Creatives behind Glossier and Brat explain the new rules of branding

Under pressure for newness, brands struggle to actually create new stuff, but by curating the old, they give it renewed meaning and purpose in consumers’ eyes.

cultural tastes may be shifting towards a new demand for authentic, hand-made digital experiences

One thing is certain: the authenticity aesthetic served as a cohesive for all of these developments. It tied the spectrum of consumable items, spaces, and identities into a single unified visual experience.

This is a good time to discuss the demand for authenticity and where it comes from. As I hinted at previously, there’s a personal dimension to a... See more

In a sense, this is another manifestation of “Power to the People.” While often viewed through the lens of socio-political or -economic strife, this flock toward the excessive and extravagant is a push against another type of commercialized institutionalism:  wellness .

From seductive night luxe, to innocent kidcore, it’s as

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The most iconic brands and creators that will be created over the next 10 years won’t be cookie-cutter, they’ll be community-based. The result will be more unique experiences.