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.

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.

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.

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

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.

Kendrick Lamar Just Proved: The Revolution Will Be Televised

9th February 2025

Cultural relevance isn’t just about showing up—it’s about shaping the moment. And last night at Super Bowl halftime, Kendrick Lamar did exactly that on one of the biggest stages in the world.

From Samuel L. Jackson playing a modern-day Uncle Sam—mocking Kendrick and telling him to “play the game”—to Lamar standing in front of an American flag formed entirely by Black dancers, every frame of his Super Bowl LIX halftime show was designed to challenge, provoke, and solidify hip-hop’s place at the centre of culture. As he stood before the flag performing HUMBLE., the message was clear—sit down, be humble wasn’t just a lyric, it was a challenge to the system itself. Gil Scott-Heron’s words echoed louder than ever—this time, the revolution was televised.

Dressed in Deion Sanders’ classic Nike sneakers and flared Hedi Slimane Celine jeans, Kendrick blended high fashion with hip-hop’s DNA, while his pgLang ‘GLORIA’ jacket and ‘a minor’ chain teased the Converse collab drop that went live right after the show. Cultural storytelling at its finest.

But beyond the style, the gaming references ran deep—because Kendrick isn’t just tapping into the culture; he’s part of it. A well-known gamer, he’s spoken about his love for video games, and last night, that influence was undeniable. The set itself was a giant controller, symbolising the struggle for power, agency, and who really gets to “play the game.” From the 8-bit “Game Over” text flashing on-screen to the dancers wielding controllers, Kendrick turned the performance into a statement about control, rebellion, and breaking free from the system. The Squid Game influence was unmistakable—just like in the series, the rules are rigged, but Kendrick made it clear: he’s playing his own game.

And in a political climate where Trump is calling for the “termination” of DEI programs, Kendrick’s performance felt like direct resistance. A reminder that hip-hop is built on defiance, on truth-telling, on pushing back against a system designed to exclude. As some politicians try to erase diversity initiatives and roll back progress, Kendrick stood centre stage proving why representation isn’t a “trend”—it’s the culture.

Then there was Serena Williams, mid-performance, Crip Walking in A Ma Maniére x Converse Chuck 70s—a full-circle moment from the move she was once criticised for at Wimbledon, now immortalised on the biggest entertainment stage in the world. And the fact that Serena—Drake’s ex—was dancing just as Not Like Us shook the stadium? A subtle but undeniable moment in Kendrick and Drake’s ongoing beef.

And when Not Like Us hit? That wasn’t just a song—it was a power move. Hip-hop doesn’t just belong on this stage. It owns it.

A halftime show that won’t just be remembered. It’ll be studied.

Beyoncé Bowl: A Cultural Milestone in Cowboy Couture

25th December 2024

When Beyoncé takes the stage, it’s never just a performance—it’s a cultural moment. This was evident once again on Christmas Day 2024, when Netflix broadcast Beyoncé Bowl, the Queen’s high-energy halftime show during the NFL’s double-header. With her Cowboy Carter era in full swing, Beyoncé delivered a genre-defying spectacle that redefined country music, blending tradition with innovation.

From the moment she stepped onto the NRG Stadium stage in Houston, Texas, clad in meticulously crafted Western wear, Beyoncé set the tone for a performance steeped in both musical and sartorial history. The show featured live debuts of several Cowboy Carter tracks, including “16 Carriages,” “Blackbiird,” “Ya Ya,” and “Texas Hold ‘Em.” She was joined by special guests, including Shaboozey, Brittney Spencer, Tanner Adell, and Tiera Kennedy—signalling a moment of visibility for Black artists in country music.

A standout moment came when Post Malone joined Beyoncé for their duet on “Levii’s Jeans,” a track that playfully intertwines hip-hop, country, and blues influences. But the Levi’s partnership ran deeper than just a song. Earlier in September, Levi’s and Beyoncé had already set the stage for this collaboration by reimagining the iconic 1980s Laundrette commercial—an ad synonymous with effortless cool and Americana. The Beyoncé-led reinterpretation added a fresh layer of Western elegance, cementing Levi’s role in the evolving landscape of Cowboy Couture. By extending this creative partnership into Beyoncé Bowl, Levi’s seamlessly connected heritage with contemporary culture, reaffirming its place at the heart of the denim conversation.

Another unforgettable element of the performance was Blue Ivy Carter’s presence as a featured dancer. Having grown up in the spotlight of her mother’s career, Blue Ivy’s participation added a sense of generational continuity—another nod to legacy and lineage, themes that run deep in Cowboy Carter.

Beyond the music, Beyoncé Bowl was a testament to her continued ability to shape cultural narratives. The performance became the most-watched halftime show in streaming history, pulling in over 27 million viewers, proving yet again that Beyoncé is not just an artist—she’s a movement. By merging Southern Black musical traditions with pop spectacle, she didn’t just perform at an NFL halftime show; she turned it into a landmark cultural event that will be dissected for years to come.

Beyoncé Reimagines Levi’s 1985 Ad in Bold Omnichannel Campaign of Empowerment and Timeless Style

29th September 2024

Levi’s Omnichannel Campaign Starring Beyoncé: A Masterclass in Brand Elevation

Levi’s has dropped an omnichannel campaign featuring Beyoncé in a bold, ‘country chic’ reimagining of the iconic 1985 'Launderette' ad, and it’s more than just a fashion moment—it’s a masterclass in brand elevation.

Leveraging Beyoncé's Cultural Influence

By teaming up with Beyoncé, Levi’s is tapping into her unparalleled cultural influence to fuse empowerment, timeless style, and emotional storytelling into the brand’s core identity. This campaign successfully humanises the iconic denim brand, amplifying its authenticity and inclusivity through Beyoncé’s unique lens. This strategic partnership not only deepens the brand’s connection with its audience but also adds new depth to a label already rich with nostalgia and American heritage.

A Perfect Match for Modern Self-Expression

This campaign brilliantly taps into the zeitgeist of self-expression and diversity, resonating with Gen Z and Millennials alike. Beyoncé's cross-generational appeal ensures that the campaign doesn’t just feel classic, but also culturally relevant in today’s fast-changing landscape. It’s a perfect example of a legacy brand evolving in real time, engaging new audiences with fresh, powerful narratives that resonate deeply.

A Collaborative Triumph

Kudos to the teams at TBWA, Chiat, Day LA, la revolución, and PRETTYBIRD for bringing this incredible vision to life. This collaboration is a shining example of how to elevate a brand by staying true to its heritage while embracing the future and the cultural moment—showcasing the power of authenticity and innovation together.

Levi’s continues to prove that it’s not just a brand rooted in the past, but one that is evolving and thriving in the present, with Beyoncé as the perfect partner to take it to the next level.