Brands are increasingly integrating their image with lifestyle to convey their message. Visually appealing and accessible items like flowers are great to combine with fashion. Jacquemus presented a pop-up cafe in the bustling Seongsu-dong, riding the wave of pop-up popularity. The structure, resembling the brand's Bambino bag, was attractive. Since flowers were the main concept, bouquets wrapped in Jacquemus-logo packaging and ribbons were also sold.
Fashion & beauty pop-up stores and campaigns are increasingly being proposed in closer alignment with lifestyle. Maybelline installed giant mascaras on London streets and subways, approaching everyday life more wittily than through glamorous beauty shop windows. Burberry, as part of its 'Burberry Street Project,' decorated buildings and streets in a Burberry-esque manner and collaborated with 'Norman's Café', a British home-style café, to offer food and beverages. Prada conducted the Flower Seed Project, where as part of an eco-friendly campaign, they offered seeds in limited-edition minimalist tin cases, encouraging people to grow their own flowers.
Phoebe Philo has finally made a comeback. She introduced items in a drop format rather than seasonal collections, with A1 opening in October 2023 and A2 planned for Spring 2024. The sales are exclusively online, with no physical stores. Despite jacket prices ranging from $4,000 to $16,500, making them not easily accessible, they have garnered attention from her fervent fashion followers. In contrast to her time as the Creative Director at Celine, she has infused her designs with a more street-oriented and bold approach.
An exhibition featuring Azzedine Alaïa's collection and his personal acquisitions is being held at the Paris Fashion Museum. It showcases various couture works by Coco Chanel, André Courrèges, Yves Saint Laurent, Hubert de Givenchy, and more. Even in an era where AI and futurism are gaining attention, classical couture exerts a stronger allure, igniting an artistic desire among consumers. Brands seeking further differentiation are aiming to create their own unique atmosphere that other brands cannot match, through art exhibitions, artistic collaborations, and integrating art spaces.