Youth Culture 2025

Financial insecurity, geopolitical tensions, AI and major

demographic shifts will influence youth culture in 2025.
Look out for the emo renaissance, the cuteness movement,
transhumanist aesthetics and new micro-identities

Elizabeth Tan
03.04.24 - 26 minutes

Deathtostock
Executive summary
In 2025, Gen Z will comprise the bulk of the youth cohort (15-29 years old), but Zalphas (the crossover
between Gen Z and Alphas, born between 2008 and 2014) will emerge to spark a generational changing of
the guard within youth culture.

Opportunity Key ideas

Gen Z has the fastest-growing income globally, forecast to reach $17tn by 2025 and $33tn
by 2030. Understanding their changing needs will enable brands to capitalise on their
spending power. Fluid identities have been a key theme over the past two years, but in
2025, youth will become more intentional about how they express themselves. Memes
will remain a popular way for youth to communicate their complex attitudes and
lifestyles online, but we will also see hyper-online youth blurring the boundaries
between their avatars and IRL selves through bionic and digitally inspired outfits and
make-up.
Social media – and TikTok in particular – have accelerated the pace of youth trends and
online aesthetics in recent years, but in 2025 we will see two broad (but conflicting)
subcultures flourish, driven by trend tensions and extreme polarisation: the cuteness
movement and the return of emo.
The rise of micro-identities: youth will showcase their identities through personalised
memes and content that reflect their unique interests, values, and sense of belonging
amid an algorithmic society.
A subcultural refresh: two main subcultures will emerge among young people in 2025:
the cuteness movement and the return of emo.
Embracing mundane life moments: financial constraints and burnout will see youth
lean into the average and romanticise the mundane. Treat culture will flourish, along
with appetites for achievable wellness.
Building the new underground: the youth bulge in APAC, LATAM and Africa will have a
major influence on youth culture in the years to come, giving rise to new creative
scenes emerging from these regions.

The impact of the polycrisis era, including burnout and anxiety, will fuel global youth to
yearn for new lifestyle norms. They will be seeing glimmers (small moments of joy) in
their daily lives as they accept the mundane and embrace mediocrity. At the same time,
this will lead youth to reimagine what luxury looks like during a cost of living crisis and
amid rising geopolitical tensions.
Need to know:
The global youth population is set to reach 1.3 billion by 2030
Gen Z will make up 27% of the workforce by 2025
Gen Z has global purchasing power of over $450bn
New luxury codes: the ongoing polycrisis will push young consumers to redefine
luxury, causing four new luxury codes to surface.
Transhumanist aesthetics: as young people spend more time in virtual worlds, they
will increasingly adopt the fashion of their avatars in real-life settings as a way of
expressing and blending their identities.
Relevant industries: beauty, entertainment, fashion food & drink,
lifestyle

STEPIC forecasts: All the Rage, Surrealist Marketing, Recalibrating KPIs, The Polycrisis
Era, Decentralised Digital Culture

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The rise of micro-identities
Youth will express their identities via niche memes and content that highlights
their interests, values, tastes and sense of belonging.

In the past two years, youth culture has been defined by accelerated trend cycles, often
featuring suffixes such as -girl, -era, -ification, -core and -pilled (think “girl dinner,”
“blokecore,” “in my healing era,” “tradpilled” and “memeification”). Experimenting with
these niche references and name-core trends has become a way for youth to make sense
of themselves, their environment and their communities amid the pressures of a
polycrisis
In 2025, these suffixed trends will become an even more normalised part of youth
vernacular, and a way for them to commodify ideas to create a narrative of who they are
@ssense @socks_house_meeting
online. This will result in micro-identities and a new genre of memes that showcase the
roles these identities play in their communities.
This genre of hyper-specific memes evolves from the ‘starter pack’ memes that started in
2014, and they are used to break down the components of particular lifestyles, attitudes,
values and interests. The power of micro-identity memes is that they are both elusive
and inclusive, enabling youth consumers to visualise themselves within different groups
or communities.

@starface @nolitadirtbag

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Strategies: the rise of micro-identities
Strategy 1 - Use memes to build a brand narrative
Dive into meme culture that demonstrates a strong understanding of your audience.
Reach smaller sub-communities and showcase how your product appeals to
different audiences by aligning with their value sets
Invest in meme talent by partnering with verified meme creators to brainstorm
social campaigns. Onboard these creators as part of your creative team to
strengthen your content marketing strategy
In action:
Socks House Meeting creates narratives that identify personality types you might
encounter in London. Each post paints a picture of their lifestyle, where they
frequent and how they dress. Luxury retailer Browns collaborated with the account
to promote new arrivals, aiding product and brand discovery. The account also
teamed with skincare brand Susanne Kaufmann to host a giveaway on Instagram,
which featured a series of hyper-personalised memes that illustrate the different
types of people who would purchase specific products
Meme account @nolitadirtbag posts content about specific types living in New York.
It has created profiles around people who frequently visit MoMA, how some men in
the city are dressing like cowboys and how others are embracing plain white T-
shirts like chefs
Men’s fashion blog Die, Workwear! from San Francisco uses its Instagram to post
memes about stereotypes of US men. It spotlights how men buy into specific
aesthetics or dress during different seasons
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Strategy 2 - Embrace archetypes over aesthetics
Match the language used across social media to that of your audience and ensure it’s
consistent across product descriptions and email marketing. In the US and UK, 54%
of Gen Z enjoy memes and look for new ones daily
Create memes around cultural moments and niche references to encourage brand
engagement. Use memes to add comedic relief in a period of perennially negative
news cycles. 51% of LATAM Gen Z and 59% of APAC Gen Z are willing to purchase
from brands that embrace humour and playfulness
In action:
Canadian luxury e-commerce retailer SSENSE creates meme content based on
archetypes by playing into astrology and societal stereotypes. SSENSE also made
references to the chaos alignment system (a chart derived from the fantasy
roleplaying game Dungeons & Dragons), which became a cultural meme in recent
years
Gen Z skincare brand Starface regularly posts ‘what vibe do I give off’ content on its
Instagram. These posts allow fans to comment on which combination of products
best represents their personality
The astrology app Co-Star’s Instagram marketing strategy is focused on hyper-
personalised do-and-don‘t lists for each zodiac sign. It also posts personality bingo
cards based on earth, fire, water and air signs, which encourage users to engage
with its social media account
Subcultural refresh
As polarisations become more entrenched, we will see the rise of two different
youth subcultures simultaneously: the cuteness movement and the return of
emo.

The coming years will see more Gen Z embrace kidult lifestyles and ‘kawaii’ qualities,
after the Japanese word for cute. Kawaii lifestyles are characterised by charming
qualities and childlike graphics with colourful and playful elements. Youth are already
playing into this in fashion by adding charms and wearing clothing with cute characters
such as Hello Kitty and Miffy, and this is also taking shape in the rise of the doll craze.
At the same time, post-idealism and rage are driving some youth to embrace the dark
music, fashion and sentiments of emo subculture as they grow increasingly sad and
experience a sense of yearning. They are turning to the collective effervescence felt at
live music events, and bonding over a shared sense of feeling numb and angry amid a
polycrisis.
Although these two subcultures might seem different, they are both based on DIY
sentiments that encourage the customisation of clothes and beauty.

@heavn @sonnyangel.usa

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Strategies: subcultural refresh
Strategy 1 - Leverage cuteness to create glimmers
Create engaging marketing moments centred around cuteness (including cute
memes, GIFs, videos, and interactive experiences) which add glimmers – aka micro-
moments of joy – to consumers' lives
Cultivate a culture of ‘cute insider-ness’ by creating a sense of exclusivity through
personalisation, customisable or limited edition products
In action:
In light of Sanrio's Hello Kitty 50th anniversary, the iconic character has become a
mascot for the cuteness movement. London museum, Somerset House hosted a
CUTE exhibition featuring music, fashion, toys, video games and social media, and
also partnered with ARTBOX, a cute merch retailer, to launch a Hello Kitty-themed
cafe as part of the exhibition
On the official Miffy website, fans can personalise lunch boxes, tote bags and water
bottles, and add their names or special messages to Miffy merch
Apparel brand GCDS unveiled its continued partnership with Hello Kitty at its Milan
Fashion Week A/W 24/25 show. The duo first worked together on its S/S 24
collection, which featured exclusive clothes and accessories with Hello Kitty motifs
Artists who specialise in cute tattoo designs are emerging. Singapore- and London-
based tattoo artist @crisis.mgt is known for her cute animal designs, and Toronto-
based artist @shlorp.tats creates unique cute characters for her clients
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Strategy 2 - Develop purposeful collaborations that embody emo
subculture
Prioritise appropriate collaborations and messaging to speak directly to emo youth.
Tap emo talent to front campaigns, or work with emerging artists to appeal to these
youth consumers
Sponsor music events that attract emo youth. Popular genres range from indie rock
and shoegaze to pop-punk, encompassing artists such as Machine Gun Kelly, My
Chemical Romance, WILLOW and Olivia Rodrigo
Partner with brands that have already emo and punk aesthetics and values
embedded into their DNA
In action:
When We Were Young is an annual music festival held in Las Vegas for emo music
fans. The next event will take place from 19th to 20th October 2024 with a line-up
that includes My Chemical Romance, A Day To Remember, Sleeping With Sirens
and Mayday Parade
Heaven by Marc Jacobs launched a collection inspired by the dark emo thriller film
Donnie Darko. The collection and campaign styling features moody imagery and
models with black eyeliner wearing tight T-shirts and oversized hoodies with
slogans and imagery from the film
Jaded London unveiled an emo- and punk-inspired men’s collection featuring dark-
wash jeans with studs, a black pinstripe blazer with roses printed on the front,
studded leather accessories and tops with cyber-tribal prints
Embracing mundane life moments
Cash-strapped and burned-out youth are seeking contentment by embracing
the mediocre and romanticising mundane lifestyles through treat culture or
achievable wellness routines.

The rising cost of living is causing youth to normalise and romanticise mundane
routines as they are unable to afford premium items or luxury experiences. Just 31% of
US Gen Z feels financially secure, and 52% are “very or extremely worried” about not
having enough money. US Gen Z are the most reluctant to save versus previous
generations, with 41% having no savings. In Singapore, 48% are worried about their
ability to keep up with inflation.
Embracing the mundane is an antidote to hustle culture and burnout. With 58% of US
Gen Z feeling burned out, and 54% in the UK frequently feeling stressed and 46% feeling
overwhelmed, they are opting for slower lifestyles. In 2025, youth will settle and idealise
achievable and simple lifestyles over aspirational ones.
To cope with mediocrity becoming the norm, youth will find beauty in everyday life
moments by seeking experiences and engaging with brands that spark glimmers. Brands
will need to ramp up marketing and retail initiatives that play into treat culture and take
a page from WGSN's 2018 playbook by investing in premium mediocre collaborations
and merch.

Deathtostock Deathtostock

6
Strategies: embracing mundane life moments
Strategy 1 - Romanticise the mundane
Lean into conscious hedonism and tap into treat
culture when designing experiences and products.
Keep things affordable and relatable rather than
aspirational
Design stores and spaces that encourage play and
evoke childlike wonder to foster deeper emotional
connections with your audience
Use in-store spaces for community events and
design hangout spots for youth to find inspiration
and forge friendships. With the cost of living crisis,
consumers will seek free or affordable experiences
In action:
London-based freelance writer Issa Rangaswami
launched an Instagram (@caffs_not_cafes) and
Google Map, which highlights the best worker cafes,
known as ‘caffs’, in the city. It celebrates cheap,
classic, no-frills English food while encouraging
youth to visit old establishments in the city
Open Door Store in Singapore is an independent
store selling work by regional artists, as well as a
venue for creative workshops and free events. It
hosts screen-printing events, art fairs, and food pop-
ups which have turned the store into a third place
for youth
DTC brand Sporty & Rich opened its first store in
New York. It engineers glimmers using pops of
colour throughout the store and encourages play for
product discovery
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Strategy 2 - Bring back premium mediocre
merch
Bring back premium mediocre merchandise and
collaborations that spark joy
Elevate everyday youth items and basics with
premium qualities to bring micro-moments of joy to
daily life
Reimagine the store experience and redesign
packaging to encourage small moments of positivity.
Consider how the language, colour and shopping
experience can enhance product discovery and
purchases
In action:
Due to the rising costs of living, canned food has
become popularised by Gen Z, with many turning to
upmarket tinned fish as a favourite food option on
TikTok. Fish Wife is a US-tinned fish brand that uses
brightly-coloured and fun packaging to sell its
ethically sourced products
To celebrate London Fashion Week (LFW), fashion
media company Highsnobiety partnered with
London's cult favourite bagel shop Beigel Bake to
launch a series of merch. The collaboration enabled
fans to feel like they were a part of Highsnobiety's
LFW campaign, sparking a sense of belonging
In the UK, DELLI’s bundles and boxes are an
affordable way for young foodies to try and discover
elevated pantry essentials and artisanal ingredients
Strategy 3 - Identify opportunities for dupe-
inspired offerings
Identify key product categories, from beauty and
fashion to food, where dupe-inspired offerings can
effectively meet the demand for premium mediocre
products and experiences
Capitalise on the synergy of dupe culture and the
‘mid’ ethos (finding beauty in mundane lifestyles
and activities) by offering consumers affordable
alternatives to luxury products without
compromising on style or quality
Prioritise private label product development and
launches as consumers will seek more affordable
alternatives to premium products
In action:
In September, haircare brand Olaplex launched an
unboxing campaign called Oladupé, where it
partnered with 100 creators to promote a dupe
repackaged version of Olaplex No. 3 on TikTok. The
campaign aimed to educate users about the quality
of Olaplex’s products, and the hashtag #Olaplexdupe
has since amassed 103.9m views on TikTok
Activewear brand Lululemon hosted a “dupe swap”
event in Los Angeles. Consumers brought a dupe
version of their products in exchange for a free pair
of Lululemon's black Align High-Rise Pant 25”
MCoBeauty is an Australian beauty brand that offers
“luxe-for-less makeup and skincare”. Its products are
marketed as dupes to premium brands such as
Charlotte Tilbury, Dior and Glossier
Building the new underground
Emerging talent from APAC, LATAM and Africa will influence seismic shifts within
the fashion, music and art scenes, facilitating the growth of new underground #Tibetan PostRock# 天…
天…
movements.

Cultural contraflows, which is a movement that runs counter to traditional cultural

adaptation patterns (typically West to the rest), will cause youth culture to flow from
other regions and influence the West in 2025 and beyond. This shift is already happening
in entertainment with the rise of borderless pop culture due to interest-based
algorithms.
Eurocentric trends and movements will have less of an impact on youth culture as youth
populations flourish in emerging regions. Africa has the fastest-growing youth market,
and by 2030 young Africans are expected to make up 42% of global youth.
In APAC, there are more than 600m people between 15-24 years old. South Asia is home
to the region’s largest youth population, with 1.8 billion people below the age of 24, and
Uncle Waffles - Solace…
Solace…
in Vietnam 26.1 million people are under 18. In the coming years, young people in these
regions will influence and build new creative industries, new movements, and facilitate
a more diverse and inclusive youth culture landscape.

@feng.system

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Strategies: building the new underground
Strategy 1 - Pay attention to regional talent and genres
Partner with local music collectives and creatives to front or soundtrack campaigns.
Enlisting local talent will help position your brand as culturally relevant, which will
be a key marketing KPI for 2025
Create room for diverse talent both internally and externally. Be sure to include
international voices whenever possible
Listen to community and independent radio stations to discover new talent and
uncover new music genres
In action:
On British radio platform NTS, Asian-inspired genres such as Canto Pop (which is
short for Cantonese Pop) are making their way into DJ mixes. NTS also posted a mix
that featured a blend of genres from southern Thailand and northern Malaysia,
encompassing modern takes on dikir, dangdut and filmi genres
Chinese musicians are adding their own flare to electronic and rock music. In
Qinghai, the instrumental rock band Tation is known for combining elements from
traditional Chinese folk with the post-rock genre, creating their own unique sound
Sophia Chablau e Uma Enorme Perda De Tempo, a niche Brazilian rock band with
just under 18k Instagram followers, will be playing with an international line-up at
Primavera Sound music festival in Barcelona
9
Strategy 2 - Celebrate and spotlight emerging labels
Collaborate with local designers and fashion labels to penetrate a new market.
Local brands and designers can drive brand awareness, engagement and potential
sales before entering a new region
Introduce mentorship programmes to provide young designers with new learning
opportunities outside of the classroom
Sponsor educational programmes that ensure Black, Indigenous and People of
Colour creatives have equal opportunities to grow their craft and talent
In action:
In 2023, Canadian luxury e-commerce retailer SSENSE spotlighted 30 Korean
fashion brands, highlighting labels such as Kijun, Dunst, Hyein Seo and Youth,
which are all stocked on its international site
Pay attention to Vietnam’s fashion scene, with emerging streetwear brands such as
Paradise, known for its graphic prints and T-shirts, and MELANCHOLY, inspired by
rave culture and streetwear
Non-profit Art School Africa partnered with South African label Artclub and Friends
to launch a fundraiser collection. All sales from the limited-edition T-shirts go
towards Art School Africa’s educational funding
University of Arts London launched an International Postgraduate Scholarship of
£14,000 for African and Latin American students
New luxury codes
The polycrisis will see young consumers adopt post-idealist and nihilistic
mindset (described as a “deliberately purposeless ‘f*ck it’ mentality”) leading
them to redefine what luxury means.

Rising living costs, environmental despair and geopolitical tensions have led to nihilistic
attitudes, causing youth to look to new forms of luxury. They’re turning to archival
culture as micro-investments, collecting knowledge as power, choosing heritage over
hype and viewing food as luxury.
Here are the four new luxury codes that will matter to youth in 2025:
Archival culture: financial nihilism is driving young people to purchase exclusive
and rare fashion items as micro-investments. With only 41% of US Gen Z expecting @aroarchive Anyway Magazine
to own a home, they are spending on other luxuries such as archival fashion. In its
2023 report, Sotheby’s saw a record 35% YoY increase in buyers aged 20 and under. In
Europe, 15% of Gen Z invest in luxury fashion and exclusive streetwear
OIYK knowledge: with niche to become the norm in 2025, early adopters will seek
new, unique information and entertainment, causing a shift from IYKYK (if you
know, you know) to OIYK (only if you know), where extremely insider and niche
cultural knowledge will become the new luxury
Heritage over hype: rising costs are putting modern celebrations and new items out
of reach for many, which is influencing young people to turn to heritage items and
practices. A key strategy for driving luxury products and services will be to focus on
the traditional values behind cultural traditions and not just the aesthetics,
especially in Asia @alfargosmarketplace @eatwasted

Food as a luxury: with the emergence of independent food platforms such as the
UK's DELLI and the rise of hyped grocery stores such as Erewhon in LA and Pop Up
Grocer in NYC, food and dining is becoming a form of self-expression, and young
consumers are sharing their purchases as a reflection of their values and cultural
identity. Young foodies are adventurous eaters, with 21% of US Gen Z more likely to
try a new drink and 11% more likely to try new food in a month than other
generations

10
Strategies: new luxury codes
1. Archival culture
Brace for a retail renaissance by experimenting with in-store archival shopping
experiences to engage with Gen Z consumers IRL
Invite collectors and fashion archivists to curate a selection of micro-investment
pieces to drive buzz and sales
In action:
In London, Second Life Market, a secondhand popup, partnered with Haut, an
archival fashion store, to host an archive designer market in February. They invited
20 collectors and sellers to set up booths to sell their pieces to fashion-forward
youth
New York-based creator @jaydent.26 creates TikTok content around men’s archival
fashion and provides fans with styling advice. Jayden collects fashion pieces from
brands such as Maison Margiela, Yohji Yamamoto, Snow Peak and Kiko Kostandinov
Online resale platform Grailed published a curated microsite, From the Archives,
featuring an exclusive selection of vintage, rare and investment pieces. Labels
ranged from Raf Simons and Jean Paul Gaultier to niche, IYKYK names like Number
(N)ine and Kapital
11
2. Niche knowledge
Create spaces for youth to share knowledge within niche communities. Knowledge
will shift from IYKYK to OIYK (only if you know), causing indie media and
publications to become key sources of information
Tap into zine culture to engage early adopters. Zines will move from a marketing
stunt and evolve into an educational and entertainment source
In a post-truth era, niche and cultural knowledge will become the new currency.
News from grassroots communities and non-conventional news sites will become a
prime source of information for youth
In action:
Anyway is a new magazine for tweens and teens that bridges the gap between
childhood and adulthood. Each issue inspires and informs coming-of-age youth on
topics like relationships and wellbeing
Perfectly Imperfect is a Substack newsletter that offers readers “a taste of someone’s
taste”. It boasts lifestyle, culture and entertainment recommendations from
celebrities and creatives. Paid subscribers of the newsletter gain exclusive access to
niche recommendations
Written by and for Gen Z, Really is a quarterly fashion and lifestyle digital magazine
founded by Grace Livecchi. If offers a more relatable perspective on issues around
individuality, relationships and trends
3. Heritage over hype
Invest in cultural relevance as it becomes a new marketing KPI in 2025, weaving
tradition and heritage into localised marketing stunts
Educate teams about cultural nuances before using them in marketing
Collaborate with communities, creators and brands that make education around
cultural heritage accessible to youth
In action:
Some Zennials getting married in Asia are exploring their heritage through stylistic
choices and aesthetics. A young Singaporean couple married at a Ya Kun Kaya Toast
outlet, which is a traditional breakfast coffee house. The couple embraced their
In action:
Singaporean heritage by serving guests traditional local breakfast after the
ceremony. In South Korea, some couples are opting to wear traditional Korean
hanboks instead of modern wedding dresses and suits
Alfargo’s Marketplace is a New York-based secondhand clothing popup that
specialises in vintage men’s tailoring fashion. From tweed sport coats to silk
scarves, it aims to empower young men to opt for classic pieces and normalise
smart-business apparel over streetwear
Yokogao Magazine is a digital platform and community unpacking niche cultural
phenomena, movements and lifestyles in Japanese culture
12
4. Food as luxury
Experiment with new dining formats and concepts that align with youth values. In
the US, 39% of Gen Z shared that the environmental and climate impact of a food
product determines their purchasing decision
Launch dining stunts that offer more than food. Host hobby-driven experiences to
push youth to spend time with peers in a community space. Food and dining
collaborations will be will be key in 2025, as they become a new form of social
capital hype for youth
Elevate the grocery store to become a third place for shoppers to socialise and
incorporate playful concepts that aid product discovery
Happier Grocer in New York offers a curated selection of healthy food free from
toxic ingredients. In December, it unveiled ASSEMBLY, a dining concept to highlight
its offer of fresh, high-quality and experimental ready-to-eat food that it offers
In Denmark, Wasted is a dining experience and pasta brand that aims to reduce
food waste, localise food systems and provide food for those in need. It uses unsold
or upcycled ingredients and also hosts bring-your-own-bowl or pay-what-you-can
community parties
Chinese tea chain Sexy Tea collaborated with heritage bookseller Xinhua Bookstore
to open a concept store in Hunan, which serves as a third place for youth to hang
out with friends or enjoy solo reading
Transhumanist aesthetics
With young people spending more time in virtual worlds, they are looking to
adapt their IRL dress to mirror the look of their avatars, which they see as an
extension of themselves.

Youth don’t see a difference between online and offline worlds, therefore products
should bridge the gap and blur the boundaries of self-expression. In the UK and US, 84%
of Gen Z say their physical style is somewhat inspired by their online avatars while 54%
that it is “very” or “extremely” inspired.
Synthetic creativity will drive youth to seek fashion and beauty options that allow their
digital avatars to look like their physical self, and their physical self to look like their
digital avatars. Globally, 54% of global Gen Z agree that their avatar represents them.
@gentlemonster
This will lead to a rise in transhumanist aesthetics in 2025.
Transhumanist aesthetics borrow elements from surrealism, a key youth aesthetic in
2023, but with an added cyber-inspired twist. Consumers will gravitate towards
prosthetic-like accessories, metallic finishes, otherworldly beauty and bionic fashion
items.

@marierohanaa @xiaoyangbure

13
Strategies: transhumanists aesthetics
Strategy 1 - Invest in tech-savvy creatives
Replicate digital fashion items and launch physical versions in-store to capture Gen
Z's interest in looking like their avatar. 84% of Gen Z say digital fashion is important
to them and 85% said it became so in the past year
Launch collections in digital spaces like Roblox. 84% of Gen Z in the US and UK say
they are likely to consider buying from a brand IRL after trying it URL. In the US,
52% of Gen Z have purchased digital fashion items for their avatars
Onboard CGI artists and game designers to create digital twins of your products.
Launch these exclusive collections both in-game and IRL
Create 3D design teams and invest in 3D-printing technology to create products that
align with early adopters of this trend
In action:
Coach’s Find Your Courage campaign stars virtual influencer Imma alongside
celebrity human ambassadors. By mixing virtual and human talent, it engages
youth in discussions about identity and self-expression within the digital realm. The
fashion house plans to use AI to create a virtual world where imma visits each
ambassador. The campaign will be available on gaming platforms and its Coach
Tabby Shop popup
Sunglasses brand ArtByHollywood partnered with Romanian 3D artist
@gabrieloalex to launch the SS23 Phantom Glasses. The design was only available in
limited quantities for presale, creating hype
Davina India is a 3D designer who blurs the lines between digital and physical
through the use of metallic materials
Strategy 2 - Partner with beauty disruptors
Work with early adopters, disruptors and innovators in the beauty space to create
campaigns and products that resonate with The Chameleons, a key beauty persona
for 2025. The Chameleons embrace creative hedonism and experiment with styles
that reflect their mood on a day-to-day basis
Practise strategic imagination to create otherworldly and digitally inspired looks for
campaigns that blur the lines between IRL and URL
In action:
LA-based beauty brand Humanoid enables consumers to express themselves with
unconventional make-up looks, offering a stencil pack and dot maker
Paris-based Texto Della is known for his 3D nail art. His creations are inspired by
surrealism and hyper-digital art, and he has worked with musician COBRAH,
designing a set of nails for her video
Beauty guru and trailblazer Isamaya Ffrench created hyper-realistic avatar-inspired
make-up looks for Lila Moss's Vogue Spain feature
South Korean eyewear brand Gentle Monster's 2024 spot featured space-age and
glossy colours that mimicked AI-generated images. It worked with photographer
Elizaveta Porodina to achieve the effect

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