*buzzing: YOUNG MIKO FOR GAP
In 2024 Gap started to turn around their brand step by step. Next to cool collaborations and bringing their denim designs to red carpets like with Barbier Ferreira just last week at the Oscars, they tapped into dancing. Because Gap is the OG sweats brand. A match made in heaven? Not quite, not yet.
But Gap didn’t just do dancing. They got together with dance collectives first, then with upcoming global talent with huge passion for dancing. Shot music video-like campaign videos for their products. Even did a documentary about dancing. Then they tapped Tyla and Jungle, Troye Sivan, KATSEYE. And now Grammy-nominated Young Miko from Puerto Rico.
In a crucial moment for Latin music globally, they tapped one of the biggest upcoming talents. After touring with Billie Eilish last year and joining the squad in front of Bad Bunny’s casita during the halftime show, Young Miko is now starring in what feels like Gap’s biggest campaign in years. The video features her song “WASSUP” across media outlets and socials, but she’s also starring huge in OOH.
Gap really understood authentic storytelling (and btw managed to grow their sales by 2% in 2025 compared to 2024). And somehow they manage to excite me over and over again. <33
*buzzing: DEMNA’S “LA FAMIGLIA” GAME
In September Demna dropped his first collection for Gucci and it’s called “La Famiglia”, reimagining Italian heritage through his lens – premiering on Instagram before the runway and inszeniert through Spike Jonze and Halina Reijn’s “The Tiger” shortfilm starring Demi Moore. And now Gucci added the most Demna part about this release: A GAME! But other than the games Demna did for Balenciaga back in the days, it’s not a jump & run, it’s a detective game and you need to find out who stole the Gucci earrings. It’s knives out without the murder. It’s a little too easy and it could’ve been a little bloodier tbh, but I love the very godfather italian family scenery.
*buzzing: 5 DAYS OF… NOTHING X OUTLANDER
In the last edition of this newsletter I mentioned that Nothing’s new Fanatics campaign was pure genius. Now I need to reemphasize this because they didn’t just release amazing photo and video material. They activated it in the smartest way possible.
They got together with Outlander to position the new Nothing earphones at the heart of culture. A five day live stream filled with DJs, conversation, community, all live from Outlander’s Soho office. Every 10am to 10pm was original live content with every streamer wearing the brand new “headphone (a)”. From 10pm to 10am, pre-recorded DJ sets took over. And it didn’t stop in the livestream. The whole thing ended with an exclusive party in London.
This is orchestration at another level. Not just a campaign plus a partnership. A full ecosystem that makes you want to be part of it. That’s how you build cultural relevance in 2026.
*buzzing: LEVI’S X BODE
Levi's created the ultimate cowboy jeans with Bode, the ultimate NYC brand symbolizing artisan technique, antique textiles, and personal storytelling through fashion. They designed a pair for both men and women that doesn't just look incredible on the back of a horse – it tells a deeply personal story for BODE's founder and creative director Emily Adams Bode Aujla. The vintage Levi's collector dedicated the design to her childhood pony, Checkers, a retired barrel-racer. The jeans drop in BODE's Tokyo store first (April 3rd), followed by other locations and BODE.com on April 10th.
COUNT. ME. IN.
*buzzing: PUMA X NFS – PART II
Puma is back with the second iteration of their partnership with No Faith Studios, one of Germany's coolest fashion brands of the past few years. Together, they're re-releasing the Puma Beisser, a sneaker originally designed by the late Peter Schmidt and first released in 2005. The name comes from its sole that resembles teeth – Beisser is German for "biters." It's clever. It's memorable. It's design that actually means something.
The campaign was announced through a campaign shot by Tavan Esmaili showing the Beissers of Paris. The collab sneaker drops April 3rd.
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