The Scout is Out (virtual too) and it’s time to celebrate! Minneapolis, MN

The Scout is Out (virtual too) and it’s time to celebrate! Minneapolis, MN

doitinnorth shop/share gallery

At Home with Designers and Tastemakers: Creating Beautiful and Personal Interiors

ICYMI

Weisman Art Museum: Kara Walker “annotating” Civil War-era Pictorial History – Minneapolis, MN

 

Sneak Peek: Minnesota Vikings to Launch “International Collection” of Unisex Outerwear

Sneak Peek: Minnesota Vikings to Launch “International Collection” of Unisex Outerwear

Minnesota Vikings to Launch “International Collection”

The limited-edition collection, designed in collaboration with Leah O’Connell, Chelsea Adofo-Mensah, Fanatics, and NFL-licensed fashion house The Wild Collective, includes three jacket styles inspired by London street style.

Land O’Lakes brings ‘farmcore’ fashion to the runway in Paris (Wisconsin)

Land O’Lakes brings ‘farmcore’ fashion to the runway in Paris (Wisconsin)

Land O’Lakes staged a “farmcore-to-table” runway show last month in rural Paris, Wis., as part of an ongoing farmcore ad campaign meant to appeal to younger consumers. (Provided by Land O’Lakes/Land O’Lakes)

The Minnesota-based cooperative’s ad campaign aims to connect consumers to its farmer-owners through joining farmcore social media trend.

Star Tribune: To stand out in the dairy aisle, Land O’Lakes is hitting the runway.

The national butter brand recently staged a fashion show in Paris, Wis., featuring models in field-worn jackets, jeans and overalls — sourced from the cooperative’s farmers — in an ad campaign meant to “bring the farmcore aesthetic to life,” said Chief Marketing Officer Heather Malenshek.

“We have a very loyal customer base, but we also want to reach a younger audience,” she said. “Like everybody, we’re trying to find innovative ways to get people’s attention.”

So Arden Hills-based Land O’Lakes is going all-in on farmcore, a social media trend that romanticizes rural life with chic workwear.

“We’re having clothing be the star of the show so we can tell the stories of our farmer-owners in different ways,” Malenshek said.

Land O’Lakes asked its farmer-owners to donate jackets, pants and other clothing for models to wear as part of the farmcore campaign. (Provided by Land O’Lakes/Land O’Lakes)

Fourth-generation Winona County farmer Becky Clark told the company she donated work gloves “because we do a lot of hard and dirty work with our hands.”

Clark wore the gloves when rebuilding her blizzard-battered barn in 2019.

“I also thought about what my grandpa would have donated, and I think he would’ve picked his shoes,” she said. “He wore those out so much they had a hole in them, but he just wore a sandwich bag over his socks instead of getting a new pair.”

All the donated items carry tags with short stories about their owners to connect the food to the farmer — a long-running theme in Land O’Lakes advertising.

“Farmers are the backbone of our nation, but are not always thought of when you’re buying a pound of butter or a bag of shredded cheese,” Pat Dunneback, group brand director at ad agency Battery, said in a news release.

Becky Clark’s donated work gloves were part of the Land O’Lakes farmcore fashion show and ad campaign. (Land O’Lakes)

Founded in 1902, the Land O’Lakes has more than 1,000 farmer-owners and last year had $16.8 billion in revenue.

Flexible schedules for manufacturing employees are paying off for Land O’Lakes

The farmcore campaign launched in September to coincide with Paris Fashion Week, and the results so far are promising, Malenshek said.

Land O’Lakes’ “Eat it like you own it” campaign for Land O’Lakes has given a 26% “purchase intent lift” among younger consumers, according to Battery, the agency behind it.

Malenshek said it’s hard to stand out “in what is essentially a commodity category” when the biggest differences among direct butter and cheese competitors might be the name on the label or the price.

Land O’Lakes says it has plenty of longtime loyal customers but needs to reach out to younger consumers and sell the brand. (Provided by Land O’Lakes/Land O’Lakes)

Growing dairy brands like Tillamook have quickly won favor with Gen Z and millennial shoppers, Malenshek said.

As the “big guy” in the market, Land O’Lakes needs to keep telling its story to connect with more of those younger consumers, she said.

“‘Eat it like you own it’ is helping to tell that story about farmer ownership,” she said. “These younger consumers really do care about brands making some difference in the world.”

Harry Styles Ushers In Sweater Season At The Valentino Show

Harry Styles Ushers In Sweater Season At The Valentino Show

Photo by Vittorio Zunino Celotto/Getty Images for Valentino
 Harry Styles arrives at Valentino Pavillon des Folies Show as part of the Paris Fashion Week in September, 2024 in Paris, France.

In his bright orange knit, Harry is ready for autumn.

Today’s spring/summer 2025 Valentino show was one of the buzziest of Paris Fashion Week: designer Alessandro Michele made his highly anticipated debut for the label, a moment that brought out an A-list crowd in the front row. Some of Michele’s greatest supporters, who wore his red carpet looks non-stop when he was at the helm of Gucci, turned up for the affair – including stars like Elton John, Florence Welch, Jared Leto, and of course, Harry Styles (one of his greatest muses). Hitting the step and repeat, Styles chose a deliberately pared-back look for the affair, though the singer ushered in sweater season with a bright knit.

Punctuated with a subtle “V” logo, Styles’s simple orange Valentino crewneck was a far cry from the opulent Gucci creations he used to wear by Michele (Pearls! Crystals! Ruffles!). A hint of that old whimsical spirit was still present: a ruffled collar peaked out from under the sweater, for a more unexpected touch. Still, with the addition of simple dress slacks and a pair of brown loafers, the overall look marked a new style era for Styles – one that is decidedly grown up and sophisticated. His giant aviators, though, were 100 percent A-list-worthy. You can bet he will be wearing Michele’s Valentino for all his red carpet cameos going forward. If it looks this slick, count us in.

British Vogue

doitinnorth shop/share

Harry Styles: Adore You: The Illustrated Biography

ICYMI

The Fall Flower Show is now open in the Sunken Garden! – St. Paul, MN

ICYMI: Scenes and Looks from Fashionopolis 2024 – Minneapolis, MN

ICYMI: Scenes and Looks from Fashionopolis 2024 – Minneapolis, MN

Photo: Caitlin Abrams

Fashion Week MN: Creative Renaissance Show – Minneapolis, MN

Fashion Week MN: Creative Renaissance Show – Minneapolis, MN

Minnesota Monthly: As the official press partner of @fashionweekmn, we want you to get to know the faces that are shaping the local fashion scene, and beyond. Our first spotlight of this series features @djkt27, a @mnufc player and owner of @venciofficial_
DJ’s self-made brand will showcase its fall collection @fashionweekmn’s Creative Renaissance show @artsmia on October 12th, where he will also walk the runway as a community luminary—
“It’s a blessing to be recognized as a community leader. I think it’s a testament to us and the work we’ve put in over the years. It’s just about growing together as a community.”

About

Fashion Week Minnesota’s marquee event, “Creative Renaissance,” at the Minneapolis Institute of Art, celebrates the vibrant surge of creativity flourishing across Minnesota. Unlike traditional runway shows, Creative Renaissance will feature community luminaries from across various industries—celebrity chefs, professional athletes, political figures, and more—who are actively shaping culture and creativity in Minnesota. This unique approach turns the spotlight on those who inspire and lead, making Creative Renaissance a true celebration of community. Through a fusion of fashion, art, and culture, the finale showcases how collaboration and shared creativity can spark groundbreaking ideas, fostering a spirit of inclusion and progress as Minnesota’s creative landscape continues to evolve.

Event

Creative Renaissance Show

Saturday, October 12th, 7:00 pm – 11:00 pm

Pin It on Pinterest