In recent years, the appeal of trendy marble coffee tables, plush sofas, and finely designed lamps has captivated us all. While the interior design industry often embodies craftsmanship, it also has a less glamorous side: its environmental impact. This reality has pushed terms like circularity, recyclability, and sustainability to the forefront of the interior design industry. At the same time, the industry’s emphasis on aesthetic appeal, which is deeply inherent in its marketing and branding, raises the challenge of seamlessly integrating sustainability values without compromising its visual allure. So, what does it truly mean for a brand to embrace sustainability in interior design? And how can companies strike a balance between captivating aesthetics and embedding circularity and recyclability as foundational elements of their brands?

To explore these questions, VOCAST has spoken to Mater, a Copenhagen-native interior brand founded in 2006, pioneering green-tech interior design with sustainability and circularity at its core.

Meet Trine Mark Egeberg

From Trends to Necessities: Circularity and Recyclability in Interiors

Circularity and recyclability have become hot topics in the interior design industry, as conservation and saving the environment from further damage have become pressing issues. At the same time, consumers continue to seek out designs that enhance their living spaces and well-being, following ever-changing trends. This high demand has forced the industry to rethink its production processes, driving innovation that prioritizes sustainability while maintaining impeccable style and appeal. For Mater, sustainability has always been at the core of its philosophy. Trine explains:

“When we started working with sustainability in 2006, most people actually thought sustainability was a passing trend—it wasn’t, and today it’s more important than ever.”

Trine emphasizes that Mater’s commitment to sustainability has been part of the brand’s DNA since 2006, evolving with each collection to the point where the brand now exclusively launches new products made from recycled materials or designed with other sustainable practices. According to Trine, the “simplicity” and “tangibility” of Mater’s sustainable messaging— is a crucial factor in countering rising issues of greenwashing in the industry.

“Our learning has definitely been to keep the sustainable messaging very simple. Sometimes you forget that we’re working with it every day, but for others, it can be quite complex.”

Trine further advises brands to focus their sustainability messaging on actions with significant impact, as this increases credibility and resonance with consumers:

“Don’t focus on things that have a small impact. A truly sustainable message should focus on the significant aspects that create real impact, rather than getting lost in smaller details like packaging or minor components of the product.”

When Aesthetics Speak Sustainability

As sustainability becomes an essential component of interior design branding, Trine indicates the importance of maintaining aesthetic integrity. For Mater, sustainability is central, but it must never compromise the brand’s visual appeal:

“You should never compromise on aesthetics. A product will never be sustainable if the design, quality, and aesthetics aren’t on point.”

Just like the fashion industry, interior design is strongly dependent on its aesthetic appeal. Trine argues that sustainability should complement, not overshadow, a brand’s visual identity:

“This industry is all about aesthetics, and you will never be able to compete if what you offer isn’t visually compelling.”

The Potential of Imagery

Mater’s digital showroom plays an essential role in their sustainable branding efforts. By offering a detailed view of each product’s features, the showroom goes beyond aesthetics, showcasing the production journey and materials behind every design. This approach ensures that the visual appeal of a product is not the sole focus but is complemented by its sustainability story.

What sets Mater apart is their ability to let imagery communicate profoundly, as the brand’s digital showroom and curated images effectively communicate sustainability without relying on explicitly written messaging. This demonstrates the brand’s expertise in leveraging content to convey values in a refined, yet impactful manner. Mater also takes an innovative approach to blending sustainability with aesthetics.

The fact that their products are crafted from waste is seamlessly integrated into their branding through compelling imagery, consistently featured across their digital showroom, website, social media platforms, and sustainability reports. This approach reinforces the brand’s sustainability messaging while maintaining its refined aesthetic identity.

Striking the Balance: Aligning Innovation with Aesthetics

When asked for advice on balancing sustainability with brand aesthetics, Trine acknowledges the growing number of brands positioning themselves as sustainable. However, she stresses that sustainability should only be central to branding if it is genuinely impactful.

Trine’s guiding principle is to keep sustainability messaging simple, clear, and relevant to the consumer:

“When you make an effort, you naturally want to communicate it. But you should always ask if it’s truly relevant to the consumer, and most importantly, make it simple and clear.”

Meet the Green Interior Influencers across markets

Our research team has gathered some of the most inspiring contacts from each market. Take a look below:

Image Credit: Mater

Ema is the Media & Market Researcher at VOCAST. She grew up in Brussels and previously worked with fashion PR. She has a Master’s degree in International Development and Business and has a strong interest in sustainable and ethical practices within the fashion industry.

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We’ve seen it time and time again: another collaboration between a fashion brand and a notable figure in the sports and fitness world. Whether it be your favorite influencer dressed head to toe in athleisure or loyal fans sporting (pun intended) their favorite football player’s jersey, the relationship between fashion and fitness continues to grow stronger year by year. Sports is an interest that speaks a universal language, unbound to demographics or geographical boundaries. The world’s eyes turn to every major sporting event and its athletes when the time comes, like the recent Euros and Olympics for example. 

Through market research and industry insights, we will shed light on how and why fashion brands should focus their marketing on the heightened interest and emotional connection that people have with sports and fitness. VOCAST interviewed Xenia Garver, a Copenhagen-based lifestyle and fitness influencer, about her perspective as a content creator working with brands.

Meet the Interviewee: Xenia Garver

The growing relationship between sports and fashion

Alongside the typical athleticwear powerhouses like Nike, Adidas, and Puma, we’re also seeing luxury and more every day, streetwear-style brands enter the sports sector. Some of the most successful and notable partnerships and collaborations include Nike and Michael Jordan, Skims as the NBA’s exclusive underwear partner, and Ralph Lauren as the official outfitter for Team USA. On a macro level, fashion and fitness are becoming increasingly intertwined as stylish workout and athleisure clothes become more popular. Xenia expresses her excitement about fitness entering the fashion world:

“It provides an opportunity to showcase a healthy and active lifestyle through stylish and functional clothing choices. Personally, I feel better training in an outfit that is fashionable, it almost motivates me. Additionally, it opens up opportunities for creative collaborations and innovative designs that can inspire both fitness enthusiasts and fashion lovers.”

Worn both in the gym and on the street, we see the versatility of athleticwear for both exercise and everyday outfits. This demonstrates how lucrative this market is, and there are numbers to back it up. Sports-adjacent apparel has been significantly outperforming the rest of the global market since pre-pandemic, with consultancies forecasting the market to soar to $249 billion USD by 2026. The flourishing relationship between sports and fashion isn’t just a trend, it’s a new way to reach consumers.

Noorunisa, Copenhagen Fashion Week Street Style SS25

The Appeal and “Coolness” of Sport

For years, well-established luxury fashion brands like Louis Vuitton and Gucci have been looking for different ways to connect with the younger consumer base. The question has always been: “How can we stay relevant?”. Throughout the years, they’ve dipped their toes in the arts, music, and now their eyes are on sports. Having an athlete as a brand ambassador and the focal point of campaign shoots can bring in their dedicated, and young, followers; they have achieved celebrity status in this day and age. We see them in feature films, television shows, red carpets, and even the Met Gala. Fitness influencers have also become more popular with each new year, especially since the pandemic when at-home workouts became the new normal. Athletes and fitness influencers are widely regarded as the epitome of hard work and discipline, well-respected among the general public for their physical strength, athleticism, and talent. They’re transcending their sport and craft to become cultural icons, and their endorsement adds a layer of cultural relevance and “coolness” that is invaluable for fashion brands. The dedication and commitment to their craft athletes and fitness influencers demonstrate resonates with consumers, giving them an edge of admirability and respect. Xenia touches on how they can influence fashion trends:

“A lot of people have a “favorite influencer”, and to them, that person probably has authenticity and relatability. Therefore, the viewers might get inspiration from what [they] are wearing. Some influencers are even trendsetting and able to create new fashion trends in the fitness-fashion world.”

Similar to other kinds of public figures, they’ve become brands themselves with large and loyal followings. People to them for inspiration in all aspects, fashion included. Magazines like GQ have begun putting out lists of the most stylish athletes, with names like Formula 1 driver Lewis Hamilton and tennis player Serena Williams being among them. From their streetwear, outfits for their front row seat at fashion weeks, and choice of gear on the court, their style is becoming as iconic as they are.

Noorunisa, Copenhagen Fashion Week Street Style SS24/SS25

How They Work Together

As with the start of any successful partnership, it begins with mutually beneficial terms that push both the athlete and the brand to new heights, and shared values. For the athlete or influencer, it could look like a sponsored social media post, branded gear, outfits for events, or a collaboration with the brand. For fashion brands, it’s reaching new audiences and potential customers. Both entities are brands in their own right and it only makes sense to work together if there are shared values.

“First of all, the collaboration should feel genuine and authentic to my audience. I do prefer if the clothes and the brand is something/someone I already like because it is easier to promote something I already use and like using.”

Xenia highlights the element of genuineness in order to ensure authenticity across the board. This can look like several things. For one, as Xenia mentions, it’s a brand the athlete or influencer already enjoys and uses, as they’ll be able to better communicate the products to their audience when they actually like it. It can also look like shared aesthetics, meaning the brand and the individual just complement each other, such as from a visual aspect. A good example of this is tennis player Naomi Osaka as an ambassador for Louis Vuitton, as she fits the fashion house’s core values as well as bold color and print aesthetic. Louis Vuitton has had a longtime association with sport as the essence of it aligns with their values of courage and overcoming challenges. Aesthetically, the Louis Vuitton style stands out while also placing emphasis on functionality and use, designing trophy trunks for the football World Cup, the F1 Grand Prix de Monaco, and now the Paris Olympics.

Xenia also mentions the importance of building a sustainable relationship with the brands she works with.

“I also do enjoy long-time potential, so I don’t end up promoting several different fitness-clothing brands.”

This approach further enhances the authenticity of the partnership and ensures consistent messaging and branding, which is essential for maintaining a coherent brand image for both the fashion brand and the athlete or influencer. Additionally, long-term collaborations allow for more in-depth storytelling, enabling the athlete or influencer to share their genuine experiences with the brand over time, building a stronger brand narrative. This is much more effective compared to short-term and scattered endorsements.

Key Takeaways

The integration of fashion and sports is increasingly evident through collaborations between major brands and influential figures in athletics and fitness. Initially dominated by leading names like Nike and Adidas, the athleticwear market has expanded to include luxury and streetwear labels, driven by the growing popularity of athleisure. By tapping into the global appeal of sports, fashion brands can extend their influence across borders, leveraging shared values and interests to foster enduring customer loyalty and differentiation in competitive markets. They can engage diverse consumer segments and influence cultural trends, establishing enduring connections that extend beyond product endorsements alone, amplifying their visibility but also reinforcing their cultural relevance and consumer engagement in a dynamic and evolving marketplace.

Discover the Fashion Influencers with a sporty style across markets

Our international research team has gathered some of the most fashionable influencer contacts with a sporty sense of style from each market. Take a look below:

Image credit: Copenhagen Fashion Week/Noorunisa – Street style SS24. References: Jing Daily: Can luxury play the sports game right? CNN: Ahead of the Olympics, Louis Vuitton CEO says sports embody ‘the DNA’ of the brand

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To understand the relevance of Scandinavian fashion beyond the Scandinavian borders, VOCAST has spoken to influencers from across Europe such as Germany, The UK, France and Italy. Through this article, we aim for brands to gain an insight into the shift in market trends, and help position themselves to best utilize Scandinavian fashion aesthetics in branding, whilst uncovering clear-cut aspects about Scandinavian fashion that define and shape its uniqueness in the market.

Leaning into geometric shapes with streamlining tendencies, the Scandinavian fashion trend is also about feeling good and pairing comfort with practicality. Scandinavia is pioneering the way with its commitment to social responsibility as it transcends mere oversized blazers and the muted capsule wardrobe. In an era of heightened environmental awareness, Scandinavian brands and influencers favor the use of sustainable materials and ethical manufacturing.

Laura Schulte, a German influencer, perfectly emulates Scandinavian style with her intermittent pops of bright, block colors as well as baggy, minimalist staple pieces.

“To me, Scandi Style – in fashion specifically – is rooted in wearability, versatility, fearlessness and liberation. I love having well-thought-out high-quality basics, purchased with precision and awareness, as a secure harbour from where I can sail into fashion adventures and follow my gut without obligations.”

@holylora

 

Agatha Tyché resides in France. She is a stylist and content creator, living in a colorful and vintage universe. Agatha is a fixture at all fashion weeks with her daughter and their matching looks.

 

 

“Scandinavian fashion represents the alliance of minimalism, effortlessness and ethics.”

@tycheagatha

Hollie Mercedes originally hails from Scotland but now resides in Amsterdam. The fashion lover shares glimpses of her everyday life and travels while providing fashion and style inspiration. With an ever-joyful demeanour, Hollie’s style reflects her vibrant personality, featuring an abundance of prints, and colours, and never without her signature touch.

“I believe that in the UK, people see Scandinavian style as very colourful, and playful with a lot of textures. I find this more prominent in Denmark, while the other Scandinavian countries are a little more paired-back, neutral colours with minimal and chic silhouettes.”

@holliemercedes

Caroline works as a Fashion Buyer, Retail manager and influencer in London, Glasgow and Edinburgh, for both high-end high-street brands. Her style is greatly inspired by Scandinavia with oversized clothing and unconventional pairing of colours.

 “Scandinavian brands are seen as edgier than British brands, more fun and more colourful…Bold prints, exciting fabrics and colour combinations as well as surprising fits.  Oversized tailoring came from Danish design.”

@carolinesstylehacks

 

Laura, Agatha, Hollie and Caroline are highly regarded role models who highlight the essence of Scandinavian minimalism and functionality as well as acknowledging the allowance of bold prints and colours. For them, Scandinavian design is not just a trend but a timeless aesthetic, reflective of its cultural values. This aesthetic for sleek simplicity characterises itself as distinctly Scandinavian as it grows in popularity across international markets.

Photo credit: Copenhagen Fashion Week SS24, Noor-u-nisa Khan

A Perspective on Branding

Scandinavian fashion is on the rise!

Photo credit: Copenhagen Fashion Week SS24, Noor-u-nisa Khan

Scandi-styled influencers across markets

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The mantra ‘less is more’ has long been celebrated in interior design, emphasizing the beauty of simplicity and minimalism. However, a different design philosophy is taking over, known as maximalism. This vibrant style stands in contrast to the minimalist trends that have dominated the interior design market in recent years. VOCAST had a conversation with the renewed interior influencer Judith de Graaff to explore maximalism and its impact on the interior design landscape.

Meet Judith de Graaff

More is More

Today, maximalism stands as a testament to the evolution of design, skillfully combining historical influences with modern sensibilities. While the opulence of the Victorian era is echoed in maximalism’s love for abundance, the vibrant aesthetics of the 1960s and 1970s infuse it with a contemporary spirit. Maximalism champions the idea that more is indeed more, embracing an abundance of color, patterns, textures, and objects. In a landscape dominated by the prevailing ethos of minimalist elegance exemplified by the Instagram aesthetic, the restrained sophistication of Scandinavian design, and the pervasive decluttering philosophy championed by Marie Kondo – maximalism emerges as a refreshing divergence. It extends an open invitation to individuals, encouraging them to wholeheartedly embrace what has been eloquently termed the “aesthetic of joy.” As such, the shift from minimalism to maximalism reflects the changing attitudes towards design and lifestyle.

Maximalism is not solely about accumulating an excessive amount of things, rather, it’s an artistic movement that invites us to revel in the richness of life itself. For Judith de Graaff, maximalism gives her the opportunity to express her vibrant personality within her living space. She achieves this by skillfully incorporating colors, textures, materials, colorful accents, dozens of plants, and unique thrift store finds. The result is a visually stimulating, and dynamically engaging environment in her personal home.

“In my mind I am actually rather minimalistic, but when decorating a space it easily becomes more maximalistic. It gives me the opportunity to express my vibrant personality through my living space”.

Maximizing Maximalism on Social Media

Social media platforms, such as Instagram and TikTok, have become important in shaping home interior trends and fostering a sense of community. With maximalism, this influence has been evident, as phrases like “dopamine decor,” “cluttercore” and “cozy maximalism” have become viral sensations, further solidifying maximalism’s position in contemporary design (source). Judith sheds light on the profound impact of these media platforms; “You easily feel a sense of community and meet with like-minded folks while connecting through hashtags and curated feeds to exchange ideas and inspiring content.” As such, social media has not only provided a platform for sharing but has also cultivated a community of design enthusiasts. Content creators themselves are also captivated by the allure of maximalism:

“Content creators are drawn to maximalist elements as they amplify the visual appeal and evoke a strong emotional response from their audience.”

Maximalism’s embrace of abundance and opulence resonates deeply with viewers, making it a trend that effortlessly captures attention and creates fascination. In this context, it becomes clear that influencers play a central role in driving the maximalist trend forward. Judith believes that influencers are instrumental in this movement. They share engaging and visually appealing content and introduce their followers to new design concepts and products. Thus, influencers not only inspire their audience but also act as guides and teach them about the creative potential of maximalism

“As maximalism gains more traction and recognition on social media, it continues to reshape contemporary design trends and foster a more inclusive approach to interior design and lifestyle choices.”

Brand Partnerships

When discussing brand partnerships, Judith mentions how content creators seek to establish long-term partnerships, characterized by creative freedom. They pursue collaborations where brands allow them to infuse their unique style and personality into the content they create. Simultaneously, content creators desire a sense of involvement and connection with the brands they work with. This connection extends to in-person meetings, behind-the-scenes visits, sneak previews, and some even directly influence new collections.

“A tight-knit relationship that feels (and is!) authentic, with mutual respect that fosters trust and credibility amongst our audiences.”

Current and Future Trends of Maximalism

Discussing the current trends within maximalism, Judith mentions some of the key elements that are currently captivating the fans of this particular interior style. At the moment, vibrant color palettes are enjoying the spotlight, characterized by the use of rich, contrasting hues and elaborate patterns in various elements such as wallpapers, textiles, and furnishings. Moreover, Judith has observed a growing fascination with the integration of an eclectic mix of furniture styles, eras, and cultural influences within maximalist interiors. This harmonious fusion combines vintage or thrifted pieces with contemporary design elements, creating a layered and visually stimulating environment. 

“I suppose people are simply drawn to the creative balance achieved by combining the boldness and abundance of maximalist aesthetics with the simplicity and functionality of minimalist design, resulting in visually compelling and harmonious spaces.”

In addition to these trends, maximalist minimalism has also been identified as one of the latest key trends. As the name suggests, maximalist minimalism is a fusion of minimalistic and maximalist interior choices seamlessly blended. When exploring the mixing of these design philosophies, Judith emphasizes the importance of striking a balance between simplicity and opulence. Her recommendations to achieve such a blend involve the combination of clean lines, maximalist accents, rich and plush textiles, eye-catching lighting, and a mix of minimalist and maximalist elements which creates a harmonious, trend-setting interior. 

Looking at the future of maximalism, Judith envisions a dynamic and multifaceted trend. She anticipates a remaining focus on sustainability, which may be seen either in the form of repurposing or upcycling items, or furniture made from recycled or second-hand materials. Additionally, she believes that there will be an increased emphasis on creating spaces that promote relaxation, mindfulness, and emotional well-being. The integration of natural elements, soothing color palettes, and ergonomic furniture could contribute to the development of calming and rejuvenating maximalist environments.

Meet the maximalist content creators 

Browse through a selection of some of the top influencers profiles with maximalist home interior style, available through VOCAST’S curated lists:

References: Decorating Den: Go Big in Your Home: Maximilism Interior Design. Apartment Therapy: Maximal Minimalism Combines the Best of Both Styles. PureWow: Minimal Maximalism Will Be 2023’s Top Trend

Image Credit: Oslo Runway Digital Showroom, Jewelry Exhibition

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In recent years, our society has given increased attention to the changing dynamics of the cultural and social and factors that shape individual and community life. From changing attitudes about gender, diversity, and the environment, alongside the influence of Gen Z, social media became highly populated by changemakers who are challenging society’s narrative on a whole range of social causes whilst having trusted and dedicated audiences; social influencers. Meanwhile, brands have shown enthusiasm towards social influencers, due to their authenticity and dedication to social causes. So how can brands best collaborate with social influencers in an uplifting manner, while maintaining authentic grounds?

Working with social influencers and exploring diverse brand partnerships can be both authentic and uplifting. To have an authentic perspective on this matter, VOCAST engaged in a conversation with Bella Neergaard, a passionate advocate for self-love and neurodiversity. Through her personal experiences, Bella shared her journey of collaborating with fashion brands, seamlessly intertwining her advocacy with her love for fashion.

Meet Bella Neergaard

Approaching Social Influencers

During our conversation, Bella emphasizes the significance of having open and honest communication from the get-go. As a neurodivergent influencer, she values brands reaching out to discuss and raise awareness about neurodiversity. However, she candidly shares that this interaction can sometimes feel inauthentic if brands are merely ticking a box without genuine intentions to empower or to raise awareness about a social cause. Recognizing this recurring issue, Bella emphasizes the importance of brands acknowledging that they may have limited expertise on social causes, and expressing curiosity to understand the influencer’s feelings and experiences about the social cause. Bella particularly values when brands initiate sincere conversations about neurodiversity, viewing it as an ideal foundation for a meaningful and authentic brand partnership.

“When reaching out, brands should respect and acknowledge that the influencer is a point of reference on the social cause – it is about passing the microphone to the influencer, and providing them with the freedom to speak out and raise awareness.”

In the realm of brand partnerships, Bella shared her thoughts on past brand collaborations and told us that she appreciates when a brand approaches her with the intention to let her tell her own story, whilst collaborating to share the brand’s story. She adds that this can especially be carried out by providing her with trust and creative control over the partnership. Creative control is, according to Bella, essential to make a brand partnership authentic and uplifting, as it enables the influencer to openly adapt their own story around a particular brand partnership, while also adapting it to her trusted community of followers. Bella also points out that she considers herself and her community on her social media as her “own tiny world”, suggesting that not only should brand partnerships be aligned and embodied within her values, but they should also be aligned with her community’s own needs and values.

Mindful & Honest Marketing

Being considered a trusted voice when it comes to raising awareness about a social cause such as neurodiversity, Bella also tells us that this comes along with many responsibilities across her social media channels.

“Influencers consider their own community, as their own tiny world and brand partnerships need to be translated into the language and values of this tiny world.”

In the realm of creating TikTok content, Bella sees herself as a guiding “big sister” to her young audience. This role comes with significant responsibilities, prompting her to approach her content on TikTok with mindfulness, especially when sharing aspects of her journey as a neurodivergent woman. Bella notes the importance of tailoring her content and brand partnerships to suit the unique dynamics of each social media channel, recognizing the diverse audiences she engages with across different platforms.

“Being a responsible person online is knowing what to say and how to say it.”

In her insights, Bella underscores the importance for brands to recognize that her content isn’t one-size-fits-all across social media channels. She highlights the significance of mindful adaptation, emphasizing that adapting marketing content is crucial when venturing into brand partnerships with social influencers.

How to approach authentic partnerships: Perspectives in the fashion industry

When sharing her expectations about brand partnerships, particularly with fashion brands, Bella emphasizes the importance of these collaborations to challenge preconceived notions and stereotypes surrounding neurodiversity. She believes that such challenges not only break barriers but also play a significant role in fostering empowerment.

“Being a neurodivergent influencer and working with beauty and fashion brands, enables the creation of a fully-fledged image of the modern neurodivergent woman.”

Drawing from her own experience in the modeling industry, Bella notes that despite progress in promoting inclusivity in fashion, the voices of those with visible and invisible disabilities are still marginalized. She underscores the potential of the fashion industry to incite wider inclusion for neurodivergent voices. This, she suggests, accentuates the significance of brand partnerships that actively contribute to fostering such inclusivity and empowerment.

“The fashion industry has the power to acknowledge difference, and not silence it.”

Partnership Advice: Key focal points

Meet the Social Influencers across markets

Our research team has gathered some of the most inspiring Social Influencers contacts from each market. Take a look below:

Eager to learn more about authentic partnerships? Read our previous article, and learn about how to foster authentic and uplifting partnerships with LGBTQIA+ influencers and activists. Access the article HERE.

Image credits: Copenhagen Fashion Week/Bryndis Thorsteinsdottir – GANNI SS24.

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