BELLO mag #110

BELLO The Last

MARCH 2016

Fashion Issue

SPRING IN

LA

Table for Three Editor’s

super model

Picks Lady of the

Canyon

#110

Starring

The Ice Hotel

JULIA LESCOVA +

by Mat Abad

JACK CUTMORE-SCOTT (Cooper Barrett’s Guide to Surviving Life)

SOBELLO

Letter from the Editor This is our last self standing FASHION Issue, and we have decided to celebrate it by featuring an amazing model, Julia Lescova, photographed by the talented Mat Abad at the historic Sheats Goldstein Residence. From next month and on, fashion will be an integral part of every issue of BELLO, as we will no longer be separating the issues. Also, this will give us the chance to be more creative and free with choices of talent, locations, and subjects to cover.

In this issue, we also have an amazing fashion story from South Africa (Table For Three), as well as one from California (Lady of the Canyon). We are getting close and personal with Jack Cutmore-Scott, discuss how the world is evolving in our “Listen to the People” theory, and have editor’s picks inspired by the rainbow in Rainbow Connection. Fashion Stylist Kristina Zias gave us “2 Major Tips to Switch It Up, Gents!”, and Jon and Mark Noris are reporting from The Ice Hotel “A Stunning Natural Wonder Of The World”.

We are also launching our YouNow channel so make sure to follow us at www.younow.com/bellomag to see exclusive live interviews, BTS from our celebrity photo shoots, as well as be with us during BELLO mag events.

We always listen to your suggestions, so make sure to send you your messages to @BELLOmag.

Ciao, Aleksandar Tomovic Editor in Chief

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CONTENTS 110 Letter from the Editor Contents Intro Masthead

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JACK CUTMORE-SCOTT

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SPRING IN LA

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LISTEN TO THE PEOPLE GISELE BUNDCHEN 2 Major Tips tp Switch Seasons Help Me BELLO Event Table for Three

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6 40 Editor’s Picks

12 42 Lady of the Canyon 20 52 The Ice Hotel 22 82 SO BELLO March 2016 - BELLO

PHOTOGRAPHER: MAT ABAD

MODEL: JULIA LESCOVA STYLIST: ALEXUS SHEFTS HAIR AND MAKE UP: TORI MCCONKEY

INTRO This issue marks the second to the last of our weekly “themed” issues. Starting in April, we decided that our readers will no longer have to wait to see their favorite celebrities and read their favorite stories. Each issue will bring you a combination of everything in Entertainment, Fashion, and Lifestyle.

So now we bring you a full issue of everything fashion by presenting you editorials from all over the world from Capetown to California.....

Have fun exploring with the @BELLOmag team.

Sincerely, Leslie Alejandro, Executive Director

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PUBLISHER IMAGE NATION STUDIO L.L.C. California, USA editorial@bellomag.com

ADVERTISING advertising@bellomag.com

Aleksandar Tomovic (editor in chief) alek@bellomag.com Stephane Marquet (creative director) steph@bellomag.com Leslie Alejandro (executive director) leslie@bellomag.com Dio Anthony (young hollywood editor) dio@bellomag.com Warren Alfie Baker (fashion director) warren@bellomag.com Nicole Walmsley (beauty editor) nicole@bellomag.com Michelle Ganney (Contributing Entertainment Editor) michelle@bellomag.com Dee Trillo (senior lifestyle and travel editor) dee@bellomag.com Fabio Fernandez (fashion news director) fabio@bellomag.com Kimmy Erin Kertes (fashion editor-at-large) kimmy@bellomag.com Hiko Mitsuzuka (entertainment editor-at-large) hiko@bellomag.com Morgan Stewart (lifestyle editor at large) boobsandloubs@bellomag.com Steven Carver (international editor) steven@bellomag.com Brent Lambert (design and technology editor) brent@bellomag.com Jon Norris (european editor) jon@bellomag.com Mark Norris (european editor) mark@bellomag.com Amanda Peixoto-Elkins (creative director, latin america) amanda@bellomag.com

INTERNS

PAULO ACUÑA (editorial assistant) paulo@bellomag.com CELESTE PIRAINO (social media and communications assistant) celeste@bellomag.com

LAYOUT

NEBOJSA DOLOVACKI

CONTRIBUTING WRITERS

KIMMY ERIN (Fashion) BRENT LAMBERT (Tech and Design) MICHELLE GANNEY (Entertainment) JON NORRIS (Lifestyle) MARK NORRIS (Lifestyle)

CONTRIBUTING PHOTOGRAPHERS

COVER: LOUIS DANIEL BOTHA (South Africa) NATE HOFFMAN (Los Angeles) BRIAN KAMINSKI (Los Angeles) SOLMAZ SABERI (Los Angeles) ADAM AMENGUAL

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JACKET/PANTS ANTHONY FRANCO TEE CHAPTER

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FASHION

2 Major Tips

to Switch It Up, Gents!

PHOTOGRAPHY ADAM AMENGUAL

IT’S TIME TO CHANGE, GENTLEMEN! WITH THESE TWO FASHION TIPS FROM STYLIST KRISTINA ZIAS, YOU’LL WATCH YOUR STYLE GAME SOAR.

Tis the season, so they say! It’s time to transition from winter and these two ways are the easiest ways to make the biggest impact. First, start by switching out darker shades like navy for turquoise; swap your camel to shades of ivory and cream; red should be replaced with coral. Second, find space in the back of your closet for your darker plaids, houndstooth, and herringbones and opt for floral, imperial and nautical patterns that are whimsical yet still sophisticated.

The key to making this transition seamless is to pair your colorful suiting with everyday items you already have in your wardrobe. A simple white t-shirt and classic white sneakers can make any color or pattern seem instantly effortless. (Which is something, you’ll never change).

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JACKET/PANTS ANTHONY FRANCO TEE CHAPTER SNEAKERS ADIDAS

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JACKET ANTHONY FRANCO TEE TIGER OF SWEDEN SHORTS TOPMAN

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JACKET/PANTS ANTHONY FRANCO TEE TIGER OF SWEDEN BELT VINTAGE SHOES SPERRY

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JACKET/PANTS ANTHONY FRANCO TEE CHAPTER SNEAKERS ADIDAS

Photographer: ADAM AMENGUAL http://www.adamamengual.com Model: JEFF YOUNG http://itsjeffyoung.com  Creative Direction & Styling: KRISTINA ZIAS http://misszias.com 11

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FASHION

Help Me Photos by NATE HOFFMAN

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DRESS THE GREAT JEWELRY VINTAGE

I’ve seen some hot hot blazes Come down to smoke and ash.

- Joni Mitchell 1976 was a very warm year. Temps scorched much of Europe and the States, and as temperatures rose, so did chaos, war and revolution.

Not unlike today, 40 years later, when 2016 is proving to be the next, literally, hottest year in recorded history, seemingly invisible wars ravage our planet and the world has witnessed revolution after revolution, that it seems inevitable that fashion should repeat itself.

It’s inevitable that our nostalgia for all things 70s - rose colored lenses, floral embroidery, flared jeans, admidst a faded palette - becomes a way for us to reconcile the past we know with the future we don’t.

Should things continue to heat up, we may all be uttering, “Help Me.” 13

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TOP JANEY LOPATY VINTAGE SKIRT VILSHENKO

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TOP STELLA MCCARTNEY JEANS CURRENT ELLIOTT BOLO VINTAGE

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DRESS ULLA JOHNSON

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Photos by NATE HOFFMAN www.nhoffmanstudio.com Model POLINA FRANTSENA NOUS Models Stylist KIMMY ERIN KERTES www.kimmyerin.com Hair JEN LOURA www.jenniferloura.com Makeup LIZ CASTELLANOS www.makeupbyliz.com 19

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BELLO MAG CELEBRATES #OSCARS WITH MOODS OF NORWAY AND TROLLBOUND ENTERTAINMENT

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LAST WEEK, BELLO MAG PARTNERED WITH MOODS OF NORWAY AND TROLL BOUND FOR AN AMAZING EVENING OF OSCARS CELEBRATION, AND UNVEILING OF OUR FEBRUARY ENTERTAINMENT COVER, WITH GIACOMO GIANNIOTTI (GREY’S ANATOMY) IN PERSON. HERE ARE SOME PHOTOS FROM THE VERY FUN EVENT, AND THANKS EVERYONE FOR JOINING US AT THE PARTY : Giacomo Gianniotti (ABC’s Grey’s Anatomy / Race / ABC’s Selfie / CW’s Reign)

Taio Cruz (Music Artist know for songs like Dynamite, Break Your Heart and Hangover)

Caity Lotz (CW’s Legends of Tomorrow and AMC’s Mad Men)

Anine Stang (Norwegian Singer song writer)

Kevin Alejandro (Fox’s Lucifer, CW’s Arrow, CBS’ Golden Boy, HBO’s True Blood,

Christine Hals (Composer/Singer know from Dinsey’s Frozen) Cathrine Haave (Model)

Sophie Lowe (A&E’s The Returned, ABC’s Once Upon a Time) Rhys Ward (CW’s iZombie, A&E’s The Returned)

Mads Sjøgård Pettersen (Eddie the Eagle / The Heavy Water War: Stopping Hitler’s Atomic Bomb)

Cameron Palatas (Double Daddy, MTV’s Zach Stone Is Gonna Be Famous)

Marion Raven (Norwegian Singer/Songwriter)

Kamilla Alnes (Actress and Model – American Horror Story: Hotel) Nikola Kent (Showtime’s Ray Donovan) Lane Garrison (Prison Break and the upcoming remake of Roots)

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Also we would like to thank all of the sponsors: Trollbound Entertainment, Moods of Norway, Bache Gabrielsen, Krypto Film, Norwegian Consulate & Norwegian Film Institute.

Special thanks to Louella Allen for the photos

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FASHION

Table ForThree

South African Dream PHOTOGRAPHY LOUIS DANIEL BOTHA

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Photography by LOUIS DANIEL BOTHA  Grooming by SIAN BIANCA MOSS Retouching by LUBA NEL  Styling by JEANDRE VENTER Models: ZACK HARTWANGER at Vision in Cape Town; JENS LANGENFURTH at bossmodels in Cape Town LUKE VOLKER at bossmodels in Cape Town FASHION BRANDS: Craig Port  Carducci  H&M  ZARA MAN  Cignal  American Apparel  Studio WAdidas 39

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FASHION

EDITOR’S PICKS

Rainbow Connection KIMMY ERIN KERTES, FASHION EDITOR

YOU DON’T NEED TO BOTHER SEARCHING FOR THE POT, WHEN THESE RAINBOW LOOKS ARE SOLID GOLD.

SAINT LAURENT clutch

CHRISTOPHER KANE blouse

OLIVER PEOPLES sunglasses FASHION issue - BELLOmag.com

MARY KATRANTZOU sweater

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CHLOE dress

MICHAEL BASTIAN men’s sweater

SONIA RYKIEL jacket

SAINT LAURENT men’s sandals 41

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FASHION

Lady of the

Canyon Photography SOLMAZ SABERI

CRISTAL SERRANO (FREEDOM) COLORS THE SUNSHINE HOURS OF CALIFORNIA’S TOPANGA CANYON IN MODERN BOHEMIAN.

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DRESS NEEDLE & THREAD BOLO WOLF & LAMB LA STOLE STYLIST’S OWN

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DRESS KOROVILAS HAT HOLLYWOOD TRADING CO. BELT RTH JEWELRY THROUGHOUT UNLESS NOTED HEATHER GARDNER MALIBU FASHION issue - BELLOmag.com

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JACKET, NECKLACE, SHORTS CLEOBELLA HAT BRIXTON

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ALL CLEOBELLA

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TOP AND SKIRT ST. ROCHE NECKLACE HEATHER GARDNER BELT STYLIST’S OWN

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DRESS RAMY BROOK JEWELRY HEATHER GARDNER MALIBU

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Photography by: SOLMAZ SABERI www.solmazsaberi.com Styled by: KIMMY ERIN KERTES www.kimmyerin.com Hair: JEN LOURA www.jenniferloura.com Makeup: LIZ CASTELLANOS www.makeupbyliz.com 51

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TRAVEL

A STUNNING NATURAL WONDER OF THE WORLD CREATED AND WRITTEN BY JON & MARK NORRIS

FEW PLACES IN THE WORLD ALLOW FOR SUCH BEAUTY AND SERENITY MIXED IN A GLORIOUS CONCOCTION AGAINST A BACKDROP OF THE GREEN AMBIENCE OF THE AURORA BOREALIS. A TRIP THAT ELICITS SUCH STRONG FEELINGS OF EMOTION, MIXED WITH NATURAL AWE, IT ENABLES YOU TO SEE FOR YOURSELF, THE POWER THAT NATURE HAS, IN ALL ITS GLORY. AN EXPERIENCE THAT IS SURE TO STAY WITH YOU FOR LIFE.

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We were lucky enough to stay at the ICE Hotel in Kiruna. We arrived around 1pm, and with a little cloud around, the day was beginning to draw to a close already. At this time of year, the sun never rises above the horizon, and thus, temperatures were exceedingly cold, even for Kiruna standards, at an average of -25 during our stay. We landed on a snow-ridden tarmac, and walked the 53

short distance from the aircraft to the small, hut-like airport terminal, where a sign above the arrivals entrance read -17.

We took a bus through the small snowcovered roads of Kiruna, out towards Jukkasjarvi, where the ICE Hotel is located. The further you drive out of Kiruna, you can feel the temperature

dropping, and scenery becoming more and more wild. The village of Jukkasjarvi is tiny, but so beautiful, eclipsed by a red-walled village church, against a midnight black sky, it is a gorgeous sight to behold.

Luckily for us, we were staying in the warm cabins for the first two nights of our stay, which, surprisingly, we were March 2016 - BELLO

overjoyed about. The cabins were warm and cosy, everything you dream of when you think of a winter wonderland vacation. You open the door, step in from the -25 temperature, welcomed by a waft of hot air with a sauna-like wooden scent to it. Just perfect.

We were eager to venture out and explore the village that surrounds the ICE Hotel amenities, and of course, get a picture against the famous ICE doors of the hotel itself. To get a sense of how remote you are, it only takes a 2 minute walk, out behind the ICE Hotel itself, where you’ll be greeted with a huge ice-plain, the ice-covered River Torne. Temperatures out on the exposed river reach all-time lows, which can be extremely dangerous. We soon realized that taking our hands out of our gloves for more than 10 seconds wasn’t feasible; the genuine severity of such temperatures soon hits you.

Our first evening was spent at the rustic Homestead restaurant (Hembygdsgården) sitting right on the Torne River in Jukkasjärvi. In the timbered building dating back to 1768 (which is also a museum), we enjoyed the well-coveted Reindeer Burger, which was stunningly made

ICE BAR at dawn

by CHEF together with a toasted hot chocolate, and candle-lit serene– a truly magnificent evening was spent by all.

The next morning, we awoke early to a clear blue sky and temperatures that surprised even the guide, at -35 on the river. We saddled up with our borrowed ski equipment in the back of a snow mobile and set off across the river to Northern Lights at Camp Alta

the Narnia like woodlands, to try out some XC Skiing.

In this part of the world, you’ll find most locals own at least two pairs of XC ski’s – some athletes favor it as it really does give an all-round workout, as well as working your lungs hard, too. That aside, it’s a brilliant way to get off the beaten track and experience the Arctic wilderness, quite like no other, stopping for ‘fika’ along the way – Swedish, for coffee and a cake.

The guide set-up a wooden fire, we drank some warm Lingonberry Juice and tried some traditional Swedish sausage, sliced and roasted, on the end of a wooden branch over the fire – as majestic as you could ever imagine a morning to be.

After the guide left us to it, we skied back across the Torne River alone – which was a little ambitious, considering the exposed -40 temperatures out on the river plain. We used our afternoon to explore the artistic nature of each room within The Ice Hotel.

Each year, the hotel runs an artist competition program where artists from around the world can send in their designs, and the lucky few are invited to make their dreams a reality and hand

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Ice Statue Room

On a quest to see the Aurora Borealis, we were told by our guide that the best time to see the lights in Kiruna was between 21:00 – 00:00hrs. That being said, we set off down the river on our snowmobiles and into the woods, and stopped around 10-15 minutes into the ride, turned the engines off and stood in total silence looking up to the sky with total amazement, as we watched the glistening green sways of light riding across the midnight sky, as if we were in the middle of an animated movie, waiting for the wolves to starting their howling.

Arriving back at the hotel at gone 23:00hrs, on what can only be described as cloud nine, we parked up our machine and headed into the world famous Ice Bar for a celebratory Swedish lager out of ‘glasses’ made from 100% Torne River ice. Rest assured though, we slept well that night.

sculpt their very own design. It is hard to describe in words the scale of what they create, and the magnificence of their achievement really is a ‘see it to believe it’ moment in my life, thus far.

chocolate fondant to finish, alongside roasted coffee and hot Lingonberry juice.

The experience, on the whole, is something that you may not have thought about doing, but something you would never forget. There aren’t many things in life that make you feel such a way, a feeling to be cherished by the lucky few that make it their obligation to visit. Pastel skies, -30 temperatures, arctic past-times, and of course, the Northern Lights. Make next year your anomaly, and do something truly inspiring, visit the ICE Hotel. You won’t regret a second.

ICE HOTEL Camp

That evening, all layered up with Nordic overalls on, we headed out, each with our own Snowmobile, and into the midnight woods we went, the air as cold as we could have ever imagined, and the sky as clear and crisp as we had ever hoped for – the aim, to see the northern lights!

It took us an hour or so with intermittent stops along the way, to reach the halfway hut, Camp Alta, which was being prepared by the lovely assistant guide who had travelled out by herself to light the open fire, and cook our three course meal – potato and leek homemade soup, reindeer stew and a 55

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FASHION

Jack Cutmore-Scott

and his guide to surviving life.

WORDS BY MICHELLE GANNEY PHOTOS BY BRIAN KAMINSKI

JACK CUTMORE-SCOTT GOT HIS FIRST BREAK IN KINGSMAN: THE SECRET SERVICE, WHICH INCLUDED A BEVY OF FAMOUS FACES INCLUDING COLIN FIRTH, SAMUEL L. JACKSON AND MARK STRONG. SINCE THEN, THE BRITISH-BORN THESPIAN HAS LANDED HIMSELF THE LEAD IN FOX’S NEW COMEDY, ACTION SITCOM COOPER BARRETT’S GUIDE TO SURVIVING LIFE, WHICH AIRS SUNDAYS AT 8:30/7:30C. JACK WAS MORE THAN HAPPY TO REVEAL ALL ABOUT BEING THE LEAD IN HIS NEW TV SHOW, HIS FAVORITE COMEDIC ACTRESS AND HIS LOVE OF THE HARRY POTTER FRANCHISE. BELLO: Are you now living in Los Angeles?

JACK CUTMORE-SCOTT: I came over for university. I did a year of drama school in London before university, then I came over and did four years in Boston and then New York for three years and then L.A. So I’ve only been in L.A. for a couple of years.

B: One of your first projects was Cabot College in 2014. What were doing before acting?

JCS: “Yes well film and TV is pretty new to me. I was doing theatre in Boston and New York for those 4 years and then film and TV kicked off really with the Kingsman, which was the first big thing”.

B: The Kingsman had a really great cast.

What was it like working alongside Samuel Jackson, Colin Firth and Michael Caine?

JCS: Well, I’d love to say Sammy and I hung out but we didn’t, sadly! Most of my scenes were with Mark Strong who played our instructor and he’s awesome. I met Colin [Firth] like once or twice but generally it was just me and 57

the boys doing all this weird stunt stuff, which was very fun and exhausting.

you encounter, everything from losing your phone to not having any money.

B: What was your family’s reaction when you told them you wanted to become an actor?

B: What actor would you like to make a cameo appearance in Cooper Barrett?

JCS: Horror and disgust! No. (laughs) They’ve been amazingly supportive.

It’s one of those things where it’s an industry that’s unlike any other. It’s taken everyone, myself included, some time to get used to the oddities that are involved in working in this industry. My family have been incredibly supportive and generous with their time and energy.

B: Your latest project is playing the lead in Cooper Barrett’s Guide to Surviving Life. Tell me a little bit about this show and your role?

JCS: It’s a half hour comedy for Fox. We’ve been describing it as an actionadventure comedy. A movie condensed into a sitcom format. Every episode is some crazy adventure based but something that everyone encounters in their 20s. It’s targeting the “just out of college” crowd and all the mistakes that you make and the challenges that

JCS: That’s a tough one. I love Melissa McCarthy right now. I think that she would get the show very, very quickly.

Especially from her role in Spy, she’s incredibly funny but also very heartfelt.

B: So, I’ve heard through the grapevine that you are a big Harry Potter fan.

What house would you say you’d be placed in if you were at Hogwarts?

JCS: Gryffindor! My former roommates and I all decided we fell into a certain house and I was allocated Gryffindor and I’ve run with it because I think it makes sense. I’m prone to charging into things without thinking about what I’m doing”.

B: Is there anything else you have going on that you’d like to talk about?

JCS: I don’t think I have any yet. Watch the show [Cooper Barrett] it’s a lot of fun, something I’m really proud of. I hope that everyone likes it as much as we like making it as cliché as that is!

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SUIT ORIGINAL PENGUIN BUTTON DOWN SHIRT CAKE FOR MONARCHS POCKET SQUARE O’HARROW CLOTHIERS

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3 PIECE SUIT MOODS OF NORWAY BUTTON DOWN SHIRT TED BAKER LONDON TIE TED BAKER LONDON SHOES ALLSAINTS

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3 PIECE SUIT MOODS OF NORWAY BUTTON DOWN SHIRT TED BAKER LONDON TIE TED BAKER LONDON

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SUIT JACKET TED BAKER LONDON BOMBER JACKET JACOB HOLSTON BUTTON DOWN TED BAKER LONDON POCKET SQUARE O’HARROW CLOTHIERS

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SUIT TED BAKER LONDON T-SHIRT ALLSAINTS POCKET SQUARE O’HARROW CLOTHIERS

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JEAN JACKET ALLSAINTS JEANS LEVIS SWEATER ALLSAINTS SHOES ALLSAINTS

Photography BRIAN KAMINSKI www.briankaminskistudio.com  Styling FRANZY STAEDTER www.franzystaedter.com Grooming KYLE KRIEGER at SOLO ARTISTS using AVEDA, Men’s Grooming Cream and Pure Abundance Hair Potion 65

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COVER STORY

SPRING

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In

L.A. PHOTOGRAPHY MAT ABAD

TOP HELMUT LANG BIKINI A LOVE STORY

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TOP HELMUT LANG

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TOP HELMUT LANG

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TOP HELMUT LANG BIKINI A LOVE STORY

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SCARF ALEXANDER MCQUEEN BODYSUIT WANT MY LOOK VINTAGE BLAZER

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TOP HELMUT LANG

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SCARF ALEXANDER MCQUEEN SWIMWEAR WANT MY LOOK BOOTS PUBLIC DESIRE

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HEELS VANELI PANTS AND FUR VINTAGE

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SCARF ALEXANDER MCQUEEN

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TOP HELMUT LANG

Photographer: MAT ABAD  Model: JULIA LESCOVA Stylist: ALEXUS SHEFTS  Hair and make up: TORI McCONKEY 79

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FASHION

Listen to the People WRITTEN BY JON NORRIS

HOW BRANDS REACH AND APPEAL TO CONSUMERS HAS CHANGED A LOT IN RECENT YEARS, GONE ARE THE DAYS WHEN THREE NETWORKS OWNED THE TELEVISION SPACE FOR THE ENTIRE CALENDAR YEAR, OR WHEN FILMS ONLY GOT DISTRIBUTED TO LOCAL MARKETS AND MAGAZINE COMPETITION WAS RESTRICTED TO WHAT FITTED ON THE NEWSAGENTS SHELF. CULTURES THAT ORIGINALLY PRE-EXISTED IN SMALL TRIBES ACROSS THE WORLD HAVE NOW GAINED TRACTION, FLOWING ALL OVER SOCIAL MEDIA AND AS A CONSEQUENCE, BECOME POWERFUL AND VERY MEANINGFUL. Historically, views and opinions that challenged the norms of society with cultural innovations flowed along the side streets but never actually made it on to the motorway, due to a lack of FASHION issue - BELLOmag.com

community surrounding each thought.

Social media has brought a previously isolated basement full of ideas ready to challenge the straight and narrow with direct and substantial power gains.

Making brands more relevant to society has become a talking point in recent years; so much said about brandedcontent and the realm of higher-ups squeezing every ounce of their budgets 80

immediate responses from the sidestreet cultures across the world online – from sportsmen and women, to fashionistas and feminists.

Another brand that has hit the nail on the head is Chipotle’s ‘Cultivate a Better World’ campaign which took full advantage of the underlying beliefs about the American food standards industry, and became the first fastfood chain to show that they care about more than just making money – the world went mad over it. Consumers could show their delight and support just by purchasing a £7 burrito – an inspiring and majestic brand story, taking America back to what it once was.

There are quite a few other brands (Dove, Axe, Dr. Martins, Lidl) that have succeeded in championing the belittled opinion of many but ultimately, these brands succeeded in pushing boundaries and it is exactly why others should listen more to the matters, big or small, that affect consumers’ every day decisions, to the voices that echo across social media, and the small cultures that exist online.

Look at Jamie Oliver, caring about what was once small talk in a corner, but is now a globally accepted attitude – organic food and welfare for local farmers. This is because he has listened to people, to what matters to millennial’s nowadays, and acted upon this response, has he ever looked back? on producing it, but why? Only three corporate brands cracked the YouTube top 500. Red Bull, the most coveted amongst current ‘native’ brands languishing down in 184th place, beaten by countless, start-up like accounts producing content that is 200 times more popular, for a miniscule of the cost.

Celebrities are taking full advantage of this cult; unsurprisingly you’ll find Justin Beiber, Taylor Swift, Ellen DeGeneres, Oprah, and Bill Gates all at the top of consumer interest on Twitter and Instagram, but not brands.

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Under Armour, having stolen Nike’s old ‘championing the underdog’ strategy have gone on to produce one of the best pieces of advertising, and content in recent years with their ‘I Will What I Want’ video campaign’s.

They partnered with women who have been ‘challenged’ in their pursuit for greatness in their field, one being Gisele Bundchen – purposely using social media to exaggerate the words and opinions of many about Gisele’s journey, whilst showcasing her overcoming the negativity surrounding her career and day to day life. It is beautifully executed and stirred up

Its not just about trend reports and segmentation that has been done over and over by every brand out there searching for attention, it is about identifying the insights that matter, the wholly relevant topics that us as people discuss online, and following that lead – taking an opinion and making it our own just like Under Armour did with traditional ideals of femininity that are still prevalent in society today.

The opportunity for brands already exists, not in trends, but in cultures – they just have to be found.

March 2016 - BELLO