# Fashionable Lifesavers 'The Lifejacket' Will Have You Staying Afloat of Style By Robyn Currie | Published 2010-06-09 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/the-lifejacket References: [yankodesign](http://www.yankodesign.com/2010/06/09/fashionably-buoyant-and-alive/) I know my big concern when I am preparing to enter a watercraft is whether the life-preservers are sufficiently cute enough. Now I can boat easily with 'The Lifejacket.' Designed by Fraser Reekie, The Lifejacket is geared to look more like a [piece of sporting apparel](https://www.trendhunter.com/trends/goldwin-fw25), rather then a piece of lifesaving equipment. Gone are the straps and awful orange color; in are zippers and something that could pass as an [outdoorsy style vest](https://www.trendhunter.com/trends/puffer-chubbsie). **Implications** - Today's consumer is no longer interested in pieces that play one purpose. Further, the mass concern for health and well being is at an all-time high, as mass breakouts of diseases like SARS or the bird flue have increased paranoia. Thus, products that combine [everyday function with health concerns](https://www.trendhunter.com/trends/the-stylish-pill-box) will fare well with consumers. ## Trend Insights (Trend Hunter) - Score: 0.9/10 - Popularity: 2% | Activity: 16% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) ## Key Themes ### Key Themes Behind This Trend - **Multi-purpose Products:** The trend of combining everyday function with health concerns presents opportunities for innovative products. - **Fashion-forward Safety:** The trend of incorporating stylish design into safety equipment offers disruptive innovation potential. - **Health-conscious Fashion:** The trend of combining fashion and wellness offers opportunities for innovative products that resonate with health-conscious consumers. ### Where This Applies - **Outdoor Apparel:** The outdoor apparel industry can explore incorporating safety features into their fashionable designs. - **Health and Wellness:** The health and wellness industry can tap into the trend of fashion-forward safety equipment to cater to health-conscious consumers. - **Water Sports Equipment:** The water sports equipment industry can leverage the demand for stylish and functional safety gear to offer disruptive innovations. ## Related on Trend Hunter - [Airline Safety Equipment Accessories](https://www.trendhunter.com/trends/upcycled-life-vests.md) - [Plastic Bottle Lifejackets](https://www.trendhunter.com/trends/bot-lifejacket.md) - [Lifesaving Swimming Vests](https://www.trendhunter.com/trends/swimming-vest.md) - [Flatpack Oceanic Lifeboats](https://www.trendhunter.com/trends/fold-and-rescue-lifeboat.md) - [Under-Arm Rescue Floatation Devices](https://www.trendhunter.com/trends/ua80-evolution-vest.md) - [Multipurpose Korean Snacks](https://www.trendhunter.com/trends/lifeguard-snack.md) - [One-Piece Adult Outerwear](https://www.trendhunter.com/trends/puffer-chubbsie.md) - [Stylistic Lightweight Beach Shades](https://www.trendhunter.com/trends/the-swim-shady.md) - [Self-Inflating Kids Swimwear](https://www.trendhunter.com/trends/smart-swimwear.md)