THE BREAKDOWN

Short, sharp takes on the campaigns, trends, creator moments and brand behaviours everyone is talking about. This is where I unpack what is happening in culture right now, why it matters and what brands can learn from it.

Painted By Esther VS Patrick Ta

No idea is truly new under the sun. Even when we think we have had an original thought, chances are someone, somewhere, has already imagined something similar.

That is why invention is not just about having the idea. It is about execution....

Heritage Over Nostalgia:

The Key to Ralph Lauren

Polo Ralph Lauren launches Oak Bluffs Collection With Morehouse and Spelman College“This c

Against the backdrop of today’s political and social landscape, Ralph Lauren delivers a bold message about American identity.

The fashion house shows off American heritage through a compelling....

Cultural Authority Through Community:
Christie's New York x Anime

Christie’s New York hosted its first ever auction dedicated to anime art, spotlighting hand-painted cels, drawings and production artwork from iconic series including Pokémon and Fullmetal Alchemist.

When a Pokémon card can sell for 16mil, this becomes a smart move. Anime has earned huge global popularity and...

When Popularity Isn’t Enough:

Adidas x Molly-Mae

Three stripes. One vision. Curated by Molly-Mae. Coming soon…._adidasuk #createdwithadidas

This Adidas x Molly-Mae campaign is a useful reminder that popularity can get people looking, but cultural authority is what makes them to invest.

On paper, the partnership made sense. Molly-Mae has a huge, loyal audience, the aesthetic is instantly recognisable and the campaign had strong mainstream visibility.

But the community reaction told a different story.