Once a signifier of luxury or novelty, custom products and services are now within reach of the everyday consumer, thanks to the rise of artificial intelligence, algorithm-led platforms, and the COVID-era digitisation boom. Today, everyone wants to be the main character of their brand experience.

Concert-goers are seeking out the thrill of IRL events that are part hedonism, part escapism and a whole lot of fun. Pop culture can serve as an emotional antidote to the chaos and unpredictability of many people's lived realities, but what’s the psychology behind these thriving fandoms?

Swiftogeddon is a club night devoted to playing Taylor Swift tracks, with Swifties attending in costume to complete the Eras Tour atmosphere as they bring digital fandom IRL. As fans seek ways to come together offline, how are personalised, hyper-specific experiences helping them build community?

Fans are taking creation into their own hands, putting unique spins on their favorite movie characters and songs to create experimental, humorous, and cross-genre content. How will this impact the future of fandom culture from building communities to fostering parasocial relationships?

Members of the K-POP group BTS are exploring relationships with luxury fashion houses, with Dior signing Jimin and Suga signing with Valentino. The collaborations come as the brands further expand their relationships with South Korea, where luxury spending with Dior is among the highest worldwide.