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...

As a visual-first generation, people in their late teens and early twenties are developing new layers of visual culture to build community, express their individualism, and push back against the status quo. How is the fashion sector embracing post-ironic and meta-ironic behaviours for Gen Z?

Praying has gained a cult following owing to the brand’s ironic digital aesthetic and use of humourous and subversive iconography. With its popularity stemming from sartorial provocation, niche internet culture, and religious decontextualization, what does this say about modern consumer tastes?

No stranger to controversial drops, MSCHF has released a cologne that replicates the smell of WD-40. Taking olfactory experimentation to the next level with its embrace of satire, the scent has found resonance among Gen Zers who are looking to fragrances as a conduit for ironic self-expression.

L.L. Bean’s 'Boat and Tote' bag has enjoyed viral success in 2022, with Gen Zers embroidering the iconic preppy tote with ironic messages and pop culture references. Shoppers want to see themselves reflected in their purchases and brands are leaning into customization to drive loyalty.