*buzzing IN POP-CULTURE: NICHE CULTURE NEVER THRIVED SO HARD
Niche communities are defining what's next – but right now they're simply enjoying themselves, celebrating community, and the smartest brands are bringing something to that party.
*buzzing
*buzzing is your bi-weekly publication for brands in pop-culture.
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*buzzing IN POP-CULTURE: A WHOLE NEW ERA OF COLLABORATIONS
The new era of collabs understands that it's not about growing fame or reaching new audiences, but about true community building and bringing out the best in each other.
*buzzing IN POP-CULTURE: FROM THE FEED TO THE STREETS
Even the most unexpected brands finally understood that culture isn't happening online, but in the streets. And out there is where their world building needs to happen.
*buzzing IN POP-CULTURE: A CULTURAL HEATWAVE
While everyone is celebrating the ad industry in Cannes and Europe is melting in a heatwave, somewhere in between, brands are bringing actual heat – to the streets, to the feeds, to the culture.
*buzzing IN POP-CULTURE: WORLD CUP FOR THE PPL
Last night the World Cup kicked off. And while the big brands put their big names in the spotlight, brands like KidSuper or Zalando know that this one is actually about real people and real culture.
*buzzing IN POP-CULTURE: BACK FOR GOOD
Ok jup, it's been a little while since the last edition – but there's been a lot going on, not just on my desk, but also in the worlds of brands engaging with culture. Let's get into it.
*buzzing IN POP-CULTURE: THIS SUMMER IRL
From SZA in Bode & eBay at the Met to Nike taking London and Radiohead's exhibition – I'm getting a feel that this summer is actually happening in real life and I couldn't be more excited for it!
*buzzing IN POP-CULTURE: FASHION IS FUN AGAIN
Fashion is finally fun again. Design had its stranglehold. Now both fashion and non-fashion brands are breaking through with activations that are actually worth your time – and they're nothing alike.
*buzzing IN POP-CULTURE: IT'S ADIDAS' WORLD (CUP) AND WE JUST LIVE IN IT!
Adidas took the streets of LA and our social feeds by storm, while Glenn Martens created another gasping moment for Margiela on the other side of the world. Brands are rediscovering IRL for good!
*buzzing IN POP-CULTURE: HYPER-PERSONAL STORYTELLING EVERYWHERE
From opening personal archives at Bode x Levi's and NFS x Puma to heroing real people and their identity at GAP and Nothing, this week's highlights understand what culture needs right now!
*buzzing IN POP-CULTURE: THE SPRING AWAKENING OF NICHE OBSESSION
The unique and amazing ways brands are currently owning friction are a true blueprint for creating cultural relevance. They're not fighting the bigger cultural shifts across 2026.
*buzzing HIGHLIGHTS OF A VERY BUSY FEB
Over the past few weeks, the world of pop-culture was spinning even faster. Benitobowl, Olympics, Lunar New Year, Valentine's, major movie releases and fashion weeks. Here's what I picked up:
*buzzing IN POP-CULTURE: CHARLI XCX IS (STILL) 'THE MOMENT'
Brat summer is coming to the theatres in February, Cecilie Bahnsen and Alpha Industries released the coolest bomber jacket ever, NOTHING won fashion week and Bad Bunny is taking the NFL.
*buzzing IN POP-CULTURE: AUSTRALIAN OPEN AND THE COMEBACK OF FLOWERS
2026 is all about new beginnings, and it will be blooming. Gentle Monster is one of many reasons why, and this week the Australian Open marks the first major cultural moment of the year. Welcome back!
*buzzing IN POP-CULTURE – 2025 WRAPPED
After a SUPER exhausting Q4, it’s finally time to wrap up 2025 – with one final round of pop-culture brand highlights, featuring Converse, McDonald’s, Fortnite, Denim Tears and more ✨
*buzzing IN POP-CULTURE: COZY SEASON, 'CRAFTED’ AS THE NEW LUXURY AND WHAT WE CAN LEARN FROM MARTY SUPREME
This edition is packed with some seasonal cozyness by SKIMS and Bottega Veneta, exciting collabs by Havana Club and JACQUEMUS – and for the first time ever, I’m calling out a "less excellent" case.
*buzzing IN POP-CULTURE: THE GAMIFICATION ISSUE + ROSALIA'S BRANDING MASTERCLASS
This edition features some best in class branded gaming-activations from creating a brands game to collaborating with PlayStation to activating a nostalgic board game from our childhood.
*buzzing IN POP-CULTURE: NIKE'S CULTURAL PIVOT, GLENN MARTENS FOR H&M, DANIEL ARSHAM'S COMPLEX CON & MORE...
Topics of the week: Nike's coolness pivot, Daniel Arsham's Complex Con, Ottolinger for Tinder, Jacquemus' (most self-aware) campaign and Glenn Martens for H&M.
*buzzing IN POP-CULTURE WEEK 41
*buzzing is back after a lovely vacation – with the highlights from the past week in pop culture, featuring Gap, The North Face, Coperni Paris, Nike, and Lego – and amazing new music!
*buzzing IN POP-CULTURE WEEK 37
This is a last glimpse into brands in pop-culture before a little vacation-break, featuring: Doja Cat for Mac, Jacquemus x Nike, Gentle Monster's ‘Future Retail’ project, Gustaf Westman x Ikea & more