Welcome to your Friday dose of WEEK. A round-up of what's dropped over the last seven days.
The Met Gala - Notes on ‘Camp’
The Met Gala hosted by Vogue is the biggest night in fashion, with every celebrity under the sun in attendance.
This year the theme (which coincides with the MET’s major exhibition) was ‘Notes on Camp’, which is based on a 1964 essay by Susan Sontag.
But what does it actually mean to be camp?
Sontag defined camp as an aesthetic “sensibility” that is plain to see but hard for most of us to explain: an intentional over-the-top-ness, a slightly (or extremely) “off” quality, bad taste as a vehicle for good art.
Vogue has matched Met Gala attendees with some definitions. Here’s some of our favourites.
Camp is not saying what you mean.
Camp is rainbows.
Camp is twinning.
Camp is a single pearl earring, à la Vermeer.
Camp is trains.
Camp is surreal.
Gentle Monster X Fendi Cafe
Gentle Monster, Korea’s experimental sunglasses brand, has collaborated with Italian luxury fashion house Fendi on an eyewear collection.
‘Gentle Fendi’ has been brought to life through a futuristic campaign and cafe pop-up in Seoul. The installation will take place for three months, where visitors can experience various art installations based on the collection and brands, as well as enjoy exclusive treats created specifically for the café.
Pigalle X EA Sports
Streetwear brand Pigalle, named after the Paris neighbourhood where they originate, is collaborating with gaming giant EA Sports.
A few years ago, with the help of Nike, Pigalle painted a basketball court in ombre purple and orange hues. The Instagrammable court quickly spread across social media and now EA want to feature the court on their upcoming NBA Live Game.
Brands have been involved in the gaming industry for years, but as technology improves and our virtual lives deepen, there is more and more opportunity for brands to play in this space.
Burger King’s ‘Real Meals’
Burger King invited controversy with a typically bold stunt that takes aim at arch rival McDonalds and the famous Happy Meal.
The fast food giant released ‘Real Meals’ - essentially a limited range of packaging to reflect different moods. Diners were asked to order based on how they were feeling: pissed, blue, salty, YAAAS or DGAF. An accompanying film entitled #FeelYourWay showed young people experiencing a range of emotions.
Timed to coincide with Mental Health Awareness Month, the campaign has received a mixed reaction from consumers. Should Burger King really be using a major public health issue to troll the market leader?
WEEK is compiled by the culture & strategy team. Make sure to catch our weekly takeovers in all our usual places: