the book girl era: why brands are embracing the literary world

and the case for setting up a book club for your brand

Feb 17, 2025

In a world of fast content and fleeting trends, books offer something brands desperately need: depth, longevity, and cultural relevance. More than just intellectual capital, literature is becoming a tool for cultivating community and connection. The rise of brand-led book clubs - from Miu Miu’s literary summer pop-ups to Reformation Reads hosted by Pandora Sykes - signals a shift toward intellectualism as a brand-building strategy. These book clubs don’t just spotlight trending authors; they create ongoing dialogue, bridging products with purpose and transforming brands from trend-driven to cultural mainstays. And with it invites customers, brand fans to align values, shape narratives, and foster lasting connections.

Image: Miu Miu Summer Reads

And it’s not just fashion - see Aesop’s partnership with Penguin (très chic) or Papier’s book club series, which has featured literary household names like Lisa Taddeo, Emily Ratajkowski, Coco Mellors, and Zakiya Dalila Harris, whose novel The Other Black Girl was just adapted into a Hulu series. (Side note: I set this up - consider it a shameless plug.)

At its core, a book club creates a space for connection. It shifts a brand from being just a seller of products to a curator of culture, giving consumers a reason to engage beyond transactions. Unlike a one-time campaign, a book club fosters long-term conversations, building loyalty that extends beyond a single season. Plus, for brands with retail spaces, it’s also a perfect way to bring people together in your physical setting.

Curation is key. Aligning with "of-the-moment" books (not necessarily the newest) - whether viral BookTok hits, emerging voices, or even classics enjoying a resurgence ( Kristin’s substack Undivided Attention included some great points here) - keeps a brand relevant and ahead of the curve. What people read reflects what they care about, which becomes the zeitgeist, and brands that embed themselves in these conversations don’t just gain visibility; they earn credibility.

For brands looking to connect with Gen Z, the message is clear: books are back, and they’re more covetable than ever. Gen Z isn’t just reading more than other generations - 80% of Gen Z readers in the U.S. engage with books, with a strong preference for print. They’re rediscovering libraries, seeking out community-driven literary spaces, and turning books into a form of self-expression.

And the Lit Girl effect is undeniable. Kendall Jenner’s well-worn paperbacks have sparked instant sellouts, Kaia Gerber’s book club has given indie authors viral moments, and Olivia Wilde was recently spotted in a Sweet Pickle Books trucker hat—because nothing says effortlessly cool like a cap supporting a secondhand bookstore. (Side note: this is one of my favorite spots in NY - definitely visit if you’re heading to the LES.) Dua Lipa’s Service95 and Emma Roberts' Belletrist community continue to champion emerging voices, proving that literary clout is just as desirable as the latest It-bag and reading as the new status symbol.

Books are no longer just a solo pursuit - we’re seeing reading becoming a social experience, from live literary events to aforementioned brand-led book clubs. Gathering around books has become a new form of connection, offering a reason to step out, engage in ideas, and meet like-minded peers. In an era where cultural capital is built on taste and intellect, a well-curated bookshelf - or a strategically placed stack on Instagram or on your substack screams cool girl.

Beyond engagement, book clubs create a halo effect of thought leadership. A brand that introduces its audience to fresh ideas, niche genres, or underrepresented voices becomes more than just a retailer- it becomes a curator, a tastemaker, and a participant in broader cultural discourse. This elevates its status, expands its appeal, and solidifies its role in shaping what matters now.

Have I convinced you yet that a book club isn’t just an accessory to brand strategy? In a world of surface-level engagement, the brands that truly resonate are the ones that give their audience something to think about long after the last page is turned.

quick skim - why a book club for brands?

community building: fosters shared experiences, encouraging interaction, and long-term engagement. It creates a reason for customers to return, not just for products but for connection.
brand positioning: aligning with specific literature/authors signals thoughtfulness, intellect, and cultural awareness, reinforcing a brand’s authority beyond just selling. Signals brand as a tastemaker/curator.
slower more meaningful engagement: unlike marketing stunts or influencer campaigns, book clubs encourage deep engagement over time, aligning with consumers’ growing interest in slower, more intentional consumption.
cultural cred: tapping into literary trends, partnering with authors, and featuring emerging voices help brands stay relevant while reinforcing their commitment to storytelling and creativity.
creates value: instead of hard selling, a book club allows brands to provide something of substance - curated recommendations, thoughtful discussions, and a space for like-minded individuals aka “closed-community”

how to set up a brand book club - 101

curate with intention - choose books that align with your brand’s values, audience, and aesthetic. Start with a moodboard - are you featuring classics, new releases, female authors, debut authors - you get my drift.
create a brief - connect with publishers and get on lists for new releases. Have your brand team tune into booktok or work with someone who’s in this space (my hand is up!)
decide on the space - is it a read long, an inperson event at your store, a private community on your broadcast channel or a mix.
bring in authors & tastemakers - think about who might be hosting your book club is it your team and very grass roots, is it someone more well known - think about reach and maximising the content.
think about the experience - how will you make it memorable and ownable? think about the execution are you giving away copies of the books - i got mailed one from a marketing book club I’m in for free think about the details - are you creating book marks, wrapping books or create journaling prompts based on the book.
engage beyond the page - think about your content strategy on social, newsletters etc, BTS.

a small note: if you’re interested in launching a book club for your brand - I’m currently working on freelance projects that help brands set up curated literary experiences - let’s chat!

Image: Buffy’s book club founded by Lizzy Hadfield.

some inspo for brands

I had so much fun thinking about how diifferent industries can tap into the literary world in a way that feels natural, engaging, and on-brand - here’s some ideas:

for wine brands - create a book club that meets over a curated selection of wines, pairing each title with the perfect bottle eg deep red for a moody literary thriller.
for fashion brands - collaborate with buzzy authors who embody your aesthetic. Think: the next Ottessa Moshfegh, Coco Mellors or Raven Leilani fronting a campaign, hosting salon-style discussions, or curating must-read lists that reflect your brand’s ethos.
for dating brands - dive into the cultural narratives shaping modern love. From contemporary relationship memoirs to classic romances. I love the idea of hosting speed dating where attendees bring their favourite book - a great conversation starter.
for wellness brands - explore books that nourish the mind and body. Think meditation guides, longevity research, or the latest on happiness and self-love - perfect for fostering community through shared self-growth.
for hotels - host a bookish breakfast with up-and-coming authors or bring together a monthly literary salon with books that feel cosy that you might want to take to bed.
for marketing/creative agencies - a book club focused on business and branding insights could be a low-effort way to position your agency as a thought leader while giving clients and employees something valuable without the hard sell.
for those with retail stores - bring customers in for IRL book club events. A jewellery brand could connect over classics, while a homeware brand could feature interior design or lifestyle books that complement its aesthetic.
for food or cookware brands…launch a cookbook club where participants try recipes together, share their results, and engage with chefs or food writers. This could be an in-person or digital experience, making the book club as interactive as the recipes themselves.
Image: Pandora Sykes hosting Ref(ormation) reads from March 2024.
Resources & Inspo
Other reading: Esquire “The merch-ification of Books”, Gen Z rediscovering the public library by The Guardian, Emily Sundberg on Linkedin and her amazing newsletter piece here, Vogue “Book girl summer: Why brands are leaning into the literary world” and Reading is so sexy The Guardian.