People are taking a patchwork approach to self-expression to feel like they have control over how their identity is generated. Yet as individual expression becomes more mutable and mistrust in social systems abounds, there’s one place above all that people are seeking integrity and guidance: brands.

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.

Grimes is stoking interest in alien beauty and body enhancement with alternative white ink tattoos. In a period filled with pessimism due to a war and global pandemic, more beauty and fashion fans are turning to retrofuturistic fantasy and sci-fi for escapism and optimism.

The influencer economy is being influenced… by the economy. As global uncertainty causes economic what-ifs, attitudes towards traditional influencer tactics are shifting. With consumers opting to leave overconsumption and overspending in the past, ‘de-influencing’ is helping them do so.

Predominantly found on TikTok, e-girls are redefining what it means to be a female gamer, tackling the prejudice this community faces with weird, self-aware, and ironic humor. How exactly did this subculture arise, and what can these girls teach brands about Gen Z’s favorite new social platform?

Greta Gerwig’sBarbiemovie has led to increased interest in Barbie-inspired fashion. Despite comfort becoming a top priority when buying clothes post-pandemic, the power of Barbie is seeing people forgo this quality if it means they can indulge in some sartorial nostalgia.