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The wellness era isn’t ending, it’s loosening.

Over the past few years, going out was redefined by optimisation. Sober raves, run clubs, ice baths, recovery spaces. Health became identity, and nightlife started to look more like self-improvement.

But culture doesn’t stay in one lane for long.

Now there’s a shift. People aren’t rejecting wellness, they’re resisting its rigidity. Training hard, then going out. Running marathons, then staying for the afterparty. Performance and indulgence sitting side by side.

You can see it everywhere. Run clubs linking with chicken shops. Communities built around discipline, but not defined by it.

Wellbeing is no longer about purity. It’s about balance, contradiction, and living somewhere in between.

Because when everything becomes about optimisation, breaking the system starts to feel like the real release.

Do you agree?

The wellness era isn’t ending, it’s loosening.

Over the past few years, going out was redefined by optimisation. Sober raves, run clubs, ice baths, recovery spaces. Health became identity, and nightlife started to look more like self-improvement.

But culture doesn’t stay in one lane for long.

Now there’s a shift. People aren’t rejecting wellness, they’re resisting its rigidity. Training hard, then going out. Running marathons, then staying for the afterparty. Performance and indulgence sitting side by side.

You can see it everywhere. Run clubs linking with chicken shops. Communities built around discipline, but not defined by it.

Wellbeing is no longer about purity. It’s about balance, contradiction, and living somewhere in between.

Because when everything becomes about optimisation, breaking the system starts to feel like the real release.

Do you agree?

The wellness era isn’t ending, it’s loosening.

Over the past few years, going out was redefined by optimisation. Sober raves, run clubs, ice baths, recovery spaces. Health became identity, and nightlife started to look more like self-improvement.

But culture doesn’t stay in one lane for long.

Now there’s a shift. People aren’t rejecting wellness, they’re resisting its rigidity. Training hard, then going out. Running marathons, then staying for the afterparty. Performance and indulgence sitting side by side.

You can see it everywhere. Run clubs linking with chicken shops. Communities built around discipline, but not defined by it.

Wellbeing is no longer about purity. It’s about balance, contradiction, and living somewhere in between.

Because when everything becomes about optimisation, breaking the system starts to feel like the real release.

Do you agree?

The wellness era isn’t ending, it’s loosening.

Over the past few years, going out was redefined by optimisation. Sober raves, run clubs, ice baths, recovery spaces. Health became identity, and nightlife started to look more like self-improvement.

But culture doesn’t stay in one lane for long.

Now there’s a shift. People aren’t rejecting wellness, they’re resisting its rigidity. Training hard, then going out. Running marathons, then staying for the afterparty. Performance and indulgence sitting side by side.

You can see it everywhere. Run clubs linking with chicken shops. Communities built around discipline, but not defined by it.

Wellbeing is no longer about purity. It’s about balance, contradiction, and living somewhere in between.

Because when everything becomes about optimisation, breaking the system starts to feel like the real release.

Do you agree?

The wellness era isn’t ending, it’s loosening.

Over the past few years, going out was redefined by optimisation. Sober raves, run clubs, ice baths, recovery spaces. Health became identity, and nightlife started to look more like self-improvement.

But culture doesn’t stay in one lane for long.

Now there’s a shift. People aren’t rejecting wellness, they’re resisting its rigidity. Training hard, then going out. Running marathons, then staying for the afterparty. Performance and indulgence sitting side by side.

You can see it everywhere. Run clubs linking with chicken shops. Communities built around discipline, but not defined by it.

Wellbeing is no longer about purity. It’s about balance, contradiction, and living somewhere in between.

Because when everything becomes about optimisation, breaking the system starts to feel like the real release.

Do you agree?

The wellness era isn’t ending, it’s loosening.

Over the past few years, going out was redefined by optimisation. Sober raves, run clubs, ice baths, recovery spaces. Health became identity, and nightlife started to look more like self-improvement.

But culture doesn’t stay in one lane for long.

Now there’s a shift. People aren’t rejecting wellness, they’re resisting its rigidity. Training hard, then going out. Running marathons, then staying for the afterparty. Performance and indulgence sitting side by side.

You can see it everywhere. Run clubs linking with chicken shops. Communities built around discipline, but not defined by it.

Wellbeing is no longer about purity. It’s about balance, contradiction, and living somewhere in between.

Because when everything becomes about optimisation, breaking the system starts to feel like the real release.

Do you agree?

The wellness era isn’t ending, it’s loosening.

Over the past few years, going out was redefined by optimisation. Sober raves, run clubs, ice baths, recovery spaces. Health became identity, and nightlife started to look more like self-improvement.

But culture doesn’t stay in one lane for long.

Now there’s a shift. People aren’t rejecting wellness, they’re resisting its rigidity. Training hard, then going out. Running marathons, then staying for the afterparty. Performance and indulgence sitting side by side.

You can see it everywhere. Run clubs linking with chicken shops. Communities built around discipline, but not defined by it.

Wellbeing is no longer about purity. It’s about balance, contradiction, and living somewhere in between.

Because when everything becomes about optimisation, breaking the system starts to feel like the real release.

Do you agree?

The wellness era isn’t ending, it’s loosening.

Over the past few years, going out was redefined by optimisation. Sober raves, run clubs, ice baths, recovery spaces. Health became identity, and nightlife started to look more like self-improvement.

But culture doesn’t stay in one lane for long.

Now there’s a shift. People aren’t rejecting wellness, they’re resisting its rigidity. Training hard, then going out. Running marathons, then staying for the afterparty. Performance and indulgence sitting side by side.

You can see it everywhere. Run clubs linking with chicken shops. Communities built around discipline, but not defined by it.

Wellbeing is no longer about purity. It’s about balance, contradiction, and living somewhere in between.

Because when everything becomes about optimisation, breaking the system starts to feel like the real release.

Do you agree?

The wellness era isn’t ending, it’s loosening.

Over the past few years, going out was redefined by optimisation. Sober raves, run clubs, ice baths, recovery spaces. Health became identity, and nightlife started to look more like self-improvement.

But culture doesn’t stay in one lane for long.

Now there’s a shift. People aren’t rejecting wellness, they’re resisting its rigidity. Training hard, then going out. Running marathons, then staying for the afterparty. Performance and indulgence sitting side by side.

You can see it everywhere. Run clubs linking with chicken shops. Communities built around discipline, but not defined by it.

Wellbeing is no longer about purity. It’s about balance, contradiction, and living somewhere in between.

Because when everything becomes about optimisation, breaking the system starts to feel like the real release.

Do you agree?

The wellness era isn’t ending, it’s loosening.

Over the past few years, going out was redefined by optimisation. Sober raves, run clubs, ice baths, recovery spaces. Health became identity, and nightlife started to look more like self-improvement.

But culture doesn’t stay in one lane for long.

Now there’s a shift. People aren’t rejecting wellness, they’re resisting its rigidity. Training hard, then going out. Running marathons, then staying for the afterparty. Performance and indulgence sitting side by side.

You can see it everywhere. Run clubs linking with chicken shops. Communities built around discipline, but not defined by it.

Wellbeing is no longer about purity. It’s about balance, contradiction, and living somewhere in between.

Because when everything becomes about optimisation, breaking the system starts to feel like the real release.

Do you agree?

WE’RE HIRING A MEDIA PLANNER!

If you’re as comfortable developing media strategies as you are implementing them across social and editorial channels and you’re obsessed with youth culture, luxury fashion and all things social then we’d love to hear from you.

The role will be based out of our London Studio.

Share your cv or book to hires@culted.com

#hires #creative #creativeagency #fashion #editorial

@sondrinc
@socialfixt
@kidcircus
@thelearnerplatform
@becauseofmarketing

WE’RE HIRING A MEDIA PLANNER!

If you’re as comfortable developing media strategies as you are implementing them across social and editorial channels and you’re obsessed with youth culture, luxury fashion and all things social then we’d love to hear from you.

The role will be based out of our London Studio.

Share your cv or book to hires@culted.com

#hires #creative #creativeagency #fashion #editorial

@sondrinc
@socialfixt
@kidcircus
@thelearnerplatform
@becauseofmarketing

WE’RE HIRING A MEDIA PLANNER!

If you’re as comfortable developing media strategies as you are implementing them across social and editorial channels and you’re obsessed with youth culture, luxury fashion and all things social then we’d love to hear from you.

The role will be based out of our London Studio.

Share your cv or book to hires@culted.com

#hires #creative #creativeagency #fashion #editorial

@sondrinc
@socialfixt
@kidcircus
@thelearnerplatform
@becauseofmarketing

WE’RE HIRING A MEDIA PLANNER!

If you’re as comfortable developing media strategies as you are implementing them across social and editorial channels and you’re obsessed with youth culture, luxury fashion and all things social then we’d love to hear from you.

The role will be based out of our London Studio.

Share your cv or book to hires@culted.com

#hires #creative #creativeagency #fashion #editorial

@sondrinc
@socialfixt
@kidcircus
@thelearnerplatform
@becauseofmarketing

After years of optimisation, culture is starting to crave a little chaos.

Across fashion, branding, and visual culture, things are getting rougher again. Textures feel less polished, imagery less perfect, design less controlled.

For a while, everything moved in one direction. Clean, minimal, optimised for feeds. Even creativity started to feel frictionless.
Now the pendulum is swinging back. Not as nostalgia, but as resistance.

Grain, distortion, imperfection - not mistakes, but signals. In a world where AI can generate perfection instantly, anything that feels slightly off starts to feel more real.

And it’s not just visual. The same logic shows up in behaviour too - small breaks from optimisation, moments that don’t quite fit the system.

Because when everything is perfectly controlled, a bit of disorder starts to read as honesty.

After years of optimisation, culture is starting to crave a little chaos.

Across fashion, branding, and visual culture, things are getting rougher again. Textures feel less polished, imagery less perfect, design less controlled.

For a while, everything moved in one direction. Clean, minimal, optimised for feeds. Even creativity started to feel frictionless.
Now the pendulum is swinging back. Not as nostalgia, but as resistance.

Grain, distortion, imperfection - not mistakes, but signals. In a world where AI can generate perfection instantly, anything that feels slightly off starts to feel more real.

And it’s not just visual. The same logic shows up in behaviour too - small breaks from optimisation, moments that don’t quite fit the system.

Because when everything is perfectly controlled, a bit of disorder starts to read as honesty.

After years of optimisation, culture is starting to crave a little chaos.

Across fashion, branding, and visual culture, things are getting rougher again. Textures feel less polished, imagery less perfect, design less controlled.

For a while, everything moved in one direction. Clean, minimal, optimised for feeds. Even creativity started to feel frictionless.
Now the pendulum is swinging back. Not as nostalgia, but as resistance.

Grain, distortion, imperfection - not mistakes, but signals. In a world where AI can generate perfection instantly, anything that feels slightly off starts to feel more real.

And it’s not just visual. The same logic shows up in behaviour too - small breaks from optimisation, moments that don’t quite fit the system.

Because when everything is perfectly controlled, a bit of disorder starts to read as honesty.

After years of optimisation, culture is starting to crave a little chaos.

Across fashion, branding, and visual culture, things are getting rougher again. Textures feel less polished, imagery less perfect, design less controlled.

For a while, everything moved in one direction. Clean, minimal, optimised for feeds. Even creativity started to feel frictionless.
Now the pendulum is swinging back. Not as nostalgia, but as resistance.

Grain, distortion, imperfection - not mistakes, but signals. In a world where AI can generate perfection instantly, anything that feels slightly off starts to feel more real.

And it’s not just visual. The same logic shows up in behaviour too - small breaks from optimisation, moments that don’t quite fit the system.

Because when everything is perfectly controlled, a bit of disorder starts to read as honesty.

After years of optimisation, culture is starting to crave a little chaos.

Across fashion, branding, and visual culture, things are getting rougher again. Textures feel less polished, imagery less perfect, design less controlled.

For a while, everything moved in one direction. Clean, minimal, optimised for feeds. Even creativity started to feel frictionless.
Now the pendulum is swinging back. Not as nostalgia, but as resistance.

Grain, distortion, imperfection - not mistakes, but signals. In a world where AI can generate perfection instantly, anything that feels slightly off starts to feel more real.

And it’s not just visual. The same logic shows up in behaviour too - small breaks from optimisation, moments that don’t quite fit the system.

Because when everything is perfectly controlled, a bit of disorder starts to read as honesty.

After years of optimisation, culture is starting to crave a little chaos.

Across fashion, branding, and visual culture, things are getting rougher again. Textures feel less polished, imagery less perfect, design less controlled.

For a while, everything moved in one direction. Clean, minimal, optimised for feeds. Even creativity started to feel frictionless.
Now the pendulum is swinging back. Not as nostalgia, but as resistance.

Grain, distortion, imperfection - not mistakes, but signals. In a world where AI can generate perfection instantly, anything that feels slightly off starts to feel more real.

And it’s not just visual. The same logic shows up in behaviour too - small breaks from optimisation, moments that don’t quite fit the system.

Because when everything is perfectly controlled, a bit of disorder starts to read as honesty.

After years of optimisation, culture is starting to crave a little chaos.

Across fashion, branding, and visual culture, things are getting rougher again. Textures feel less polished, imagery less perfect, design less controlled.

For a while, everything moved in one direction. Clean, minimal, optimised for feeds. Even creativity started to feel frictionless.
Now the pendulum is swinging back. Not as nostalgia, but as resistance.

Grain, distortion, imperfection - not mistakes, but signals. In a world where AI can generate perfection instantly, anything that feels slightly off starts to feel more real.

And it’s not just visual. The same logic shows up in behaviour too - small breaks from optimisation, moments that don’t quite fit the system.

Because when everything is perfectly controlled, a bit of disorder starts to read as honesty.

After years of optimisation, culture is starting to crave a little chaos.

Across fashion, branding, and visual culture, things are getting rougher again. Textures feel less polished, imagery less perfect, design less controlled.

For a while, everything moved in one direction. Clean, minimal, optimised for feeds. Even creativity started to feel frictionless.
Now the pendulum is swinging back. Not as nostalgia, but as resistance.

Grain, distortion, imperfection - not mistakes, but signals. In a world where AI can generate perfection instantly, anything that feels slightly off starts to feel more real.

And it’s not just visual. The same logic shows up in behaviour too - small breaks from optimisation, moments that don’t quite fit the system.

Because when everything is perfectly controlled, a bit of disorder starts to read as honesty.

After years of optimisation, culture is starting to crave a little chaos.

Across fashion, branding, and visual culture, things are getting rougher again. Textures feel less polished, imagery less perfect, design less controlled.

For a while, everything moved in one direction. Clean, minimal, optimised for feeds. Even creativity started to feel frictionless.
Now the pendulum is swinging back. Not as nostalgia, but as resistance.

Grain, distortion, imperfection - not mistakes, but signals. In a world where AI can generate perfection instantly, anything that feels slightly off starts to feel more real.

And it’s not just visual. The same logic shows up in behaviour too - small breaks from optimisation, moments that don’t quite fit the system.

Because when everything is perfectly controlled, a bit of disorder starts to read as honesty.

In our latest work for @nike we went behind the design with influential British makeup artist and Creative Director @isamayaffrench as she talked us through the inspiration behind her latest collaboration with Nike on the new Vomero Premium sneaker.

She talked about her love of raw, hard, industrial materials that have a medieval tactile quality. With so many technical elements in the shoe we loved hearing how she was able to balance performance with aesthetic in it’s monochromatic design. Isamaya also developed a tool designed to help with sports recovery, as well as an apparel collection.

We produced video content and stills to promote the launch of the new products that ran across the SNKRS App and Nike.com as well as socials.

We’ve just dropped the 3rd and final chapter of our ‘Driven By Her’ series with @mercedesbenz looking at the innovations behind the new GLC. We partnered with the incredible filmmaker @fanfanfox to interpret the GLC’s technical design identity and visual aesthetic through her lens.

Rather than focusing on performance, Fanny was drawn to how the proportions of the GLC feel, placing the car in an everyday environment rather than a traditional automotive setting. Fanny also weaves in references to Mercedes-Benz’s legacy, like an old-school television playing footage of the icon, Bertha Benz.

Her short film spotlights how the Mercedes-Benz GLC fits into our lives, enlisting a cast of female creatives to explore the relationship between people and objects, reinforcing the idea that good design isn’t just about aesthetics, but about how something exists in space.

#IWD
#MercedesBenz
#Culture
#Automotive
#radstudio

@aesop built one of the most cohesive brand worlds in modern retail. Every detail - from store design to product rituals - felt intentional, considered, and deeply rooted in a philosophy of care and culture.

For a long time, that created belonging. The amber bottle wasn’t just a product, it was a signal. You either got it or you didn’t.

Now it’s everywhere. Hotels, TikTok backgrounds, bathroom shelves. The symbol hasn’t changed, but its meaning has. What once signalled understanding now signals status.

That’s the paradox. The more visible a brand becomes, the harder it is to protect what made it feel specific in the first place.

As everything becomes legible, belonging starts to shift. From recognition to performance.

And the people who gave it meaning start to look elsewhere.

@aesop built one of the most cohesive brand worlds in modern retail. Every detail - from store design to product rituals - felt intentional, considered, and deeply rooted in a philosophy of care and culture.

For a long time, that created belonging. The amber bottle wasn’t just a product, it was a signal. You either got it or you didn’t.

Now it’s everywhere. Hotels, TikTok backgrounds, bathroom shelves. The symbol hasn’t changed, but its meaning has. What once signalled understanding now signals status.

That’s the paradox. The more visible a brand becomes, the harder it is to protect what made it feel specific in the first place.

As everything becomes legible, belonging starts to shift. From recognition to performance.

And the people who gave it meaning start to look elsewhere.

@aesop built one of the most cohesive brand worlds in modern retail. Every detail - from store design to product rituals - felt intentional, considered, and deeply rooted in a philosophy of care and culture.

For a long time, that created belonging. The amber bottle wasn’t just a product, it was a signal. You either got it or you didn’t.

Now it’s everywhere. Hotels, TikTok backgrounds, bathroom shelves. The symbol hasn’t changed, but its meaning has. What once signalled understanding now signals status.

That’s the paradox. The more visible a brand becomes, the harder it is to protect what made it feel specific in the first place.

As everything becomes legible, belonging starts to shift. From recognition to performance.

And the people who gave it meaning start to look elsewhere.

@aesop built one of the most cohesive brand worlds in modern retail. Every detail - from store design to product rituals - felt intentional, considered, and deeply rooted in a philosophy of care and culture.

For a long time, that created belonging. The amber bottle wasn’t just a product, it was a signal. You either got it or you didn’t.

Now it’s everywhere. Hotels, TikTok backgrounds, bathroom shelves. The symbol hasn’t changed, but its meaning has. What once signalled understanding now signals status.

That’s the paradox. The more visible a brand becomes, the harder it is to protect what made it feel specific in the first place.

As everything becomes legible, belonging starts to shift. From recognition to performance.

And the people who gave it meaning start to look elsewhere.

@aesop built one of the most cohesive brand worlds in modern retail. Every detail - from store design to product rituals - felt intentional, considered, and deeply rooted in a philosophy of care and culture.

For a long time, that created belonging. The amber bottle wasn’t just a product, it was a signal. You either got it or you didn’t.

Now it’s everywhere. Hotels, TikTok backgrounds, bathroom shelves. The symbol hasn’t changed, but its meaning has. What once signalled understanding now signals status.

That’s the paradox. The more visible a brand becomes, the harder it is to protect what made it feel specific in the first place.

As everything becomes legible, belonging starts to shift. From recognition to performance.

And the people who gave it meaning start to look elsewhere.

@aesop built one of the most cohesive brand worlds in modern retail. Every detail - from store design to product rituals - felt intentional, considered, and deeply rooted in a philosophy of care and culture.

For a long time, that created belonging. The amber bottle wasn’t just a product, it was a signal. You either got it or you didn’t.

Now it’s everywhere. Hotels, TikTok backgrounds, bathroom shelves. The symbol hasn’t changed, but its meaning has. What once signalled understanding now signals status.

That’s the paradox. The more visible a brand becomes, the harder it is to protect what made it feel specific in the first place.

As everything becomes legible, belonging starts to shift. From recognition to performance.

And the people who gave it meaning start to look elsewhere.

@aesop built one of the most cohesive brand worlds in modern retail. Every detail - from store design to product rituals - felt intentional, considered, and deeply rooted in a philosophy of care and culture.

For a long time, that created belonging. The amber bottle wasn’t just a product, it was a signal. You either got it or you didn’t.

Now it’s everywhere. Hotels, TikTok backgrounds, bathroom shelves. The symbol hasn’t changed, but its meaning has. What once signalled understanding now signals status.

That’s the paradox. The more visible a brand becomes, the harder it is to protect what made it feel specific in the first place.

As everything becomes legible, belonging starts to shift. From recognition to performance.

And the people who gave it meaning start to look elsewhere.

@aesop built one of the most cohesive brand worlds in modern retail. Every detail - from store design to product rituals - felt intentional, considered, and deeply rooted in a philosophy of care and culture.

For a long time, that created belonging. The amber bottle wasn’t just a product, it was a signal. You either got it or you didn’t.

Now it’s everywhere. Hotels, TikTok backgrounds, bathroom shelves. The symbol hasn’t changed, but its meaning has. What once signalled understanding now signals status.

That’s the paradox. The more visible a brand becomes, the harder it is to protect what made it feel specific in the first place.

As everything becomes legible, belonging starts to shift. From recognition to performance.

And the people who gave it meaning start to look elsewhere.

Luxury isn’t collapsing, but it is being questioned.
The link between price, product and meaning isn’t taken for granted anymore. Heritage alone doesn’t guarantee desire, and scale doesn’t automatically equal cultural authority.

Dior sits right at the centre of that shift. After years of total cultural saturation, the challenge isn’t relevance, it’s meaning. When a brand becomes inevitable, the question changes: not why it matters, but what it stands for now.

Jonathan Anderson’s appointment feels like the answer. Not disruption for the sake of it, but a return to authorship. At Loewe, he built cultural systems around craft, process and storytelling. At Dior, that same approach becomes strategy. Craft isn’t assumed anymore, it needs to be shown, explained, made visible.

His debut made that clear. From opening up the studio to spotlighting artisans, to breaking down the making across social, the value is in the process, not just the product.

Right now, luxury isn’t just about beauty or status. It’s about perspective.

Luxury isn’t collapsing, but it is being questioned.
The link between price, product and meaning isn’t taken for granted anymore. Heritage alone doesn’t guarantee desire, and scale doesn’t automatically equal cultural authority.

Dior sits right at the centre of that shift. After years of total cultural saturation, the challenge isn’t relevance, it’s meaning. When a brand becomes inevitable, the question changes: not why it matters, but what it stands for now.

Jonathan Anderson’s appointment feels like the answer. Not disruption for the sake of it, but a return to authorship. At Loewe, he built cultural systems around craft, process and storytelling. At Dior, that same approach becomes strategy. Craft isn’t assumed anymore, it needs to be shown, explained, made visible.

His debut made that clear. From opening up the studio to spotlighting artisans, to breaking down the making across social, the value is in the process, not just the product.

Right now, luxury isn’t just about beauty or status. It’s about perspective.

Luxury isn’t collapsing, but it is being questioned.
The link between price, product and meaning isn’t taken for granted anymore. Heritage alone doesn’t guarantee desire, and scale doesn’t automatically equal cultural authority.

Dior sits right at the centre of that shift. After years of total cultural saturation, the challenge isn’t relevance, it’s meaning. When a brand becomes inevitable, the question changes: not why it matters, but what it stands for now.

Jonathan Anderson’s appointment feels like the answer. Not disruption for the sake of it, but a return to authorship. At Loewe, he built cultural systems around craft, process and storytelling. At Dior, that same approach becomes strategy. Craft isn’t assumed anymore, it needs to be shown, explained, made visible.

His debut made that clear. From opening up the studio to spotlighting artisans, to breaking down the making across social, the value is in the process, not just the product.

Right now, luxury isn’t just about beauty or status. It’s about perspective.

Luxury isn’t collapsing, but it is being questioned.
The link between price, product and meaning isn’t taken for granted anymore. Heritage alone doesn’t guarantee desire, and scale doesn’t automatically equal cultural authority.

Dior sits right at the centre of that shift. After years of total cultural saturation, the challenge isn’t relevance, it’s meaning. When a brand becomes inevitable, the question changes: not why it matters, but what it stands for now.

Jonathan Anderson’s appointment feels like the answer. Not disruption for the sake of it, but a return to authorship. At Loewe, he built cultural systems around craft, process and storytelling. At Dior, that same approach becomes strategy. Craft isn’t assumed anymore, it needs to be shown, explained, made visible.

His debut made that clear. From opening up the studio to spotlighting artisans, to breaking down the making across social, the value is in the process, not just the product.

Right now, luxury isn’t just about beauty or status. It’s about perspective.

Luxury isn’t collapsing, but it is being questioned.
The link between price, product and meaning isn’t taken for granted anymore. Heritage alone doesn’t guarantee desire, and scale doesn’t automatically equal cultural authority.

Dior sits right at the centre of that shift. After years of total cultural saturation, the challenge isn’t relevance, it’s meaning. When a brand becomes inevitable, the question changes: not why it matters, but what it stands for now.

Jonathan Anderson’s appointment feels like the answer. Not disruption for the sake of it, but a return to authorship. At Loewe, he built cultural systems around craft, process and storytelling. At Dior, that same approach becomes strategy. Craft isn’t assumed anymore, it needs to be shown, explained, made visible.

His debut made that clear. From opening up the studio to spotlighting artisans, to breaking down the making across social, the value is in the process, not just the product.

Right now, luxury isn’t just about beauty or status. It’s about perspective.

Luxury isn’t collapsing, but it is being questioned.
The link between price, product and meaning isn’t taken for granted anymore. Heritage alone doesn’t guarantee desire, and scale doesn’t automatically equal cultural authority.

Dior sits right at the centre of that shift. After years of total cultural saturation, the challenge isn’t relevance, it’s meaning. When a brand becomes inevitable, the question changes: not why it matters, but what it stands for now.

Jonathan Anderson’s appointment feels like the answer. Not disruption for the sake of it, but a return to authorship. At Loewe, he built cultural systems around craft, process and storytelling. At Dior, that same approach becomes strategy. Craft isn’t assumed anymore, it needs to be shown, explained, made visible.

His debut made that clear. From opening up the studio to spotlighting artisans, to breaking down the making across social, the value is in the process, not just the product.

Right now, luxury isn’t just about beauty or status. It’s about perspective.

Luxury isn’t collapsing, but it is being questioned.
The link between price, product and meaning isn’t taken for granted anymore. Heritage alone doesn’t guarantee desire, and scale doesn’t automatically equal cultural authority.

Dior sits right at the centre of that shift. After years of total cultural saturation, the challenge isn’t relevance, it’s meaning. When a brand becomes inevitable, the question changes: not why it matters, but what it stands for now.

Jonathan Anderson’s appointment feels like the answer. Not disruption for the sake of it, but a return to authorship. At Loewe, he built cultural systems around craft, process and storytelling. At Dior, that same approach becomes strategy. Craft isn’t assumed anymore, it needs to be shown, explained, made visible.

His debut made that clear. From opening up the studio to spotlighting artisans, to breaking down the making across social, the value is in the process, not just the product.

Right now, luxury isn’t just about beauty or status. It’s about perspective.

Luxury isn’t collapsing, but it is being questioned.
The link between price, product and meaning isn’t taken for granted anymore. Heritage alone doesn’t guarantee desire, and scale doesn’t automatically equal cultural authority.

Dior sits right at the centre of that shift. After years of total cultural saturation, the challenge isn’t relevance, it’s meaning. When a brand becomes inevitable, the question changes: not why it matters, but what it stands for now.

Jonathan Anderson’s appointment feels like the answer. Not disruption for the sake of it, but a return to authorship. At Loewe, he built cultural systems around craft, process and storytelling. At Dior, that same approach becomes strategy. Craft isn’t assumed anymore, it needs to be shown, explained, made visible.

His debut made that clear. From opening up the studio to spotlighting artisans, to breaking down the making across social, the value is in the process, not just the product.

Right now, luxury isn’t just about beauty or status. It’s about perspective.

Chapter 2 of our “Driven By Her” Creative Series with @mercedesbenz is now live!

We partnered with the incredible @h_cato as she reinterpreted the rhythm of the Mercedes-Benz ABS whilst exploring the idea of control and why having the ability to slow down in a city like London is so important.

Stay tuned for the final chapter which launches in a couple of weeks!

#fashion
#iwd
#mercedes
#culture
#production

Celebrating 50 years of @mcmworldwide

Luxury is not about standing still, and MCM knows that. As the Munich-born label reaches its 50th anniversary, it’s using the moment to redefine what luxury means for a generation that is constantly moving the needle and creating new trends on a seasonal basis.

To support with this we’ve been working on a bunch of initiatives including telling MCM’s evolving story through the reinvention of its most iconic pieces. We partnered with 4 incredible creators to reinterpret MCM’s craftsmanship through their own medium. Rather than wearing the product, we asked them to remake it through their artistry.

Shout out to @augustynkaa @ed.it.son @flipbook.machine @huwmessie

We love what you cooked up!

In a landscape obsessed with virality, the most desirable brands are moving differently. They’re not chasing reach, they’re building resonance by creating worlds rooted in scarcity, story and identity.

From The Row’s digital restraint to Dries Van Noten’s personal codes and Rhode’s emotionally tuned comms, these brands don’t shout to be seen. They whisper to be remembered.

Meanwhile, others dominate every channel, but the gap between virality and value is still there. Content volume doesn’t guarantee connection.

Right now, it’s not about being louder. It’s about being felt.

In a landscape obsessed with virality, the most desirable brands are moving differently. They’re not chasing reach, they’re building resonance by creating worlds rooted in scarcity, story and identity.

From The Row’s digital restraint to Dries Van Noten’s personal codes and Rhode’s emotionally tuned comms, these brands don’t shout to be seen. They whisper to be remembered.

Meanwhile, others dominate every channel, but the gap between virality and value is still there. Content volume doesn’t guarantee connection.

Right now, it’s not about being louder. It’s about being felt.

In a landscape obsessed with virality, the most desirable brands are moving differently. They’re not chasing reach, they’re building resonance by creating worlds rooted in scarcity, story and identity.

From The Row’s digital restraint to Dries Van Noten’s personal codes and Rhode’s emotionally tuned comms, these brands don’t shout to be seen. They whisper to be remembered.

Meanwhile, others dominate every channel, but the gap between virality and value is still there. Content volume doesn’t guarantee connection.

Right now, it’s not about being louder. It’s about being felt.

In a landscape obsessed with virality, the most desirable brands are moving differently. They’re not chasing reach, they’re building resonance by creating worlds rooted in scarcity, story and identity.

From The Row’s digital restraint to Dries Van Noten’s personal codes and Rhode’s emotionally tuned comms, these brands don’t shout to be seen. They whisper to be remembered.

Meanwhile, others dominate every channel, but the gap between virality and value is still there. Content volume doesn’t guarantee connection.

Right now, it’s not about being louder. It’s about being felt.

In a landscape obsessed with virality, the most desirable brands are moving differently. They’re not chasing reach, they’re building resonance by creating worlds rooted in scarcity, story and identity.

From The Row’s digital restraint to Dries Van Noten’s personal codes and Rhode’s emotionally tuned comms, these brands don’t shout to be seen. They whisper to be remembered.

Meanwhile, others dominate every channel, but the gap between virality and value is still there. Content volume doesn’t guarantee connection.

Right now, it’s not about being louder. It’s about being felt.

WE’RE HIRING SENIOR CREATIVES!

If you’re obsessed with youth culture, luxury fashion and all things social then we’d love to hear from you.

The roles will be based out of our London Studio but there will be a fair bit of travel involved.

Share your cv or book to hires@culted.com

#hires #creative #creativeagency #fashion #editorial

@sondrinc
@socialfixt
@kidcircus
@thelearnerplatform
@becauseofmarketing

WE’RE HIRING SENIOR CREATIVES!

If you’re obsessed with youth culture, luxury fashion and all things social then we’d love to hear from you.

The roles will be based out of our London Studio but there will be a fair bit of travel involved.

Share your cv or book to hires@culted.com

#hires #creative #creativeagency #fashion #editorial

@sondrinc
@socialfixt
@kidcircus
@thelearnerplatform
@becauseofmarketing

WE’RE HIRING SENIOR CREATIVES!

If you’re obsessed with youth culture, luxury fashion and all things social then we’d love to hear from you.

The roles will be based out of our London Studio but there will be a fair bit of travel involved.

Share your cv or book to hires@culted.com

#hires #creative #creativeagency #fashion #editorial

@sondrinc
@socialfixt
@kidcircus
@thelearnerplatform
@becauseofmarketing

WE’RE HIRING SENIOR CREATIVES!

If you’re obsessed with youth culture, luxury fashion and all things social then we’d love to hear from you.

The roles will be based out of our London Studio but there will be a fair bit of travel involved.

Share your cv or book to hires@culted.com

#hires #creative #creativeagency #fashion #editorial

@sondrinc
@socialfixt
@kidcircus
@thelearnerplatform
@becauseofmarketing

For the second year running we partnered with @givenchy during Paris Fashion Week to capture the energy behind the runway, bringing the FW26 collection directly to their audience on social.

Our team worked backstage to document the moments leading up to the show, from the atmosphere among the cast to the final preparations before the collection debuted.

This season we also supported the @givenchybeauty team, giving fans a rare look at how the beauty looks were created as models prepared to step onto the runway.

Across the show we delivered over 30 pieces of social-first content, published across the brand’s channels during and immediately after the event.

We also collaborated with infotainers to capture their raw, unfiltered reactions to the collection, helping translate the runway moment into authentic commentary for digital audiences, further extending the reach and impact of the show.

Some videos passed over 1M views within hours of the show, with engagement hitting over 250K, proving once again that during Fashion Week, speed is everything.

#fashion #production #creative #culture #magazine