By Association

PFW McQueen Shifts, Pokemon Catching, Anti-Anxiety Patches & An Exclusive Interview With Van Sha Founder


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Autumn is here, and so is Paris Fashion Week. Sarah Burton steps down after a wonderful showcase of designs that lean more to Alexander McQueen’s more confronting style design and performance-wise. We wonder who will join as Creative Director herein after her wonderful 26 years in the position - someone young, female and maybe from a different creative industry altogether? We hope so. 

A second creative subject in focus, closer to home (for us at least) at the Van Gogh Museum in Amsterdam. A collaborative exhibition designed to encourage a younger audience debuted last week Pokemon X Van Gogh. But souvenirs and merchandise from the exhibition quickly sold out and quickly started exploiting its audience with high resale prices. Great initiative but not so much of a smart output plan. What could and should they have done differently? Furthermore, what do we think their marketing team should do now? 

Our final subject is on Megan Markle’s adoption of the anti-anxiety patches becoming more and more popular, created by a company called NuCalm. We talk about placebo effects, alongside positive mental health awareness, but also how wellness leaders Goop have tried and failed to do this before. 

Mo interviewed Sharan Bal, she’s the founder of Van Sha - a distilled dark spirit inspired by her Indian roots, and the best thing of all? You won’t have a hangover. 



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By AssociationBy Maurice Ajanaku & Emma Hooper

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