Brand Waves This Week
Canva ushers in the Era of Imagination, Giorgio Armani returns to the essence, Kith blends streetwear and high fashion, and IKEA turns price tags into life stories.
Welcome to The Brand Waves, your weekly snapshot of the most innovative marketing campaigns from around the world. In this edition, discover stories, strategies, and creative ideas that are redefining how brands connect with audiences.
This edition is in partnership with Tracksuit, the affordable, always-on brand tracking dashboard that helps marketers and agencies prove the impact of their boldest brand work.
Today’s newsletter includes: Kith unveils the Winter 2025 collection; Giorgio Armani returns to the essence with a visually minimal campaign; Canva launches the Creative Operating System; IKEA reveals Wherever Life Goes; Tiffany & Co. celebrates love with Anya Taylor-Joy; Aime Leon Dore highlights Queens with The World’s Borough; Aritzia and Nike reinvent the LD-1000 “EDITION A”; Mango celebrates freedom and individuality with Kaia Gerber; Welch’s presents Break Out the Fancy Juice; instax showcases authentic connection; Huggies turns parents’ nightmares into comedy; Gay Lea sweetens everyday moments; TomTom and Barkman Honey demonstrate creativity and transparency.
Kith Unveils Women Winter 2025 Campaign
With the Winter 2025 collection, Kith Women wraps up the year, reaffirming its role as a bridge between streetwear and high fashion.
The U.S.-based brand has launched the Kith Women Winter 2025 collection, featuring versatile pieces that combine tailored design with urban practicality.
Alongside the main collection, the Winter Classics 2025 line revisits some of the brand’s most iconic pieces from previous seasons, reinterpreted with a modern approach and aligned with the seasonal color palette.
Additionally, the new collaboration with New Balance and Daniëlle Cathari reimagines the Made in UK 991v2 sneaker, blending Chocolate Brown and Pistachio tones.
Giorgio Armani Rediscovering the Essence of Light and Simplicity
With the new advertising campaign photographed by Karim Sadli, Giorgio Armani returns to expressing his vision of elegance through an essential visual language.
The protagonists - Liu Wen, Edie Campbell, Samuel Elie, Simon Nessman, and Clement Chabernaud - are portrayed against a luminous background, free of scenographic elements, in a silent dialogue between body, fabric, and light.
In a fashion landscape that often seeks to impress with complex narrative constructions, Armani instead chooses to subtract, to reduce to the essence, once again embodying a discreet, universal, and timeless luxury.
Canva ushers in the Era of Imagination with the launch of the Creative Operating System
On October 30, 2025, Canva unveiled the biggest launch in its history with the Creative Operating System (Creative OS).
The update integrates an enhanced Visual Suite, next-generation AI design tools, and new features designed to help businesses and brands grow at scale.
At the heart of the project lies an ambitious vision: if the Information Era centered on knowledge, Canva introduces the Era of Imagination - a time when technology doesn’t replace human creativity but amplifies it.
In parallel, Canva announced that Affinity will become free forever, a strategic move marking a real turning point in the professional design industry.
“For too long, professional designers have had almost no choice in the tools they use, from bloated software that slows them down, to subscriptions that stack up, and workflows that interrupt creativity.” - Canva.
Tracking the Brand Waves - Canva
Data from Tracksuit shows that Canva continues to strengthen its position in Australia’s creative tools market, with a notable improvement in lower-funnel metrics.
The investigation index rose from 40% to 44%, while preference increased from 26% to 30%, driven primarily by female audiences and consumers aged 35–54.
While Adobe remains the category leader, Canva is steadily closing the gap. With the recent launch of the Creative Operating System and the announcement of making Affinity “free, forever,” the brand reinforces its identity built on creativity and accessibility - potentially reshaping the competitive balance of the industry.
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IKEA presents Wherever Life Goes
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