LFW, Bagvertising & Wonderwall

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Team Chat! What we’re talking about…

→ Not so demure, not so mindful

Jools Lebron took the internet by storm this month with her “very demure, very mindful” phrase, but what can we learn from her legal trademark battle over the viral TikTok?

In response to several unrelated individuals rushing to register trademarks related to growing popularity of the phrase, Lebron in turn filed for her own trademark. While it is still pending, and a final decision outstanding, it raises some important questions about the ownership of viral content:

Should a creator hold a trademark over viral content? What does that timeline look like? And how does it impact liability for creators and brands who leverage the wave of trends?

The pace of trends complicates this. Move too slow with trademarking, like Lebron, and others may swoop in to profit. But moving too fast can stifle the viral potential. So, where’s the balance?

Rewind the clock and Paris Hilton was one of the first to trademark an iconic catchphrase from popular culture, trademarking her “That’s Hot!” in 2003 and more recently “sliving” after making it popular through social. Even take brat summer. You instantly think of Charli XCX, whose coined phrase boosted streams and momentum for her album; a direct monetary benefit. Yet, given that trademarking is typically linked to the sale of goods or services, in cases like Lebron’s where there isn’t a clear connection between creator and phrase, it creates a grey area over who truly owns the intellectual property and can profit from it.

With mass relatability and available usage driving viral content, the outcome of Lebron’s case will set a precedent for the future, and in turn, shape how brands engage with reactive trend marketing.

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→ 40 years of London Fashion Week

London Fashion Week, is one of the most celebrated in the circuit, championing young Designers and Creatives.

Celebrating 40-years with a 72-strong line-up, London Fashion Week challenges the Fashion Month norms. Whether its inclusivity or sustainability, such as Vinted’s Show in partnership with Oxfam, LFW promises to go where others dare not.

At the crux of LFW is emerging creative talent. From LMVH prize nominee Pauline Dujancourt to Tolu Coker and Yaku Stapleton, LFW gives designers a platform to share their creations with the fashion community.

With new names on the schedule, and a move back to 180 The Strand, LFW is shaping up to be one of the best in years. To get a taste of the cross section of talent, we suggest you tune into LABRUM London, Yuka Stapleton, Di Petsa & Chopova Lowena, and of course not forgetting Burberry for a showcase that always delivers on the bold and big.

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→ The rise of Bagvertising

This month we’ve seen retail bags from around the world go viral as brands push the boundaries of creativity and design. From IKEA with their RESTEN bag which reimagined the iconic blue FRAKTA bag, to Lidl partnering with designer Nik Bentel to launch a quirky croissant-shaped bag which fused everyday groceries with high fashion – the eccentric designs definitely turned heads this month.

Yet it’s not the first time bagvertising has flooded our social feeds, with our personal favourites including Gymshark and Lipton Teas for their equally whacky viral bags just a few years prior. So why does it work? Aside from the limited-edition releases (selling out in seconds!), each managed to capture the imagination of brand fans and leaned into the social-first shareability of the bags. The outcome? A whole new level of earned media coverage.

Alongside national broadcast features across TV and radio, Lidl’s croissant bag was also spotlighted in The Times, Daily Mail, Retail Times, and Hypebae, along with endless coverage on social media. As brands continue to experiment with their own bonkers takes on bagvertising, the creative potential for appears limitless. So which brand will be next? We can’t wait to find out.