#hyhnorms

[hyhnorms]

WFH from Mauritius

Observation: The island of Mauritius is offering a new visa that will allow South Africans to live and work there long-term. This VISA is free and contains no obligations. South Africans may enter Mauritius on a tourist visa and apply for the Premium Long-Stay Visa once they are there, or they can apply through the economic development board before departure. Some of the requirements for this long-stay visa include not being able to enter the Mauritian labour market, and applicants will need to prove that they have enough income from a source outside of Mauritius to remain there.

Why: Mauritius has managed the virus very well and it enables people who do not have it to live a more normal existence. Mauritius has favourable personal tax rates and ... its Mauritius. For Mauritius it means that people with money are coming to their island, and spending foreign currency without affecting the labour market.  Future: With WFH becoming more realistic, island living might appeal to many people who work remotely. Tax havens might start becoming more and more appealing to those who can WFH. 

- BR 

[hyhnorms]

Rich Aunt Aesthetic

Observation: There is a trend on Social media where we are seeing younger women dress more like a 40-year-old rich woman. This term has been coined as the rich aunt Aesthetic. Popular influencers such as Kefilwe Mabote, Sarah Langa, Lerato Kgamanyane and Mhilali Ndamase are seen as the pioneers of this rich aunt aesthetics. 

There are many debates regarding the rich aesthetics that we seeing many people are interested in. Many brands have been kind of pushing the rich Life aesthetic through the use of these influencer and the type of content they produce.

Why: During times of economic uncertainty and financial crisis we see a lot of people gravitating to aspirational/ luxury content and careers. In the 90s at the dawn of a new democracy, we saw many black women finding inspiration from actress such as Janet Hubert who played Aunt Viv on the fresh prince of Bel- Sir who was seen as put together and exuded luxury. Local actress such as Connie Ferguson and Carol Bouwer was seen as the pioneers of rich aunt aestetic.

In recent years many women, specifically millennial woman are trying to attain the rich aunt aesthetic, most of the biggest influencers in the country are known to be producing the rich aunt aesthetic. Brand's such as Country Road, Brutal Fruit, Witchery has been showcasing this rich aunt aesthetics. There has been debate around the rich aunt aesthetic, in a country that is facing a lot of social inequalities the rich aunt aesthetics is adding enormous pressure on young women to achieve the impossible e.g being able to a Louis Vuitton bag by the age of 20.  Women who fall into the rich aunt aesthetic are almost judged, people assume that they are blesse.

Future: So long as the country is faced with social inequalities the country is going to with the class and social issues.  Phrases such as soft life are slowly creeping in and replacing the rich aunt.

-BT

[hyhnorms]

Genderless clothing and merchandising

Observation: Gucci incorporated a MX category in July 2020, including clothing, shoes and accessories. 

Adidas opened a new gender-neutral store in Soho London on 9 October 2020.  Collections will be merchandised by sport, and aesthetic, rather than gender.  The products will still include men’s and women’s sizing.

Why: Businesses are understanding that “People don’t want to be defined by what someone tells them is right for them or isn’t.” Inclusivity and sustainability is particularly important to Gen Z’s 

-CS

[hyhnorms]

Drag Update

Observation: Despite its conservative values, Brasil’s VOGUE magazine is the first to feature not one but two drag queens on their cover this October 2020. Why: Both Pabllo Vittar and Gloria Groove are popular outside the borders of Brasil. Queens are leading the way in MU and fashion, guiding millions of girls ... and boys, on how to create lewks to post on instagram, helping them stand out and be noticed.

Future: More and more. We might start seeing drag artists start becoming hired as lead fashion consultants for major magazines. 

- BR

[hyhpopculture]

The Academy’s leap towards diversity and representation

Observation: The Academy has implemented new rules to increase inclusion among underrepresented groups for best Best Picture nominations. Gradual effect starts in 2022 and will be in full effect in 2024.

These groups include race (including in a significant role), women, LGBTQ and people with cognitive or physical disabilities.

The new rules have instigated polarising views from celebrities.

Why: The Academy was called out in 2015 when all 20 acting nominations went to white actors. Activist April Reign created the hashtag #OscarsSoWhite which went viral. The Academy has since increased its diversity efforts. It has doubled its membership of people of colour and women to over 800.

-CS

[hyhnorms]

Business as Usual

Observation: Russian politicians are trying to kill each other, Eastern European Dictators are being protested against, Brexit is about to happen, football fans are up in arms over transfer saga’s, South African companies are posting racially insensitive advertisements, the EFF are petrol bombing said companies, the Taliban are discussing peace talks, and we are seeing big gatherings of people completely flouting mask and elbow guidances. Perhaps the only thing that still lingers in South Africa is the curfew but that is based purely on “getting into trouble” rather than any sort of suggestion of complying.  Why: Worldwide, money is the motivating factor behind driving peoples actions, and the world has not changed that much simply because we all got ill. The politicians that rule the planet have not changed, and it will take something more than C19 to change their ways. African countries have felt the effects of C19 pretty lightly compared to their European and South American counterparts, and it’s starting to sink in that perhaps we are “getting over it?”

Future: There is every chance that C19 will come back and bite us, meaning we will need to go back into lockdown, but many are saying that we have been through the worst and the likelihood of it kicking off again are very low. We should perhaps consider that we are now in the normal again and should stop expecting it to change much, because its not that different.

- BR

[hyhnorms]

Piped Office Sounds

Observation: Over the lockdown period Red Pipe Studios from Sweden have seen a massive growth in their subscribers. They are famous for having recorded numerous office sounds for us to listen to whilst we arent in the office. The Sound of Colleagues has attracted more than a million page views, but Red Pipe are not the only channels doing this with the following pages also having great results, Office Noise Generator and I Miss The Office also doing incredibly well. 

Why: Whilst in the past the sounds of office chairs rolling, overly loud colleagues talking, insane ringtones that havent been silenced (looking at you Denver) and printers annoying, we have emerged a little lonely without those irritations. Audio is a very important aspect to our lives and this kind of sound tricks us into feeling a little more a part of the world.  Future: We might be getting a little more back to normal, but the science of audio is only growing and we will see many bespoke audio designed to “trick us” emerging. 

- BR

[hyhnorms]

Hustle Expands

Observation: The illegal hustles have now be come a part of the lives of “ordinary law abiding citizens” 

Why: Economics: Many have lost their jobs, and need to get a form of income. Support: Alcohol and tobacco producers are losing billions of rands whilst not selling their wares. Many in SA are attempting to keep the economy afloat while supporting local brands, including those that are illegal.  Want/addiction: People want their wine, whisky, tequila and ciggies. Fun/protest: breaking the law while under these harsh conditions is a way that people can protest against what they feel is an unfair restriction on our freedoms. Future: We will see the growth in whatsapp based ordering. Delivery services might be more careful with what they are transporting, as they might be in trouble if caught. New businesses will crop up that will be legal post lockdown.

- BR