Sweat Your Way to an iPhone X
WATCH OF THE WEEK
With awards season in full swing, we’re on the lookout for up-and-coming content creators who just might be receiving golden statues of their own someday. Making the rounds and generating buzz at indie festivals is NIGHT, a short film that highlights the awkward and demoralizing effects of micro aggressions and showcases the promising talent of its female Dutch director, Joosje Duk. With the reckoning currently underway in Hollywood, actors and audiences alike are calling for more representation both in front of and behind the camera, making it an exciting time for female directors like Duk to prosper.
Beloved fast fashion retailer H&M is on the verge of launching a new Millennial lifestyle brand called Nyden. Taking a page out of the Kardashian playbook, Nyden has relied on drumming up interest by shrouding itself in mystery, with an Instagram feed of mostly black squares and one sole video. Not surprisingly, the brand is under the direction of Swedish creative Oscar Olsson, an elusive figure himself who has been with the company since 2013. Seeing as H&M’s sales have been on the decline lately (perhaps even more so after their unfortunate and insensitive sweatshirt fiasco earlier this week), the company hopes that creating a dedicated spinoff emphasizing affordable luxury will help them win back the coveted Millennial consumer.
Fresh off the holiday engagement season, Girls star Jemima Kirke is making us question the myth of “happily ever after” yet again—this time as an artist in her new exhibition titled The Ceremony. Inspired by her own experiences and the women around her, Kirke’s paintings of both married and separated women are intended to start a discussion on why so many smart and independent people still willingly get married today. Running at New York’s Sargent’s Daughters gallery until January 21st, Kirke’s pieces include portraits of thoughtful and disconsolate women rather than the traditional beaming bride. Although a bit dark and dismal, Kirke’s photos illustrate the very real trend of Millennials migrating away from marriage altogether.
IN OUR CARTS
As Gen Zs continue to obsess over DIY and other idiosyncratic hobbies, craft-store Michaels has taken notice and is letting digital trends inform what they sell IRL. With the goal of helping Pinterest users try new projects, Michaels has created “Make It Kits” that include photos, instructions, and all necessary materials in a single package. The first kit, “Shibori for Your Home” allows people to utilize the traditional Japanese dyeing method to create beautiful home décor items such as napkins, tablecloths, and placemats. As Japanese culture continues to dominate fashion, beauty, and the internet (Shibori searches alone have grown by 56% on Pinterest this year), the first “Make It Kit” showcases the success to be found in merging digital trends and traditional retail.
Another day, another new cryptocurrency… sort of. Sweatcoin is a free fitness app gaining popularity by catering to the internet’s new favorite hobby, crypto trading. Rewarding users for exercising, Sweatcoin allows users to earn .95 “Sweatcoins “ for every 1,000 steps they take. Once users have accumulated enough points, they can spend them on products, services, and even experiences, with the app offering everything from anti-gravity yoga classes to a new iPhone. So while your computer is hard at work mining Bitcoin, your body can also “mine” Sweatcoin by taking a stroll around the neighborhood—win win!
This year’s Golden Globes found many attendees wearing black in support of Hollywood’s growing “Time’s Up” movement, which aims to close the gender gap in tinsel town by offering legal counsel to women in Hollywood, championing anti-harassment legislation and policy changes, and more. To do their part, FIJI Water launched its One Sip Forward campaign: For every celebrity photographed drinking a FIJI Water during the Golden Globes and other upcoming awards shows sponsored by the brand, FIJI is donating $1,000 to the American Film Institute’s Directing Workshop for Women. With only one female director for every 22 male directors, FIJI’s fundraising efforts are both effective and timely and we hope they reach the campaign’s $100k limit this awards season.