*buzzing: DIESEL OPENED THE VAULT IN MILAN
During their FW26/27 show in Milan, Diesel opened the archive of endless props and memorabilia. Fifty thousand items across six thousand categories spanning from the brand’s founding in 1978 to today. They come from photoshoots, events, stores, and someone very smart decided to keep all of them locked up in a physical archive until now.
For the announcement, they stuffed some items into an elevator. For the actual show in Milan, they filled an entire warehouse with it and let models walk through this scenery to showcase their new collection with the motto “The Morning After.” Unglossed perfection. Smeared makeup. Wrinkled clothes. The imperfections of the next morning. But imo the true hero was the set itself.
This signals something bigger called Archive Authority, this huge movement about the human need to collect physical memories knowing that anything digital is less valuable. Digital photos will never be looked at again. Emails disappear when you switch providers. But physical memorabilia is everything & Diesel understood that assignment.
*buzzing COACH’S FRONT ROW BOOK CLUB
Over the past few years, reading got cool again. The reasons are obvious: BookTok, the rise of being interesting over pretty, and reading’s very positive calming impact on mental health in times of constant multicrisis, also called “bibliotherapy.”
After several celebs and brands started book clubs, including Dua Lipa’s Service95, or hosted reading events like MiuMiu, Coach just created a whole campaign around the comeback of reading. In partnership with Penguin Random House, they turned important stories into wearable statements. Book charms of crucial books like “I Know Why the Caged Bird Sings,” Maya Angelou’s autobiographic work about her experiences of sexual violence in her early life that got banned from libraries, “Little Fires Everywhere” about motherhood and race, “Untamed” about breaking free from society’s expectation towards women, or Jane Austen’s “Sense and Sensibility” about classism. Introduced on the runway in New York City and extended through a campaign featuring Elle Fanning, Storm Reid and Paige Bueckers (that imo could have been less glossed and more book-centric). This is Coach understanding that cultural moments aren’t about the product. They’re about what the product stands for.
*buzzing: NOTHING ENCOURAGES OBSESSION
Nothing just announced their new Nothing Phone 4a and Pro in new colorways through a pretty nice Y2K campaign. All pink, all the time. But the real stunt? Their London store display got hit with spray paint: “I MISS PARIS HILTON” in bright pink.
This is giving future nostalgia. Nothing understands that we’re not just looking back at Y2K, we’re reimagining it through 2026 eyes. That’s not nostalgia, that’s a whole cultural reset.
But the actual hero of the rollout of the launch is their FANATICS campaign. It encourages obsession and heroes real life enthusiasts. Niche knowledge and nerddom are on the rise and Nothing understood it before any other brand did.
Because that’s who Nothing products are for: the tastemakers. The people who actually think different. And honestly, who truly thinks different probably doesn’t use Apple products anymore. I’m 100% thinking about finally dropping the goddamn Apple ecosystem and trading it for Nothing, Firefox, and Dropbox. Brands that somehow understand today’s needs much better. That’s the future. Not who’s the biggest, but who actually gets what future consumers want.
*buzzing: THOM BROWNE FOR ASICS
Thom Browne just released his first sneaker ever and it’s a collab with Asics that couldn’t make more sense. As someone who’s always been anti sneakers and suits, this all grey shoe paired with a grey suit on runways, in the lookbook, and on Tyanna Taylor’s daughter actually got me. This is the first collab sneaker I’m dying to get my hands on in a VERYVERYVERY long time. Trust me on this one.
*buzzing: HARRY STYLES IS “ONE OF US“
Harry Styles is on the cover of Runner’s World with the tagline “he’s one of us.” Except he’s on the cover of a magazine, so let’s be real about that. But here’s what actually matters: he ran the Berlin Marathon Sub3, finishing in under three hours.
In the interview by Haruki Murakami, Harry speaks about how the simplicity of running grounded him and became a whole new tool to spark creativity. The shoot by Laura Jane Coulson is absolutely amazing and he’s wearing his own brand PLEASING throughout. I kinda trust that he really wears the simplest stuff while running.
Here’s the thing though: the running movement has gotten a little out of hand with tech wear and communities that would judge you for showing up in Chucks and basic shorts instead of 300 euro running shoes and full UV attire. The magic of running is that it doesn’t have entry barriers like other trending spots. Anyone, apart from health conditions, could start running today.
*buzzing: SPOTIFY HONORS HIPHOP’S NEW LEADERS
Spotify and RapCaviar got together to search for the new leaders of hip-hop, a culture that often refers to the same icons over and over instead of heroing the new ones. After creating awareness in OOH and social, they named their picks: Doechii, BigXthaPlug, Baby Keem, Sexyy Red, Rod Wave, Lil Tecca, Central Cee, and GloRilla as the new leaders of hip-hop culture.
Personally, I feel like there are a few names missing. Where’s Yeat? Doja? Dave? This opens up a very fruitful discussion. After naming the new leaders, they could’ve opened it up and made this a community decision. But hey, that’s just me dreaming. Still, the move itself matters.
*buzzing: GENTLE MONSTER X DISNEY FOR F1
This weekend marks the start of the new F1 season and Gentle Monster and Disney are here with the most surprising “The Circuit” F1 collection. Their website says “The Circuit Collection revolves around the theme Disney x F1, showcasing eyewear that highlights athleticism inspired by the structural language of racing cars.”
Five designs will be available in multiple colorways starting tomorrow with the Australian Grand Prix. The hardest one named “Wing4” resembles the shape of a race car and features a Mickey silhouette.
This is a great example of how the future of collaboration might actually be threeways. Fashion, sports, entertainment. All from completely different fields and yet it somehow both surprises and makes total sense.
*buzzing: VIVIENNE WESTWOOD BRIDAL
For their recent bridal campaign, Vivienne Westwood didn’t show brides on the wedding day in perfect attire. Instead, they captured them on the day that matters most: selecting the dress. These super authentic and raw photos are incredibly powerful and magical. They show the true moment of dedication, the vulnerability of that choice. The real emotion that happens behind closed doors, not on the altar.
I’m definitely not a big wedding dress girly, but these make me question everything.
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