Spreading messaging via graffiti artists was once the purview of edgier brands, but luxury names are getting in on the action. As high-end brands aim to resonate with younger shoppers, they’re using street culture as a mouthpiece for their messages, even at the expense of prestige.

The internet has created a new kind of expert, one who draws knowledge from search engines and social media rather than years of investigation and practice. Yet the opinions of the modern connoisseur are not to be taken lightly. How are they signalling their status and influencing everyday habits?

McDonald’s has launched an e-commerce store selling everything from fry-emblazoned hair ties to burger bun umbrellas – all branded with Golden Arches imagery. No longer just going to restaurants for the food, people want to buy into a lifestyle, especially if it lends itself to meme culture.

From Apple to Lululemon, cult brands elicit something that approaches religious fervour among their dedicated customers, helping to not only boost their sales figures but establish their place in the common cultural lexicon. But how exactly do companies inspire such levels of devotion?