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Every brand says “community.” Topicals actually means it.
Does anyone rememeber Amina Muaddi?
What Skims and Rhode know about selling out, that most brands don’t.
This is the quietest brand in fashion—and here’s why it works.
PLT’s beige era is here — but is it believable?
How to build a brand world (and sell sunscreen while you're at it).
PHLUR ends the year with a fragrance built on tension: “the rare moments when two energies collide.” Afterglow leans warm, woody, and amber. This is PHLUR doubling down on sensorial storytelling, continuing to prove that fragrance brands win when they sell the narrative, not the notes.
A Shay Mitchell-led travel brand and a fast-casual burrito empire… yet somehow it makes perfect sense. The 11-piece capsule includes a Burrito Holder Sling, Take-Out Tote, Guac Cup Bag Charm and the infamous Chipotle Rollers—all positioned as survival tools for holiday travel and your Chipotle order.
To celebrate her new business MasterClass, 'The New Rules of Business', Kim installed five mirrored monoliths at the Oculus in NYC, each etched with principles from The Ten Kimmandments. Hyper-reflective, highly photographed, and unmistakably Kim. Kim continues to merge brand, persona, and environment with near-surgical precision.
Uber and OpenTable’s Miami activation was already expected but no one anticipated a massive butter sculpture of a pair of licking lips. Part surrealism, part brand theatre, all engineered for social virality. The best IRL moments now sit at the intersection of oddity and shareability. If it makes you look twice, it’s doing its job.
Hailey Bieber posted her routine on TikTok and, at the very end, quietly placed a grey circular patch with a Rhode “R” on her face. Could this be confirmation of Rhode pimple patches? Only time will tell. But one this is clear: Rhode has perfected the art of low-effort, high-impact drops. The kind that weaponise curiosity and let the audience do the marketing.
Miu Miu Beauty opened its most immersive US retail expression yet at Aventura Mall in Miami. The Miutine Holiday House takes visitors through an olfactory “home,” from vanity to holiday dining room to game room and even a live-typed personalised note station. Polaroids, postcards, and nostalgia included. This is experiential retail done properly—intimate, tactile, narrative-driven, and strategically placed within one of America’s most premium mall environments. Miu Miu continues to build a beauty world with emotional layers rather than just products
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This brand perfected basics, here's how.
The activewear brand loved by celebs. But what's behind their success?
We’re obsessed with Reformation — and there's two big reasons why.
The surprising evolution of this everyday store.
How Jess Hunt brought this brand to life through brand activations.
While the brands mentioned are not sponsored or paid advertisements, some of the products highlighted may earn us a commission.
PHLUR ends the year with a fragrance built on tension: “the rare moments when two energies collide.” Afterglow leans warm, woody, and amber. This is PHLUR doubling down on sensorial storytelling, continuing to prove that fragrance brands win when they sell the narrative, not the notes.
A Shay Mitchell-led travel brand and a fast-casual burrito empire… yet somehow it makes perfect sense. The 11-piece capsule includes a Burrito Holder Sling, Take-Out Tote, Guac Cup Bag Charm and the infamous Chipotle Rollers—all positioned as survival tools for holiday travel and your Chipotle order.
To celebrate her new business MasterClass, 'The New Rules of Business', Kim installed five mirrored monoliths at the Oculus in NYC, each etched with principles from The Ten Kimmandments. Hyper-reflective, highly photographed, and unmistakably Kim. Kim continues to merge brand, persona, and environment with near-surgical precision.
Uber and OpenTable’s Miami activation was already expected but no one anticipated a massive butter sculpture of a pair of licking lips. Part surrealism, part brand theatre, all engineered for social virality. The best IRL moments now sit at the intersection of oddity and shareability. If it makes you look twice, it’s doing its job.
Hailey Bieber posted her routine on TikTok and, at the very end, quietly placed a grey circular patch with a Rhode “R” on her face. Could this be confirmation of Rhode pimple patches? Only time will tell. But one this is clear: Rhode has perfected the art of low-effort, high-impact drops. The kind that weaponise curiosity and let the audience do the marketing.
Miu Miu Beauty opened its most immersive US retail expression yet at Aventura Mall in Miami. The Miutine Holiday House takes visitors through an olfactory “home,” from vanity to holiday dining room to game room and even a live-typed personalised note station. Polaroids, postcards, and nostalgia included. This is experiential retail done properly—intimate, tactile, narrative-driven, and strategically placed within one of America’s most premium mall environments. Miu Miu continues to build a beauty world with emotional layers rather than just products
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