HOARDICULTURE 010

A selection of the past weeks’ insightful treasures, amassed from our constant research, that signal social-cultural change.

• Is language still keeping up? As we fumble for a common tongue, creative code is taking over.

• Authenticity? Not just a marketing trope. Turns out real art in museums hits the brain harder than reprints, science says.

• The attention war is far from over. But Nelson-Field’s latest research throws a curveball: in some cases, aiming for lower, passive levels of attention might just be the most effective move.

• Bored yet? Social media’s conformity, sameness, and banality parade rolls on. Laurent François slams it home with: “creating is different from posting.”

• “Fashion has a decision to make. In a world on fire—politically, socially, environmentally—what role does it want to play? Does it reflect reality or offer an escape? The divide is more pronounced than ever: the daring vs. the defensive, the old guard vs. the new.” And HURS nails it.

• Our obsession with entertainment-everything still fuels fashion desirability. Platform DATA, BUT MAKE IT FASHION highlights the 151% growth of Coperni’s popularity after hosting its latest fashion show at Disneyland Paris.

• No, the metaverse isn’t dead. Sports are doubling down to pull in new fans—beyond just the gamer bros and geek squads.

• From the end of the golden era of fashion blogging, to the Substack boom, the heavily documented Relatively Brief, Incomplete History of Online Fashion Fandom dissects the ever-evolving journey of fashion stans who “overtook the machine.”

• As the fashion industry continues its polarization journey, Uniqlo’s affordability-driven, Gen Z-centric stores GU officially enter the US market.

• The beauty industry once banked on cosmetic procedure-friendly products for instant, authentically-faked looks. But now, “Botox-resistant” or “Botox-repellent” makeup is on the rise, driven by filler fatigue.

In Case of Doubt is directed by Elodie Marteau, foresight research & strategy hoarder.