First there was Fiji water, the natural artesian water that claimed to come “straight from the idyllic Fiji islands without ever being touched by man.” Then, when plain old water got boring (it’s only been keeping human beings alive with no additives for 200,000 years), there was the Vitamin Water boom. Remember that? Even 50 Cent jumped on board the movement – and when 50 Cent is involved you know the water business is getting seriously lucrative. Next, the world went (coco) nuts over coconut water. It’s estimated that coconut water, in its prime, was a $1 billion industry. Plus, with everyone from Rihanna and Madonna signing up to promote the “super-hydrating” effects of the wonder product, it became hard not to do a double take when passing that bottle of Vita Coco at the supermarket. But, just like that crop top you couldn’t live without a few months ago (seriously, throw it away), coconut water that was once touted by the fashion-forward health set as a must-have is – gasp! – now officially passé.
So what’s next?
There are two major trends happening in the world of fashionable water at the moment. The first has the likes of mega brands, such as Elie Saab, Diane von Furstenberg, Christian Lacroix, Paul Smith, Issey Miyake, Jean Paul Gaultier, and most recently Kenzo, teaming up with French water producer Evian to create limited-edition, fashion-inspired water bottles. Take, for example, the Evian bottle created by Elie Saab. The designer was inspired by the fine fabrics and embellishments characteristic of his whimsical red carpet-approved creations and created a transparent lace pattern for his Evian bottles. For contemporary brand Kenzo, a vibrant can’t-miss pattern of blue and yellow was a nod to its Fall/Winter 2014 collection.
Also vying for the fashion-forward hydrator’s attention is Blk., a premium fulvic-enhanced natural mineral water with a black hue. The unusual color is a result of the 77 minerals, elements, electrolytes, and fulvic traces found in the liquid, which, according to Blk., help increase energy and rebuild the immune system. It’s rumored everyone from the Victoria’s Secret models to Oliver Rousteing and Rick Owens have been spotted sipping Blk. Could black water be the new black? According to Albie Manzo, one of the founders of Blk., “there are so many great attributes to fulvic acid; I just think the public needs to get a better understanding of exactly what fulvic acid is about. As people learn more about it, I am confident consumers will make the same decision we made – to make Blk. a major part of their daily hydration routine.”
Whether you chose to sip in style with a side of Elie Saab or opt to embrace the darker side of mineral water, we suggest you continue to keep the fashionable water trend on tap.