An emerging genre in popular culture and cinematography has taken the media by storm, demonstrating people's deep-seated criticism of the current capitalist system that sees a small percentage of people enjoying the vast majority of the wealth.

Eat the rich 

AirBnB's 'Icons' category offers die-hard fans a chance to immerse themselves in the worlds of their obsessions, such as spending a night in the Ferrari Museum or getting lost in their favourite video game with Khaby Lame. The experiences also come at little to no cost, catering to increasingly budget-mindful audiences. 

Superfan sleepovers 

Saltburn was one of the most talked-about films of late 2023. Essentially a satire of the new 'eat the rich' genre in popular culture, it's a backlash against sweeping statements about the super-rich and a powerful reminder of the profound complexity of the British class battles.

Saltburn's class commentary goes viral 

Since teens took over TikTok as a platform for fiction recommendations, BookTok has become a major site for readers and publishers alike. This gives the industry hope for a prosperous future and points to people's craving for niche online and IRL communities. 

BookTok club 

Luxury brand Mugler has partnered with H&M to offer fans its favourite collections at more inclusive price tags, showing the brand's flexibility to adjust to changing definitions of luxury and status. 

Mugler's affordable flex 

Telfar is debuting its first leather bag with an exclusive pop-up at Selfridges. As demand for localised stories rises, brands can redefine luxury by fostering deeper connections through tactile engagement and culturally fluid narratives, offering a fresh perspective on traditional luxury concepts.

Telfar redefines accessible luxe with debut leather bag

What new categories and destinations are shaping luxury right now? How is heritage serving as a timely anchor in a turbulent world? Why is the luxe sector looking to be more fun? How are brands making sure they remain in the zeitgeist through cultural connections and innovation?

Luxury Sector Snapshot: October 2024

For over 157 years, Arnott’s has been central to snacking Down Under, offering everything from Taylor Swift-inspired Tim Tams to the exclusive Yo-Yos of the south. As Australians embrace more snack-focused eating habits, how is Arnott’s reinforcing its prized place in the nation's pantry?

How Arnott’s defines Aussies' love for snacking moments

The "Made in the UK" series champions Burberry's commitment to supporting British manufacturing. Brands that spotlight hyper-locality with storytelling and offerings will resonate with audiences looking for authentic, rooted experiences in an increasingly interconnected world.

Burberry spotlights local heritage with Made in the UK

In a China-exclusive campaign, Prada has tapped ambassador and table tennis star Ma Long for a special match with veteran actress Wu Yanshu. While athletes have become influencers du jour for luxury brands, there’s a demand for stories that showcase sports in a humanistic, thought-provoking light.

Prada’s table tennis campaign combats ageism in China

Luxury hotel The Standard taps tattourism by giving guests exclusive access to local tattooists during their stay. With the desire for curated, local experiences continuing to grow among travelers, The Standard is attracting dedicated followers seeking one-of-a-kind, locally-inspired experiences.

The Standard luxury hotel courts tattoo aficionados 

The brainchild of start-up Koodos Labs, Shelf is a social app connecting people with similar media preferences. As Gen Zers feel increasingly disconnected from the ‘social’ in social media, they’re looking for digital safe havens that allow their personalities and interests to shine.

Shelf helps Gen Z build community around media tastes

Urban Outfitters is launching a college-inspired pop-up at 20 major US colleges. With back-to-school season often causing anxiety for many, brands can help ease the stress by creating personalized and immersive experiences that resonate with students' values, beliefs, and identities.

Urban Outfitters lures Gen Z with back-to-school pop-ups

Italian luxury fashion house Tod’s has unveiled a collaboration with renowned Indian couturier Rahul Mishra. Luxury brands are placing greater emphasis on artisan craftsmanship in a shift to slower production and celebration of diverse cultural heritage from around the world.

Tod's collaboration celebrates Indian craftsmanship

Citius Retreats is joining hands with Six Senses Ibiza to curate a retreat that integrates sports medicine, holistic health, and community. As wellness experiences become more accessible to Britons, luxury brands in the space are tapping into elite sports to craft new codes of exclusivity.

Citius tailors wellness retreats for sports enthusiasts

For Milan Fashion Week, the Italian label Etro broadcasted its runway show live via the Apple Vision Pro. While spatial computing is still nascent territory for most people, novelty-seeking HNWIs will be looking for cutting-edge phygital experiences as luxury currency.

Etro broadcasts runway show via Apple Vision Pro

Adult advent calendars filled with items like spirits and high-end makeup are becoming increasingly popular. This trend highlights a shift towards personalised, smaller gifts, allowing adults to indulge in small luxurious products that make their holiday experience feel extended and more special.

More adults want advent calendars

A new partnership between Sotheby’s and Marriott will auction highly valuable collectables alongside exclusive itineraries. As the signifiers of status evolve and the lines between goods and experience blur, HNWIs are looking to commodify one-of-a-kind experiences to signal exclusivity.

Marriott and Sotheby’s upgrades exclusivity for HNWIs

Montblanc has been associated with luxury and refinement ever since the launch of its first pen collection in 1906. The brand has since diversified into leather goods, clothes, and its beloved watches – all while retaining its elegant identity. What’s the secret to its long-term success?

How Montblanc rewrites status for luxury shoppers

How do you brand an invisible product? By building captivating worlds that immerse your senses. The creators of Gentle Monster foray into the olfactory with TAMBURINS. Inside its stores, huge, life-like sculptures and miniature figures come together, inviting shoppers to experience scents beyond smell.

Why TAMBURINS designs luxury perfume for Korean senses

Amidst the cost of living crisis, the luxury sector is increasingly collaborating with mass-market brands to reach new audiences. Canvas8 speaks to three academics about their research into ‘masstige’ co-branding and other brand expansion strategies.

You’re partnering with who!? The science of masstige co-branding

With a range of sports gear that attracts the attention of athletes and office workers alike, activewear brand On has risen over the last few years to compete with legacy names in the market. Through high-end partnerships and A-list celebrity collabs, the brand caters to the casualwear needs of the European affluent.

Why On restyles activewear for modern fitness goers

Drake’s 100 gigs is a digital archive of unreleased music and behind-the-scenes moments from his career. The rapper faces backlash for failing to connect with audiences at a time when the artist-fan relationship is increasingly fragmented, and people expect less curated content.

Drake’s content dump exemplifies artist-fan expectations

Beauty creator Golloria George has lauded Rhode founder Hailey Bieber for swiftly addressing her criticisms about the brand’s lack of inclusive formulations for its blush line. The viral exchange highlights the loyalty and trust pay-offs when brands pass the mic and listen with intention.

Rhode’s inclusion boost helps beauty buffs feel heard

Palace and Vivienne Westwood have launched their first-ever collaboration with a uniquely British twist. As people increasingly want their clothes to reflect their roots and identity, brands can appeal to fashion lovers by emphasising the power of storytelling and reframing heritage codes.

Palace x Vivienne Westwood celebrate British heritage

Diptyque Paris is debuting a luxury perfume concept that draws inspiration from the natural world. The collection caters to fragrance enthusiasts seeking unique, exclusive offerings, aligning with the growing trend of personal expression through niche, narrative-led perfumes.

Diptyque launches luxury line of conceptual scents

The Macallan has released 200 bottles of its oldest whisky yet, each priced at $190,000 and available for purchase by invitation only. The marketing strategy and design mirror the approach of luxury watch brands, making it a collectors' item – and tapping luxe whisky connoisseurs.

The Macallan releases whisky to buy by invitation only

Interest-based apps are seeing strong growth in monthly users, suggesting that people are turning to these platforms as new social hubs. Fatigue towards legacy social media shows no signs of slowing, and there’s an opportunity for brands to facilitate digital community-building in meaningful ways.

People flock to niche apps for their social media fix

Prada has launched a hotline connecting callers with writer Miranda July to recreate the conversations at the heart of their latest campaign. With the lines between artist and audience blurring, people are seeking more participatory ways to engage with media and get a peek behind the scenes.

Prada campaign lets fans join the conversation 

Arsenal Football Club has released Black Arsenal, a book celebrating the club’s connection to Black British culture. As the world of sports reckons with polarisation and disparity, brands can actively engage with people by emphasising the value of community and championing diverse stories.

Black Arsenal celebrates football club’s diverse history

The Department of Nike Archives is opening up ahead of a 2025 exhibition. With heritage and limited editions central to how status is consumed and expressed in fashion, the celebration of Nike's cultural impact will resonate with fans looking to immerse themselves in the brand's world.

Nike exhibition offers immersive cultural status to fans

Stitch Fix’s online subscription service connects users with professional stylists who help revamp their wardrobe with clothing from partner brands. As the demand for personalized services rises, how are brands evolving to meet people’s needs? And what role can AI play in building personal style?

How Stitch Fix diversifies access to personalized style

Betty Smith effectively taps into the growing demand for authentic, localised experiences by offering a range of immersive activities – from custom jeans-making workshops to factory tours and museum exhibits – catering to today’s consumers who seek deeper connections with brands.

Why Betty Smith weaves Japan’s heritage into its jeans

Will AI put a stop to fashion creativity? Are brands adopting a back-to-basics approach? Can make-do mindsets reignite people’s love for sustainability? In this part of the 2025 Expert Outlook series, we speak to three experts about how people are rethinking fashion experiences for a new age.

2025 Expert Outlook on Fashion and Style

Research has found that social media posts of a destination can make the spot less appealing to other visitors. With digital discovery placing much of the world at our fingertips, exclusivity is harder to attain, and people are looking for choices off the beaten path to signal their individuality.

Destination selfies deter potential visitors

HMV’s vinyl and CD sales have boomed following the Oasis reunion announcement, possibly driven partly by the band’s Gen Z fanbase. With the tour shaping up to be a massive cultural phenomenon, we can expect to see fandom creativity come to the fore across diverse formats and artefacts.

Oasis reunion sparks surge in physical music sales

British charity Oxfam has partnered with Vinted to host a runway show at London Fashion Week. As people seek more sustainable choices in their daily lives, they want brands to bridge the intention-action gap by showcasing innovative ways to combat clothing waste and discover unique items.

Oxfam and Vinted revive interest in sustainable fashion

The CFDA has announced a streaming partnership with the Rockefeller Center to showcase collections from American designers at NYFW. This move speaks to a growing desire for brands to break down barriers to accessing luxury by reviving people’s interest in local fashion stories.

CFDA aims to boosts appeal of US fashion during NYFW

Novel offline experiences help people to merge their online identities with a desire for meaningful IRL engagement. Maison Kitsuné’s pop-up in Shenzhen, with pastel colours and quirky activities, makes for ideal social media content, while also tapping into the desires of Chinese audiences.

Maison Kitsuné launches in Shenzhen with playful pop-up

British luxury carmaker Aston Martin has ventured into the world of fashion through a collaboration with BOSS. The partnership takes cues from the worlds of motorsport and premium apparel, courting existing luxury audiences who are shopping in alternative product categories.

Aston Martin x BOSS courts cross-category shoppers

While some luxury brands are struggling to succeed, the Prada Group is making a profit – largely thanks to its label Miu Miu. By championing genderless fashion, instigating community-led activations, and generating social media buzz, the brand continues its ascension as people can’t get enough of it.

How Miu Miu makes cutting-edge luxury globally inclusive

Soju is one of South Korea’s most popular products. However, its domestic sales have fallen as Gen Y and Z Koreans increasingly prefer whisky, tequila, and makgeolli. Changing drinking habits, influenced by crackdowns on traditional events, now favour mindful social drinking over binge drinking.

What are South Koreans drinking now?

Balmain is making its mark in the prestige beauty space with its first perfume collection. As fragrances become the new expression of the lipstick effect, the brand is changing up the luxury beauty launch by side-stepping cosmetics and diving headlong into the world of perfume first.

Balmain’s beauty debut capitalises on fragrance boom

After winning the hearts and wallets of British shoppers, Lidl has partnered with New York-based designer Nik Bentel to make a foray into fashion. The partnership will see the launch of a Croissant Bag, tapping into the supermarket’s cultural influence and people's interest in novel collaborations.

Lidl croissant bag taps into novel collaboration hype

From fine to bridge jewellery, luxury brand Amrapali Jewels knows how to tap the Indian aesthetic. As the affluent demographic in India grows, the brand is widening its luxury net to cater to both the burgeoning middle class looking for light, daily wear and the traditional ultra-wealthy who spend on weddings.

How Amrapali is evolving with India’s growing affluence

Rodarte has created a capsule collection inspired by the upcoming film Beetlejuice Beetlejuice, available exclusively at Saks. Luxury and pop culture collaborations are courting younger fans who consider fandoms a key part of their identity, allowing them to signal their status and self-expression.

Saks-exclusive Rodarte collection targets Beetlejuice fans

Indians are increasingly drawn to exclusivity, customisation, and status when it comes to their gadgets, opening doors for high-end phones and specialised services. Leading this shift in the country are brands like Apple and Samsung, which are considered luxury products.

How are phones transforming into personal assets for Indians?

As the ‘demure’ trend continues to take the internet by storm, Netflix has tapped the viral creator responsible for the TikTok phenomenon for a partnership. While numerous brands rushed to hop onto the trend and make it their own, Netflix chose to go directly to the source.

Netflix taps viral creator to curate 'demure' collection

The Casbah Coffee Club in Liverpool, where The Beatles played their earliest gigs, has been turned into a Beatles-themed Airbnb. The accommodation, run by original drummer Pete Best, gives fans of the band an authentic, immersive experience at a historic venue, speaking to nostalgia and escapism. 

Historic Beatles venue offers fans immersive escapism

Sprite has partnered with a local Australian restaurant to host its first-ever food challenge for spicy wing lovers. At a time when people are seeking local products and foods with local stories, the partnership speaks to the 'glocal' opportunities around mealtime novelty and connection.

Sprite's local activation targets spice-loving Aussies

Overtourism is driving travel companies to invest in secluded spots for resorts, and sales of private islands have spiked since the end of the pandemic. As travelers turn to more off the beaten track destinations, brands are looking to take advantage of those tired of well-worn vacation spots.

Overtourism is driving a rise in private island vacations

After successfully acquiring younger cohorts in the US, American Express has set its sights on Gen Zers in Europe, wooing them with lifestyle perks and insider access. Leveraging desires for exclusive access and super fandom behaviours, Amex aims to transform casual users into lifelong cardholders.

Amex courts EU Gen Zers with exclusive experiences

Chivas Regal and Arsenal announced a new multi-year partnership ahead of the new football season. With Britons decreasing their alcohol consumption, the whiskey brand is appealing to fans by emphasising the values of community, progressing culture, and celebrating collective success.

Arsenal x Chivas Regal taps into football fan community

Axis Bank has joined hands with Visa to launch Primus, a premier credit card for India’s ultra-high-net-worth individuals (UHNWIs). As luxury appetites mature, affluent Indians will expect brands to offer insider, bespoke products and services that centre on one-of-a-kind experiences.

Axis Bank unlocks VIP experiences for India’s UHNWIs

In line with its sustainable ethos, CPHFW SS25 saw designers deconstruct micro-trends through material innovation. As people are torn between buying into trend culture and pursuing slower consumption, there’s an opportunity to examine what it means to be on-trend through a more sustainable lens.

Copenhagen Fashion Week’s eco focus resists trend cycles

5 Gum has teamed with Zedd to host a secret rave inside a New York City bodega – but only for the first 25 fans to find the secret location. Combining the allure of a scavenger hunt with the excitement of an intimate concert, the move transforms a simple promotional event into a memorable adventure.

5 Gum secret rave courts adventure seekers

The ‘metal is girlypop’ trend is redefining metal music by combining cutesy dances with thrashing songs like ‘Custer’ by Slipknot. As posts about 'metal girls' gain traction online, this trend challenges the boys’ club mentality in metal, creating an inclusive community for female fans.

Who are the girly metalheads?

Canadian convenience store Ed's in Brookswood has become a viral sensation and unlikely tourist destination. The owner's eccentric personality, unique global snacks, and engaging social media presence have reimagined the convenience store experience, all while preserving a sense of local identity.

How Ed’s in Brookswood turns local charm into global appeal

Prada Group has reported double-digit revenue growth in the first half of 2024. Thanks to an incisive and culturally relevant brand-building playbook – particularly in the APAC region – it is countering challenges faced by competitors amid a global decline in the sector.

Prada hits the right note with APAC's luxury shoppers

Porsche has handed the creative reigns to Dua Lipa to create and launch the campaign for the EV Porsche Macan. With Gen Z fond of subversive humour, the over-the-top imaginings of Dua Lipa combine tongue-in-cheek creativity with aspiration and hit on the shifting view of luxury among Gen Z. 

Porsche x Dua Lipa ad reflects Gen Z love of weird

Inspired by French cafes, South Korean bakery-cafe Paris Baguette has taken advantage of Koreans’ admiration for European baked goods and their desire to build cultural capital to become a well-loved franchise worldwide. What can other brands learn from its international success?

How Paris Baguette bakes Korean aspiration into pastries

Charli XCX and Billie Eilish have released a remix for ‘Guess’, as part of the latter artist's first collaboration in six years. Tapping into fandoms and the desire for community through authentic world-building, BRAT summer continues to generate hype and keep fans engaged in a hedonistic way. 

Billie Eilish collab continues BRAT summer hype

Heinz has teamed up with Deadpool & Wolverine in a witty campaign featuring a spoof trailer, custom ads, and collectible sauce bottles. Leveraging humor and self-awareness, the collab shows how brands can engage audiences by tapping into pop culture and embracing irreverent meta-narratives.

Heinz x 'Deadpool & Wolverine' courts pop culture fans

The Metropolitan Museum of Art has launched a new collaboration with accessories brand Sprayground based on works of art featured in its galleries. As Gen Zers look to remix heritage and access tradition in new ways, the bag collab offers a playful entry point to the Met's most iconic works.

Met x Sprayground launch collab inspired by classic art

Jewellery brand Paspaley is a legend in the pearl industry and is responsible for responsibly producing some of the world’s rarest and most expensive pearls. The brand’s success can be attributed to its focus on using rarity to appeal to the 1% while delivering on its promise of ethical practices.

Why Paspaley pearls became a natural luxury for Aussies

Luxury beer is having a moment in China despite beer sales being generally flat. Eschewing bland marketing for traditionally feminine packages and fruitier flavours, young Chinese women are leading a charge among Gen Z to turn drinking into an experience rather than a mundane Friday night activity.

What’s brewing in the world of young Chinese beer drinkers?

HSBC has launched a campaign starring Priyanka Chopra Jonas that showcases food as an antidote for homesickness. With India cementing itself as a global hub for luxury spending, there’s an opportunity for brands to zero in on the lifestyle needs and desires of HNW Indians living abroad.

HSBC taps star power to court wealthy Indian expats

Lamborghini is upping its presence in South Korea by launching a hybrid Urus SUV model. Appetite for high-end cars is booming, with global brands making notable in-roads. As Koreans use global brands to signal status, there's a growing opportunity for luxury brands to connect with new audiences.

Lamborghini taps Korean interest in global luxury

Heritage distillery Bushmills has teamed up with golf wear label Malbon to drop a limited-edition streetwear-inspired capsule. With both whiskey and golf becoming increasingly popular among American Gen Y and Zers, brands are carving out a bigger presence in youth culture through novel collabs.

Malbon and Bushmills collab elevates golfing lifestyles 

Hope & Sesame has found its footing in Guangzhou and has become one of China’s best. The Dongshankou-set speakeasy’s unique approach to unearthing craft cocktails fostered a global following among alcohol lovers, whose preferences continue to shift toward symbolic beverages and brands.

Why Hope & Sesame crafts liquor journeys in urban China

Visual references are an integral way that Gen Zers express themselves, with memes being a central language for humor, political engagement, and generally processing the world. Leveling up their love of absurdism, Gen Z is taking its penchant for post-irony to new levels courtesy of meme tattoos. 

Gen Z elevate their post-irony stance with meme tattoos

Southeast Asia is emerging as a key location in the luxury landscape, with global brands courting the interest of the region’s high-end clientele. Countries like Thailand and Vietnam are also surpassing well-known destinations, like Singapore, in market size as they cater to wealthy shoppers.

How are Southeast Asian shoppers changing luxury?

With influencers like Nara Smith and Hannah Neeleman glamorizing rigid gender roles, ‘tradwives’ are firmly in the spotlight. Is this trend reflective of a move toward traditional values, a slower pace of life, and the rejection of hustle culture? And what does such content say about society?

Who are the internet’s tradwives?

REFY has ditched the traditional influencer brand trip for a community-focused Mallorca holiday for lucky customers. This shift towards rewarding loyal patrons reflects a growing trend in brand strategies, emphasizing genuine connections and relatable content over traditional influencer collabs.

REFY rewards loyal customers with community trip

Inflation, coupled with new definitions of exclusivity, is pushing people towards more accessible forms of luxury. Tapping into this, Harrods has relaunched its own brand line of umbrellas, cardholders, and tote bags, delighting a growing audience of aspirational audiences.

Harrods’ own-brand line targets aspirational shoppers

Gucci's cultural initiative aims to pay tribute to the heritage of Korean culture by spotlighting the work of those who have brought local arts to a global stage. Luxury brands are localising their strategies, appealing to a growing group of shoppers in the world's largest luxury market.

Gucci’s new cultural project to celebrate Korean Arts

The White Company has become one of Britain's go-to concept stores thanks to its curated minimalist aesthetic and clear messaging. By harnessing the power of off- and online marketing, it’s become the brand of choice for lifestyle shoppers who favour simplicity and a strong brand identity.

How The White Company is building on lifestyle branding

The role of fans is evolving, with modern superfans becoming amateur detectives. These sleuths obsessively seek intimate knowledge about their idols, decoding clues in art and media. Fueled by social media and celebrity marketing, the trend has transformed fandom into an investigative pursuit.

Why fans are in their detective era

South Korean Gen Y and Gen Z – known in the country as Gen MZ – prefer online shopping, but offline pop-ups are more popular than ever. What makes these IRL experiences so attractive to younger shoppers, and what does this say about the retail landscape in a place that's usually dominated by tech?

Why pop-ups are Korea’s go-to marketing strategy for Gen Y and Z

Liu Yexi is your favourite AI influencer’s favourite AI influencer. With her trademark blend of traditional Chinese elements and modern design sensibilities, the country’s most popular avatar might pave the way for virtual influencers to take over Singles Day, Asia’s biggest online shopping event.

How Liu Yexi humanises AI influencers for social shoppers

Crocs taps into the fresh interest in the Twilight trilogy with a parody that draws parallels between how much hatred there is for Crocs and how much there is for the film. As the shoe that people love to hate, Crocs is flexing hyper-self-awareness and irreverent humour that appeals to Gen Z.

Crocs launch Twilight parody to appeal to Gen Z humour

Thanks to its instant club classics and iconic hue of green, Charli XCX's new album, BRAT, is going viral this summer. Understanding the power of playing on a cultural moment, Field Roast has launched a bratwurst campaign that hopes to drive brand impact over the summer.

Brat-wurst summer piggybacks on Charli XCX hype

Launched in the late 1980s, Australian beauty brand Aesop is well known for its quiet, understated, and minimalist design. It has long pioneered the concept of ‘quiet luxury,’ even before there was a name for it, and imagines its customers as worldly and cosmopolitan rather than beauty buffs.

How Aesop sustains beauty and quiet luxury for Aussie men

Francis Ford Coppola has opened the doors to the All-Movie Hotel in Georgia, a space for visitors and filmmakers with on-site production facilities. The venture taps into growing desires for immersive, identity-led travel and luxury experiences driven by niche, insider communities.

Francis Ford Coppola opens movie-themed hotel in Georgia

Louis Vuitton has teamed up with Timberland to court desires for accessible luxury. As people lean towards durability amid heightened eco-consciousness and rising prices, Louis Vuitton's approach aims to reach new audiences and flex cultural relevance by focusing on long-lasting everyday wear.

Louis Vuitton x Timberland focus on durable luxury

Charli XCX's sixth album, BRAT, has transcended music to become a cultural phenomenon. Its distinctive lo-fi, lime green branding, and strategic marketing have tapped into Gen Z's desire for authenticity, insider communities, and nostalgic tendencies – blending digital savvy with real-world impact.

How Charli XCX’s BRAT captured the cultural zeitgeist

Gen Zers are increasingly swapping weekends of hedonism for calmer (and cheaper) alternatives. As anxiety levels rise among young Britons and the lingering effects of the cost of living crisis tighten budgets, how can brands across food, drink, and leisure connect with this quiet cohort?

Why are Gen Zers staying in?

Zyn nicotine pouches have become a phenomenon in US youth culture as a symbol of masculinity and conservative values. The brand’s virality has sparked significant debate around ethical marketing and nicotine regulation, revealing a new culture war arena that has launched it into the mainstream.

How Zyn became a status symbol among Gen Z conservatives

Despite typical associations with an older generation of stout fans, Guinness has achieved cult status for young drinkers in the UK. As drinking habits shift within this group, people are looking to express their identity through their choice of beverage, and a new culture is forming around the brand.

Guinness popularity is soaring among young drinkers

Thanks in part to TikTok virality, Fujifilm is struggling to keep up with demand for their X100VI camera. The speed of digital innovation has influenced a renewed appreciation for tactile tech, and people are looking to add friction back into otherwise seamless processes.

Fujifilm sees surge in demand for physical cameras

South Koreans seek technology that boosts connectivity, increases workplace efficiency through AI, and provides innovative social and entertainment experiences. Their demands drive significant investments in digital infrastructure, allowing brands to focus on trendsetting and immersive experiences.

What do South Koreans want from their tech?

The world of livestreaming and influencers is generating billions in China. In this realm, Douyin superstar Crazy Little Brother Yang has over 100 million fans waiting on his funny content and authentic business ventures, which help both people and smaller businesses find reprieve during crises.

How Crazy Little Brother Yang humours China amid crisis

Instagram's broadcast channel feature has become a go-to tool for brands and creators, offering a more intimate connection with their audiences. As social media grows more exclusionary, features that balance public visibility with more personal communication are likely to gain further prominence.

Instagram tool connects creators to their audiences

Beyoncé's hair care line, Cécred, is capturing diverse beauty enthusiasts with its focus on inclusivity, self-care rituals, and scientific innovation. But can the brand maintain its momentum by addressing the industry's ‘texture tax’ and ensuring equitable pricing for all hair types?

Why Cécred weaves authentic science into Black hair care

The international denim company Levi's appeals to young, fashion-conscious Indian shoppers by emphasising individualism, self-expression, and freedom. It combines digital and physical retail, catering to Gen Z's preferences with personalised in-store experiences and smart influencer partnerships.

Why Levi’s customises denim for Indian self-expression

Pure Leaf Iced Tea has launched a campaign encouraging workers to take a break, looking to help employees carve time out of their day and center their relaxation rituals around iced tea. As people aspire to live softer lives, communications are tapping into the ways they’re looking to slow down.

Pure Leaf pushes back against hustle culture

Heinz has launched a limited edition ‘holy grail’ product for superfans, combining 14 sauces. Interest in bold flavours is growing among experimental Gen Zers, and now brands are leaning into novel ways to encourage exploration and personalisation within existing offerings.

Heinz taps into Gen Z's customisation desires 

For a quiet luxury brand, Bottega Veneta (BV) dares to take risks through different strategies to engage young Chinese luxury lovers. In its new creative era, BV’s endorsement strategies with local celebrities, unique theme pop-up stores, and social media stunts help it transcend ‘guochao’ gimmicks.

How Bottega Veneta renews luxury experiences in China

Hôtel de Crillon has partnered with The Skateroom to celebrate skateboarding's inclusion in the 2024 Olympics. The partnership highlights how giving space to lesser-known sports helps brands reach new audiences and support their surrounding fandoms with community initiatives. 

Hôtel de Crillon spotlights skateboarding in art exhibit

Dolce & Gabbana is showcasing local Sardinian craftsmanship in a luxury fashion event. With people increasingly seeking to celebrate their roots and identities, brands that organise exclusive events around lesser-known artistry and locations will broaden their appeal to wider audiences.

Dolce & Gabbana showcases local Sardinian craftsmanship

French fashion brand Coperni has become popular in the last few years for innovative runway stunts and creating tech-focused pieces suitable for everyday wear. As fashion houses tailor their offerings for a younger audience, what sets Coperni apart for a new generation of luxury consumers?

How Coperni models futuristic style for Gen Z fashionistas

Life cycle

People are looking for belonging in exclusivity 