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Seasons change. Trends come and go and come and go. A tide of recycled, reimagined and reinspired content that endlessly fills our feeds and feeds our doom-scrolling.
So it’s easy to miss trends. To fall behind the cultural conversation and be left staring blankly at someone after making a reference to a trend that passed you by.
But the omnipresence of the seasonally associated ‘brat’ and ‘demure’ we’ve been subjected to over the last few months has been difficult to ignore.
And with Charlie XCX’s new album dropping in *checks spotify* 3 days, 12 hours, 27 minutes and 35 seconds, it felt like a good time to explore where exactly this shift in trends came from, and what brands can do reactively to be part of the conversation.
Just as brands are keen to jump onto trends, they jump onto new platforms such as TikTok for fear they might be missing out – explore our article on whether it always has to feel ‘awks’.
