Ozempic is every brand's best friend
Plus: Netflix is copying Disney's playbook and luxury workout equipment is trending
Morning,
This letter comes to you from the Dolomites. I’m up here for the weekend and it’s delightful. All I can say is Adler Ritten Lodge is worth it. Spas that offer localized offerings have my heart. They had me at Alpine Detox.
As always, the lens of this letter is a best-of-the-best on culture, trends, marketing, etc. What I’m dropping to friends on Slack or finding useful in meetings with brands.
Let’s dive in!
CULTURE
THE POWER OF CLASSICS -> AfterSchool // With the constant headlines of athletic socks versus no-shows, wide legs versus skinnies, and side parts over middles, it’s refreshing to see an article focus on common loves. In this case: stilettos. I think there’s a lot more of these cross-generational loves (take stripes, much on that in the FUN FOR THE WEEK below) and it’s a fun concept for a campaign.
BRANDS ARE IN THE MOVIE BIZ -> Feed Me // Another week, another brand getting into entertainment. Starbucks this week announced a partnership with Sugar23, a talent agency/ production studio. Who knows what they plan to make, really hoping they push it and don’t go the traditional ‘brand documentary’ route. Nike and LVMH already have their feet in the water with similar initiatives with SuperConnector studios. Seems like these endeavors are bigger than product placement (though I’m sure that’s a major part). Curious to see where this goes.
F&B
NETFLIX SEES YOUR ALAMO DRAFTHOUSE AND RAISES YOU ONE -> As Seen On // Netflix is going full experiential—in Philly and Dallas (fascinating, 2nd-tier-city moves). They are taking over defund spaces in The King of Prussia (historically, while not the shiniest, this is a big mall for many retail brands) and the Galleria in Dallas. They’ll have things like recreations of The Squid Games Glass Bridge challenge, “Bridgerton” High Tea, “Knives Out” dinner parties, “Stranger Things” experiences, etc. In my very first experiential agency role over a decade ago I pitch this concept to Netflix executives and was told it was ‘not their focus’. Guess things changed.
is calling it “the Disneyfication of Netflix”. I’m here for it, I think tweens will eat this up.CHEZ LOUIS WAS ALREADY IN THE NAME -> Feed Me // LVMH acquired Chez L'Ami Louis, a French (obviously) restaurant near the Marais (good location). So many brands are getting into hospitality (like this very cute restaurants by Jacquemus, La Renaissance, in Saint Tropez). Brands are using these experiences as affordable ways to let more fans engage. What’s interesting about Chez L’Ami is the parent company ownership. We might see this as a cafe/restaurant pop-up venue for a lot of brands.
RETAIL
SKIMS IS ALWAYS ON TIME -> LinkInBio // Nicola Coughlan (Bridgerton) is having a moment right now but that aside,
brought up an interesting observation about SKIMS marketing strategy: “These always feel so timely that it makes me think they hold budget for last-minute shoots like this.” No doubt this is true. And it speaks to a point that made a couple of weeks ago: what’s critical right now is speed. Brands typically prefer to plan shoots months (half years) in advance, but it’s smart to hold back some budget and be able to move quickly (and identify the right collaborators quickly). Some brands have the chops to do this internally but most don’t. It’s about creating internal systems that allow for bold, fearless moves like this.WALMART WANTS GEN-Z -> AfterSchool // Walmart is relaunching its private-label apparel brand, No Boundaries, for back-to-school. Walmart is taking a page from Target’s book and focusing more on fashion. They want to compete on price which they are well positioned to do but ultimately the product has to be cool and based on that hero image I’m not sure they’ve nailed the (re)debut.
REAL REAL BAD NEWS // The Real Real launched a pop-up on Canal Street that displays fake bags that they ‘caught during their authentication process’. The theory of this campaign isn’t the worst. Promote a value prop—check. BUT the problem was that the comment section filled with people who had bought fake products on the site—yikes. I’m all for a bold campaign/claim but you have to make sure the brand can at least hold up to a little scrutiny if you try something like this.
SMART FASHION IS HEATING UP // Julie Bornstein (ex-Stitch Fix, Sephora, The Yes) raised $50M for her new AI fashion start-up, Daydream. “People can search using natural language prompts — such as “pastel-coloured dresses for a garden party in Charleston”, or “high-end suits for a business conference in NY” — and Daydream will surface options from participating brands.” You’ll then be led out to those brands for purchase. Given how terrible search is in retail, this will be popular, especially with brands.
TECH
APPLE IS OK WITH YOU BEING SHADY // Apple launched a suite of new updates but the one that has everyone’s attention is the ability to “hide certain apps from people who aren’t you.” Your “hidden apps” folder will be entirely invisible to anyone else looking at your screen.
does point out that this could be “helpful for someone who isn’t open about their sexuality but is using queer dating apps“ but most people are saying this is heaven made for the cheaters. How Apple didn’t foresee this feedback I do not know.PEOPLE WANT PEOPLE’S OPINIONS -> As Seen On // Reddit’s traffic is way up. I’ve mentioned that Reddit now has a PRO service for brands. But even without that, I think there’s so much brands can gain for lurking on Reddit (if it’s good enough for Glossier…). I’ve shared this before but Giga is a great tool for finding subreddit threads on particular topics.
SPORT
KETTLEBELL CHIC -> Feed Me // Celine launched a line of pilates and workout equipment (not just apparel) this week. Branded kettlebells, reformers, the whole bit. A month or two back I shared this Zara Home collection of sleek sports equipment. While I love a good brand extension, I don’t understand the target audience for either of these.
WELLNESS
DON’T FILLER UP // Well, you heard it here for the third time: Filler is out. I said last week that ‘au natural’ is in. But not completely natural. Facelifts are back. People still want to look young, they just don’t want you to know they want it.
YOUR NATURAL LIP SHARE IS YOUR NIPPLE SHADE? -> Feed Me // Glossier launched natural lip shade lines and wants you to use your nipple shade to find the perfect tone. Reddit is full of people laughing at the idea of having to pull out your boob to get the right shade in store but nipple matching is a makeup artist trick and I don’t hate the idea of using insider knowledge in marketing copy and campaigns.
WE’RE EXITING OUR COTTAGE-CORE ERA -> As Seen On // The incubator behind Beis, Pattern Beauty, Florence by Mills, Beach House Group has launched a new fragrance brand called Noyz. Fragrance is a big space right now but what’s more interesting here is the visual aesthetic. Very rocker chick / CGBG. This feels very in line with the re-rise of smoking being cool.
OZEMPIC HALOS EVERYWHERE -> As Seen On // Ozempic is changing behaviors yet again. First, it was anti-glucose-spike meals. Now it’s driving supplement sales. Consumers are discovering that rapid weight loss also leads to muscle loss. That’s not all. I can attest to this anecdotally from friends who use GLP-1, it’s also driving wardrobe revamps. And it’s driving cosmetic procedures, from facelifts to breast lifts. Say what you will but GLP-1 is working hard for the brands.
TRAVEL
TRAIN TRAVEL IS A LUXURY // Living in Switzerland and Italy for 3 years now, I’m fully converted to train travel—it’s the best. LVMH thinks it’s great too. This week they announced a strategic partnership with Accor the new owners of Orient Express. Such a good fit. Luxury train travel will spike the day this launches in 2026. I’m sure we’ll see way more fancy trains and brand collabs in this space shortly.
FUN FOR THE WEEK
Chanel ad at the Sphere.
The Olympics is doing a torch scavenger hunt all over Paris for people to win tickets—fun.
This is the artist of the summer (minus Charli/Brat, obviously).
Nicely aligning with the Euros, footballers (soccer players) are the new runway stars.
Menswear’s most chill darling, Percival, opened a pub (design details could be a bit stronger but love the idea).
This brand is making football more femme but in a cool way
Asics did a collab with Hay. I love the art direction of the shoes with chair.
Also, this Carlsberg collab with Hay for the summer Olympics is cute. Love a stripe.
Speaking of stripes and collabs, Staud x Business of Pleasure is cute. A fun extension for an apparel brand.
Playground launched a hotline to teach people how to talk dirty.
Hand-drawn temp tattoos would be a great activation with a cool illustrator
An AI prompt for great job descriptions
Love this 60-second documentary on a Cosplay wig artist
Fun ‘reveal’ post
This is what most people will watch during the Olympics
Experiential is back. Maybelline Summer Carnival as just one more example
Thought this ad for postpartum struggle was nice without being too sappy or sad.
Meta beach. Basically the most I have seen of Cannes. Not a big year.
A cannabis brand should sponsor Mt Etna this week
New menswear store in NYC that looks like it will carry great brands (Aime Leon Dore vibes)
Brooks Brothers is collabing with Brain Dead - interesting & odd.
- says flash mobs are back.
A fun campaign concept and a good social extension example.
Capybaras are out and aardvarks, okapis, and echidnas are in.
Every beauty brand is trying to sell right now. SuperGoop also sounds like it’s gearing up for acquisition.
The agency behind Stumptown, Land, launched a type foundry.
The Cut is going to print .
The America Museum of Natural History is throwing a block party for Manhattanhenge—fun. I’m always shocked more brands don’t do more with this annual ‘event’.
This is BIZARRE (don’t do this).
That’s all, folx!
- Chris
PS. I’m in Milan for work early this week, if we should meet up or if there’s something you think I must see that’s new, let me know.
there is something so wonderfully clean and aesthetically pleasing about your layout. I'm obsessed! Also content 10/10