JMA

💡 Inclusivity in fashion & luxury advertising is more than a trendy buzzword -- it can be a game-changer.💡 But are fashion & luxury brands getting it right…or just scratching the surface? In our latest JMA Radio episode, we sit down with Morgan Gregory to discuss what it takes for brands to go beyond performative representation & how to aim for true diversity in their content. As the co-founder of Alltold.ai, Morgan lays out how their AI-driven approach helps brands uncover hidden inclusivity blind spots & elevate their messaging authentically -- while also driving bottom line results 📈 As part of this discussion, we utilized the Alltold platform to analyze a set of videos sourced from the brands featured in the Lyst Top 20 in order to see how the hottest brands stack up when it comes to representation. With 1K+ human characters detected, we processed along six of the core identity dimensions* to understand what we’re doing well when it comes to inclusivity…and to pinpoint the biggest opportunities for growth. The analysis also revealed the brands that are leading the way -- including insight into how New Balance’s thoughtful choices in casting have played a key role in their meteoric growth, as well as an example from Loewe that demonstrates that true inclusivity is more than just skin deep. Massive shout-out to Ashley Vernola, Shannon Mulligan, Gaby Katten & Mason Lawrence for their work producing this episode, and even bigger shouts to Morgan for joining us to discuss all things ‘Fashion Inclusivity’... *gender expression, age, skin tone, observed sexual orientation, body size, & visible disability. #fashion #inclusivity #ai #lyst https://lnkd.in/eZ3YTab8

2025 is here and we’re welcoming new partnerships. Plural is a creative studio based in the LES of NYC. We bring ideas to life through social-first strategy and content production. We’ve been lucky to collaborate with some incredible brands, acting as an extension of their internal teams to craft purposeful campaigns that deliver results. If this sounds like the kind of partnership you’re looking for, reach out at plural.co/contact

📦 The Hidden Stories Behind Our Clutter 📦 Professional organizers do more than tidy up our stuff—they help us untangle the emotional mess behind it all. This New Yorker piece dives into the booming industry, from Marie Kondo to “death cleaning,” and shows how clutter reflects everything from overwork to big dreams. Anthropologist Carrie M. Lane calls organizers “therapists of capitalism,” helping us sort through more than just belongings. Check it out to see what your stuff might be saying about you. https://lnkd.in/eYuYWR2a

Ever find yourself staring down a huge, messy problem and thinking, Why can’t I just deal with this? We felt seen reading this New Yorker article about how we all struggle with life’s biggest tasks—not because we’re lazy, but because they’re just... too much. The piece doesn’t offer easy answers, but it reminds us that dealing with it is less about heroics and more about persistence. Sometimes, it’s okay to move slowly. Sometimes, that is dealing with it. If you’re feeling stuck, give it a read — https://lnkd.in/evt-uxZf It might not fix things, but it might help you breathe. How do you handle your impossible tasks?

📈🧵 The JMA Take: State of Fashion 2025 📖 As we move into 2025, fashion leaders are grappling with a familiar feeling: uncertainty. The latest State of Fashion report from The Business of Fashion highlights the 10 themes poised to shape the industry this year—ranging from shifting consumer priorities to the rising prominence of the "Silver Spender" demographic. Key insights include: ✨ Slower Growth, Sharper Focus The industry is bracing for single-digit growth in 2025, as the post-pandemic boom fades. The competition for market share is heating up, and brands need to get smarter—focusing on intentional innovation and creating campaigns that resonate over just chasing volume. 🧑💼 Silver Spenders Rise
 Younger shoppers are tightening their wallets, but the 50+ crowd is stepping up. They’ve got the spending power, prioritize quality over trends, and are redefining what “target audience” means for brands. Capturing intergenerational appeal will be crucial. 🏷️ Value Still Matters
 Cost-conscious habits are here to stay, thanks to ongoing economic pressures. Whether it’s through resale, off-price deals, or smart storytelling, brands need to prove their worth without relying solely on price hikes. 🎯 Standing Out is Everything
 With so many choices, it’s all about making an impact. From localized approaches to tech-powered discovery and in-store experiences, brands that create meaningful moments will come out on top. ♻️ Sustainability: Slow but Steady
 Sustainability might not be front and center right now, but the climate crisis isn’t going anywhere. The industry’s path forward depends on collective action to bridge the gaps and make real, lasting change. https://lnkd.in/eDqkkDtz ——————————————— We see these shifts as chances to grow and shake things up. At JMA, we’re about helping brands fine-tune their video strategy and maximize creative effectiveness so we can connect with audiences in this ever-changing world…so the themes in this report hit close to home for us. Whether it’s tapping into new markets, giving overlooked groups the spotlight they deserve, or telling stories that hit home with today’s value-conscious consumers, we’re excited to dive in and create something amazing in the year ahead. Here’s to a 2025 filled with bold ideas and breakthrough moments! ✨ #StateOfFashion #Fashion2025 #ValueShift #Sustainability #Fashion #Trends #NewYear

📽️✨ The JMA Select of 2025: Saint Laurent’s AS TIME GOES BY Campaign ✨📽️ Saint Laurent’s AS TIME GOES BY is a masterclass in storytelling. In a world that often feels like it’s moving at breakneck speed, this campaign slows us down. The tempo speeds up, slows down, and lingers in moments that truly make you feel. That’s the magic of good storytelling—it knows when to pause. Saint Laurent proves that restraint is a superpower. Drawing from high-brow literary and cinematic influences, the campaign layers its narrative with a richness most viewers won’t consciously notice. But here’s the thing—it doesn’t matter. Even if you don’t catch every reference, the story resonates on an emotional level. For those who do recognize the nods, it’s like discovering hidden treasures. This campaign reminds us that pacing, subtlety, and layered storytelling can create something timeless in an era of fleeting trends. https://lnkd.in/eT8kuHQS What was your favorite ad from this past year? #SaintLaurent #AsTimeGoesBy #JMASelect #Storytelling #BestInClass #Fashion #Advertising

🛍️ Shifting Spending Habits and Fashion’s Next Frontier 🛍️ This post got us thinking about our recent episode of JMA Radio ‘Fashion Inclusivity’ with Morgan Gregory. In it, we touch on exactly this. It’s time for brands to rethink their approach: cater to the breadth of their audience, prioritize inclusivity, and represent all demographics meaningfully. 🎙️ Missed our episode? Check it out to learn more about where fashion brands are both lacking and succeeding in their representation https://lnkd.in/eZ3YTab8

🌌 AI, Art, and the Stories We Tell Ourselves 🌌 What happens when technology becomes not just a tool, but a creative partner? We came across this article that explores how generative AI is shaping a new cinematic aesthetic, unlocking surreal, morphing, and sometimes unsettling visuals that feel as much dreamlike as futuristic. https://lnkd.in/eb--_KWB Artists worldwide are using tools like Midjourney, Runway, and Luma AI to craft imaginative films without major studio budgets, blending the fantastical with the deeply human. This isn’t just about innovation in filmmaking; it’s about how we engage with change. As these AI-generated visuals push the boundaries of storytelling, they also challenge us to rethink identity, nostalgia, and our relationship with time and space. They show us that transformation—both personal and technological—is fluid, messy, and beautiful. So here’s the big question: What can this new aesthetic teach us about ourselves, our culture, and how we choose to tell our own stories? #AI #Creativity #Storytelling #Filmmaking 

🎁✨ ‘Sometimes, a roller coaster of emotions is what best describes the holiday season...’ ✨🎁 Love ’em or roll your eyes at ’em, holiday ads are everywhere this time of year -- but do they always hit the mark? In our latest mixtape-style video*, we dig into how advertisers can go beyond the usual tropes to create something truly memorable. What did we learn? The holidays aren’t just about joy and cheer -- they’re also about reflection, nostalgia, and those in-between moments that stick with us. Audiences connect through authenticity, and the most impactful ads tap into a range of emotions instead of leaning on overused clichés. In short: ‘What audiences are flocking towards are those atmospheres that turn a holiday ad into a holiday vibe.’ 🎥 Check out the video and let us know: What holiday ad this year has stuck out to you? https://lnkd.in/ehKnmzkc *which remixes the Creative Caviar Holiday episode featuring Daniel Enriquez, Jenny C., Kim Snow, Matthew Lindley & the lovely voice work of Audrey Tran Van Nhieu (long live Unskippable)… #Holidays #Creativity #Holidaze #Marketing #Storytelling #Vibes

TFW you cook up a good idea with a friend, run a really interesting analysis on Luxury and Fashion, get together to chat about it, and then he creates something engaging and creative and fun! I hope you enjoy watching this as much as I enjoyed contributing to it. Jeff Miner, you are a killer combination of insightful + creative. I can see why JMA is such a successful agency. https://lnkd.in/gT8WH-QU