brand worlds
Whereas in the past a person wearing a Nirvana t-shirt was probably a fan of the band’s music, today no such guarantee exists (and many more shirts are sold). This often precludes one of the original purposes of merch, a signaling of belonging to a certain (sub)culture.
Still, the meaning-making of merch has not disappeared, but merely shifted. A
... See moreAna Andjelic • Everything Is Merch
As demonstrated by brands like A24, Jacquemus, or Rick Owens, the best Brand Universes create a set of cohesive and immersive entry points that resonate with diverse customer segments on both a deeply personal as well as on a collective level. They are devoted to carefully maintaining the red thread that keeps these activities consistent and... See more
Christopher Morency • What Even Is a Brand Universe?
A Brand World is an expression of the brand’s living strategy that comes to life through cultural products and experiences. It's a dynamic and immersive ecosystem where a brand's vision, values, and identity are brought to life in many ways. This world is not static; it is continuously evolving, driven by how the brand unites with the evolving
... See more• Charli’s curation of the Brat collection at Roxy Cinema celebrated the tenets of a “BRAT” lifestyle, dimensionalizing the project beyond a one-off album, and turning it into a lifestyle and a mindset.
