In lieu of its usual annual in-person event, streetwear and pop culture magazine Complex launched a virtual shopping festival at which customers browsed branded shops in avatar form and got insider-only peaks of product drops and shopping opportunities from the comfort of home.

ComplexLand

Pop star Dua Lipa launched newsletter Service95 and podcast At Your Service in an effort to be “of service” to fans. She uses it to share travel and lifestyle recommendations from her time touring the world as well as personal notes to fans. 

Service95

Tech entrepreneur Alex Masmej created the first Ethereum Personal Token ($ALEX), essentially using cryptocurrency to sell shares of himself. For three years after launching the project, holders of $ALEX receive 15% of Masmej’s income and can exchange tokens for privileges such as an introduction to someone in his network.

Ethereum Personal Token

Nike opened the Paris-based House of Innovation store as part of its strategy to scale back dependency on wholesale partners and have more control over its distribution. The store features exclusive product lines and opportunities for shoppers to personalise items.

House of Innovation 

In 2020, a team of young techies exploited Silicon Valley’s love of hype and exclusivity by enticing people to sign up for early access invites to a mysterious and ultimately fake private beta called Eye Mouth Eye. They subsequently donated the capital they raised to racial justice organisations.

Eye Mouth Eye 

TikTok teens scrutinised conspicuous wealth and elitism in videos describing the “most insane actual rich person behaviour” they have witnessed, such as people buying separate houses for parties or spending tens of millions of dollars on weekend-long trips.

Eat the rich

Event organisation Muses Escape devotes itself to the production of retreats for femme-identifying people who want to bring magical-feeling fairycore and cottagecore styles to life via parties featuring old-fashioned activities like arranging dried flowers and writing love letters, all held in beautiful historic settings.

Aesthetic party girls 

‘Cheugy’ emerged as a pejorative way to describe fashion and behaviours that are embarrassing, out-of-date, and basic – from chevron stripes and ‘live, laugh, love’ posters to people who are simply trying too hard.

The 'C' word

Younger generations are now splurging on groceries, a shift from previous spending trends on luxury items like designer clothing and expensive vacations. People are looking for more everyday experiences of luxury, and flashy food and beverages are becoming a popular indulgence.

Millenials and Gen Zers are splurging on groceries

Political parties leveraged digital technology, social media influencers, and artificial intelligence (AI) to attract hundreds of millions of Indian voters in the 2024 general election like never before, raising concerns about the misuse of AI and exposure to misinformation and one-sided opinions.

How AI and deepfakes are changing how Indians vote

Maataso stands out from her fellow J-beauty influencers by downplaying her looks with refreshing hilarity, maintaining relatability even after undergoing trendy plastic surgery. Her fans' positive response says a lot about Japanese beauty ideals and her talents as an entertaining Mom YouTuber.

Why Maataso glamourises the ‘ugly’ parts of J-beauty

Wyn Beauty is a sports-backed cosmetics brand recently launched by tennis champion Serena Williams. With the cosmetics space increasingly dominated by celebrities, Wyn Beauty aims to go beyond mere aesthetics and create functional products that cater to active, on-the-go lifestyles.

Wyn Beauty meets needs of functional-first beauty buffs

Billboard is launching an interactive mobile game that lets fans 'predict the hits' and be rewarded for their accuracy. Music is rapidly becoming a participatory and interactive experience, with brands offering new ways for fans to engage with and enjoy their favorite artists and songs.

Billboard Hot 100 game encourages fan participation

The NBA’s Brooklyn Nets have teased a high-fashion collaboration between its luxury private label bǝrō and Colm Dillane of KidSuper. As the worlds of sport and fashion become increasingly intertwined, there's an opportunity for brands to leverage co-branding to reach new audiences.

Brooklyn Nets fashion collaboration targets new fans

Naver, South Korea’s biggest search engine, has created interactive shopping experiences and a thriving online community. Through its combination of group-buying, live e-commerce, and AI-generated ads, it continues to make exciting improvements that keep it at the top of the game in South Korea.

How Naver decodes Korean shoppers’ online lifestyles

Discount retailer Aldi has launched its first branded streetwear collection, with pieces retailing for $20 or less. At a time when the cost of living crisis is still weighing on Aussies’ minds, Aldi is democratising the hype culture typically associated with luxury streetwear and exclusive drops.

Aldi debuts streetwear for hypebeasts on a budget

Mountain Dew has reached out to gamers and outdoor enthusiasts alike in an unlikely crossover, looking to market to niche audiences with a line of outdoor gear. Brands are intentionally targeting interest-based communities to build loyalty and excitement among peer groups online and in person.

Mountain Dew targets gamers and outdoor enthusiasts

With 2024 hailing several international sports tournaments, many Americans will be building getaways around spectator events. On Location specializes in curating premium experiences that create lasting memories for sports fans, crafting itineraries rich in culture, food, history, and community.

How On Location crafts niche itineraries for sports fans

‘Cool’ may be hard to commodify, but cult independent newsletter Perfectly Imperfect has done just that. By creating a digital oasis where cultural insights and recommendations are shared free from algorithms and advertising, it maintains integrity by prioritizing genuine user taste exchange.

How Perfectly Imperfect broadcasts cultural cool

‘Budol’ culture is a phenomenon that influences Filipinos to shop online impulsively because of social media trends and recommendations from friends. While this can promote a sense of community among buyers with the same preferences, it can also lead to overspending and mindless purchases.

How ‘budol’ culture makes Filipinos overspend

PNC Bank has launched a campaign asserting itself as the 'boring' bank, pushing back against instability in the financial sector throughout the early 2020s. As people react to volatility in the crypto market and the conventional economy, they’re looking for brands to project stability.

PNC Bank uses 'boring' label to promote stability

Japanese transit companies like JAL are leading in sustainable upcycling, while Ace Luggage transforms retired train lines into chic travel goods. The collaborations with designers and transit enthusiasts elevate waste into aspirational accessories, aligning with travellers' sustainability goals.

Transit firms turn old vehicles into eco-collectibles

Posse has become the ‘it girl’ label of choice by winning the hearts of celebrities and fashion enthusiasts globally for its sustainable ‘leisurewear.’ As high-quality, timeless products take precedence over fast-fashion fleeting styles, how did the brand build such a formidable reputation?

Why Posse understates Paris chic for Aussie fashionistas

Two shoppers have filed a proposed class action lawsuit against Hermès in San Francisco over its exclusive access to the Birkin bag. As the way people engage with luxury continues to transform, it may no longer be enough for brands to rely on traditional models of hyper-exclusivity alone.

Hermès lawsuit shows evolving attitudes to exclusivity

K-pop singer Bibi's single 'Bam Yang Gang' has topped the charts in Korea, sparking a surge in sales of the traditional dessert of the same name. Tapping into young audiences' trend-chasing psyches, brands are capitalising on people's desire for a sweet respite from the stresses of everyday life.

K-pop hit spurs retro dessert craze among young Koreans

KFC’s Crazy Thursdays promos have moved netizens and Chinese diners with clever memes and content that have spawned wildly viral moments. From the start of its ‘V50 Get Rich Quick Nuggets’ campaign, the fast-food giant has blended humour with hot deals to spice up weekly dining rituals.

How KFC wields meme culture to own Thursdays in China

PUMA and plush toy brand Squishmallow have launched a line of ultra-soft footwear and apparel appealing to adults and kids alike. Brand collaborations like these highlight how people are finding comfort in subcultures that tap into their need for connection amidst turbulent times.

PUMA x Squishmallow collab encourages comfy subcultures

Over the past few years, Germany has seen a burgeoning trend of local rappers creating and endorsing food products, illustrating how intertwined subcultures, music, and art are. How are these foodie collabs blending traditional and modern flavours and what’s the future of Germany’s food culture?

How local rappers are changing Germany’s culinary scene

Limited-edition releases have been a long-standing marketing strategy that appeal to our psychological triggers, tapping into our desire for exclusivity and a niche community. How are brands enticing consumers’ desires through rare product releases and tech advancements?

What’s driving the desire for limited-edition products?

As the first generation of true digital natives, it’s no surprise that Gen Alphas are already engaged in the news. Australian youth stay in the loop through video explainers and short-form updates – but these kids are still in need of more robust digital literacy skills and forums for discussion.

How are Australian Gen Alphas getting their news?

Impossible Foods has revealed a brand overhaul centered around the craveability of meat products – a departure from conventional plant-based marketing. As interest in plant-based meat wanes, associated brands are changing tact and using alternative approaches to attract flexitarians.

Impossible Foods' brand refresh caters to flexitarians

Digital wardrobe app LehLah has enlisted Athiya Shetty to give its users insider access to the Bollywood actress’ personal closet. The campaign is speaking to Indian fashionistas who are looking for more peer-influenced-curation when it comes to product discovery and recommendations.

LehLah brings community intimacy to style discovery

In a saturated streaming landscape, Wes Anderson's Galerie film club offers users an alternative that prioritises community and human-led experiences. As media giants battle it out, Galerie keeps people engaged by fostering belonging through its unique approach to content curation.

How Galerie film club empowers human-led content

Foundations, exhibitions, sponsorships, and mentoring programmes – luxury brands are pursuing a range of arts and cultural branding strategies to legitimise their symbolic power. Why is the industry leveraging cultural credibility in their marketing, and how are consumers perceiving this shift?

Why luxury brands are aspiring to be cultural tastemakers

Fandom is firmly in the zeitgeist, from sports to politics and entertainment. However, less attention is paid to those who don’t consider themselves fans. Canvas8 spoke to Heath McDonald, a professor of marketing at RMIT, to find out how brands can better engage their least faithful customers.

Not my thing! The science of non-fans

Beauty products have become one of Indonesia's fastest-growing markets and businesses in the last few years. However, local brands used to have less access to expand their market. Sociolla emerged as an e-commerce platform bridging the gap between beauty brand enthusiasts and the brands themselves.

How Sociolla blends Indonesian quality into global beauty

Excelling at both product innovation and viral marketing, Topicals is a global beauty force to be reckoned with. Serving a diverse market of Gen Zers, the brand is lauded for its representation of those with ‘imperfect’ skin and its hyper-relevant cultural conversations around skin neutrality.

How Topicals highlights diverse beauty through viral UGC

As the global boiling continues, industry experts are saying that people are turning to colder climates for their vacations. Climate change is impacting travelers’ priorities, with many seeking out different kinds of trips due to changing weather patterns at home and abroad.

Climate change drives travelers towards 'coolcations'

Regional music styles have evolved in Southeast Asia. In the Philippines, the popularity of ‘budots’ (‘slacker’ in the Visayan language) from a grassroots scene to a mainstream genre shows that it could redefine Filipino dance music, which in the past has been heavily inspired by the West.

How Filipino EDM genre budots took street music worldwide

Gentle Monster is more than a sunglass store with colossal robots. Its rich, immersive brand narrative is a survival tool for the future of luxury retail. Through experiential stores and experimental accessories, it highlights the power of quality experiences that stand out to the fashion-forward.

Why Gentle Monster turns Korean shades into mod spectacles

While budget concerns are seeing luxury buyers turn to pre-owned items, challenges persist as they seek foolproof authentication to verify the hidden gems they’ve discovered. Canvas8 spoke to seven Britons to explore their affinity towards resale platforms for high-end goods.

Why are Britons buying pre-owned luxury?

Resale platforms are a staple of the contemporary shopping experience, but do people trust them enough to splurge on luxury goods? Canvas8 spoke to five Americans about the pros and cons of buying high-end items second-hand, and whether they’d ever switch back to buying new from a brand.

Why are Americans buying pre-owned luxury?

Richard Shotton, author of The Choice Factory and The Illusion of Choice, offers insight into the commercial application of behavioural science for Canvas8’s Breakfast Briefing series. He speaks directly to clients on how they can incorporate heuristics and biases into their company strategies.

Richard Shotton on behavioural science in business

The Row's show at Paris Fashion Week banned phones, focusing on craftsmanship over digital exposure, sparking publicity and intimate engagement. This reflects a luxury trend towards exclusivity and personal experiences, indicating a shift to privacy and tactile luxury in the digital age.



The Row channels brand exclusivity by banning phones

Parlon, a Filipino beauty and tech platform, makes self-care easy by hosting over 500 wellness service providers. By catering to Filipinos’ health and wellness priorities post-pandemic, it is a one-stop shop for beauty enthusiasts and helps independent salons with digital operations.

Why Parlon digitises the Filipino beauty salon experience

Arc'teryx's Tokyo museum showcases the heritage and evolution of its outdoor apparel, reflecting its growth and the blending of fashion with art and community. This move symbolises a broader trend of integrating cultural expression into fashion, as well as integrating experiences into retail.

Arc’teryx take gorpcore to the art world with museum

New York pet brand LUNGE transforms everyday pet accessories into playful and stylish designs, capturing the aesthetics of NY dog walkers. The luxury pet economy is booming, while birth rates are declining – instead of spoiling their kids, young Americans are splurging on pets.

LUNGE makes pet ownership high fashion in NYC

The international impact of Thai pop culture through movies, series, and other media has been an exciting breakthrough for Southeast Asia. Making waves on the internet now is Thai beauty, catching eyes and turning heads with a distinct makeup style and affordable cosmetics.

Thai beauty's secret to going global? Focusing on local shoppers

YOOX Net-A-Porter has launched a virtual try-on system, mirroring shoppers' measurements using a virtual avatar to help give a better idea of size and fit. Shoppers are looking to be more conscious with their purchases, leading brands to innovate the try-on process to minimise returns.

Net-A-Porter offers certainty via virtual try-on

SSENSE has grown into one of the biggest names in fashion retail and a favoured destination for Gen Y and Z designer label enthusiasts. As young consumers enter the world of luxury shopping, how does the brand’s cultural appeal align with their shopping needs and desires?

How SSENSE improves young people’s access to luxe fashion

Gen Yers are increasingly worried about outliving their savings, turning some towards get-rich-quick options over sensible savings. While some remain optimistic about retirement, there's a need to educate young people about responsible methods for planning their futures.

Gen Yers are looking for retirement help

In India's thriving luxury beauty sector, Bollywood biggie Deepika Padukone's skincare venture, 82°E, aims to seize attention. Despite facing pricing and communication challenges, star power and a focus on sustainability have boosted visibility, but the question remains – is it enough for success?

How 82°E associates Indian skincare with celebrity status

Spotify has launched an in-house music consultancy called AUX that will guide brands on how to use music in advertising and pair them with musicians. As the UMG x TikTok clamp down puts music discovery in flux for emerging artists, Spotify aims to connect brands with their community of creators.

Spotify consultancy connects brands with emerging talent

In his first standalone collab for LV, Pharrell Williams has enlisted Tyler, The Creator to design a capsule collection. While people feel increasingly ambivalent about celebrity influence in consumption, the drop demonstrates the enduring power of brand collabs when done thoughtfully.

LV capsule taps Tyler, The Creator to amp up star power

Gen Y and Gen Z are discovering watch-collecting as a way to signal and flex status, and they’re elevating their game to take advantage. Against this backdrop, British watchmaker Christopher Ward has catapulted to the top of the mid-range pile, winning admirers from across the globe – but how?

How Christopher Ward bucked watch-collector expectations

Ticketless Swifties in Australia attended the Melbourne Cricket Ground to get as close to the Eras tour as possible – without actually getting into the show. As the power of fandom continues to grow, there is an opportunity to consider how all fans can be engaged, even those 'outside' of an event.

Swifties attend Eras tour without tickets to Taylor-gate

Home Buddies, the Facebook group-turned-company reshaping Filipino homes, has mastered the art of organising communities online. The mammoth user-led group has become a safe space for Filipino home enthusiasts to share their living spaces, home design tips, and shopping recommendations.

How Homes Buddies gathers a village of home designers

Consumer skepticism has seen an array of celebrity beauty brands develop a less-than-favorable reputation. However, invested consideration from emerging players such as Rhode by Hailey Bieber has been shown to win over beauty buffs in an oversaturated market, carving out a blueprint for success.

How Rhode uses star power to win over young beauty buffs

Jil Sander, the sleek, sophisticated brand with a storied history, is often lauded for its minimalism, but its creative efforts demonstrate how luxury can be so much more than quiet. In doing so, it is attracting younger consumers who are looking to add individualism into the mix.

How Jil Sander’s anti-nostalgia approach taps Gen Zers

The brand's ‘You Got This’ campaign aims to reshape perceptions around performance anxiety in sports. At a time when people are searching for alternative sources of authority in their daily lives, the brand is positioning itself as inclusive, solutions-driven, and universal.

Adidas launches campaign backed by neuroscience

After a TikTok moment launched Stanley Quenchers to virality, the brand has strived to maintain its fans by embodying modern wellness and collectibles culture. Their popularity demonstrates how even established heritage products can acquire new meaning when applied to fresh cultural contexts.

Why Stanley cups drive a thirst for emotional collection

Pacsun is pioneering a strategy to co-create and build a community around its brand with creatives. As people demand transparency from businesses and expect them to step up to society's challenges, collaboration opens up communication in ways that could lead to increased trust and loyalty.

Pacsun initiative collaborates with creatives on brand

Netflix's documentary chronicling the making of the hit We Are The World leverages nostalgia to appeal to Gen X audiences. While younger generations clamour for 'fauxstalgic' experiences, there's an opportunity for brands to cater to those generations who were there the first time around.

Netflix documentary harnesses pop culture nostalgia

Fans of Hailey Bieber’s skincare brand, Rhode, have been anticipating a new product launch after the model soft-launched a new phone case with a built-in lip balm holder on social media. This is an example of a brand that successfully operates across sectors to become a social signifier.

Rhode lip balm phone case becomes social signifier

Once confined to the backyards of Mexican mansions, padel has rocketed to the world stage, captivating people with its unique blend of accessibility, social play, and competitiveness. What does the future hold for the sport, and how can it continue to grow among fitness enthusiasts globally?

How is padel becoming the ‘It Girl’ of sports?

Spicy lattes – with sliced chillis and hot pepper powder – are the latest iteration of crazy coffee flavours that have emerged in recent years in China. While the drink makes for great content, it also nods to a growing interest in innovative recipes that draw on the country's traditional culture.

Spicy lattes are the latest iteration of crazy coffee

The Instagram page Real Housewives of Clapton serves as both a satirical commentary and a cultural barometer of the UK’s creative class. In a time where social cohesion is strained, and markers of adulthood are shifting, how can hyper-localised meme pages help build a sense of community?

How RHOC captures East London’s creative class

Paris 2024 and Chaumet have unveiled medals for the Olympic and Paralympic games, featuring metal taken from the Eiffel Tower replaced during refurbishments. Luxury brands are increasingly entering the sports arena, with both sectors finding opportunities to reach new audiences.

Chaumet brings Paris 2024 Olympics into the luxury world

The Chinese lifestyle app launched a new 'nearby' section to make finding local gems easier for users and connecting with people around them as they travel. This feature highlights the way people are increasingly looking for niche local finds and ways to blend their on and offline interactions.

Xiaohongshu launches 'nearby' tab in-app for local recs

An Re/Max ad has humorously tackled the issue of getting recommendations from strangers on big decisions like buying a house. It emphasises its agents as trusted experts amid the pitfalls of word-of-mouth recommendations, positioning the brand as a reliable authority and source of truth.

Re/Max ad tackles unsolicited housing advice

Yelp has introduced a series of AI-driven features to provide quicker pathways to the information that diners care about when looking for recommendations. As AI becomes the norm for recommendations, consumer expectations for accuracy, immediacy, and ease of use are increasing.

Yelp uses Ai to enhance user recommendations

Hestia Cigarettes is leveraging online influence and word-of-mouth marketing to appeal to modern smokers. By harnessing the power of UGC and leveraging the rebelliousness and nostalgia many young Americans have adopted, it has positioned itself as a cult brand and ‘cool’ alternative to vaping.

How Hestia became a cult brand among modern smokers

In an oversaturated K-pop industry and global media market, fourth-generation girl group NewJeans enjoys a rare dominating success. Through Phoning, a NewJeans-specific, Y2K-branded app, the girl group grants superfans the illusion of hyper-personalised inside scoops into the lives of group members.

Why Phoning recalls the flip-phone experience for Gen Zers

Reliable Sauce, a podcast from BBC News, targets Gen Zers with conversational, low-impact discussions about topical news issues. While young people largely get their news from social media, demand is growing for programs that offer balanced coverage in an easy-to-digest format.

Reliable Sauce brings conversational news to Gen Zers

California Naturals has unveiled a campaign starring Owen Wilson as the brand’s ‘Chief Shampoo Officer’. As people become desensitized to celebrity-backed beauty brands, there’s an opportunity to put a fresh spin on star power as a strategy to enhance authenticity, not diminish it.

California Naturals harnesses Owen Wilson's icon status

Headlined by the Paris Olympics, 2024 is set to be a big year for sports. With fandom now associated with digital engagement just as much as physical attendance, Canvas8 spoke to Nataliya Bredikhina, an assistant professor of sport management, to unpack the opportunities for brands and marketers.

No 'I' in 'Team'! The science of sports-star branding

Italian luxury brand Dolce & Gabbana spotlights the value of artisanry 'fatto a mano' in a unique exhibition in Milan that spotlights the life of its creators. As prices continue to rise, luxury brands that lead with exceptional craftsmanship and heritage could help convince cautious consumers.

Dolce & Gabbana spotlights uniqueness of its artisans

Despite having little social media presence, Josh Cellars has seen a surge in popularity thanks to memes spread online. It’s a perfect example of how the memes and trends fueling the internet can foster unexpected popularity for brands, serving as authentic and organic marketing.

Unexpected Josh Cellars wine memes cause sales spike

According to research, Gen Zers watch more anime than they do football, pointing to a growing generational disconnect in sports fandom. Young people are engaging deeper with new forms of media, and brands are looking to movements like anime to appeal to Gen Z sensibilities.

US Gen Zers prefer anime over American football

Mixed martial artist Keith Lee has gained fame on FoodTok despite his culinary inexperience, with viewers instead being drawn by his relatable personality and no-nonsense approach to critiquing cuisine. As audiences put their trust in real people, candid content is gaining favor in digital spaces.

How Keith Lee became a culinary tastemaker

What happens when an established fragrance manufacturer teams up with one of Germany’s most popular social media influencers to launch a premium perfume brand? Selling out within hours of launching, Orodion demonstrates the impact of digital channels on the niche perfume category.

How Orodion is bringing premium scents to connoisseurs

Described by some as the antithesis of the 'clean girl', the mob wife aesthetic has gone viral with gaudy, 90s-inspired looks. As micro-trends come and go faster than ever before, people are rethinking what it means to have personal style in a time of flattened, algorithmic identities.

TikTok users are divided about the 'mob wife' aesthetic

Battlegrounds Mobile India (BGMI) has dropped an ad campaign that highlights local gaming trends. No longer viewed as a siloed form of entertainment, gaming has become an integral part of Indian culture, and brands can unlock its ability to bring people together in larger-than-life ways.

BGMI spotlights gaming fandoms as a way of life in India

The notion of ‘anti-fandom’ has come a long way since its fan fiction roots. Rather than subverting existing fandoms due to a disliked IP or artist, individuals and communities are critiquing entire fan groups and ideologies. What does this suggest about people’s engagement with media and culture?

How anti-fandom is subverting pop culture norms

Succession is one of the biggest shows of recent times, and fans gathered online to dissect the show and the characters, make plot predictions, and take style notes. US Heritage Auctions have also given fans a way to extend their relationship with the show by acquiring memorabilia used in its making.

'Succession' fans express fandom through memorabilia

Cartd aims to simplify recipe replication from social media by enabling users to easily shop for social-inspired ingredients from their chosen supermarket. With many using social media for midweek meal inspo, bridging the gap between social media and their online grocery baskets is key.

Cartd makes replicating social media recipes easy

Prada has released a Chinese New Year campaign that harks back to the olden days of Shanghai. With visual references to Wong Kar-wai, the ad is capitalising on people’s renewed interest in Shanghainese history while also speaking to luxury brands' growing efforts to court cinephiles.

Prada revives Old Shanghai in Chinese New Year campaign

Dodgers megastar Shohei Ohtani’s endorsement of Japanese skincare brand Decorté has sparked more interest in the brand among Japanese men. It’s reflective of sports fandom as the gateway to brand discovery, where companies are increasingly leaning into athletes to reach under-served audiences.

Baseball star piques Japanese men’s interest in beauty

Compared to its beauty industry counterparts, the oral care industry has fallen behind in innovation and transformation. But a renewed laser focus on dental wellbeing means the sector is full of potential, with luxury brands like Selahatin looking to capitalise by elevating everyday routines.

Why Selahatin brings artisanal oral care to luxe consumers

Taco Bell has launched a new value menu expansion alongside a vegetarian combo deal that's only available online or through the chain’s app. As diners look for value, chains like Taco Bell are trying to build loyalty by driving purchases to be made through proprietary apps.

Taco Bell uses online exclusives to drive loyalty

The high-end fitness company Equinox has dropped a campaign that centers on primal desires to court affluent gym-goers. As HNWIs redefine the luxe life through the lens of wellness, there’s an opportunity for brands to de-center products and lean into more holistic messaging instead.

Equinox’s avant-garde ad rethinks fitness as hedonism

Gen Zers in the US are becoming increasingly engaged superfans due to a sense of community, peer-led creative expression, and stress relief. Canvas8 spoke to Swifties, Star Wars fans, and die-hard sports supporters across the US to find out how they engage with their fandoms on a day-to-day basis.

Why American Gen Zers are die-hard superfans

Dupes have been dominating every industry at the moment. The allure of finding a ‘dupe’ lies in obtaining a lower-priced item and discovering an alternative that offers comparable quality and value. How can brands take advantage of the dupe culture rather than being threatened by it?

How dupes help shoppers save and express status

Veuve Clicquot and Belmond have teamed up to curate a selection of exclusive train journeys across three continents aimed at HNWIs. Amid an economic crisis, the collaboration highlights how brands are catering to a subset of the luxury demographic via unique and sustainable travel experiences.

Veuve Clicquot and Belmond cater to luxury eco-travel

In an era where micro-trends reign supreme and everyone’s a critic, Data, But Make it Fashion is cutting through the noise to provide fashionistas with technology-based information on what’s actually trending and worth investing in. How is the platform shaping the future of fashion?

How Data, But Make it Fashion reshapes shopping trends

The convergence of how Gen Zers dress themselves and their homes is being recognized by young designers as an opportunity to tap into revenue from a new market. When did rugs, candles, and mirrors become big business for new-age fashion brands and how did micro-trends on TikTok facilitate this?

Why are US fashion brands expanding into homeware? 

Lego has announced that the Cullen House from Twilight will be turned into official Lego sets, selected from its Lego Ideas entries. Through co-creation with users and collaboration with a popular franchise, the brand is creating loyalty and deeper engagement with consumers.




Lego announces official Twilight set from fan submission

Fendi has unveiled a collaboration with Hiroshi Fujiwara’s streetwear label Fragment and Pokémon to celebrate the upcoming Year of the Dragon. These limited-edition, NFT-accompanied collabs offer consumers ever-expanding ways to signal status and exclusivity while remaining culturally relevant.




Fendi drops Pokémon collab for the Year of the Dragon

Diet Sabya is an Instagram account that has gained prominence in the Indian fashion industry. Its rise to relevance reflects a broader cultural shift among younger Indians, tapping into the zeitgeist that seeks transparency, calls out imitations, and appreciates genuine creativity.

How Diet Sabya builds a Gen Z fashion democracy in India

Central Cee is the British rapper injecting a fresh and vibrant energy into the hip-hop scene which is garnering the attention of a new generation of global music fans. With his raw and unfiltered template of authenticity, what can brands learn about the power of utilising such a figurehead?

Why Central Cee is taking UK rap music to global fans

After becoming a TikTok sensation in 2020, Seo Won-jeong embraced his international following and expanded his influence beyond social media. As a marketing force in South Korea, his journey offers insights into how advertisers can harness influencers' perceived trustworthiness and relatability.

How Seo Won-jeong rose above TikTok virality with borderless humour

Life cycle

People want insider status that's community-driven