Nike, LVMH, and the French Open: When Tennis Became the Cultural Arena

The 2024 French Open wasn’t just a tennis tournament - it was a cultural moment, meticulously choreographed in high-definition. While Carlos Alcaraz and Jannik Sinner battled through what is already being called the greatest men’s final in Roland Garros history, a different kind of contest played out in parallel: one of style, brand equity, and cultural clout.

Yes, Alcaraz lifted the trophy. But the real victors? Nike and LVMH.

The Swoosh Returns, Selectively

Nike, after a relatively quiet few years on the tennis circuit, made a thunderous return - not through volume, but through precision. It’s no longer about having everyone under contract. Instead, it’s about backing the few athletes who move the needle both on and off the court.

Alcaraz and Sinner have both been with Nike since 2019, and they didn’t just deliver an all-time classic - they delivered nearly six hours of global screen time, decked out in long-sleeved Nike rugby-style polos that felt more preppy runway than traditional kit. It was a calculated flex: performance meets polish.

And it wasn’t just the men. Naomi Osaka turned heads earlier in the tournament with her Sakura-inspired outfit - a collaboration with Nike infused with Japanese symbolism, manga references, and a Sailor Moon hairstyle to match. Meanwhile, Qinwen Zheng, another rising star, was meant to wear a striking all-crimson ensemble. Even though she said she was “too shy” to sport it on court, the message landed - Nike is reasserting itself in tennis, not just with athletes, but with aesthetics.

Luxury Brands on the Baseline

Add another layer: Alcaraz is aligned with Louis Vuitton. Sinner, with Gucci. This was not just a Grand Slam final - it was a high-fashion face-off, with two of the world’s most powerful luxury houses backing the next era of tennis dominance.

It’s no accident. These brands aren’t chasing exposure - they’re courting cultural resonance. In Alcaraz, Louis Vuitton gets youthful exuberance, versatility, and global appeal. In Sinner, Gucci taps into sleek minimalism, icy composure, and quiet influence. These aren’t just sponsorships; they’re statements.

Tennis has long been the most elegant of sports - but this is something new. Fashion is no longer an afterthought in tennis; it’s becoming the plot.

Walk-Ons as Cultural Runways

In today’s tennis, the walk-on has become the new runway. What players wear before the match often generates as much buzz as their shot selection. The French Open, with its terracotta courts and Parisian backdrops, offers the perfect canvas. Players have become style architects, using fashion to define their on-court personas and extend their influence far beyond sport.

The audience is evolving too. Younger fans - culturally tuned in and visually driven - aren’t just following scores. They’re following stories, fits, and the subtle signals of style and substance. Brands understand this, which is why they're investing in tennis as both a competitive space and a cultural one.

What This Means Going Forward

We’re witnessing a reinvention of tennis - not just as a sport, but as a cultural vehicle. Players are no longer simply athletes; they’re fashion icons, digital storytellers, and brand strategists. The French Open didn’t just produce champions - it broadcast a new blueprint for cultural relevance.

In an attention economy, visibility is currency - and the brands who understand how to place their athletes in the right moments, with the right look, are the ones who will shape the next era of influence.

Next stop: Wimbledon. Expect heritage minimalism. Elevated styling. And more high-stakes storytelling - on and off the court.

(This perspective was inspired by insights from DYM at SportsVerse - a must-read for anyone serious about the convergence of sport, fashion, business, and culture. Give it a look.)

When the Lights Dim: Fashion’s Sustainability Stage Grows Quiet

Each June, Copenhagen becomes a cultural checkpoint for the fashion industry. The Global Fashion Summit (GFS), long considered the most influential stage for sustainability in fashion, has traditionally offered a mix of optimism, urgency, and corporate showmanship. But this year, something was different - and revealing.

Big brands noticeably stepped back. Onstage panels were traded for closed-door roundtables. Sustainability leaders who once seized the mic were now curating their exposure. The mood was quieter - and it wasn’t just about tone. It reflected a deeper shift in how fashion is responding to rising pressure, changing politics, and increasingly skeptical audiences.

This comes at a time when the stakes couldn’t be higher:

• Fashion is responsible for 10% of annual global carbon emissions - more than all international flights and maritime shipping combined.

• It produces 92 million tonnes of textile waste annually, set to reach 134 million tonnes by 2030.

• Only 13% of fashion companies are on track to meet their science-based targets.

• Scope 3 emissions - the supply chain — account for over 70% of fashion’s footprint, yet fewer than 20% of brands disclose them.

• In parallel, consumer trust is eroding: 79% of shoppers care about sustainability, but just 23% trust the claims brands make.

And then there’s the political dimension. In the U.S., 22 states introduced anti-ESG legislation in 2024, undermining corporate momentum toward responsible business practices. In Europe, efforts to tighten sustainability regulation have softened - just as greenwashing fines have risen by 40% year-over-year.

So when brands go quiet, it’s not just risk avoidance. It’s a signal - that sustainability, once a strategic front-of-house performance, is now seen as a liability to manage behind closed doors.

But culturally, that silence matters. Because fashion doesn’t just respond to culture - it shapes it. And right now, the industry is modeling a form of retreat just when visible leadership is most needed.

Still, not all is lost. Independent designers, innovators, and next-gen sustainability leaders are stepping into the vacuum - with more transparency, realism, and cultural clarity than ever. They’re not just working within the system; they’re questioning its assumptions.

For those of us invested in cultural relevance and brand strategy, this year’s summit felt less like a celebration - and more like a stress test. The choice ahead isn’t just about compliance. It’s about credibility.

In an era of noise, brands that stay visible with purpose - not perfection - will be the ones shaping the next chapter.

Y-3 KURO: When the OG of Streetstyle Doubles Down on Its DNA

Yohji Yamamoto has always done things his own way. So it feels fitting, even poetic, that Y-3’s newest evolution is a sub-label where Yohji collaborates with, well… Yohji. Y-3 Kuro is here, and I’m absolutely here for it.

I worked on the Y-3 brand at adidas from 2015 to 2017. Not at the very beginning, but during a time when Y-3 had already proven it wasn’t just another designer-sportswear experiment. It was something more permanent. A movement built on contradiction, discipline, and freedom. We weren’t chasing trends or sneaker culture validation. We were building a world for the non-conformists. For those who wanted their wardrobe to say less, but mean more.

That spirit still resonates, and Kuro captures it. “Kuro,” meaning black in Japanese, is Yohji’s color of choice and his most powerful design tool. In his hands, black becomes language, form, and identity. This new sub-line strips Y-3 to its core: sharp, functional silhouettes reduced to their essence. Clean track jackets, pared-back tanks, beanies. It is restraint with purpose.

If you know Y-3’s history, you know this isn’t a pivot. It’s a continuation. A reassertion of what has always set the brand apart.

Over the years, there have been key moments that defined Y-3’s relevance and longevity:

1. 2002–2003: The Birth of a Category
Y-3 launched in 2002 and debuted at Paris Fashion Week in 2003. It was a groundbreaking moment: Yohji Yamamoto, then already a legend in avant-garde fashion, partnered with adidas to create an entirely new category - high-fashion sportswear. Minimal branding, draped silhouettes, and performance-forward thinking became the brand’s DNA. This wasn’t fashion chasing function; it was function reimagined through fashion.

2. 2004: Platform Sandals Before They Were Cool
Years ahead of the current wave of clogs, slides, and sport-fashion hybrids, Y-3 released a platform sandal with a split-toe mesh bootie and bold typographic branding. It was fashion-forward, ergonomic, and arguably set the stage for today’s utility-meets-luxury footwear movement. Back then, it confused people - now, it looks prophetic.

3. 2013: The Qasa High Drops — and the Game Changes
The Qasa High sneaker arrived and didn’t just sell - it shifted the culture. Its elastic wrap design, tubular sole (a callback to adidas' '90s archive), and neoprene upper made it an instant cult item. It inspired dozens of imitators and opened the floodgates for designers to treat sneakers as sculptural objects.

4. 2014–2016: The BOOST Trilogy — PureBOOST, Run Boost, and Ultraboost 22
Before the world fell in love with BOOST through Yeezy or Ultraboost, Y-3 introduced it to fashion crowds with the PureBOOST. Later, the Run Boost amped up the silhouette with oversized branding and Yamamoto’s signature asymmetry. Kanye himself wore them — and resale prices soared.

5. 2016: Y-3 Designs Flight Suits for Virgin Galactic
Yes, really. When Richard Branson’s space tourism company needed flight suits for its crew, it tapped Yohji and Y-3. Designed with heat-resistant Nomex and Yamamoto’s eye for silhouette, these weren’t gimmicks - they were industrial couture made for the stratosphere. (as seen in my portfolio projects)

6. 2018: The Y-3 4D Runner Introduces FutureCraft to the Avant-Garde
With only 200 pairs released, this sneaker merged adidas’ FutureCraft lattice sole with Yohji’s refined minimalism. It was tech-forward, runway-certified, and another example of Y-3 being first to blend high design with real performance science.

7. 2022: “20 Years: Re-Coded” Campaign with Zidane
To mark its 20th anniversary, Y-3 turned to longtime collaborator and icon Zinedine Zidane. The campaign featured Zidane in full Y-3 - trench, vest, tracksuit - as a living embodiment of elegance in motion. The campaign didn’t just look back; it reminded people why Y-3 still matters.

Which brings us back to Kuro. It’s not a rebrand. It’s a refinement. A creative re-centering. The silhouettes are subtle but loaded with intent. It feels like a return to what made Y-3 so powerful in the first place: the ability to say a lot by doing very little.

As Yohji once said,
“With one eye on the past, I walk backwards into the future.”

That is exactly what Y-3 Kuro is doing. Not chasing nostalgia, not chasing hype. Just moving forward in its own quiet, confident rhythm.

As someone who had the privilege of working on this brand from the inside, I see this moment not just as evolution, but as affirmation.

And yes - I’m here for it.

SXSW London: A Missed Opportunity That Must Do Better Next Time

Plenty of people have been asking: does the UK really need SXSW London? One comment I came across recently summed it up bluntly - why pay £1,560 for a delegate pass when we already have a thriving ecosystem of homegrown showcase events like The Great Escape, Sound City, FOCUS Wales, Wide Days, ILMC, Chris Carey’s FFWD, and the important work being done by Dr. Yasin El Ashrafi in Leicester?

That stuck with me, and I have to say - I didn’t attend SXSW London. Not because I didn’t want to be curious, but because I genuinely didn’t feel the offering justified the price or the time investment. And based on the programming, reviews, speaker lineups, social media feedback, and media coverage I’ve since seen, I’m confident I made the right call.

Safe, Sanitised, and Superficial

The programming, on paper, felt like it was built for browsing, not building. Most sessions were short - around 30 minutes - with overstuffed panels and no room for actual dialogue. The tone seemed more suited to a stream of corporate keynotes than a space for meaningful cultural exchange. In an era where creative industries are under immense pressure, SXSW London missed an opportunity to go deep, take risks, and speak to the realities of the moment.

Uninspired and Over-Engineered

From what I’ve seen and read, the speaker lineup lacked edge. The event seemed to play it safe - choosing recognisable, brand-friendly names over people actually moving the needle creatively. The result? Sessions that read like a LinkedIn feed brought to life: polished, shallow, and largely forgettable.

Politics Over People

One of the most talked-about aspects was the unannounced appearance of Tony Blair and David Cameron. That decision prompted backlash and led to some artists withdrawing in protest. The term “artwashing” was used for good reason - injecting politics without transparency felt misjudged and undermined any sense of community trust or cultural authenticity.

Branded Vibes, Not Cultural Pulse

Visually, the event looked slick - but many attendees commented that it felt like a branded trade show rather than a genuine celebration of culture. It leaned heavily into commercial polish, yet struggled to capture real creative energy. Even the freebies - like mini branded speakers - felt symbolic of the disconnect between branding and value.

The Elephant in the Room: The Price Point

Let’s not ignore this: £1,560 for a delegate pass is not just steep, it’s exclusionary. Especially when freelancers, small organisations, and emerging artists are already stretched. Multiple people have pointed out how unsustainable this is. I wouldn’t be surprised if next year sees an influx of complimentary passes just to get the right crowd in the room.

What SXSW London Needs To Do Next Time

1. Earn the Right to Be Here
   Engage with the creative communities already thriving across the UK. Don’t impose - collaborate.

2. Lower the Price Point - Dramatically
   If you claim to value accessibility, make it real. This isn’t Silicon Valley.

3. Rebuild Credibility
   Avoid political PR stunts. Prioritise integrity and transparency.

4. Create Space for Real Dialogue
   Slow the format down. Allow time for meaningful conversation, not just soundbites.

5. Centre UK Creativity
   SXSW London has to reflect UK-specific voices, challenges, and strengths. Otherwise, it’s just SXSW-lite.

Bottom line: Even from a distance, the debut of SXSW London seemed to miss its moment. There’s no denying the infrastructure was solid, but the substance felt hollow. If it’s going to earn its place in the UK’s cultural landscape, it needs to be rethought from the ground up - with humility, fairness, and a genuine commitment to the creative communities it claims to serve.

Until then, we already have better options.

Christopher Walken x Saint Laurent: The Ultimate Collision of Cool and Culture

In an era where celebrity endorsements often feel formulaic, Saint Laurent’s decision to cast Christopher Walken as the face of their Autumn 2025 menswear campaign stands out as a masterstroke of cultural resonance. This is not simply about star power. It is a deliberate nod to enduring presence and the art of timelessness in fashion and culture.

Christopher Walken, with his unmistakable blend of enigmatic intensity and effortless cool, embodies something far richer than the typical fashion muse. His career, spanning decades and crossing genres from iconic films to late-night television, has solidified him as a cultural touchstone, a figure who transcends generational boundaries. In fronting Saint Laurent, Walken brings a layered narrative that few contemporary celebrities could emulate.

Photographed by Glen Luchford, a longtime collaborator with Saint Laurent, the campaign is stripped down to essentials: texture, silhouette and expression. Walken’s choice of a grained leather lambskin blouson, cut with relaxed drop shoulders and zipped to the collar, mirrors his own persona: refined yet rugged, classic yet undeniably modern. The jacket is not just clothing. It is a statement of quiet authority.

Under Anthony Vaccarello’s creative direction, Saint Laurent has experienced remarkable commercial success. Since Vaccarello took the helm in 2016, the brand’s revenues have soared from approximately $1.07 billion to nearly $2.85 billion. This growth underscores the power of aligning brand identity with figures who bring authentic presence and cultural weight.

The broader fashion industry also illustrates how high-profile talent drives business impact. Blackpink’s Rosé, for example, has generated an estimated $550 million in earned media value through collaborations with brands like Saint Laurent, Tiffany & Co., and Rimowa. Her presence has translated into tangible commercial uplift, demonstrating the financial value of carefully chosen celebrity partnerships.

Top 5 High-Profile Talent Partnerships Driving Revenue Growth in Fashion

Rosé (BLACKPINK) x Saint Laurent, Tiffany & Co., Rimowa
Rosé’s partnerships have generated over $550 million in earned media value, showcasing the power of K-pop influence in elevating luxury brand visibility and sales worldwide.

Beyoncé x Adidas (Ivy Park)
Beyoncé’s Ivy Park brand has reportedly pushed Adidas’s revenue by an estimated $500 million in new sales since its launch, creating one of the most successful celebrity brand partnerships in sportswear.

David Beckham x H&M
Beckham’s long-term collaboration with H&M contributed to over $1 billion in sales globally, proving how athletic icons can drive mainstream fashion success.

Kanye West x Adidas (Yeezy)
The Yeezy partnership dramatically boosted Adidas’s annual revenues by nearly $1.2 billion at its peak, revolutionising sneaker culture and luxury streetwear.

Rihanna x Fenty (LVMH and Savage X Fenty)
Rihanna’s Fenty brand, including her partnership with LVMH and her Savage X Fenty lingerie line, has generated over $600 million in revenue, establishing her as a powerhouse in luxury and inclusive fashion markets.

Top 5 Celebrity Endorsements by Revenue (Across Industries)

Michael Jordan (Nike Air Jordan)
Estimated to generate over $3 billion annually, the Air Jordan brand revolutionised athlete endorsements and sneaker culture, becoming a lasting commercial juggernaut.

George Clooney (Nespresso)
Clooney’s campaigns have driven more than $1 billion in sales, demonstrating how a celebrity can lend sophistication and mass appeal to a lifestyle brand.

LeBron James (Nike)
With signature shoes and apparel generating over $1 billion, LeBron’s endorsement exemplifies the power of sports icons in driving multi-decade revenue streams.

Cristiano Ronaldo (Nike and CR7 brand)
Ronaldo’s partnerships contribute over $1 billion in combined revenue, fuelled by his global fanbase and successful personal branding.

Beyoncé (Pepsi and Ivy Park)
Beyoncé’s endorsements and her Ivy Park line have pushed hundreds of millions in revenue, highlighting the crossover potential between music, fashion and commercial impact.

Saint Laurent’s Autumn 2025 campaign with Christopher Walken is more than an aesthetic exercise. It is a strategic cultural statement. It proves that true relevance in fashion comes not from fleeting trends or viral moments, but from legacy, authenticity and personality. Walken and Saint Laurent together reaffirm that the most powerful style statements are rooted in confidence and consistency, and that cultural impact drives not only perception but growth.

In a market crowded with transient influencers, this campaign is a reminder: the brands that endure are those who honour heritage while evolving with intention. Christopher Walken fronting Saint Laurent is a defining moment in this ongoing conversation between fashion, culture and commerce.

Loewe x On: A Collaboration That Strikes a Familiar Tone

Loewe and On’s latest Spring/Summer 2025 collaboration introduces a new iteration of their Cloudventure shoe and a ready-to-wear line designed to blend high-performance sportswear with luxury aesthetics. While the collection offers a familiar mix of technical innovation and refined design, it also raises questions about how far the two brands are willing to push the envelope when it comes to merging functionality with high fashion.

Cloudventure Loewe 2: Balancing Performance and Style

The standout piece in the collection is the Cloudventure Loewe 2 running shoe. Building on the duo’s first footwear collaboration, this design incorporates On’s signature Cloudtec® technology with Helion™ super foam for comfort and Missiongrip™ rubber for traction. The result is a shoe that performs well on various terrains, but when it comes to style, it feels more like an evolution than a revolution. The semi-translucent mesh and textured Loewe Anagram add some visual interest, but the overall design doesn’t feel as innovative or bold as one might expect from a collaboration between these two brands.

While the shoe delivers in terms of functionality, it struggles to fully capture the excitement that many anticipated from this luxury-sport partnership. It’s a solid performance shoe, but it doesn’t quite push the boundaries of footwear design in a way that stands out in a crowded market.

Ready-to-Wear: A Solid but Safe Offering

The ready-to-wear pieces, which include technical outerwear like ripstop shell jackets and active jersey T-shirts, continue the outdoorsy, performance-driven theme. The items look polished and functional, but they don’t introduce much newness to the conversation. While the campaign imagery, set in the rugged terrain of Les Costes Males near Barcelona, conveys a sense of adventure, the clothing itself doesn’t take many risks in terms of design.

The functional outerwear and sportswear pieces are well-made but don’t seem to push the envelope in terms of either style or technical innovation. It’s a solid collection, but it lacks the spark that could set it apart from other outdoor-focused apparel.

The Campaign: Setting the Scene

The campaign, shot by George Eyres, presents an intriguing mix of athletes and performers, from rock climbers to dancers, against the stunning backdrop of Barcelona’s natural landscape. While the campaign successfully captures the spirit of adventure that the collection aims to evoke, it sometimes feels like the clothing and shoes themselves don’t quite live up to the energetic imagery. The dynamic cast contrasts with the more understated nature of the actual products, leaving a sense of disconnect between the collection’s promise and its delivery.

What Works: Quality and Craftsmanship

Despite some of the design elements feeling safe, it’s important to recognize the craftsmanship that Loewe brings to the table. The use of high-quality materials is evident in the Cloudventure Loewe 2, and there’s an elegance in the way the brand integrates its signature Anagram motif into the shoe’s design. While the collaboration may not push boundaries in a groundbreaking way, the attention to detail and thoughtful design is still apparent.

Final Thoughts: A Solid, but Familiar Collection

At its core, the Loewe x On collaboration is a well-executed blend of performance and luxury. The Cloudventure Loewe 2 offers a comfortable, functional shoe, while the ready-to-wear collection delivers solid, technical outerwear and sportswear pieces. However, despite the quality and thoughtfulness behind the design, the collection doesn’t feel as daring or innovative as one might hope. It’s a safe, polished effort, but it doesn’t take many risks in terms of style or functionality.

While this collection may not be a game-changer, it shows that both brands are committed to producing high-quality, functional gear with a touch of luxury. The question remains: Will their next collaboration take bolder steps, or will it continue to play it safe?

Runways, Raves, and Kate Moss: Topshop’s Reign and Revival

In the pre-Instagram era, before TikTok dictated the trend cycle, Topshop was the ultimate tastemaker. Founded in 1964, it transformed from a humble high street store into a cultural phenomenon. By the early 2000s, Topshop wasn’t just a shop; it was a rite of passage. The Oxford Street flagship pulsed with energy — a labyrinth of fashion discoveries where celebrity sightings and chart-topping DJs were part of the experience.

Key Cultural Moments

• Kate Moss Collaboration (2007): The moment that redefined high street fashion. Kate Moss launched her first collection for Topshop, merging supermodel glamour with accessible style. Fans queued overnight, proving that Topshop could ignite fashion hysteria.

• NEWGEN Partnerships: Sponsoring emerging British talent like Christopher Kane, Jonathan Saunders, and Mary Katrantzou. These capsule collections brought high-fashion experimentation to the masses, cementing Topshop’s role as a cultural curator.

• Beyoncé’s Ivy Park Launch (2016): Topshop’s collaboration with Beyoncé on her activewear line signalled its influence on global pop culture. The campaign was a smash hit, showing Topshop could move with the times.

• Oxford Street Basement Runway Shows: Blurring the lines between retail and runway, Topshop hosted London Fashion Week presentations at its flagship store. With front rows packed with the industry’s elite, the basement runway became an unlikely fashion institution.

• Fenty PUMA Pop-Ups: Rihanna’s Fenty PUMA line took over the store in a blaze of celebrity style and streetwear chic, reinforcing Topshop’s position as a tastemaker.

• Pop Culture Crossovers: From appearances in iconic rom-coms like Confessions of a Shopaholic to influencer hauls on YouTube, Topshop was a constant in the fashion conversation.

The Oxford Street Legacy

With five floors of fashion, beauty, and chaos, Topshop Oxford Street was the epicentre of British cool. Kate Moss, the ultimate style oracle, immortalised the brand when her first collection dropped in 2007. The hype was electric. Superfans queued overnight, desperate to grab a slice of Mossy’s effortlessly undone aesthetic. It wasn’t just high street; it was high fashion — democratised.

But Topshop was more than Moss. It was a launchpad for the bold and the brilliant. NEWGEN designers like Christopher Kane, Jonathan Saunders, and Mary Katrantzou crafted collections that blurred the lines between accessible and aspirational. Beyoncé’s Ivy Park made its debut here. Rihanna’s Fenty slides stomped through its doors. The store was a living, breathing fashion week, 365 days a year.

Cultural Capital Through Talent and Partnerships

Topshop understood culture before algorithms did. From underground collabs to front-row power moves, it captured the zeitgeist. The BFC’s NEWGEN sponsorship was more than corporate lip service — it was a pipeline for fashion’s future. Kane’s unapologetically sexy silhouettes, Katrantzou’s kaleidoscopic prints — they all found a platform on Topshop’s rails.

And the events? Unmatched. DJs spinning under neon lights. Surprise pop-ups with the designers du jour. Free-flowing espresso martinis while you tried on the latest must-haves. The Oxford Street basement even had its own runway. In a world before social media dominance, word-of-mouth made Topshop the ultimate ‘if you know, you know’ destination.

The Decline

But even icons stumble. As ASOS, Boohoo, and Zara accelerated the fast fashion cycle, Topshop struggled to evolve. The Arcadia Group’s collapse in 2021 saw the Oxford Street flagship close its doors. The streets felt quieter, a little less fabulous.

The Renaissance of Physical Retail

And yet, 2025 whispers of a comeback. If the rumours are true, Topshop is plotting a return to Oxford Street. But this time, it’s a different game. The death of the high street has been overstated — IRL is back, and experiential retail reigns supreme.

Why Physical Presence Matters Again:

• Exclusive In-Store Events: Think curated soirées, intimate performances, and late-night collabs. A pop-up with Central Saint Martins graduates? Yes, please.

• Try-Before-You-Buy: A chic, IRL fitting room experience — because returns are so passé.

• Pop-Up Collaborations: Limited drops, buzzy launches, and capsule collections designed for the grid.

• Late-Night VIP Nights: Private events where the fashion crowd mingles over espresso martinis.

• UGC-Friendly Spaces: Neon installations, vintage photo booths, and mirrored walls that beg for selfies.

• Data Collection: Think QR codes linking to exclusive content, limited offers, and interactive style guides.

The Legacy and Future

Topshop wasn’t just a store; it was a state of mind. Its potential return signals something more than nostalgia. It’s about reclaiming cultural capital, redefining the high street, and proving that fashion — real, tactile, try-it-on-and-strut fashion — never went out of style.

The question remains: Can Topshop rise once again? Maybe it just needs a little Kate Moss magic. And if that’s not iconic, what is?

Lessons from Formula 1’s Off-Track Expansion

In the ever-evolving landscape of brand marketing, cultural relevance is the north star. While traditional metrics like sales and market share remain essential, the brands that truly thrive are those that embed themselves into the cultural zeitgeist. Formula 1’s recent off-track expansion is a textbook example of how to master cultural relevance by extending brand influence far beyond the core product.

From Racetrack to Runway: The Expansion of F1’s Influence

Under Liberty Media’s stewardship, F1 has shed its image as a niche motorsport for die-hard fans and embraced its identity as a global entertainment juggernaut. The shift from a purely competitive spectacle to a multimedia entertainment property has unlocked vast new revenue streams. From star-studded events like the F1 75 launch at London’s O2 Arena to immersive experiences like the F1 Exhibition and F1 Arcade, the brand now offers multiple entry points for fans — both avid and casual.

What makes this strategy so effective is its alignment with cultural moments. Take the Netflix phenomenon Drive to Survive, which humanised drivers, crafted compelling storylines, and created a binge-worthy narrative for audiences beyond motorsport enthusiasts. Similarly, partnerships with Lego and Mattel transformed the F1 experience into tangible, playful moments for all age groups, generating billions of views through engaging activations like the Lego F1 cars racing around the Las Vegas Sphere.

Creating Cultural Capital: More Than Just Merchandise

F1’s partnerships are not merely transactional — they build cultural capital. Aligning with the right collaborators amplifies relevance. From nostalgic licensing deals with Snoopy and Lego to tapping into Hollywood with Brad Pitt’s upcoming F1 movie, the sport has intentionally extended its universe. It’s no longer just about who wins the Grand Prix; it’s about how fans experience F1 through stories, products, and social moments.

This multi-channel approach mirrors the Disneyfication model — offering diverse brand touchpoints that cater to different life stages. The brand experience evolves from toy cars in childhood to immersive gaming bars in adulthood, demonstrating longevity and sustained relevance.

Lessons for Brands: Crafting Cultural Relevance

For brands seeking to replicate F1’s success, here are three key takeaways:

1. Narrative First, Product Second: Build stories that resonate emotionally. Audiences want to engage with brands that offer cultural storytelling, not just transactions. F1’s storytelling — from on-track rivalries to driver personalities — has become a key draw.

2. Expand Your Universe: Collaborate with culturally relevant partners to create unexpected experiences. Partnerships that align with fan passions — music, film, gaming — offer authentic extensions of the brand.

3. Engage the Senses: F1’s CCO Emily Prazer noted the importance of enabling fans to “smell it, touch it and sell it to understand it.” Brands that prioritise immersive, experiential moments — whether physical or digital — deepen emotional connections.

The Future of Cultural Relevance

The brands winning in today’s culture-led economy are those that embrace entertainment, storytelling, and experience. As the traditional lines between sport, music, film, and lifestyle blur, brands that integrate themselves into these narratives will stand out.

F1’s journey serves as a powerful reminder: cultural relevance is not a byproduct of success — it is the driving force. For marketers, the challenge is clear: campaigns are essential, but thinking beyond them to create lasting cultural moments is what truly sets brands apart. The brands that do will find themselves not just participating in the conversation, but leading it.

Tariff Threats, Cultural Fallout: How Trump's Trade War Shapes Brand Influence in Sports, Music, Entertainment, Alcohol, Beauty, Tech, Gaming, and Luxury Fashion

As Donald Trump escalates his rhetoric around tariffs and trade wars, brands across sports, music, entertainment, alcohol, beauty, tech, gaming, and luxury fashion face a new wave of uncertainty. While tariffs are traditionally discussed in economic terms, their ripple effects extend far beyond pricing and supply chains—impacting cultural relevance, brand positioning, and consumer sentiment in profound ways.

The Fragility of Cultural Capital

For brands, cultural relevance isn’t just about selling products—it’s about shaping conversations, driving engagement, and building communities. Tariffs disrupt this equilibrium by forcing brands to rethink their partnerships, pricing, and global market strategies. In industries reliant on cultural cachet—where perception is everything—this unpredictability is a dangerous game.

Music, Entertainment & Sports: A Collateral Cultural War

The music and entertainment industries are deeply intertwined with global trade. Merchandising, touring, streaming, and even the availability of musical instruments and production equipment are all vulnerable to tariff hikes. If Trump's policies trigger retaliatory measures from key markets like Europe or China, artists and entertainment brands could face rising costs, regulatory hurdles, and strained international relationships.

Canada has already warned of the impact of tariffs on the live music industry, with the Canadian Live Music Association’s president and CEO, Erin Benjamin, highlighting the uncertainty caused by these threats. While acknowledging the risks, she also pointed to opportunities for the domestic music scene, reinforcing the importance of supporting local talent. Similarly, Spencer Shewen, artistic director of the Mariposa Folk Festival, noted that Canadian talent is becoming even more dominant in response to these trade disruptions. (rootsmusic.ca)

Sports brands, which thrive on cross-border sponsorships and global fan engagement, also risk disruption. If tariffs hit apparel and footwear—industries already navigating economic headwinds—companies like Nike, adidas, and Puma may pass costs onto consumers, affecting accessibility and eroding brand loyalty. Meanwhile, American sports leagues with international ambitions (such as the NBA and MLS) may face backlash if geopolitical tensions sour overseas market expansion.

Alcohol & Beauty: Luxury, Exclusivity, and Market Volatility

The alcohol and beauty industries thrive on perception. Luxury spirits and premium beauty brands are global status symbols, carefully curated to resonate across cultures. But tariffs on European imports—think Scotch whisky, Champagne, and premium fragrance houses—create pricing volatility that alters the aspirational appeal of these products. Trump’s recent threat of a 200% tariff on European wines, Champagnes, and spirits has raised alarms among U.S. importers and retailers, with industry leaders warning of drastic reductions in demand. 

This isn’t just an economic issue; it’s a cultural one. If once-affordable luxury becomes unattainable, brand desirability could shift, opening the door for regional competitors to fill the void.

Luxury Fashion: The Price of Prestige

Luxury fashion is particularly vulnerable to tariffs, as it relies heavily on European craftsmanship and heritage. Iconic brands like Louis Vuitton, Chanel, Gucci, and Prada may face higher import duties on leather goods, handbags, and apparel. This could force them to either absorb the cost, reduce margins, or increase prices—potentially alienating aspirational consumers and affecting desirability.

A significant part of luxury fashion’s cultural relevance stems from its accessibility at various levels, whether through entry-level products like perfumes and accessories or high-end ready-to-wear collections. If tariffs disrupt this balance, the exclusivity that defines luxury could shift—creating an opportunity for emerging designers or locally produced alternatives to capture market share.

Additionally, the resale market—driven by platforms like The RealReal and StockX—could also be affected, as pricing adjustments ripple through the industry. This would impact not only luxury houses but also the broader ecosystem of influencers, stylists, and cultural tastemakers who contribute to brand storytelling and desirability.

Tech & Gaming: The Cost of Innovation

Tech and gaming are arguably the most exposed industries in this scenario. Manufacturing dependencies in China, Taiwan, and South Korea make hardware companies and gaming brands vulnerable to cost spikes. PlayStation, Xbox, and PC gaming brands may be forced to adjust pricing or delay product launches. Meanwhile, content creators—whose cultural influence extends beyond gaming into music, fashion, and film—may find sponsorship deals and brand collaborations disrupted as companies cut budgets in response to rising costs.

Analysis suggest that these tariff measures could lead to a 0.3% decrease in the U.S. GDP and a 0.2% reduction in the capital stock, reflecting potential declines in investment and economic growth. 

The Brand Strategy Imperative

For brands navigating this turbulent landscape, staying culturally relevant requires more than just financial agility. The brands that will emerge strongest are those that:

1. Double Down on Localised Storytelling: Brands should pivot their marketing strategies to lean into regional narratives, ensuring resonance even if global trade frictions impact accessibility.

2. Strengthen Authentic Collaborations: Strategic partnerships with artists, athletes, and cultural icons can help maintain brand desirability despite economic uncertainty.

3. Emphasise Sustainability & Ethical Sourcing: In a world increasingly driven by conscious consumerism, brands that champion domestic production, sustainability, and ethical sourcing can turn trade challenges into opportunities.

4. Adapt Pricing & Accessibility Strategies: Flexible pricing models, exclusive drops, and creative bundling can help maintain consumer interest despite tariff-induced cost fluctuations.

Final Thought: Tariffs as a Cultural Test

Trump’s tariff threats aren’t just about economics; they’re a litmus test for brand resilience in an era of geopolitical and cultural flux. The most successful brands won’t just react to economic policy—they’ll shape their own narratives, ensuring they remain relevant, desirable, and culturally indispensable in a world that’s constantly shifting beneath their feet.

The question is: will your brand weather the storm, or will it become another casualty of cultural irrelevance?

The Evolution of Podcasts: Navigating a Shifting Cultural Landscape

Not long ago, defining a podcast was simple. It was an audio show, distributed via RSS feeds to various platforms, consumed primarily through listening. But today, the lines are blurred. YouTube is now a leading podcast platform, Spotify has embraced video, and monetisation has expanded beyond ad sales into live tours, merch, newsletters, and social media activations. The very notion of what a podcast is—and where it belongs—has become increasingly fluid.

This shift is not just about semantics; it has profound implications for creators, audiences, and the business of content distribution. The once-clear boundaries between podcasts, traditional broadcasting, and influencer-driven media have dissolved. Today’s biggest podcast names are just as likely to be digital-first content creators who bypassed traditional audio production as they are veterans from public radio. The industry is being reshaped by new audience behaviours, platform priorities, and the rising power of personal brands.

The Fragmentation of Audio and Video

For years, podcasting was an audio-first medium, a space where storytelling, conversation, and journalism thrived through the power of the human voice. But as visual platforms like YouTube and TikTok push further into spoken content, podcasts are becoming a hybrid of audio and video experiences. Does this mean a podcast is now simply content that can be understood whether heard or watched? Some argue that the term no longer serves a clear purpose at all.

A similar shift occurred in television and film. Streaming services disrupted traditional formats, blurring distinctions between cinema and episodic content. Now, podcasting is experiencing its own disruption. “Simulcast,” “new broadcast,” and other attempts to redefine the space hint at a broader transformation. The medium is no longer constrained by its original technical definition; it is evolving into an adaptable, multi-platform experience.

The Business of Podcasting: Where Do Creators Fit?

As the industry expands, so do the economic stakes. Who owns the rights to monetise a podcast when it exists as a YouTube series, a live tour, and a merch-driven brand? Should podcasters be classified as influencers, tapping into the multi-billion-dollar creator economy, or should they remain within the podcast advertising ecosystem? These questions are no longer theoretical—they are shaping the financial models that sustain creators and networks alike.

Podcast networks and platforms must now structure deals that account for the fluidity of content distribution. The power dynamics between creators, distributors, and advertisers are shifting. The challenge is not just about defining what a podcast is, but also about ensuring sustainable revenue streams for those who create them.

The Future of Podcasting: A Cultural Reframing

At its core, podcasting has always been about storytelling and community. Whether through an intimate conversation, investigative reporting, or deep-dive analysis, the format thrives on engagement. Perhaps the most enduring definition of a podcast is not a technical one, but a cultural one: a platform for voices, narratives, and ideas to resonate in an increasingly fragmented digital landscape.

If podcasts are to remain relevant, they must continue to evolve alongside audience habits and technological shifts. The question is not just “What is a podcast?” but “How do we continue to build meaningful experiences in a world where content exists everywhere?” The answer will shape the future of storytelling itself.

Hermès: The Masterclass in Cultural Relevance and Timeless Brand Marketing

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Brilliant Social Media: The Digital Luxury Standard

In the digital-first era, luxury brands often struggle to balance reach with exclusivity. Hermès, however, has perfected this art by curating a social media presence that enhances rather than dilutes its brand cachet. With over 10 million followers across platforms like Instagram, Facebook, and Twitter, the brand has built a storytelling ecosystem that showcases its craftsmanship, creativity, and artistic vision.

Instead of using social media as a direct sales tool, Hermès has adopted an approach that prioritises authenticity and engagement. The brand offers glimpses into its ateliers, artisan stories, and dreamlike campaign visuals, reinforcing the mystique and desirability of its products. This careful curation ensures that digital engagement elevates Hermès’ exclusivity rather than diminishing it.

Heritage in the Digital Age

The challenge for any luxury brand is how to maintain exclusivity in a digital-first world. Social media, e-commerce, and influencer marketing have disrupted traditional luxury marketing models, often diluting brand cachet in the pursuit of reach. Yet, Hermès has proven that a brand can embrace digital transformation without losing its aura of exclusivity.

Instead of flooding digital platforms with aggressive sales tactics, Hermès has built a storytelling ecosystem that amplifies its craftsmanship, creativity, and artistic vision. The brand’s social media presence, particularly on Instagram, is a case study in understated luxury—offering glimpses into its ateliers, artisan stories, and dreamlike campaign visuals rather than hard-sell promotions. This approach keeps Hermès aspirational, ensuring that digital engagement enhances rather than erodes brand desirability.

High-Tech Meets High-Touch: Innovation Without Compromise

One of Hermès’ most strategic moves has been its ability to leverage technology in ways that align with its brand ethos. The Apple Watch Hermès collaboration is a perfect example: rather than simply licensing its name, Hermès co-created a product that seamlessly fuses craftsmanship with contemporary tech. This move expanded its audience to a younger, digitally native luxury consumer while reinforcing its values of quality and design excellence.

The brand has also embraced digital retail experiences without turning into a mass-market e-commerce brand. With immersive online experiences such as virtual scarf try-ons and sophisticated online appointment booking systems, Hermès ensures that digital convenience does not come at the expense of personalisation and luxury service.

The Power of Cultural Symbolism

Few brands have turned their products into cultural symbols as effectively as Hermès. The Birkin and Kelly bags are not just accessories; they are status symbols that transcend generations, continents, and even industries. While some brands chase fleeting trends, Hermès plays the long game—its slow production cycles and limited availability create a demand-driven desirability that most fashion houses struggle to achieve.

This scarcity strategy aligns perfectly with the modern consumer’s craving for authenticity. As luxury loses meaning in an era of mass production, Hermès continues to reinforce the idea that true luxury is not about price alone—it’s about artistry, patience, and exclusivity.

Cultural Relevance Through Artistic and Experiential Marketing

Beyond product, Hermès consistently invests in cultural storytelling. Its annual theme-driven campaigns, such as "Let’s Play" in 2022 and "Astonishing Hermès" in 2024, transform its collections into immersive narratives. These campaigns go beyond seasonal trends to create deeper emotional connections with consumers, positioning Hermès as a curator of culture rather than just a fashion house.

Experiential marketing is another cornerstone of the brand’s cultural strategy. The Hermès Carré Club, an interactive pop-up event celebrating the artistry of its silk scarves, demonstrated how luxury brands can create real-world engagement without cheapening their image. These moments reinforce Hermès as a living, breathing cultural force rather than just a static luxury brand.

Lessons for Brand Marketers

Hermès is not just a luxury fashion house; it is a brand marketing masterclass. In a time when many brands risk losing their DNA in the pursuit of digital relevance, Hermès has shown that true cultural influence comes from:

1. Authenticity Over Trend-Chasing – Maintaining a clear brand identity rather than reacting to every passing trend.

2. Strategic Digital Integration – Using technology to enhance, not replace, craftsmanship and storytelling.

3. Cultural Storytelling – Positioning products as cultural artifacts rather than mere commodities.

4. Experiential Luxury – Creating immersive, exclusive brand moments that reinforce desirability.

As the luxury landscape continues to evolve, Hermès provides a blueprint for how brands can maintain cultural relevance while staying true to their heritage. In a world of fleeting trends, Hermès remains timeless—a brand that does not follow culture but defines it.

The Cultural Fallout of Tariff Wars: How Political Volatility Threatens Creative Industries

The Cultural Fallout of Tariff Wars: How Political Volatility Threatens Creative Industries

In a world where cultural currency is as valuable as economic capital, the unpredictability of U.S. tariff policies threatens more than just trade relations—it puts entire creative industries at risk. Former President Trump’s latest declaration of a potential 200% tariff on European wines, champagnes, and other alcoholic products underscores the volatile nature of international trade disputes. But beyond the economic ramifications, such policies have a ripple effect that stifles cultural exchange, creativity, and the jobs that sustain them.

The Cultural Ecosystem at Risk

Cultural relevance in marketing has always been tied to global storytelling—borrowing from, celebrating, and elevating different traditions to create resonant narratives. Tariff wars, however, disrupt this exchange. When costs skyrocket on imported goods like French champagne or Italian wines, it’s not just a luxury market issue; it limits access to the cultural markers that shape experiences. Brands that thrive on authenticity—whether it’s a Michelin-starred chef curating menus or a spirits brand partnering with European vineyards—will face severe creative restrictions.

Marketing thrives on cultural symbols. Imagine a world where a brand can no longer affordably use Bordeaux in its high-end activations or where fashion and fragrance collaborations with European maisons become prohibitively expensive. These aren’t just economic transactions; they’re cultural connections that elevate brand stories. Tariffs restrict the accessibility of these narratives, forcing brands to either limit their scope or dilute their authenticity.

The Impact on Creativity and Jobs

The creative economy—spanning advertising, design, media, and experiential marketing—is built on the free flow of ideas, goods, and talent. Tariffs, especially retaliatory ones, put up barriers where there should be bridges. If the U.S. imposes a 200% tariff on European wines and spirits, the European Union is likely to counter with its own levies on American exports, including cultural products like film, music, and fashion. The collateral damage? American and European creatives alike.

Take the spirits industry: mixologists, event curators, and brand ambassadors who rely on European imports will see budgets slashed. Limited access to key products will force experiential marketing teams to rethink strategies—likely at the expense of cultural depth. Jobs tied to these industries, from hospitality professionals to creative agencies, will feel the squeeze as brands cut costs and campaigns scale back.

The False Promise of Protectionism

Trump frames these tariffs as a boon for domestic industries, suggesting American wine and champagne businesses will flourish in the absence of European competition. However, protectionist policies rarely deliver on such promises. The last round of U.S.-EU tariff disputes saw American whiskey exports plummet by 35% when Europe retaliated with its own levies. Similarly, if European alcohol becomes too expensive, consumers may not automatically shift to American alternatives—they may simply consume less or pivot to different categories altogether.

Moreover, the global luxury and hospitality industries don’t operate in silos. A five-star hotel in New York cannot replace Dom Pérignon with a domestic sparkling wine without altering its brand positioning. The same applies to luxury retailers, fine dining establishments, and global cultural institutions that rely on European imports as part of their brand identity. Tariff wars force them to make compromises that dilute their credibility and appeal.

Cultural Relevance Beyond Borders

For marketing and creativity to thrive, cultural relevance must remain fluid. Artificially inflating prices on heritage-rich products disrupts more than just consumer choice; it severs cultural ties that fuel innovation and storytelling. When access to international goods is hindered, the creative economy—one of the most vital drivers of global influence—suffers.

The U.S.-EU trade skirmishes are not just about bottom lines; they are about the interconnectedness of industries that rely on open cultural exchange. From advertising to hospitality, from fashion to film, cultural narratives are built on shared traditions. If tariffs become a political weapon, the collateral damage extends far beyond trade—it strikes at the very heart of the creative industries that shape global culture.

At a time when cultural storytelling has never been more important, the question isn’t just about economics—it’s about what kind of world we want to create. And that world should be one of connection, not division.

The AI Revolution: Cultural Relevance, Brand Innovation & What to Watch

THE AI REVOLUTION: CULTURAL RELEVANCE, BRAND INNOVATION & WHAT TO WATCH

Artificial Intelligence (AI) is no longer a distant future—it’s here, rewriting the rules of culture, brand marketing, and influence. The brands, artists, and athletes who harness AI’s power strategically will lead the charge, while those who hesitate risk cultural irrelevance. Here’s what’s happening now, who’s pushing boundaries, and what’s next in the AI-driven era.

BRANDS LEADING THE CHARGE

The AI arms race in brand marketing is accelerating, with forward-thinking companies integrating AI to create hyper-personalised consumer experiences and new avenues for engagement.

• L’Oréal is setting the standard in beauty with its AI-powered Beauty Genius assistant, offering real-time skincare and makeup advice. This technology is redefining inclusivity and accessibility in the beauty space.

• Nike is leveraging AI to tailor athlete-inspired content, create virtual try-on experiences, and streamline its DTC (Direct-to-Consumer) strategy.

• Coca-Cola is experimenting with AI-generated ad campaigns, proving that machine learning can push creative boundaries in storytelling.

• Ulta Beauty has been using AI since 2018 to personalise recommendations and create frictionless shopping experiences—showing that early adoption is a competitive advantage.

HOW AI IS RESHAPING CULTURE

AI isn’t just about efficiency—it’s a creative force reshaping cultural narratives and consumer expectations.

• In music, AI-generated tracks are challenging traditional artistry. Artists like Grimes are leaning in, offering AI-generated vocal stems for remixes, while the industry debates ownership and authenticity.

• In sports, AI-driven data analytics are transforming athlete training, fan engagement, and even sponsorship strategies. Expect AI-powered personalised content to redefine sports marketing.

• In film & content, AI is disrupting production workflows, with companies like Runway and iFlytek offering tools that automate editing, scriptwriting, and even video generation. The lines between human creativity and AI augmentation are blurring fast.

OPPORTUNITIES & CHALLENGES

For Brands

• Hyper-Personalisation – AI enables brands to tailor messaging, experiences, and products with unprecedented precision.

• Efficiency Gains – From automated customer service to AI-powered supply chains, brands can streamline operations.

• Brand Authenticity at Risk – AI can craft the perfect campaign, but does it resonate emotionally? Consumers still crave human connection.

• Ethical & Data Privacy Issues – Brands must navigate data ethics, avoiding backlash over AI-driven decision-making.

For Artists

• New Creative Tools – AI can generate unique sounds, visuals, and concepts at scale.

• Revenue Expansion – AI opens doors to licensing and new monetisation streams.

• Loss of Creative Control – Who owns AI-generated content? Copyright laws haven’t caught up yet.

• Devaluation of Human Artistry – If AI can mimic styles flawlessly, how do human artists maintain distinctiveness?

For Athletes

• Optimised Performance – AI-driven training analytics can boost performance and prevent injuries.

• Deeper Fan Connection – AI-generated content offers personalised fan engagement.

• Data Misuse & Surveillance – The ethical implications of AI-tracked biometrics are still murky.

• AI as the Opponent – With AI-enhanced training, could human vs. AI competitions become a reality?

WHAT TO WATCH NEXT

1. AI-Powered Virtual Influencers – As AI-generated personalities gain traction, brands will need to rethink authenticity.

2. AI in Live Experiences – From immersive concerts to AI-powered brand activations, expect experiential marketing to evolve rapidly.

3. AI Regulation & Backlash – As AI adoption grows, regulatory scrutiny will increase. Transparency and ethics will become key brand differentiators.

4. The Human + AI Collaboration Model – The future isn’t AI vs. humans—it’s AI amplifying human creativity. The brands, artists, and athletes who master this balance will shape culture in the years ahead.

Final Take: AI is a cultural superpower, and the boldest players are already leveraging it to redefine marketing, creativity, and engagement. Brands that move quickly, experiment fearlessly, and respect the ethical dimensions will lead the new cultural frontier. The question isn’t if AI will change everything—it’s how ready you are to evolve with it.

Is Paris Fashion Week Still Culturally Relevant in 2025?

12th March 2025

Paris Fashion Week (PFW) has long been a cornerstone of the fashion industry, a biannual spectacle where heritage houses and rising stars alike set the tone for global style. But as we navigate 2025, the question arises: is PFW still as culturally relevant as it once was? With the rapid evolution of consumer behaviour, the increasing dominance of the creator economy, and shifting industry priorities, its role in shaping fashion culture is being redefined rather than diminished.

The Shift from Purpose to Craftsmanship

One major transformation is the growing purpose fatigue among audiences. In recent years, brands have scrambled to align with social causes, but the sheer volume of purpose-driven messaging has led to diminishing returns. Consumers, especially younger ones, are becoming more sceptical of corporate activism, demanding genuine action rather than well-crafted narratives. This shift is pushing brands back towards a focus on craftsmanship, exclusivity, and experience—core tenets of PFW's original appeal.

Exclusivity vs. Influence

Compounding this evolution is the changing dynamic of access and influence. As highlighted by Vogue Business, the Autumn/Winter 2025 season has seen a significant reduction in show capacities, with some of the most anticipated collections—such as Sarah Burton’s debut at Givenchy and Haider Ackermann’s first Tom Ford show—dramatically scaling down their guest lists. While these intimate settings create a heightened sense of luxury, they also raise questions about industry engagement. Editors, buyers, and influencers are finding themselves sidelined, making it harder for traditional fashion media to shape the cultural conversation. If the major players continue to prioritise exclusivity over reach, PFW could risk alienating the very voices that have historically amplified its relevance.

The Rise of the Creator Economy

Meanwhile, the creator economy has permanently altered how fashion weeks are consumed. Traditional media coverage has been supplemented—and in some cases, replaced—by real-time content from influencers, stylists, and even AI-powered fashion commentators. Brands are no longer just courting the fashion press; they’re strategically leveraging social platforms to generate viral moments. The impact of this shift is profound: while fashion weeks were once exclusive, insider affairs, they now serve as global content engines designed to drive engagement far beyond the runway.

A Reimagined Relevance

Paris Fashion Week is not losing its cultural relevance—it is evolving. While it may no longer dictate trends in the way it once did, it remains a key battleground for storytelling, brand positioning, and audience connection. The event’s power lies in its ability to adapt to a changing media landscape while still maintaining its sense of prestige.

Ultimately, the question isn’t whether Paris Fashion Week is still relevant; it’s whether the industry is evolving fast enough to keep it that way.

Why Diverse Storytelling is the Competitive Edge Brands Can’t Afford to Ignore

10th March 2025

In today’s saturated market, brands are battling not just for attention but for meaningful engagement. The difference between those that thrive and those that struggle isn’t just about having a great product—it’s about how well they connect with the evolving cultural landscape. The brands that win are the ones that understand and reflect the richness of the world around them.

Beyond Buzzwords: Why Inclusive Storytelling Drives Brand Growth

Authenticity has always been the backbone of great marketing. Consumers, especially younger generations, gravitate towards brands that feel real, relatable, and culturally in tune. But this isn’t about ticking diversity checkboxes or following fleeting trends—it’s about building creative narratives that resonate with real people and reflect the world they live in.

Brands that have mastered this aren’t just making a statement; they’re seeing tangible business results. Campaigns that tap into broader perspectives tend to generate higher engagement, deeper brand loyalty, and stronger cultural relevance. It’s no coincidence that some of the most talked-about and commercially successful campaigns of recent years have been those that embraced a wider lens on storytelling.

• 72% of consumers are more likely to purchase from brands that represent a diverse range of people in their advertising (Nielsen, 2019).

• 64% of consumers believe that brands should take a stand on social issues and be more engaged in matters that affect diverse communities (Accenture, 2018).

The Business Case for Representation

We’ve seen time and again that when brands expand their creative lens, they unlock new consumer segments and drive commercial success. Consider:

• Market Growth: Brands that engage diverse audiences gain access to untapped markets, increasing both reach and revenue. For example, 50% of US consumers are more likely to buy from a brand that supports diversity initiatives (Nielsen, 2020).

• Cultural Relevance: Storytelling that reflects a broad range of experiences is more likely to drive organic engagement and earned media value. 57% of consumers want brands to reflect their identity and culture in their ads, making authentic representation a key driver of consumer engagement (Deloitte, 2021).

• Talent & Creativity: The most innovative ideas come from teams that bring a variety of perspectives to the table—a proven driver of stronger business performance. Companies in the top quartile for racial and ethnic diversity are 35% more likely to have financial returns above their respective national industry medians (McKinsey, 2020).

From Campaigns to Culture

Brand storytelling is more than just advertising—it’s about creating an experience that consumers want to be part of. The most forward-thinking brands are integrating cultural insights into their creative direction, partnerships, and product innovation. This isn’t about corporate messaging; it’s about making smarter business decisions that lead to long-term brand loyalty and sustained relevance.

The takeaway? Brands that embrace inclusive storytelling aren’t just doing what’s right—they’re doing what works. In a competitive landscape where consumer loyalty is increasingly hard to earn, those who fail to evolve risk being left behind.

• 19% higher revenue from innovation is generated by companies with diverse leadership teams (Boston Consulting Group, 2018).

• 77% of people believe that brands should be culturally aware when promoting products, and 56% of them are more likely to engage with a brand that actively advocates for diversity and inclusion (Ad Age, 2021).

Now more than ever, authenticity, relevance, and commercial success go hand in hand—and the brands that understand this will be the ones shaping the future.

How 1309SR's Creative Carpool Activation Made Waves at Paris Fashion Week

8th March 2025

Paris Fashion Week (PFW) is known for its opulent shows, but one young shoe brand, 1309SR, made a lasting impression with an unconventional activation. Co-founders Serge Ruffieux and Émilie Faure turned the hustle of PFW into an opportunity by offering editors a "carpool" between shows. This wasn’t just a ride; it was a curated experience in a black van adorned with the brand's logo.

Over two days, Ruffieux and Faure transported editors from show to show while presenting their AW25 collection, which included the Medusa mule strap and Copy sock boots. The experience also featured a private screening of As Seen On TV, a short film directed by @RickDick, an Italian artist known for his AI-generated memes.

Creative Presentation on the Move

The "traveling presentation" was a clever, resourceful move. With limited budgets, small brands like 1309SR face difficulty competing with the extravagant spectacles of big names. Instead of hosting a traditional show, Ruffieux and Faure brought their creations directly to editors during the chaos of PFW. The intimate nature of the carpool, mixed with the brand’s exclusive presentation, provided a memorable experience.

The short film further pushed boundaries by combining high fashion with digital culture. The integration of memes with luxury speaks to the evolving nature of fashion, blending digital and physical worlds to engage today’s audience.

The Relevance of Creativity Over Convention

This activation highlights a significant trend in the fashion industry: prioritising experience and authenticity over size and spectacle. Ruffieux’s idea of presenting while on the move speaks to today’s fast-paced, time-starved fashion world. It’s a nod to inclusivity and creativity, with editors not just viewing fashion but living it.

1309SR's carpool activation proves that even with limited resources, small brands can stand out by offering something personal and unexpected. It sets a new standard for future activations at PFW and shows that innovation, not scale, can drive relevance in today’s fashion landscape.

Doechii: A Cultural Powerhouse Redefining Music, Fashion, and Authenticity

10th March 2025

Emerging from the underground with raw talent, unrelenting drive, and a passion for innovation, Doechii has become one of the most influential voices in modern music and culture. Her meteoric rise is nothing short of extraordinary, transitioning from a self-funded mixtape to Grammy recognition, while reshaping the worlds of fashion, live performance, and the entertainment industry at large. A true artist in every sense, Doechii is reshaping the cultural landscape and proving that authenticity is the ultimate currency in today’s world.

From DIY to Top Dawg Entertainment: The Rise of a Star

Doechii’s journey began far from the glitz and glamour of the mainstream music scene. Raised in Tampa, Florida, she honed her craft in the digital space, using platforms like YouTube, SoundCloud, and TikTok to share her self-produced tracks. Her breakthrough came with her self-funded mixtape, She / Her / Black Bitch, which showcased her unapologetically bold approach to music—blending experimental hip-hop, R&B, and deeply personal storytelling. The mixtape quickly garnered attention for its sharp lyricism, unique production, and unfiltered perspective on identity, race, and empowerment.

It wasn’t long before her unique sound and undeniable talent caught the ear of industry heavyweights. Doechii was spotted by Top Dawg Entertainment, home to some of the biggest names in hip-hop, including Kendrick Lamar, SZA, and Schoolboy Q. Signing with the label marked the beginning of her transition from a self-made artist to an internationally recognised force in music.

A Trailblazing Career: Accolades and Industry Recognition

Doechii’s rapid rise has been accompanied by a string of major accolades, affirming her status as one of the most innovative artists of her generation. Her achievements include:

• Billboard Rising Star: A well-deserved recognition of her ability to break through in an incredibly competitive industry, marking her as a talent to watch.

• Billboard Woman of the Year: A monumental achievement, this accolade underscores Doechii’s dominance not only in the music world but in shaping culture as a whole. It highlights her role as a force of change, breaking barriers for women in rap and inspiring the next generation of artists.

• Grammy Award for Best Rap Album: In 2025, Doechii made history by becoming the first woman to win the Grammy Award for Best Rap Album, a groundbreaking achievement in a genre that has been historically male-dominated. Her win with She / Her / Black Bitch was an industry-first, solidifying her legacy as a true trailblazer in the genre. Her unforgettable performance at the ceremony stunned industry insiders and onlookers alike, with her bold stage presence and powerful delivery captivating the entire crowd. The performance received a rapturous applause and a standing ovation, cementing Doechii as not just an award winner but a true cultural icon.

• MTV Video Music Award Nominations and Wins: Doechii has become a fixture at the VMAs, earning multiple nominations and wins for her innovative visuals and performances.

• BET Hip-Hop Award: Her contributions to the culture were further acknowledged with a prestigious BET Hip-Hop Award, further cementing her place in the mainstream music landscape.

These accolades, combined with her unmatched creativity and dedication to her craft, highlight Doechii as not just an artist, but a cultural leader.

Breaking Through: Collaborations and Achievements

Doechii’s move to Top Dawg Entertainment was the beginning of a series of career-defining moments. Her track with SZA, "What’s Her Name," instantly became an anthem, not only because of its catchy beat and emotional depth, but because of the undeniable chemistry between the two powerhouse artists. This collaboration showcased Doechii's ability to hold her own alongside one of the most celebrated voices in modern R&B.

Her collaborations continued to define her career. Her performance with Lauryn Hill at the Miami Jazz Festival was a standout moment, a blending of generations and genres that highlighted Doechii’s respect for hip-hop's legacy while simultaneously forging her own path. This live show was more than just a performance—it was a masterclass in musical energy, with Doechii stepping into Hill's world, yet making it unmistakably her own.

Meanwhile, her unforgettable performance with Tyler, The Creator in LA further solidified her reputation as a force in live music. In one of the most dynamic collaborations in recent memory, Doechii’s bold stage presence and energy added new layers to Tyler’s already innovative live shows.

Fashion Week: A Cultural Moment

In 2025, Doechii’s presence at Paris Fashion Week marked another pivotal moment in her career. Not content with simply attending, Doechii became a symbol of what happens when authenticity and high fashion collide. Her appearances were far more than just moments of visibility—they were deeply intentional statements that blurred the lines between fashion, performance art, and self-expression.

Her moment at Schiaparelli, where she wore a sculptural white gown with a corset-style bodice, was a bold statement, embodying the surrealist rebellion at the heart of the brand. At Chloé, she disrupted expectations, showing up barefoot to the show—an intentional act that signified a departure from the traditional, and a statement of performance as part of the cultural dialogue. Each fashion week appearance has only reinforced her position as an artist who defines cultural relevance, proving that fashion, like music, is a tool for storytelling and self-expression.

A Masterclass in Live Performance

While Doechii's music and fashion choices have made her a cultural icon, it’s her dynamic live performances that have truly set her apart. Known for her commitment to authenticity, Doechii choreographs her own routines, pouring everything into each performance. One of the most iconic moments came during her appearance on Saturday Night Live, where she not only stunned with her vocal prowess but also executed her own choreography. Her control, precision, and energy on that stage were a testament to her fierce dedication to her craft—creating a masterclass in performance art that blended music, dance, and theatre.

In addition to her SNL appearance, Doechii made her mark with a standout performance on NPR’s Tiny Desk Concert—a moment that allowed her raw talent to shine through in an intimate, stripped-down setting. The performance captivated viewers, highlighting her versatility and ability to connect with audiences on a deeper level through song.

Glastonbury 2025: The Next Milestone

As Doechii continues to rise, the announcement of her headlining performance on the West Holts stage at Glastonbury 2025 is a sign of just how far she’s come. Performing at one of the world’s most prestigious music festivals will see Doechii stand shoulder to shoulder with some of the biggest names in music. Her appearance at Glastonbury is not just a performance—it's a celebration of her journey from a self-funded mixtape to the main stage of global culture.

The Future: Setting the Standard for Influence

Doechii’s rise is a case study in how to maintain artistic integrity while simultaneously pushing boundaries. Her influence spans beyond music into fashion, performance, and identity, marking her as a cultural force unlike any other. Whether it’s her early days releasing music on YouTube and SoundCloud, her breakout moments with SZA and Tyler, or her disruption of fashion norms, Doechii is a master of reinvention—never satisfied with playing by the rules, always looking to challenge, elevate, and redefine.

For brands, artists, and fans alike, Doechii’s career serves as a powerful reminder of the importance of authenticity, disruption, and storytelling in shaping culture. As she continues to break down walls in every industry she touches, Doechii is not just riding trends—she’s setting them, carving out a new blueprint for the future of culture.

Doechii’s Paris Fashion Week Reign: A Masterclass in Style and Influence

6th March 2025

Doechii and the Power of Cultural Relevance in Fashion

Emerging as one of the most incendiary voices in music and fashion, Doechii has cemented herself as a true cultural force during Paris Fashion Week 2025. But beyond the front rows and runway moments, her presence signifies something deeper—a shift in how cultural relevance is being redefined in an era where authenticity is the ultimate currency.

From Style to Statement: Why Doechii’s Presence Matters

Fashion weeks have long been playgrounds for celebrities, but few transcend mere attendance to become cultural catalysts. Doechii’s ability to seamlessly move between music, art, and high fashion is a masterclass in modern influence. She doesn’t just wear the clothes—she embodies the ethos behind them.

At Schiaparelli, her sculptural white gown with a corset-style bodice wasn’t just an aesthetic choice—it was a nod to the surrealist rebellion that defines the house. At Chloé, she subverted expectations by attending the show barefoot, an intentional act that blurred the line between fashion and performance art. Acne Studios saw her lean into avant-garde experimentation, while her grand Valentino moment at the Louvre solidified her as a muse for the industry’s most visionary designers.

The New Blueprint for Influence

In today’s culture, relevance isn’t just about visibility—it’s about impact. Doechii isn’t playing the traditional celebrity game of safe sartorial choices and predictable partnerships. Instead, she’s leveraging fashion as a storytelling tool, reinforcing her artistic identity rather than conforming to industry expectations.

This level of intentionality is what separates fleeting fashion moments from true cultural milestones. It’s why figures like Rihanna, Tyler, the Creator, and Solange have transcended their respective fields—because they use fashion as an extension of their creative vision, not just as a promotional vehicle.

What Brands Can Learn from Doechii’s Approach

As brands navigate an increasingly fragmented cultural landscape, the power of authentic storytelling cannot be overstated. Doechii’s Paris Fashion Week presence is a reminder that today’s audiences crave realness, disruption, and a refusal to play by outdated rules. Consumers no longer just follow trends; they invest in narratives, values, and the people who shape them.

For fashion houses and luxury brands, the lesson is clear: collaborating with talent who embody a brand’s DNA on a deeper level creates lasting impact. The future of cultural influence isn’t about manufactured moments—it’s about fostering genuine connections that feel organic, unexpected, and unapologetically bold.

Doechii: The Future of Cultural Relevance

As the lines between music, fashion, and art continue to blur, Doechii stands at the centre of this evolution. Her fearless approach is a reminder that true style isn’t about fitting in—it’s about using fashion as a form of defiance, storytelling, and self-expression.

In a world obsessed with the next big thing, Doechii isn’t just following trends. She’s setting the new standard for what cultural relevance looks like in 2025 and beyond

Dua Lipa: The Rise of a Cultural Powerhouse Beyond Music

1st March 2025

Dua Lipa: From Pop Star to Cultural Powerhouse

Dua Lipa may have risen to fame through her music, but her influence extends far beyond the charts. Over the past few years, she has strategically built a personal brand that positions her as not just a pop icon, but a tastemaker, entrepreneur, and cultural figure with a global impact.

Aesthetic and Authenticity: Crafting a Distinctive Identity

From the outset, Dua Lipa has been intentional about curating a visual and sonic identity that sets her apart. Her fashion choices—bold, nostalgic, and seamlessly blending high fashion with Y2K aesthetics—have solidified her as a style icon. Whether walking the red carpet in custom Mugler or fronting campaigns for Versace, she embodies a confident, modern femininity that resonates with both Gen Z and millennials.

However, what makes her brand compelling is its authenticity. Unlike manufactured pop personas, Lipa comes across as effortlessly herself, whether she’s posting candid travel snapshots or sharing unfiltered thoughts on her Service95 platform. This relatability has been key to her appeal.

Service95: Expanding Into Media and Thought Leadership

One of the most interesting extensions of Lipa’s brand is Service95, her digital newsletter and book club. Launched as a platform to share recommendations across culture, politics, and social issues, it positions her as more than just an entertainer.

This venture not only aligns with her interests—it also allows her to engage with fans in a deeper way. While many celebrities use newsletters to promote their own projects, Service95 feels like an extension of Lipa’s genuine curiosity about the world. Her interview with Amal Clooney or coverage of underrepresented stories proves she’s not just dabbling in media—she’s actively shaping conversations.

Strategic Brand Partnerships: More Than Just a Face

Lipa’s collaborations in fashion and beauty aren’t just about endorsements; they reinforce her image as a modern cultural figure. Her partnership with Versace culminated in her co-designing the La Vacanza collection—proof that she’s not just a muse, but a creative force brands trust to shape their aesthetic.

This goes beyond a standard celebrity-brand deal. Lipa has the rare ability to bring cultural credibility to luxury fashion while still appealing to mainstream audiences. Her work with Puma, YSL Beauty, and Evian further proves her ability to move between high fashion and accessible, lifestyle-driven partnerships.

The Future: A Multi-Hyphenate Career in the Making

As her music career evolves, it’s clear that Lipa is thinking beyond the typical trajectory of a pop star. With Service95, high-fashion collaborations, and even whispers of potential film projects, she’s following the blueprint of icons like Rihanna and Beyoncé—artists who transitioned from musicians to full-fledged business moguls.

Dua Lipa’s brand is built on more than just hit records. It’s about influence, intellect, and an ability to shape culture beyond music. As she continues to expand her empire, she’s proving that the modern pop star is no longer just a singer, but a multidimensional force shaping fashion, media, and global conversations.

Lewis Hamilton x Lululemon: A Cultural Play That Redefines the Brand

24th February 2025

There was a time when the idea of Lululemon signing a Formula 1 driver would have been laughable. The $10 billion Canadian activewear giant, long synonymous with yoga moms and boutique fitness, has spent years trying to reposition itself beyond its original core audience. But while its menswear line has been quietly strong—accounting for 23% of net revenue last year—it’s never quite managed to land the kind of cultural credibility needed to break through. Until now.

Lewis Hamilton, a seven-time Formula 1 world champion, global icon, and self-made fashion powerhouse, is now the brand’s biggest-ever signing. And this is about more than just performance gear. It’s a statement of intent.

More Than Just a Sportswear Deal

Hamilton isn’t just a decorated athlete—he’s one of the few sports figures who transcend their discipline. His influence extends deep into fashion, music, and entertainment. He turned the F1 paddock into a runway, collaborating with Kim Jones at Dior, brokering a deal between Mercedes and Tommy Hilfiger, and bringing streetwear and luxury into motorsport in a way no driver had before.

Now, as he joins Lululemon, he’s lending that same cultural weight to a brand that has struggled to shift perceptions. The partnership is about visibility—bringing Lululemon into spaces it hasn’t occupied before. With 35 million Instagram followers (compared to Lululemon’s five million), Hamilton’s presence alone guarantees new audiences will take notice. But this isn’t just about eyeballs. It’s about credibility.

Unlike Lululemon’s previous athlete ambassadors—Jordan Clarkson, DK Metcalf, Francis Tiafoe—Hamilton is not just an athlete who wears nice clothes; he is a tastemaker. He’s co-chairing the Met Gala. He’s producing a Hollywood film with Brad Pitt. He’s meticulously building a post-racing career that blends sport, style, and influence in a way few athletes ever have. That’s what makes this different.

A Brand in Transition

Lululemon has been quietly making moves in menswear for over a decade, but the challenge has always been perception. Even Hamilton himself admitted he thought it was a womenswear brand before engaging with them. That speaks to the brand’s biggest hurdle—breaking out of the narrow, affluent, wellness-driven image that has defined it for so long.

By aligning with Hamilton, Lululemon is taking a deliberate step into a broader cultural arena. This isn’t just about sportswear—it’s about lifestyle, aspiration, and influence. The brand isn’t just looking to sell gym shorts; it’s looking to embed itself into the culture of modern masculinity, where performance, fashion, and identity are all interconnected.

There’s also a deeper alignment here. Hamilton has been vocal about inclusivity in motorsport, and his foundation, Mission 44, will be working with Lululemon on social impact initiatives. That adds another layer to the partnership—one that goes beyond aesthetics and into brand purpose.

Will It Work?

The move is bold, but it isn’t without risk. Lululemon doesn’t sell footwear, which means it’s inherently limited in the type of athletic endorsements it can offer. Historically, top-tier athletes have gravitated toward Nike, Adidas, and Puma for full “head-to-toe” deals. But Hamilton’s strength isn’t in traditional sports endorsements—it’s in cultural influence. He doesn’t need to sell sneakers; he needs to make people care.

If Lululemon is serious about shaking its old reputation, this is its best shot yet. Hamilton brings the kind of star power and fashion credibility that no other athlete in its roster has. If he can’t make men pay attention to Lululemon, no one can.

This partnership isn’t just about activewear—it’s about shifting cultural narratives. And right now, with F1’s soaring global appeal, Hamilton’s omnipresence, and Lululemon’s ambition, the timing couldn’t be better. If done right, this could be the moment Lululemon finally evolves from “yoga brand” to cultural powerhouse.