Open tabs from June
Loewe's unique social strategy, fashion's continued obsession with sport, the ability to see your dreams, and more...
Findings is a monthly newsletter on the influences and trends that are quietly shaping our culture by Mouthwash Studio. This post may be too long for email, read online for the best experience.
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Every month, we find ourselves circling a handful of ideas. Some surface through conversations in the studio. Some are immediate references like an idea we want to try or a tool we’re testing. Others are slower burns that sit in the background but ones that we keep coming back to.
Open tabs is a running list of what we’ve saved this month. There’s no single theme or takeaway. Just a loose collection of what’s been sitting with us in June, things we’re watching, wondering about, or not quite done thinking through.
Loewe’s social team is paying attention.
While some luxury brands tread lightly on TikTok, stuck in approvals and guidelines, Loewe is quick on the draw. They’re unapologetically playful, always in tune with the moment, and quick to meet culture where it’s happening. They spot and respond to viral sparks like this one, sliding seamlessly into the feed without forcing it. It’s clever, timely, and effortlessly on-brand. This is the kind of instinct that sets culturally fluent brands a step ahead.
A24 launches a dating board for the men of NY.
To promote their recent film, Materialists, A24 launched a microsite that doubles as a dating board for New Yorkers. Once again, A24 blurs the line between film marketing and internet culture, turning promo into participation. Less ad campaigns, more social experiments.
We’re one year away from the World Cup.
You can expect many brands to try and cash in on the viewership, but some are already getting a head start. Expect more soccer/football collabs and activations in the design space in anticipation of the World Cup.
Playlab and Designmuseum Danmark played a children’s game.
Our friends at PlayLab created TELEPHONE: The Bone Chair for the inaugural Other Circle. It’s an experimental reimagining of Finn Juhl’s iconic 1944 “Bone Chair,” filtered through the children’s game Telephone. One studio member described the chair using only a handful of words. Another sketched it out from that description. Then another. And another.
What began as a modernist classic ended as something entirely new, showing how ideas evolve when passed hand to hand.
YSL’s masterclass in Art Direction.
Yves Saint Laurent’s commitment to stunning visuals spans from physical space to image capture. It feels nice to see something new.
Kith’s refreshed court appearance.
Each season, Kith partners with Wilson to restore local tennis courts, giving communities lasting spaces to play. After previously visiting New York and Paris, this year’s restoration took them to the birthplace of modern tennis: Birmingham.
Lorde has good taste.
We recently found out that Lorde goes to the same embroiderer that we tapped into for our work with Thom Browne. No notes.
Modem launched a portal to your subconscious.
Modem’s new project ‘Dream Recorder” calls for the bedroom to be a phone-free sanctuary. The idea is that when you wake up, you describe your dream to the device, and a "dream weaving" AI model translates your subconscious into ultra-low-definition, impressionistic dreamscapes.
All in on Substack.
Nike launches on Substack with a publication titled In The Margins. The sportswear giant joins the list of big brands placing their bets on the platform. Amazon is starting to advertise with writers on the platform as well. Substack has grown to over 5 million paid subscriptions and 20 million monthly active users, with 17,000+ writers earning income and 50+ making over $1 million annually. Media is changing once again.
Doji Raises $14M on the idea of trying.
AI-powered fashion startup Doji has raised $14 million to advance its virtual try-on technology. The app uses AI to simulate how clothing fits, helping users make better online shopping decisions. The funding will support the development of more accurate fit prediction models, bringing features like personalized size recommendations closer to reality.
Rhode
News on Hailey Bieber’s Rhode acquisition has been well-covered, but we’re including it in here anyways. In hindsight, the acquisition shouldn’t come as a surprise. The brand has been running successful campaign after successful campaign and garnering a cult-like following for several years now. Coincidently (or not), we just launched a case study for Reframe, a clinically-driven skincare line founded by Savannah James. The work has been mentioned by Cosmopolitan, People, Elle, and Emily Sundberg, among others.
Fashion’s Obsession with Sport Continues.
Jonathan Anderson’s first campaign with Dior features candid dressings with Madrid-star Kylian Mbappe. Meanwhile Prada announces Anthony Edwards, among a star-studded list, as a new brand ambassador(s). Burberry’s long-form experiment from the end of 2024 with Chelsea-man Cole Palmer is among many others that hint at a new framework: simple concept + relevant figure over theatrics and narrative. The story is already built in.
Use the comment section below to share your open tabs with us. ‘Till next time.
Thanks for reading
Findings is a project by Mouthwash Studio, a design studio centered on new ideas and defining experiences. Learn more about what we’re doing with Findings here. In the archive, you’ll find all our work to date surrounding this project.
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Thanks for sharing, so insightful and inspiring