The Relevancy Read

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

A Sampling

Vegas and mahjong

April 25, 2023

Viva-Las-Vegas aesthetics and sensibilities are winning big.

Equal parts kitsch, nostalgia, and escapism, Acne Studios' recent Miami pop-up took creative direction from a Vegas wedding chapel, including pink hearts, neon signage, and rock and roll undertones. Elvis Presley's private jet will cruise the Vegas strip as a luxe tour bus refurbished with velvet seats and dècor fit for the King, while recent photos from the set of Priscilla suggest we have more sin city style to come. New York City is embracing the gambling capital's lifestyle with announcements of various casino proposals across the city and over-the-top restaurants like Bad Roman opening with indulgent food, drinks, and interior design. Strike while the iron’s hot and roll the dice on Vegas-y offerings.

Put down the needle. Aging is in.

60 Minutes Australia’s new segment “Grey is the New Black” highlights the dangers of Botox and filler, urging people to embrace wrinkles and fine lines. Vogue Philippines made history by featuring their oldest cover model, Apo Whang-Od (106), while 2023 has been called the year of the 50-year-old woman. Mountain Dew’s “hard party” commercial in a retirement village argues life gets better with age by challenging the stereotypes of older communities. Even the business world is embracing age, as The Wall Street Journal reported that older employees are perceived to work harder and bring more value than their younger counterparts. While marketers’ attention is all on Gen Z and A, we have a hunch that growing old is about to feel brand new.

Wholesome values return to relevance.

As projected in our report, Consumer Dynamics: Vibes Shift, modernity is out and tradition is in. Straight out of Sound of Music, the de la Mottes’ 9-person family band has blown up on social media, embodying the recent cool-factor around religious, family, and American-dream values. New York City’s social scene suddenly feels more suburban and wholesome than urban and jaded—the buzzy club Georgia Room hosts a line-dancing and two-stepping night with Stud Country, while the Ace Hotel launched Mahjong night, as more young people adopt the traditionally older-persons’ game for social nourishment. As people continue to fear rapidly-advancing technology, isolation, and divisiveness, lean into wholesome, feel-good activities, interests, and aesthetics.

Backpacks are back? Or perhaps they never left.

We've seen content cropping up discussing the sartorial woes and practical advantages of the humble backpack. With supersized carry-all totes replacing mini-bags on the runways, it's no surprise the backpack's capacity and posture benefits are wooing average consumers, as hybrid work schedules mean always having a laptop in tow. According to The Strategist, even NYC's notoriously haughty art scene covets this convertible Patagonia backpack. As style and luxury continue to quiet, inconspicuous, quality-made items signal status to those in the know.