The self-made mythos is as powerful as ever, despite societal upheaval testing its limits. Even mundane pastimes have been monetised as people cash in on massive audiences and leave no niche unexplored. Selling out is no longer a source of embarrassment, it’s just what makes the world go round.

French label Vetements has turned heads in the fashion industry ever since it rose to fame for selling a $330 replica of a DHL driver’s uniform t-shirt. Now, it’s endorsed internet-era copycat Vetememes, in a move that proves it understands a younger, more internet-savvy luxury consumer.

Once staunchly anti-social, with working-class roots, tattoos are experiencing a renaissance. A new collaboration between Swiss watchmaker Hublot and tattooist Maxime Buchi is the latest in counter-culture luxe, demonstrating that distinctions between high and low culture have all but disappeared.

From Etsy stores to YouTube channels, a generation of young people are starting up their own 'side hustle’ outside of the regular nine-to-five. What’s driving these predominantly Gen Y workers to trade their free time for toil, and what does this reveal of their changing values and lifestyles?

Beneath London’s Waterloo Station you’ll find a 3,000 square metre space housing an 850-capacity music venue, gallery, cinema and skatepark. This isn’t an old stomping ground passed down through generations of skaters, but the latest branded experience from US footwear giant Vans.