In a hyper-connected world, it feels like everything previously ‘insider’ is more available than ever: from behind-the-scenes access to the lives of public figures to travel experiences immersing people into worlds previously deemed unattainable. But while people embrace this community-based inclusivity and u...

McDonald’s has launched a fashion collaboration with Helsinki-based brand Vain. By offering a sense of hyper-locality and community and playing with the idea of being ‘in the know’, the partnership demonstrates how a brand with immense cultural capital can benefit from a niche connection.

The phrase 'garbage trends' has emerged as a tongue-in-cheek way of describing common, fleetingly viral fads, particularly those arising from TikTok. From fashion styles to memes, internet phenomena are coming and going so quickly that companies trying to engage with them must be particularly savvy.

Food and fashion collaborations are becoming popular across various sectors, offering a platform for creative expression and cultural exploration and allowing brands to create innovative experiences that resonate with consumers. But how can brands jump into this creative synergy of food and fashion?

Chamberlain Coffee has found success among a younger generation of coffee drinkers, earning itself a cult-like following. It's an example of how cultural icons are proliferating their influence across sectors, leading brands to partner with unlikely figures who resonate with wide audiences.