2025 is here, ushering in a new wave of cultural trends. After a BRAT summer filled with hedonistic nights and acid-green aesthetics, what's next? Which trends will replace our obsession with comfort objects like Stanley cups and Jellycats? Expert Outlook 2025 offers a glimpse into the year ahead, highlighting nine key themes across various sectors, from beauty to citizenship. Armed with these insights, we’ve shared a few culture-shifting behaviours we’re watching in 2025.

Golf gets a glow-up

Golf is getting a glow-up, attracting younger demographics. With brands like HEAD investing in golf apparel, the success of Netflix's The Long Game, and the rise of #GolfTok, the sport's idyllic and aspirational allure is resonating with a new generation.

Footwear gets freaky

Maison Margiela's Tabis paved the way, but now footwear is embracing full-blown weirdness. Vibram FiveFingers and other experimental designs are redefining how we see the foot, emphasising autonomy, sensuality, and unconventional shapes.

Agent everything

In a ‘Me First’ era, hyper-personalised experiences are paramount. AI agents are stepping in to manage everything from decision-making to emotional labour. Microsoft’s controversial recall feature and ongoing innovations from Google suggest we'll see increased outsourcing of both personal and professional tasks.

Sweat is the new drip

Sweat is dripping with meaning in 2025. From sauna rituals to hedonistic "sweat" experiences like Charli XCX and Troye Sivan's tour, perspiration signifies both wellness and pleasure – a fusion that is likely to grow as gyms morph into "clurbs," catering to "wellness BRATS" who embrace the duality of sweating out the bad while indulging in the good.