Axe + Saw

WE'RE #HIRING... 🌱 DETAILS BELOW 👇🏽👇🏽

Spend the day in Paris with the A+S gang 👀 🇫🇷

Have you ever had to choose between work + spending time with your child? 💻 🍼 Well that’s the reality for many working parents living in England - the cost of childcare has been a big topic over the past few months, but flexibility is a key catalyst in this conversation. In fact, UK staff would give up 8.2% of pay to work from home 2-3 days. Ann-Marie Kinlock saw the gap in the childcare sector and decided to create a solution centered around mums. KindHaus is more than a coworking space + creche (with good coffee) but a lifeline for parents, who can book childcare as easy as booking a slot at the gym! The conversation needs to evolve to put mothers first - as the saying goes happy mum, happy baby. More to come soon... Read Ann-Marie’s story below ⬇ https://lnkd.in/eYV8_c79

We are super proud to share this as an agency. 'The Centre' has been nominated for The Lovie Awards 🖤 Directed by Adeyemi Michael, The Centre is a thought-provoking short film that highlights the key role youth spaces have played in nurturing the younger generation, in this instance resulting in some of the UK's leading music artists. Shining a light on the incredible work of Mentivity House, The Centre is a celebration of community, culture and so much more. 🌍 So proud to have been a part of this incredible work alongside Adeyemi Michael, Sayce Holmes-Lewis, Mentivity and Spotify. 💚 We'd love if you could take a minute to vote. Every vote counts... ⚡️ https://lnkd.in/dt2xJqgz

As we’re sure you’ve seen, Feeld has recently revealed a brand new report and we’ve had the pleasure of making sure everyone knows about it. 👀 We recently worked with Fleurine Tideman from i News who utilised the Feeld x Kinsey Report to investigate Gen-Z's relationship with kinks. Speaking with Vicky, a member of Feeld’s community, the article unpacks first-hand Vicky's experiences with exploring ethical non-monogamy and how it has evolved into her exploring kinks... a very interesting and insightful read. 🧡 Here’s to destigmatizing all things kinks and allowing people a space to freely speak about their experiences - it’s all very real so let's talk about it. ❗ https://lnkd.in/exjX265v

With fashion month's close with Paris Fashion Week (23rd Sept - 1st Oct), we've seen some interesting changes to the influencer fashion-week-going crowd. Seeing influencers at fashion shows is nothing new. Typically, the strategy has been simple - invite big-name influencers to boost reach, choosing names based on their expected media impact. In recent seasons this has drawn significant criticism, with industry insiders and fashion fans alike questioning the presence of influencer attendees. So what's changed? Following the criticism and discussion of influencers' place at Fashion Week, the industry has begun to adapt and evolve its strategy. We'll still be seeing influencers attending shows, but there's been a rise in interviewers, reporters, and personalities present on the streets and at the shows. The fashion industry is tapping into influencers' media impact and value, not just as lifestyle creators and models, but as personalities and entertainers. Most popular is the street-interview format, following the success of Youtuber-turned-interviewer Emma Chamberlain, and journalist and presenter Amelia Dimoldenberg. We've seen further curation of influencer guestlists, with brands selecting online personalities that feel more authentic and aligned to their brand and content (think Nara Smith's notable collaboration with Marc Jacobs). We're also seeing more of a baton extended to the new guard of fashion journalists, critics, and creators who developed their following and reputation primarily online in opportunities appearing in various parts of the fashion week schedule. Fashion is on the right path, but the work is far from finished. Authenticity and alignment are key, and continual reflection and evolution are the way forward. For further insights, check out this article from Alexandra Hildreth Vogue Business: https://lnkd.in/ehF27ijg

Inclusivity isn’t a token word, it's a must. ❗ We wanted to highlight Schuh’s brand new initiative which is setting the standard when it comes to inclusive fashion for brands all across the world 💡 Schuh will now be offering shoppers who need single shoes due to disabilities or limb differences the option to buy them individually for 50% off. For those who need differently sized shoes, they’ll be able to buy the shoes separately instead of having to purchase two pairs. This is a huge step for inclusive fashion and something that genuinely highlights just how much work is left to be done .. which is a lot! Brands such as Schuh not only introducing progressive initiatives but also diversity throughout their campaigns will leave little room for brands that are traipsing behind because there will finally be space for comparison. 👀 It is brands such as schuh and Tommy Hilfiger are setting the path for an inclusive future and making those who are not much more visible to consumers and we massively welcome it. 💚

Last Thursday we had the pleasure of working alongside our friends at Yard Sale Pizza to celebrate their brand new store opening in Bermondsey. 💚 We had brand fans, friends and some of our lovely community of journalists head down for an evening of London’s best pizza. 🔥 It was great to see everyone to come together to celebrate Yard Sale's 13th store and of course Bermondsey's new staple. 🍕 Even better news the stores now open, so if you're a local you know what to do 👀

Do Gen-Z crave nostalgia? It was recently reported in The Telegraph and The Evening Standard that Gen-Z prefer the iconic nineties crips over what some may call a high-tier crisp - essentially they’re choosing a Frazzle or Chipstick over a pack of Tyrells. In David E. Evening Standard piece he highlighted Gen-Z’s love of a low-rise jean and most recently, Oasis tickets. It got us thinking as an office, do all generations have a fascination with the past? Using myself as an example, one of the Gen-Z members of the team, I’d always choose an episode of Sex & the City over Emily in Paris .. but why is this? We recently worked with Feeld to release a report with a fellowship from the Kinsey Institute which highlighted that Gen-Z prefers monogamy over other generations. This has been attributed to the chaos of the last 20 years, ultimately Gen-Z just want nostalgia. Growing up with the internet and being isolated during a worldwide pandemic has caused our generation to crave the somewhat idealistic ‘simpler times.’ When comparing current times to the 80s or 90s you can’t help but feel like we’re missing something. Off the back of this inherent need for nostalgia we’re seeing brands trying to catch the attention of generations by tapping into this ethos, for example Kim Kadrashion and Paris Hilton’s y2k shoot. How can brands tap into the past while creating buzz and excitement for the next wave of culture? To have a read of the Evening Standard article just follow the link here - https://lnkd.in/e-QiB26t

At Axe + Saw we love uncovering the nuggets of truth that we can use to tell a story... and in this case its data. So we were thrilled when Feeld slid a brand new report across our desk - with stats all about sex, relationships, gender, sexuality, kink and desire 😜 The British press (and the public) really wanted to know: - Why Gen Z are having less sex - That Boomers want a casual romp in the sheets with a FWB (friends with benefits) - Who is the kinkiest generation? (heads up its Gen Z) 😈 This report allowed us to tell a multitude of different stories through the different lenses of each generation. For weeks we handpicked journalists who would be the perfect to tell the story from an interesting viewpoint - we offered everything from Gen Z being obsessed with monogamy, nearly 2 in 5 Gen Xer’s discovering a new kink on the app, to zoomers having the same amount of sex as our grandparents! 🫦 And WOW look at the results! 🤩 Did you see any of these pieces over the last 6 days?