new. now.next | #2
an essential edit of what's shaping culture, brands, content & conversations this week
Here’s my latest new.now.next roundup - every time I go to hit send, I seem to spot something new and it’s endless. There’s so much happening right now - I hope you find something here to inspire ideas for your brand campaigns, content inspo, or partnerships outreach. Let’s get into it…
new - discoveries
ffern – scarcity done right. not new, new - but (imo) not talked about enough. I’ve finally joined the waiting list, and it’s clear why Ffern has built such a devoted following. Their approach to intentional scarcity and exclusivity is perfection - elegant, deliberate, and luxurious, and so well aligned with the broader slow living movement. Plus The Cut reported this week that fragrance is the fastest-growing beauty category, with the industry set to grow from $30 billion to $50 billion by 2030 so to standout you need to be special.
Image: Screenshot from Ffern’s beautifully curated Instagram
I mentioned Brick in the last new.now.next., and this week’s discovery is SULT—an electrolyte drink brand shaking up the category. I first came across the brand via
, and they’re taking a refreshingly different approach to wellness - no serene, pastel-toned branding, just high-energy, chaotic fun. From crowdsourcing packaging votes to pulling the community into their startup journey, SULT is building in public - and making it entertaining. A brand to watch - thanks for putting it on my radar, Miranda - and if you’re not following her TikTok, you absolutely should be!new season new books: I was lucky enough to get a preview read of Broken Country, and I’m calling it now: it’s going to be everywhere. A book can become a brand moment when it taps into cultural relevance or when everyone is talking about it . And Chimamanda Ngozi Adichie first novel in ten years is out today too - Dream Count - it’s on pre-order, and I’m waiting by the door for it to arrive. My friend Naomi May who looks after the Elle magazine book club, said it’s unmissable.
now - what everyone is talking about
couldn’t not mention As Ever - Meghan Markle's lifestyle brand, which has been all over the media & TikTok. Debates have arisen regarding the IP of the brand's name. However, I think it’s essential to recognise Meghan's adeptness at maintaining public interest - we’re all still talking about her & she hasn’t even launched a product yet - a testament to her branding acumen, whatever you might think of her/the royal drama, Oprah interview etc. And yes I will be watching the Netflix documentary!
prettylittlething’s rebrand – all style, no substance? A new logo, color palette, and minimalist aesthetic might signal a repositioning, but they don’t erase a brand’s history (or the owners). PLT has long faced scrutiny for unethical labor practices - most notably in 2020, when it was found to be paying garment workers in Leicester as little as £3.50 an hour. Selling disposable throwaway items( I could go on) And yet, this ‘reinvention’ is getting headlines. (I’m a little annoyed that I’m even writing about it!) A rebrand without a shift in values is just window-dressing and I’m hearing a lot of buzzwords but I’m not convinced there’s deeper change. Aesthetic updates mean nothing if the fundamentals don’t change, and let’s be honest - going from pink unicorns to ‘quiet luxury’ overnight I don’t know it isn’t exactly seamless. I’m also not about a brand calling the rebrand “a legacy in the making”? A bold claim…Read more:
piece herebff chat as brand positioning:
wrote this piece on the rise of BFF marketing and what many brands get wrong. “The best brands don’t just sound like your best friend—they act like one.” That means going beyond the cutesy speak and actually bringing customers into the fold. The strongest brand communities don’t just sell products; they create real spaces for connection.cool foods: Butter love continues—after Timothée Chalamet’s “stick of butter” moment at the Oscars, brands are embracing the creamy hue there’s a NYT round up here, from fashion to homeware (we’re seeing brands embrace butter in their social content from Jacquemeus to Papier). Writer & tastemaker
first coined the term seven years ago, and its revival proves butter is still having a moment. Beans, beans: A perfect storm of trends—health, affordability, and The White Lotus—has made beans the latest pantry obsession. Homeware and kitchen brands, take note: there’s prime opportunity for legume-related content. Bold Bean Co’s founder Amelia breaks it down here. Meanwhile, cinnamon rolls are in (Google searches up 20% YoY), and my beloved croissant is out according to New York Magazine (I refuse to believe it).
Image: from Jacquemeus Instagram
phubbing? Self Space x Unplugged just launched a cool collaboration that taps into the slow living movement and our collective scrolling addiction. The use of data-driven insights/stats gives it weight, turning a behavioral shift into a brand moment. If anything, a strategic tweak could have made it even more press-friendly launching ahead of Valentine’s Day but still I’m sure the collab will capitalise on editorial demand for digital detox narratives. This is a case study in how brands can leverage cultural anxieties to spark engagement.
next - shifts, predictions on the horizon
sports sports sports: 82% of brands are planning to raise their sports budgets in 2025. Good Culture just launched a dedicated sports agency. Bumble’s “In It for the Long Run” campaign is another nod to how brands are embedding themselves in athletic culture and Vogue covered the story here. Sports is becoming the next big lifestyle vertical - brands that don’t traditionally play in this space should take note as I think it could be a great way to standout. You can listen to Jordan Mitchell the co-founder of Good Culture & Good Culture Sport on my friend Lamees’ podcast ‘In Her Shoes’
brands coming to substack: i loved this piece by
writer of here It’s been coming for a while, but I don’t think brands will take off here in a big way though Rachel turned detective and pulled a substack note together showing brands reserving their brand names on the platform - Glossier, McNally Jackson, Warby Parker could be coming soon. But I think Rachel puts it’s well when she says "You can’t just dip your toe in on Substack. It requires strategy and consistency—something most brands won’t be able to commit to." That said, Tory Burch is doing it well (4k subs), and I do think it’s a powerful space for founders - the latest is by Lauren Sudeyko who is doing a great job of showing BTS of starting a brand.
Image: sleep or die
sleep = status: following my previous call out to sleep or die - Caffeine is out, rest is in. The ‘sleep economy’ is growing, and brands are shifting their messaging from hustle culture to high performance through rest. Perhaps I’m just obsessed because I’m a toddler Mum who is often deprived but EugbrandStrat (one of my favorite trend & culture analysts) points to this shift as the next big luxury marker. It’s not just about fancy mattresses anymore - it’s about optimising sleep for better health, productivity, and longevity. Interest in Mouth Tape grew 109% over the past year, compared to the year before, putting it at a current volume of 747K searches per month - and it’s no longer just black tape there are chic versions like Skinny Confidential leading the way with design led mouth tape. And even Quinn, the erotica app loved by Gen-Z has launched a Sleep Playlist. As Eugene notes Brands should look to capitalise on this with partnerships in this space, messaging or campaigns shot in bedrooms etc.
Did you make it to the end? Would love to know what you’re all seeing, reading, talking about this week?
Great, as always!
Yes to plt's new visual identity being "window-dressing". imo nobody asked for the rebrand but they really missed a big opportunity to actually *be* something better. love this round-up, new subscriber here <3