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Wednesday, September 8, 2021

Parachute Bedding, Loungewear and Home Decor Is Now Easier to Shop in Canada

Have the last 18 months made you care more about creating a cozy, safe, beautiful home base than ever before? It sure has for me. While cooped up during various lockdowns in Toronto, I started to become acutely aware of all the things in my two-bedroom apartment that suddenly felt…tired. Like I was settling. And a lot of the attention — and funds — I’d previously spent on slick blazers and cute shoes (and bi-weekly manicures, let’s be honest) started to get funnelled towards Adult Priorities like framed art, sumptuous bedding and comforting loungewear.

I know I’m not the only one — in November 2020, Yahoo Finance reported that according to Etsy CEO Josh Silverman, the e-tailer’s home furnishings sales were up over 120 percent year-over-year, and folks are still lamenting longer-than-ever shipping times on some furniture items purchased during the pandemic. Parachute, the California-based home and lifestyle brand that makes linen look downright aspirational — “if I buy this duvet set, I will live out my best, modern Nancy Myers-meets-Kate Hudson life” — has been there for consumers on this journey to home improvement. And they always understand the assignment: comfort and style in equal measure.

parachute home canada — Photography courtesy of Parachute

Now, it’s even easier to shop the brand north of the border — as of today, Parachute has a shiny new Canadian website where you can buy their covetable wares without any confusion over pricing, annoying duties or painful shipping times. Parachute co-founder Ariel Kaye say the expansion was all about creating the best customer experience for their Canadian customer base, which they saw increase by 43 percent from 2019 to 2020. “This will be just such an easy online shopping experience so that customers can get the quality and comfort really quickly to their homes.” Plus, the brand has a partnership with Hudson’s Bay so Canadian shoppers can touch Parachute’s goodies IRL (and jump on their beloved mattresses — more on that in a bit) before pulling the trigger. “A big part of who we are at Parachute is we think about how we can be where our customers are, and this feels like that step forward so that we can really be where our Canadian customers are.”

We picked Kaye’s brain about all things comfort, from how to build the coziest bed to how to get the most mileage out of your soft pants. Here, all the wisdom we learned about cranking your abode’s comfy level to 100 while keeping it completely authentic to you.

Customers wanted comfort at the height of COVID

“When COVID hit, people all of a sudden were at home — our homes are working on overdrive, everyone was trying to figure out how to make their homes more comfortable, we weren’t travelling or really spending money on much of anything else, and so it felt like a good investment to create more comfort, especially during a time that was particularly uncomfortable.

“We saw our mattress sales almost double and we saw robe sales go through the roof. Robes have always been a popular product for us, but so much so that we actually accelerated the launch of new colours and fabrics so that we could have more offerings while people were at home. I like to joke that robes are the new blazer while we’re at home.”

You should most definitely choose loungewear that can also be worn outside the home

“With our loungewear, we were thinking about how we could take this idea of comfort and move it outside of the home. And so, using the fabrics that we’re known for, how could we create products that were really versatile so that they could be something that you were lounging and cozy at home in, but also something that you could wear to brunch or walking the dog or whatever you might be doing? [As a consumer, you want] stuff that you can throw on, that’s easy to integrate with the rest of your wardrobe. I love the button-up shirt — I like to throw that shirt over everything all the time and use it as a light layer.”

Building the ultimate dreamy sleep spot starts with the foundation

“It starts with the least sexy part, which is the mattress and the pillows. That’s where that sleep foundation begins. And obviously the Parachute mattress and pillows are the best around [smiles]. That mattress was a many-year process for us and it has truly changed my sleep life — I’m one of those people that can’t wait to get home from even the nicest hotel so that I can get back to my mattress.”

Ask yourself some key questions before you choose your bedding — like, are you a sweaty sleeper?

“The sheets and duvet cover touch your skin, so it’s really important that you find the right fabric that helps you sleep most comfortably at night. That’s something that people don’t really think about. We all run differently — some people are more hot at night, some people are more cold, some people prefer a very smooth fabric, some people like a more organic texture. And you also have to think about where you live and what your surroundings look like — are you a person that blasts A/C all night long or do you need fabric that’s a bit more breathable? There are a lot of self-questions that I encourage people to ask as they’re thinking about a purchase experience.”

When decorating your place, anchor your choices in the reality of your lifestyle

“When you’re creating and decorating a space, [think about] what you want the space to be used for. What’s the ideal purpose? How do you want to engage with it? And then how can you make it work the best for you and your lifestyle. It’s all very personal — is your living room all about getting cozy and watching shows at night, or is it a place where you’re entertaining and playing boardgames and having friends over to drink wine and listen to music? If so, you might want more seating areas, you might want access to a bar area. Things like that help make your space feel right for you.

“As you move through milestones and life moments, your home really is the heart of everything. The past year and half, we’ve seen our homes have to be everything for so many people and I don’t think the behaviour is going to change. People are going to be looking for ways to continue to enhance their home experience and keep enjoying the environment there.”

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The Internet Was Right — Kylie Jenner Is Pregnant Again

This article was originally published on August 12, 2021.

Update: TikTok, we salute you and your internet sleuthing. After weeks of rampant speculation, Kylie Jenner confirmed she’s expecting her second child with Travis Scott. Jenner shared an emotional video on Instagram on September 7 and we honestly can’t decide if the star is her growing bump or daughter (and soon-to-be big sister) Stormi.

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Welcome to the Kardashian konspiracy theory korner of the internet. Today, we’ll be discussing the rumour currently circulating that Kylie Jenner is expecting baby number two. During her first pregnancy with daughter Stormi Webster, the beauty mogul completely removed herself from public view by halting sharing new photos on social media and mostly staying within her gated community. Three and a half years later, this has led some of Jenner’s fans to be extra suspicious of any out-of-the-ordinary activity from the celebrity influencer.

Over the past few days, some hard-hitting investigative journalism (or, internet stalking) has led a growing amount of people to believe that Jenner just might be pregnant again. Below, we examine the evidence.

There were no pictures of Kylie Jenner at her birthday party

Historically speaking, Kar-Jenner parties are no joke. They typically involve elaborate themes, extreme decor and a long list of high-profile guests. Their events are also always heavily documented on social media. (Note: even in the thick of the pandemic, the KUWTK stars celebrated Kendall Jenner’s birthday with a huge, maskless party. *Sighs.*) But Kylie’s 24th birthday celebration on August 10 was very low-key — perhaps even suspiciously so. Jenner posted photos of a brunch accompanied by an at-home painting class. While it was still remarkably expensive-looking, it wasn’t quite a Kylie-Jenner-extravagant party. Even more shocking? Not one photo of Jenner herself was posted from the gathering. Hmm.

Jenner did post a full-body pic of herself on IG for her birthday, looking trendy as ever in a custom-made Namita Khade dress. But fans suspect the picture was pre-taken. This is because the nails she’s sporting in the post look the same as the ones she was wearing a month earlier, on July 15, and don’t match the nails she had on her birthday. On her birthday evening, sister Kim Kardashian posted a snapshot of all the Kar-Jenner women raising a toast to celebrate Kylie’s big day. Included in the photo were Jenner’s nails, which sport an entirely different design than the nails pictured in her birthday post. Confusing, I know, but stay with me.

@emilycschwartzSome say I have no life. I agree. 💅🏻 #greenscreen #kyliejenner #kardashians ♬ original sound – Emily

The great nail art mystery

After fans noticed the discrepancy in her nail art, the pregnancy conspiracy theory began to take off on TikTok. Jenner then posted a full-body mirror selfie on August 11, sporting her most recent nail art — seemingly to assure fans that her pictures are being taken in the present — but some of her followers still aren’t buying it. One popular TikTok theory is that Jenner has stocked up on old photos that she will share throughout her pregnancy to make it seem like they’re happening in real time. Also on August 11, Jenner posted to her pictures of food in a restaurant setting to her IG Stories, but there were no actual public fan or paparazzi sightings of the A-lister that day. This further cemented the theory that Jenner may be posting photos from the past to throw fans off.

Kylie Jenner and Travis Scott are likely back together

After breaking up in fall 2019, it appears Stormi’s parents are a couple again. Jenner posted a picture of the duo together in June when she visited the rapper in NYC for the 72nd annual Parsons Benefit. After the event, a source told People that the pair had *checks notes* a “different energy” between them. Scott also reportedly called Jenner his “wifey” that night. Love is clearly in the air… further pointing to the possibility that another baby is on the way.

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If Jenner actually is pregnant, she is doing a great job of taking even her most dedicated sleuthing fans on a confusing ride. The Met Gala is next month, though, so fans will likely be watching closely to see if Jenner attends.

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Resale Is the Future of Fashion

The resale market is poised to surpass fast fashion sales within 10 years.

Yes, you read that correctly. According to Doug Stephens, founder and president of retail industry consultancy Retail Prophet, “The explosion in resale fashion, driven by brands like The Real Real, Poshmark and others, positions resale to overtake fast fashion within a decade.”

In fact, according to online retailer ThredUp’s 2020 report, resale is predicted to be valued at $64 billion in four years. And now, an unlikely retailer is making a splashy entrance into the resale market alongside scrappier sites like Depop and Poshmark. Fast fashion mecca H&M just launched H&M Rewear, a resale platform where people can buy and sell items from any brand.

So how did thrifting go from a casual trip to Value Village into a full-blown fashion frenzy?

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For one, we’re in the era of conscious consumerism. In the last five years, the number of young buyers who prefer to purchase from sustainable brands has increased from 57 to 72 percent according to ThredUp.

Gen-Z and millennial shoppers have not only gravitated towards retailers focused on sustainability, but have also embraced thrifting. Many experts attribute this shift towards second-hand shopping to the environment younger shoppers have grown up in — climate change is a topic this demographic has heard about for years, and supporting eco-friendly brands and thrifting allows them to feel they are contributing to the movement.

Saving money has also become a priority for Gen-Z buyers, as “1 in 2 consumers care more about seeking value in their purchases than before the pandemic,” per ThredUp’s 2021 resale report. Stephens attributes this to the financial realities confronted by many young consumers, as they now “face unique economic challenges relative to previous generations, as they have suffered not one but two major economic crises in their formative income-earning years.”

However, it might be the uniqueness of thrifting that’s the biggest motivator for some Gen-Z shoppers. Second-hand shopping is fuelled by “the thrill of the find,” and can earn its wearer a certain cachet. Thrifting has become almost a lifestyle — “Oh this? It’s vintage” feels emblematic of the way many young shoppers express their identity. As Stephens puts it, “resale is no longer merely a cyclical fad but a fashion mainstay for a new generation of consumers.”

While some labels have launched clothing rental programs like California brand Vince, and others are integrating recycled materials into their products like Hunter Boots and Allbirds, resale has outpaced them all in a rapidly growing list of traditional retailers (such as Etsy, Farfetch and now H&M) embracing second-hand clothing.

HM Rewear resale fashion — Photography courtesy of H&M

H&M Rewear, the Swedish conglomerate’s new resale initiative, rolled out exclusively in Canada on September 7. Similar to other resale platforms, individuals can buy and sell any piece of clothing from any brand, including H&M. For payment, sellers have the choice between receiving a direct deposit or an H&M gift card with an added 20 percent value.

This move by the brand no doubt signals a yearning for a piece of the fast-growing resale market, Stephens says, noting a desire from fast fashion retailers to “counter their negative impact on the environment by promoting resale and re-use” with programs like these.

And it’s not hard to understand why. Fast fashion and fashion resale are naturally opposites — where one works to reduce environmental pollution and waste, the other directly fuels it with clothing that is not crafted for longevity. As brands like H&M have pioneered and perfected the fast fashion system, they shoulder responsibility for its environmental impact. “The fact is fast fashion companies need to produce less,” says Sage Paul, executive and artistic director of Indigenous Fashion Week Toronto, who calls programs like this one “Band-Aid solutions for the mess” fast fashion brands helped create.

That being said, as a fast fashion leader, H&M has been attempting to improve its environmental footprint for many years. In 2010 the retailer launched its Conscious Collection which uses 50 percent “sustainably sourced materials.” Since then, the company has also vowed to become climate positive by 2040 which includes “avoiding harmful chemicals, fossil-based energy sources and single-use packaging”. They’re also making the switch to using entirely sustainable fabrics by 2030 such as Circulose® made from 100 percent discarded cotton and Vegea™, a fake leather created from grapes. They’ve also set up clothing recycling bins in stores, invested in technologies like the cotton recovery startup Renewcell and created a supply chain sharing platform Treadler. H&M has even named its former sustainability chief as CEO.

Sarah Jay, founder of All Earthlings Consulting and conceiver of the documentary Toxic Beauty, acknowledges the brand’s strides in terms of sustainability despite seeing H&M’s foray into resale as “a clear attempt at monopoly and an acknowledgment of the sector’s potential for profitability.” Jay says: “Compared to their fast fashion peers, H&M is undoubtedly leading the way in terms of textile innovation. They are making adjustments and improvements. Let’s hope that their resale platform leads to a broader shift in their business model, the definitive end of fast fashion and the excessive use of virgin fibres to create new garments.”

The truth is there may be no tidy solution to the question of how to balance our desire to shop and love of fashion with an increasingly urgent need to take care of our planet. While consuming more mindfully is more important and popular than ever, shoppers have to continue keeping brands accountable about their environmental footprints — and whether their sustainable initiatives are truly genuine or just greenwashing. But, producing less is a good start.

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Mejuri’s Fall Campaign Stars Supermodels Christy Turlington and Binx Walton

Since its launch in 2015, Canadian brand Mejuri has made its mark in the fine and demi-fine jewellery scene, and redefined the concept of direct-to-consumer shopping, offering accessible pricing on highly covetable pieces. With accessories that have become bona fide must-haves, some Mejuri collections have risen to classic status already — a feat that can take some brands decades to achieve. For its new fall campaign, the brand has tapped two modern-day supermodels: ’90s fashion industry trailblazer and living legend Christy Turlington (who could forget her truly iconic Calvin Klein Eternity ads? Swoon.) and world-renowned runway regular Binx Walton, who has fronted campaigns for labels like Tom Ford, Céline and Saint Laurent (NBD).

Photography courtesy of Shaniqwa Jarvis/Mejuri

Mejuri’s new campaign highlights the brand’s most iconic, and best-selling, collections to date: the Dôme, the Croissant, the Charlotte and the Heirloom. *Does mental tally of how many pieces I own from each collection. Three out of four, you?*

Thanks to designs that are timeless while being anchored in modernity, these pieces are beloved by Mejuri’s online community and have garnered a pretty epic celebrity fanbase, including high-fashion figures like Cara Delevingne and Bella Hadid who have been spotted in the Mejuri pieces. Read on for a look at the collections featured in Mejuri’s fall campaign.

The Dôme

The Dôme ring is the original Mejuri design, and it has inspired 45 different iterations, making it a jewellery staple for any occasion.

The Croissant

Inspired by the Parisian baked good, the Croissant collection’s bold designs have made it the brand’s most popular to date. It now also comes covered in paved diamonds (yes, please!). Below, model and actor Cara Delevingne wears the Large Croissant Dome Hoops.

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The Heirloom

The Heirloom collection — Binx’s favourite from Mejuri — is an assortment of statement rings crafted in 14k solid gold featuring gemstones of garnet, honey quartz and London blue topaz. The garnet Heirloom ring has been spotted on street style queen Bella Hadid.

The Charlotte

The Charlotte collection is an homage to another sweet treat: the famous shape of the French Charlotte cake. The design is beloved by many fans, such as Dove Cameron, who is pictured wearing the Charlotte Bold Ring.

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Mejuri’s Icons collection is now available to shop online and in its six retail locations.

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This Year, You Can Buy Met Gala Merch On Instagram

The Met Gala is introducing Instagram-exclusive merch this year. In line with the theme, “In America: A Lexicon of Fashion,” the museum has teamed up with American designers to create limited-edition capsule collections. The pieces will be exclusively unveiled and sold on Instagram, which is the sponsor of this year’s Met Gala.

When launching the merch, the museum will offer “a series of unique virtual shopping experiences,” as reported by Vogue. A new collection by a different designer will drop every month from September 2021 until April 2022, with one of eight American designers highlighted each month: Virgil Abloh of Off-White, Emily Bode of Bode, Aurora James of Brother Vellies, Christopher John Rogers, Hillary Taymour of Collina Strada, Rio Uribe of Gypsy Sport, Prabal Gurung, and Kerby Jean-Raymond of Pyer Moss.

In 2019, The Met enlisted designers to create merchandise inspired by that year’s over-the-top theme of “Camp” — and it resulted in some very interesting (albeit extremely pricey) items like Moschino-exclusive Barbie dolls and pre-COVID era bedazzled face masks. This year, with an American-themed fashion event, the possibilities for social commentary are endless. As more retailers are utilizing IG’s in-app shopping feature, The Met is making it easier for fans to participate in fashion’s biggest night with their virtual merch launch.

Each capsule will be unveiled in an Instagram live shopping event, starting with Virgil Abloh’s collection. On September 10 at 11:45 a.m. EST, the Off-White designer and Instagram’s VP of fashion and shopping Eva Chen will host a live unveiling of the collection on Vogue’s IG account. As the products are unveiled, they’ll be made available for purchase via The Met Store’s Instagram account. If supplies don’t sell out right away, Vogue reported that the merchandise will also be available at The Met Store’s online shop. The Met Store ships to Canada, but as for the IG-exclusive merch, watch this space for updates about Canadian shipping information.

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After having to cancel last year’s event because of COVID-19, The Met Gala is wholeheartedly embracing virtual participation this year — with a recent announcement that the event will be entirely live-streamed by Vogue for the first time ever. We can’t wait to catch a glimpse of the merch for the long awaited 2021 Met Gala, which is taking place on September 13.

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Stylish Outdoor Gear to Bring On Your Next Adventure

Many of us turned to the great outdoors this summer to escape our cramped apartments in the city and find comfort in the sights and sounds of nature. According to Huffington Post, some doctors in British Columbia are actually prescribing outdoor activities to boost patients’ physical and mental health. And research has found that spending time in outdoor green spaces, such as parks and gardens, can lower our stress levels and increase our ability to concentrate. Whether you’re going a on camping, hiking or fishing trip, or just park-hopping in your hood, functionality is a must — and looking cute is always a plus.

Even fashion designers are making their way into excursion-ready gear. Jacquemus pulled inspiration from the mountains for his Fall/Winter 2021 runway collection (aptly name “La Montagne” or “the mountain”) which was hosted in an oversized tent. Maison Kitsuné released a second collaboration with portable furniture brand Helinox, launching foldable chairs and tables adorned with their signature logo. Contemporary, mass market brands, like Canada’s size-inclusive label Alder Apparel, are making waves in the space, too. And we can always depend on trusty go-tos such as MEC, Altitude Sports, and Arc’teryx to offer up stylish gear made for outdoor adventures.

From designer folding chairs and zip-away pants to packable puffer vests and pastel water shoes, this stylish outdoor gear will prepare you for spending quality time with Mother Nature.