new.now.next | #3

your essential edit of what's shaping culture, brands, content & conversations

the behind-the-scenes of putting this edition together is complete chaos - 1 million tabs open, scrolling through saved Substacks, screenshots, and deciphering my notes app. But despite the method, here are a few trends, discoveries, brands, and campaigns I’ve been thinking about lately.

new - discoveries

pickles, but make it aesthetic

• Good Girl Snacks just turned one, and its Hot Girl Pickles are already stocked at Erewhon and recently did a content collab with Sweetgreen. The female-founded brand saw a gap in the market - pickle products just weren’t speaking to Gen Z. So, they created a brand with playful, bold, doodle-style packaging that’s bright, fun, and TikTok-ready. But it’s not just about the aesthetic. Gen Z craves clean eating, too, so with organic ingredients and a no-nonsense approach to what goes into their food. Good Girl Snacks isn’t just serving up a snack; it’s capturing the zeitgeist, one crunchy bite at a time. One to watch for modern relevant brand building.

Ultra Violette’s playful US debut

• A new-ish discovery for me - the Australian Brand Ultra Violette, which my good friend Sophie gifted me (thank you!) before I moved to Sydney. I’m loving the brand's BTS TikTok showing them launching in the US - playful, fun, and you can’t help but cheer them on from the sidelines as they try to make a mark with Sephora. It’s a great example of how to make a brand launch in a new market feel exciting and authentic with limited budgets. It also reminds me of the early days of getting momentum for Papier when we first launched in the US market. Forbes article about the brand here

now - what everyone is talking about

the case for trusting your taste

• Emily Oberg, the founder of Sporty & Rich and now Sensual Sport, has never been one to chase trends. Instead, she moves on instinct, drawing inspiration from old magazines rather than industry forecasts. And yet, her work consistently taps into the zeitgeist. In a landscape where brands obsess over data, CAC, and ROI, her approach feels almost radical. It got me thinking: what if success isn’t just about the numbers but about trusting your taste?

  Feed Me
  has a great interview with Emily here and I enjoyed this Vogue piece

Image: Sensual Sport

print power

• My obsession with the brand continues. J.Crew’s catalogue revival wasn’t just a nostalgia play - it’s proving that print still has a place in modern marketing. Following last year’s catalogue relaunch buzz, the Spring issue has created even more excitement, launching with a community activation at cool spot Cafe Gitane on Mott St (complete with merch; read more about the rise of merch in brand world building here). They’re not alone. Floral brand Fresh Sends just dropped a Spring edition of Fresh Times, we introduced the Papier’s newspaper in January, and Gail’s bakery recently announced their first magazine, Companion (as a to-go with croissants). In a digital-first world, the permanence of print feels fresh again - tactile, intentional, and impossible to scroll past.

Image: Fresh Sends Newspaper

sip, snap, share – the rise of drinkable drops

• From Jet Lag Lattes (Summer Fridays x Madhappy) to White Mochas (Ouai x Bluestone Lane) and Cosmic in a Cup (Kylie Jenner x Moon Juice), brands are turning beverages into the next big collab. Trip x Barry’s launched a smoothie by Hermosa, Sézane teamed up with Fresh Fronks in Austin for an oat milk treat, and Refy even created an oat milk to go with their Oat Lip Sculpd. Meanwhile, Erewhon - home of the viral smoothie - continues to set the standard, this time partnering with Nara “From Scratch” Smith.

  More than just pop-up additions, these drinkable drops transform everyday rituals into brand moments - highly shareable, effortlessly cool, and designed for maximum reach.

is Petit Bateau becoming... cool?

• Petit Bateau has long been the go-to for classic Breton stripes and soft clothes for children, but its latest move suggests it’s eyeing a new audience. Teaming up with Miu Miu as part of the brand’s Duets collaboration, Petit Bateau is stepping into the high-fashion circle. The collection reworks its signature tees and cotton staples with Miu Miu’s styling (logo & price point). Could this signal of a bigger shift for the brand? Once considered a little sleepy, Petit Bateau might just be having its cool-girl moment.

Image: Petit Bateau x Miu Miu

back to basics

• last week, M&S disrupted the cereal aisle with their Only 1 Ingredient cornflakes, proving that sometimes the simplest ideas make the biggest impact. Similarly, Sweetgreen’s latest ad - spotlighting the purity of their ingredients in their new (very good-looking) fries - is minimalism at its best. No frills, just a sharp focus on what matters. It’s a reminder that clear, stripped-back messaging can cut through the noise.

  Because of Marketing
  did a great write-up on Sweetgreen’s approach - worth a read here.

making mistakes marketable

• SET's "Bloopers" collection launched last Thursday after being teased over the last few weeks and is the perfect example of how turning a production mishap into a creative marketing strategy can resonate with consumers and reinforce your brand values. When a batch of their clothing sets was produced with incorrect sizing, instead of discarding the items, SET embraced the error by launching the collection as an oops with a discount. They’ve generated buzz and build up through social first content, embracing mistakes, and consumers are loving the transparency and brand authenticity. Instead of going to landfill - they’ve turned it into a talk about moment.

  Brand Baby
  did a full deep dive here.

Image: from SET’s instagram “oops”

cracking the code – brands hiding Easter Eggs

• moodboards have become a go-to brand tool - not just for aesthetics but as a way to shape identity and build anticipation. Brands like MERIT use mood boards to tell a story, while buzzy newcomers like Parke are weaving in hidden “Easter eggs” for their superfans. Borrowing a tactic from the entertainment world, brands are embedding subtle nods to past campaigns, secret product teasers, and exclusive content for those paying close attention.
  It’s a modern-day scavenger hunt- one that strengthens brand loyalty and makes superfans feel like insiders. In a world of endless content, the brands that invite curiosity (and reward those who dig deeper) are the ones that stand out. I think we’ll see this more and more with launch teasers etc.
  Thanks to

  PEOPLE BRANDS AND THINGS
  for highlighting this in their Instagram roundup - definitely a great resource to follow if you’re not already.

TikTok tv shows

• As TikTok continues to evolve, brands are leaning into episodic storytelling, turning short-form videos into serialised content. GANT’s New York Stories and Burberry’s Tea With series (swoon Barry) are leading the way, while Tibi has been doing this for a while with their Style Series featuring founder Amy Smilovic. These highly produced mini TV shows are shifting how brands engage audiences - building narratives, deepening connections, and keeping people coming back for more.

  Expect to see more brands experimenting with this format, blurring the lines between social content and entertainment. Brand Baby (again) breaks this trend down further - worth a read here

chic lit

• In a shift from traditional runway shows, Bottega Veneta took a bold step at Milan Fashion Week by partnering with legendary poet and musician Patti Smith for a poetry slam evening, accompanied by music. This “di Moda” moment blends the art of poetry with high fashion, offering an immersive experience that goes beyond visual aesthetics. The fusion of literature and fashion signals a growing trend where brands tap into the power of words to express their identity (read more about books and culture here). It’s an elevated, emotional approach to storytelling, making the connection between fashion and culture even more personal and profound. As I keep saying I think we’ll see more brand embracing books, poetry to elevate their events and brand associations/connections.