Rumors of pop sensation Taylor Swift’s romance with Kansas City Chiefs tight end Travis Kelce have resulted in a surge of female viewership for NFL games. Fandom has evolved into a powerful cultural force, driving the attention of superfans to events that are even only tangentially related.

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.

Luxury has long transcended the boundaries of simply buying goods; now, it's a lifestyle that permeates multiple sectors and spheres of life. Due to the cost of living crisis, luxury is expanding to areas previously seen as too ‘everyman’ in search of a broader audience and a way to appeal to younger generations.

Brands are gravitating towards influencers to represent their offerings. Given the potential PR crises that a controversial tweet or public statement can cause, Canvas8 spoke to social media intelligence expert Veronica Ferrari on how to get the most out of this risky yet rewarding terrain.