- Afghanistan earthquake: Taliban appeals for intl. aid RADIO PAKISTAN
- Afghanistan: Helicopter teams lead rescue after earthquake kills more than 800 – follow live BBC
- At least 800 people killed as earthquake hits eastern Afghanistan Al Jazeera
- ‘The walls collapsed around me’: Afghans describe quake devastation The Guardian
- Kunar Earthquake: Around 250 Dead and 500 Injured TOLOnews
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Afghanistan earthquake: Taliban appeals for intl. aid – RADIO PAKISTAN
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Tennis – US Open 2025: Full order of play, Tuesday 2 September
The maestro of tennis – a.k.a. Novak Djokovic – returns to action at Arthur Ashe Stadium on Tuesday (2 September), as he looks to command the audience in a symphony of applause at the 2025 US Open.
Taking to centre court for the final match of the day – which will commence at the conclusion of the women’s singles quarterfinal match between Aryna Sabalenka and Markéta Vondroušová at 19:00 local time (EDT, GMT-4) – he’ll look breeze past home favourite Taylor Fritz and move one step closer to a fifth men’s singles title at Flushing Meadows.
He’ll be joined in his pursuit of the trophy by world No. 2 Carlos Alcaraz, who must first overcome the threat of elimination at the hands of Czechia’s Jiri Lehecka.
Assuming his championship aspirations survive the encounter, the Olympic Games Paris 2024 men’s singles silver medallist will be staring down the reality of a hotly anticipated Olympic final re-match between himself and the Serbian maestro Djokovic.
Elsewhere, Venus Williams and Leylah Fernandez will look to continue their remarkable march towards the women’s doubles title at Flushing Meadows, which the 45-year-old tennis legend last won alongside her sister (Serena Williams) in 2009.
With plenty of action still to come at the 2025 US Open, there’ll be no shortage of compelling match-ups to choose from on Tuesday (2 September).
Below, you can find out the start times for all the matches at the hard court Grand Slam tournament.
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Sinner on Alcaraz rivalry: 'It's not like you have to be enemies off court' – ATP Tour
- Sinner on Alcaraz rivalry: ‘It’s not like you have to be enemies off court’ ATP Tour
- Carlos Alcaraz dazzles in return to quarterfinals at 2025 US Open US Open Tennis
- How Alcaraz and Sinner Skipped the Line in Men’s Tennis Bloomberg.com
- Jannik Sinner and Carlos Alcaraz, aka Sincaraz, rule men’s tennis as the 2025 US Open arrives ap.org
- US Open | Carlos Alcaraz on rivalry with Jannik Sinner: We’re fighting for great things in tennis India Today
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Compounds show significant inhibitory effects on α-glucosidase
Three of the compounds demonstrated significant inhibitory effects on α-glucosidase, a key enzyme in carbohydrate digestion. The findings could pave the way for new functional food ingredients targeting type 2 diabetes.
Functional foods are known not only for their nutritional value but also for delivering biologically active compounds with potential health benefits, such as antioxidant, neuroprotective, or glucose-lowering properties. Identifying these compounds from complex food matrices remains a major challenge. Traditional methods are often time-consuming and inefficient.
As a result, scientists have been turning to advanced techniques like nuclear magnetic resonance (NMR) and liquid chromatography–mass spectrometry (LC-MS/MS) to speed up the discovery of bioactive molecules, especially in chemically diverse systems like roasted coffee.
A study published in Beverage Plant Research on February 18th, 2025, by Minghua Qiu’s team, Kunming Institute of Botany, Chinese Academy of Sciences, shows promising anti-diabetic potential and expands the understanding of coffee’s functional components.
In this study, researchers developed a three-step, activity-oriented strategy to efficiently identify bioactive diterpene esters in roasted Coffea arabica beans. The goal was to discover both abundant and trace-level compounds with α-glucosidase inhibitory activity, while minimizing solvent use and analysis time. The first step involved dividing the crude diterpene extract into 19 fractions via silica gel chromatography, followed by ^1H NMR and α-glucosidase activity screening.
A cluster heatmap based on ^1H NMR spectral data grouped the fractions and pinpointed Fr.9–Fr.13 as the most bioactive, characterized by distinct proton signals. Next, ^13C-DEPT NMR of representative fraction Fr.9 revealed an aldehyde group, consistent with the ^1H NMR data. Fr.9 was then purified using semi-preparative HPLC, and three new diterpene esters-named caffaldehydes A, B, and C-were isolated.
Structural elucidation through 1D and 2D NMR and high-resolution mass spectrometry (HRESIMS) confirmed their identities. These compounds, differing in their fatty acid chains (palmitic, stearic, and arachidic acids), showed moderate α-glucosidase inhibitory activity with IC₅₀ values of 45.07, 24.40, and 17.50 μM, respectively, more potent than the control drug acarbose.
To detect trace bioactives beyond the scope of NMR or HPLC, the team performed LC-MS/MS on pooled fraction groups and constructed a molecular network using GNPS and Cytoscape. This revealed three additional unknown diterpene esters (compounds 4–6) closely related to caffaldehydes A–C, sharing common fragment ions but featuring different fatty acids (magaric, octadecenoic, and nonadecanoic acids).
Their absence in compound databases confirmed their novelty. Together, these findings demonstrate the effectiveness of this integrative dereplication approach in discovering structurally diverse, biologically relevant compounds in complex food matrices like roasted coffee.
This research opens the door to developing new functional food ingredients or nutraceuticals derived from coffee, targeting glucose regulation and potentially aiding in diabetes management.
More broadly, the dereplication strategy introduced here-using minimal solvent and advanced spectral analysis-can be adapted for rapid screening of bioactive metabolites in other complex food matrices. Future work will explore the biological activity of the newly identified trace diterpenes and assess their safety and efficacy in vivo.
Source:
Beverage Plant Research
Journal reference:
Hu, G., et al. (2025). Bioactive oriented discovery of diterpenoids in Coffea arabica basing on 1D NMR and LC-MS/MS molecular network. Beverage Plant Research. doi.org/10.48130/bpr-0024-0035
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Sueño Perro: A Film Installation by Alejandro G. Iñárritu – Announcements
Fondazione Prada will present Sueño Perro: A Film Installation by Alejandro G. Iñárritu, a global multisensory exhibition rooted in the intersection of cinema and visual art, created by Academy Award-winning Mexican filmmaker Alejandro G. Iñárritu. In celebration of the 25th anniversary of Amores Perros (2000), his legendary debut feature, Sueño Perro will premiere at Fondazione Prada in Milan from September 18, 2025 to February 26, 2026 (press preview on September 17) and will be on view in prominent international institutions, including LagoAlgo in Mexico City, from October 5, 2025 to January 4, 2026, and The Los Angeles County Museum of Art (LACMA) in spring 2026.
Sueño Perro marks Fondazione Prada’s third collaboration with Iñárritu, who conceived the film program “Flesh, Mind and Spirit” in Seoul (2009) and Milan (2016), and the experimental VR installation “CARNE y ARENA” in Milan (2017), which was part of the official selection of the 2017 Cannes Film Festival and awarded a special Oscar by the Board of Governors of the Academy of Motion Picture Arts and Sciences. As stated by Miuccia Prada, President and Director of Fondazione Prada, “With this project, we aim to open new perspectives on Iñárritu’s work and on a film that, from its very start, combined the force of realism with the density of symbolism. Twenty-five years after it was released, Amores Perros continues to speak to the present and to capture, with visual and emotional power, the full complexity of the world we live in.”
Sueño Perro brings to light never-before-seen footage which speaks to Amores Perros’ enduring themes of love, betrayal, and violence. These gritty vignettes, once abandoned on the cutting room floor and conserved for a quarter of a century in the film archives at the National Autonomous University of Mexico, capture the charged and interconnected sociopolitical realities of Mexico City, still relevant decades later. Drawing on the raw power and visual poetry of these forgotten images, Iñárritu reimagines their impact through a mosaic of celluloid and sound. At the heart of the installation is a deep reverence for the materiality of 35mm film, whose physical grain, flicker, and warmth evoke a deep sense of nostalgia.
As explained by Iñárritu, “Over a million feet of film were left on the cutting room floor during the editing of Amores Perros. These intensely charged images, sixteen million still frames, were buried in the UNAM film archives for 25 years. On the occasion of the film’s anniversary, I felt compelled to revisit and re-explore these abandoned fragments, with the grain and the ghosts of celluloid which they hold. Stripped of all narrative, this installation is not a tribute, but a resurrection —an invitation to feel what never was. Like meeting an old friend we have never seen before.”
Audiences will walk into a dimly lit labyrinth illuminated by 35mm analog projectors, casting a continuous stream of newly juxtaposed fragments from Amores Perros. A soundscape produced specially for the installation will reverberate throughout, permeating the atmosphere like a dream. Slates, celluloid scratches, and light flares between reels will interrupt the flow, reminding visitors of the medium’s raw physicality. In an age of artificial intelligence and digital oversaturation, Iñárritu invites viewers to step into a man-made, tactile and analog landscape of memory, where the past flickers just out of reach.
Iñárritu’s installation will be on view on the ground floor of the Podium, the main exhibition space of the Milan venue of Fondazione Prada. As part of Sueño Perro, a visual and sound display will be conceived by the Mexican writer and journalist Juan Villoro for the first floor of the building. Titled “Mexico 2000: The Moment that exploded”, it will offer a second layer of narrative from a different perspective. An audio content, along with a vast array of press clippings and documentary photographs by Graciela Iturbide, Pedro Meyer, Paolo Gasparini and Enrique Metinides, among others, selected by Pablo Ortiz Monasterio, will immerse the audience in the cultural, social, and political contexts of chaotic and intense Mexico City at the beginning of the new Millennium.
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Jiyoung Yoon: Seeing Things the Way We See the Moon – Announcements
The DAAD Artists-in-Berlin Program is pleased to present Jiyoung Yoon: Seeing Things the Way We See the Moon at daadgalerie, Berlin. The first solo exhibition in Europe by Korean artist Jiyoung Yoon opens on September 10 at 6pm, as part of Berlin Art Week, which runs from September 10 to 14, 2025.
In her multi-layered work, which moves between sculpture, installation, text and video, Yoon explores the boundaries of perception, memory and visibility. Her works revolve around the question of how (bodily) experiences—both personal and collective—can be translated into spatial and media forms and material languages. Her artistic vocabulary often moves on the threshold between objecthood and absence, between intimacy and social observation.
Many of her sculptural works are created from materials with bodily connotations such as wax or silicone, which Yoon transforms into poetic and fragile constellations. The resulting scenarios are often based on narratives around beliefs, behaviors, and verbal expressions that stem from a particular culture, mythology or religion. In the video works, the analysis of materials and form is combined with language and sound, questioning the relationship between body and environment, inner and outer reality.
Some of the works shown in Berlin were first presented at the MMCA Seoul in 2024 as part of the shortlist exhibition for the Korean Art Prize. In the exhibition Seeing Things the Way We See the Moon at the daadgalerie, this work is now presented in an expanded context, together with earlier works that make visible her ongoing engagement with body, language and memory.
About the artist
Jiyoung Yoon (b. 1984 in South Korea) lives and works in Berlin and Seoul. She studied fine arts in Seoul and Chicago. Her works have been shown at the National Museum of Modern and Contemporary Art (MMCA), Seoul; Art Sonje Center, Seoul; and the Seoul Museum of Art, among others. In 2023/24 she was a fellow of the DAAD Artists-in-Berlin Program.
Curated by Melanie Roumiguière
Produced by Malte Roloff
The DAAD Artists-in-Berlin Program is funded by the Federal Foreign Office of Germany and the Berlin Senate.Production sponsored by Korea Artist Prize Promotion Fund, from SBS Foundation and National Museum of Mondern and Contemporary Art, Korea.
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Andrea Mancini and Every Island: A Comparative Dialogue Act – Announcements
Mudam Luxembourg – Musée d’Art Moderne Grand-Duc Jean is honoured to present A Comparative Dialogue Act, a new iteration of the sound and performance installation originally created for the Luxembourg Pavilion at the 60th Venice Biennale in 2024.
Combining spatial, performative and sonic composition, A Comparative Dialogue Act is the result of an ongoing collaboration between Luxembourg artist and musician Andrea Mancini and Brussels-based collective Every Island. An enhanced, reactivated version of Venice Biennale’s project will be on display at the Henry J. and Erna D. Leir Pavilion starting 26 September 2025.
As a platform for sound transmission, A Comparative Dialogue Act invites visitors to immerse themselves in a resonant space, elevated on an aluminium floor and inhabited by mobile glass panels and a central light structure. The sleek installation surrounded by heavy curtains triggers a sense of anticipation and intimacy. The glass ‘Sound Walls’, mounted on wheels and equipped with transducers, emit a wide range of amplified frequencies that cause their surfaces to vibrate, producing a distinctive sound. Beneath the aluminium tiles, a network of bass shakers channels low-end vibrations through the whole structure. This resonating surface – on which artists and audiences can walk, sit and perform – symbolises a shared sensory field where sound, space and body intertwine.
At the heart of this installation is a living sonic archive composed of performance excerpts, digital compositions, field recordings and spoken word, continuously activated by guest artists to create new works. Started in Venice in 2024 by Bella Báguena, Célin Jiang, Selin Davasse and Stina Fors, the upcoming iteration at Mudam will present four new contributions. Cucina Povera, bela, Katarina Gryvul and Thomas Lea Clarke will expand the archive through short residencies and live performances. A Comparative Dialogue Act is at once a creative platform, a dynamic database and an experimental stage offering an ambitious reflection on sound as a vehicle for storytelling, exchange and collective creation. By bringing diverse artists together around a constantly evolving work, the project embodies a resolutely collaborative, cross-disciplinary approach to contemporary creation, where experimentation is the foundation of a shared dialogue.
Curator: Léon Kruijswijk
Programme
Cucina Povera
Opening performance: September 25, 2025, 8:30pm
Production phase: September 26, 2025, all day
Performance: September 27, 2025, 4:30pmbela
Production phase: November 6–7, 2025, all day
Performances: November 8–9, 2025, 4:30pmKatarina Gryvul
Production phase: December 11–12, 2025, all day
Performances: December 13–14, 2025, 4:30pmThomas Lea Clarke
Production phase: January 15–16, 2026, all day
Performances: January 17–18, 2026, 4:30pmContinue Reading
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Harvard gastroenterologist shares 8 colon cancer warnings you should never ignore: Constipation, diarrhoea | Health
In a September 1 Instagram post, Dr Saurabh Sethi, a gastroenterologist trained at Harvard, AIIMS and Stanford Universities, shared eight signs of colon cancer, or colorectal cancer, that one should never ignore.
According to the gastroenterologist, most colon cancers start silently, which is why if the signs appear, you should consult your doctor.(Shutterstock) Also Read | 37 year old man gets diagnosed with throat cancer, 10% survival rate; ChatGPT convinced him symptoms were harmless
The gastroenterologist stressed that cancer of the colon or rectum usually starts silently. Therefore, most people tend to overlook the symptoms. Here are some signs that should alert you and push you or your loved ones to visit an expert.
8 colon cancer warning signs you should never ignore
In the post, the gastroenterologist pointed out that subtle signs like changes in your bowel movement, unexplained weight loss, pain in the abdomen, fatigue, or even the feeling of incomplete bowel movement can all point towards colon cancer. Therefore, at the first sign, one should visit their physician. Here are the 8 signs you shouldn’t ignore:
1. Blood in stool
Bright red or dark, tarry stool can signal bleeding in the colon. Dr Sethi stressed that you shouldn’t assume it’s just haemorrhoids.
2. Persistent bowel changes
“Constipation, diarrhoea, or narrowing of stools lasting more than a few days is a red flag,” the gastroenterologist warned.
3. Abdominal pain or cramping
Frequent bloating, cramps, or abdominal pain that’s new or unexplained deserves a check-up.
4. Unexplained weight loss
Dr Sethi said, “Losing weight without dieting or lifestyle changes could mean your gut isn’t absorbing nutrients properly.”
5. Ongoing fatigue
Chronic tiredness, weakness, or dizziness may result from slow blood loss and anaemia, and could be a sign of colon cancer.
6. Unexplained iron-deficiency anaemia
“If labs show low iron, especially in men or post-menopausal women, it can be an early hidden sign of colon cancer,” Dr Sethi highlighted.
7. Feeling of incomplete emptying
“If it feels like you ‘can’t finish’ after a bowel movement, it may point to blockage or tumour growth,” the gastroenterologist said.
8. Family history
Lastly, if you have close relatives with colon cancer, it increases your risk. Therefore, don’t delay screening if symptoms appear.
All you need to know about colon cancer
According to the gastroenterologist, most colon cancers start silently, which is why if the signs appear, you should consult your doctor. If caught early, there’s a 5-year survival rate of 90 percent. “Don’t wait if you notice symptoms. Get screened – colonoscopy saves lives,” the expert stressed.
Note to readers: This article is for informational purposes only and not a substitute for professional medical advice. Always seek the advice of your doctor with any questions about a medical condition.
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Afghanistan earthquake: What we know on the deadly quake and rescue operation as the Taliban call for foreign help
EDITOR’S NOTE: This story contains a disturbing image.
Afghanistan’s Taliban rulers have called for international help after a huge earthquake killed hundreds of people and leveled entire villages, piling further misery on the war-ravaged country that was already grappling with food shortages and cuts to foreign aid.
At least 1,411 were killed and 3,124 others injured after the 6.0-magnitude quake struck towns and villages close to the Pakistan border on Sunday, causing strong aftershocks in Kabul, according to Taliban government spokesperson Zabihullah Mujahid on Tuesday. The devastating earthquake has also destroyed more than 5,400 homes, Mujahid added.
Heavy rain, landslides and damaged roads have made it difficult for relief teams to access the remote mountainous areas hit hardest by the quake.
Meanwhile, recent US aid cuts have crunched relief efforts in the country, which has been contending with shrinking global aid since the Taliban seized control in 2021, imposing harsh rules and punishments on the nation’s 43 million people.
Here’s what we know about the earthquake and the rescue operation.
The earthquake hit just before midnight 27 kilometers (16.77 miles) north-east of Jalalabad, a bustling city of about 200,000 people in Nangarhar province near the border with Pakistan, in a mountainous area known for its seismic activity, according to the United States Geological Survey (USGS).
The quake was relatively shallow with a depth of about 8 kilometers (4.97 miles), according to the USGS. Shallow earthquakes tend to be more destructive.
The earthquake devastated neighboring Kunar province, razing three villages, Reuters reported, citing local authorities. Damage and injuries were also reported in Laghman, Nuristan and Panjshir provinces, according to the Taliban government and humanitarian workers.
The earthquake was also felt in several cities in neighboring Pakistan, the Pakistan Meteorological Department said in a statement.
The region was hit by at least five aftershocks, the strongest measuring 5.2-magnitude in the hours after the initial quake, according to USGS.
This is the third major quake to hit since 2021 in Afghanistan, which faces a litany of man-made and natural disasters, including poverty, conflict, drought, and the forced return of millions of refugees by neighbors Pakistan and Iran.
Powerful earthquakes in 2022 and 2023 killed more than 3,000 people in Afghanistan’s Paktika and Herat provinces, by some estimates.
Nearly half a million people likely felt strong to very strong shaking, which can result in considerable damage to poorly built structures, according to the USGS.
Yousaf Hammad, a spokesman for Afghanistan’s National Disaster Management Authority, said the number of dead and injured is likely to rise.
“The injured are being evacuated, so these figures may change significantly,” he told the AP.
Photos from the aftermath showed rows of brick houses swept under muddy debris, as residents clambered over huge piles of fallen concrete.
Eyewitnesses recalled fumbling for loved ones stuck under collapsed homes, as they waited hours for emergency workers to reach the worst-affected regions, according to the AP.
“I was half-buried and unable to get out,” Sadiqullah, a resident of Nurgal, in Kunar province, told AP. His wife and two sons were killed, he added.
Ahmad Zameer, 41, a resident of Kabul, more than 100 miles from the epicenter, told CNN the earthquake jolted his neighborhood. He added that everyone from the nearby apartment buildings rushed into the street in fear of being trapped inside.
Videos obtained by CNN show men digging with shovels to search for survivors under the rubble in Kunar province. Others showed chaotic scenes as officials worked to stretcher the wounded onto helicopters to be airlifted to hospital.
The war-ravaged nation is in the throes of a humanitarian crisis that has only worsened since the Taliban seized power in 2021 following a chaotic United States withdrawal.
Many international aid groups, wary of collaborating with a repressive regime known for its persecution of women and girls, have since pulled out of the country.
Earlier this year, the White House halted more than $1.7 billion worth of American aid contracts supporting dozens of programs in Afghanistan. The United Kingdom, France and Germany swiftly followed suit.
Humanitarian aid to Afghanistan shrank to $767 million in 2025, down from $3.8 billion in 2022, according to Reuters.
Thamindri De Silva, National Director of World Vision Afghanistan, said the sheer number of challenges facing the country has made it difficult for humanitarian organizations to support Afghans.
“This is not the first shock that we’ve faced this year. We’re undergoing a drought. We’re supporting the returnee response. We’re still working with the earthquake-affected people in Herat. There’s a huge malnutrition crisis in the country,” De Silva told CNN’s Lynda Kinkade.
“So it’s not just the funding shortfalls, it’s the compounding of shock after shock in the country, which is stretching already very thin resources.”
Body bags are one of the greatest needs in terms of supplies, she said, as well as basic necessities, such as clothing, hygiene products, and cooking equipment.
The Taliban have appealed to the world for more aid to support relief efforts, but so far, few countries have stepped up.
“We need it because here lots of people lost their lives and houses,” health ministry spokesperson Sharafat Zaman told Reuters.
The United Arab Emirates has dispatched food, medical supplies and tents to quake-stricken regions in Afghanistan – as well as a search and rescue team, state-run Emirate News Agency, WAM, reported on Monday.
The UK on Tuesday announced £1 million ($1.3 million) in new emergency funding to support families affected by the earthquake, to be split between the UN Population Fund and the International Red Cross.
“The UK remains grateful to the aid workers on the ground, who help us to provide support to Afghanistan’s most vulnerable people,” Foreign Secretary David Lammy said in a statement.
European leaders donated $1.16 million (€1 million) of humanitarian emergency funding, as well as tents, clothes, medical supplies and other aid stocks to the region, the European Commission said on Tuesday.
A spokesperson for China’s foreign ministry said it was ready to provide disaster relief assistance “according to Afghanistan’s needs and within its capacity,” Reuters reported.
Meanwhile, India delivered 1,000 family tents to Kabul and 15 metric tons of food aid to Kunar, with more relief to come, Foreign Minister Subrahmanyam Jaishankar said according to Reuters.
The US State Department’s Bureau of South and Central Asian Affairs extended “heartfelt condolences to the Afghan people” in a post to X, but there was no immediate word of aid from the US.
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Riding a Wave of Growth, Anthropologie Launches Its Biggest Celeb Campaign Yet
Anthropologie is having a moment.
In addition to seeing nearly eight percent sales growth in 2024, the Urban Outfitters-owned retailer has been expanding its retail footprint in the US, including a return to a key brick-and-mortar location in New York’s Soho. It has also spun its Maeve subbrand into its own freestanding label, a launch which includes a new store set to open in Raleigh, North Carolina in October.
As the brand continues to grow, it is also flexing its marketing muscle. Best known for its feminine, bohemian take on apparel, this week, the retailer is rolling out its most high-profile celebrity campaign to date, which will be shared across its social media channels, on email and in out-of-home ads — as well as further amplified by a cast of influencers.
Starring the actress Camila Mendes, who rose to fame on “Riverdale” and is set to appear in Mattel’s “Masters of the Universe” film next year, the campaign shows her in several scenes throughout London, from dancing in her bedroom in a sequinned dress to hailing a cab in a fluffy faux fur jacket. According to Barbra Sainsurin, the retailer’s new chief marketing officer, it’s designed to reflect the many “characters” a woman can play throughout the day, whether she is running errands or attending a glitzy event.
Mendes felt like the right fit for the campaign given her “subtly playful sense of style,” she said. “As an actor, I can be somewhat of a chameleon when it comes to how I dress,” she told BoF in an email. “I like trying on different personalities.”
Mendes in Anthropologie’s autumn 2025 campaign. (Anthropologie) It’s also Sainsurin’s first major marketing moment as Anthropologie’s CMO, a position she was promoted to from global executive director of brand and digital marketing in May 2025. The Mendes campaign, she said, is a sign of where she plans to take the brand’s marketing going forward; telling more immersive, longer-form stories to build out the world of Anthropologie.
“The campaign takes kind of a cinematic rom-com approach, where we’re essentially narrating what a day in the life of a modern fashion customer would look like,” said Sainsurin.
While the brand rolled out its first celebrity campaign in 2023, starring “Vampire Diaries” actress Phoebe Tonkin, the Mendes campaign not only features a star with a bigger presence in today’s zeitgeist, but also marks a step in incorporating more famous faces throughout the brand’s channels, including less splashy marketing efforts. The first-ever interview featured in Maeve’s Substack newsletter “& one more thing,” launched in July, for instance, was a sit-down with “Saturday Night Live” comedian Chloe Fineman.
“What we’ve learned is that when we partner with culturally relevant voices, it helps to amplify both our reach and engagement,” said Sainsurin. “Camila was the perfect partner because she reflects who we are as a brand, but more importantly, where we want to go. She has this amazing appeal with Gen-Z and Millennial women.”
Longer-Form Storytelling
As Anthropologie shakes up its marketing approach to broaden its reach, it is also experimenting with new channels to enhance its long-form storytelling abilities. For instance, it plans to test additional formats like print and linear TV, in addition to new media channels like Maeve’s Substack.
“We’re going big on storytelling platforms like YouTube and Substack,” said Sainsurin. “Immersive, rich content that builds these deeper connections have risen in importance for the customer … so we’ve prioritised these platforms.”
It’s all a part of getting people to think about Anthropologie as a true fashion destination that can dress them from day to night, she added. To that end, the campaign is highlighting product categories Anthropologie sees the most potential for growth in, including jackets, denim in new silhouettes and shoes.
“We’re not only the brand that you can come to when you have a specific occasion, but we offer such a wide range that you could come to us for, yes, those occasions, but also just for living every day and running those everyday errands,” said Sainsurin.
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