initiative: offering something for everyone, from price point to location, is the best way to create buzz.