Highsnobiety

Today, the beauty space has it so good... and our recently published beauty report has the data to back it up. We see a shift from beauty-as-perfection to beauty-as-process. Wearing acne patches on your face has officially become cool (and memeable). These stickers have become their own kind of functional-to-fun form of self-expression, sort of like when it was cool to wear glasses without prescription lenses. But how can beauty brands turn this to their advantage? If the process is no longer hidden, for brands, decoding the process can be more powerful than showing the end result. When beauty becomes performance gear, brands that show their beauty products in a broader context and lifestyle are the ones that win. ❓ Gel eye patches, facelift taping, Loop earplugs - where else are you seeing this shift toward visible, public self-care? 📥 For more insights on where beauty stands right now, download the Status Economy Beauty report (link in bio). #HighsnobietyInsights #Beauty #CulturalSignals #CultureDecoded Graphics: Mel Leung 📸 : Getty Images

Tech, please give us something… 70% of Cultural Pioneers say mainstream tech brands don't excite them like they used to, and 65% say everything in tech now looks like it was designed by the same company. It's not that they are done with technology. They are done with what technology currently looks like. Roughly 2 in 3 Cultural Pioneers say nostalgic tech is cooler than the latest gadgets. ❓ Why do you think people are turning to the past to feel excited about tech again? 📬 Want more Cultural Insights? Subscribe to our Highsnobiety Insights Newsletter (link in bio) and follow us on LinkedIn #HighsnobietyInsights #CulturalPioneer #CulturalSignals #CultureDecoded 📸: Getty Images

When the Russian couple climbed to the top of the Empire State Building this year, countless brands turned it into a campaign within hours. The Ordinary deliberately didn't. Coincidence? No. It's how one of skincare's most distinctive brands stays distinctive. Not by reacting faster, but by knowing exactly what it stands for. That doesn't mean The Ordinary sits out viral moments altogether. But every campaign, every pop-up ties back to the brand's roots. Unlike a typical beauty activation, there is always a meaningful message behind each one. Which is also why a five-year-old campaign still doesn't feel dated. Highsnobiety Insights expert Anna Burzlaff sat down with The Ordinary's VP of Brand, Amy Bi, to discuss that philosophy and why it works in a beauty landscape that never stops moving. The full interview is dropping next week. 📥 Sign up to our Insights Newsletter via the link in bio and receive the full deep dive in your inbox on August 4. #Q&A #TheOrdinary #Highsnobiety 📸 DECIEM | THE ABNORMAL BEAUTY COMPANY

87% think sports brands rely too heavily on the same themes (e.g. performance, winning, motivation). For years, sports performance marketing followed a familiar formula: innovation, technical specifications, elite athletes, and performance claims. The role of marketing was to prove the product worked. Today, that's no longer enough. Cultural Pioneers now build entire lifestyles around sports and they choose the brands whose philosophy they actually align with. Performance is still essential. But the products moving furthest across culture aren't bought for what they do. They're bought for what they represent. - Nike ACG stopped being just for the outdoors and became a cultural signal for exploration.  - On transformed running into aspiration. - Pas Normal Studios reframed cycling as a marker of taste. The products perform, but that's not why they travel.  They travel because of the worlds built around them. That's Rule #2 of our Guide to Good Sports Marketing:  Don't just prove the product. Build the culture that carries it. For a full deep dive - the cases, the data, the how - access the report via the link in bio. #SportsMarketing #Highsnobiety #Culture

This week, we gathered in Amsterdam for an intimate presentation of our latest report series, The Status Economy, exploring how Cultural Pioneers signal status in 2026. Munise Can , SOFIA EWURAESI BODGER, and Lara Dixon walked our guests through the insights from our reports on Groceries 🥦 and Beauty 💄, while giving an exclusive first look at our upcoming third edition on Hospitality 🍸 (stay tuned, releasing soon!). A huge thank you to all our guests for the inspiring exchange on where culture is heading next, and to Rosewood Amsterdam for hosting us. 📃 Explore our reports via our Highsnobiety Insights page (link in bio) and keep an eye out for the Hospitality report launch 📬 Subscribe to our Highsnobiety Insights Newsletter to get it straight into your inbox #Highsnobiety #TheStatusEconomy #HighsnobietyEvents

Why did we cast a Berlin house DJ as the star of The North Face's campaign? [Highsnobiety+ // Behind the Brief] The North Face came to us and Zalando, leveraging our Trifecta approach, with a challenge: grow its lifestyle and streetwear category among a new generation of women without losing the outdoor DNA that makes the brand iconic. Rather than ignoring the reality of how our audience lives, we leaned into it. Today's generation spends more time than ever online. Doomscrolling. Bed rotting. Living in an endless cycle of feeds and algorithms. It couldn't feel further removed from The North Face's world, but we realised it was exactly where the story should begin. That insight led to Touch Grass 🌱. Borrowing one of Gen Z's favourite internet phrases, we reframed The North Face not just as outdoor apparel, but as the antidote to digital fatigue. Our campaign followed Berlin DJ Lovefoxy from her bedroom into the city, where a simple touch of grass transports her into the great outdoors. Blending internet humour with lifestyle storytelling, we translated The North Face's outdoor heritage into a language its new audience already speaks, showing that its products belong just as naturally in fashion-forward looks on city streets as they do on mountain trails. Services Delivered - Creative Strategy & Concept Development - Creative Direction  - Content Creation - Content Production - 360° Campaign Roll-out  - Talent Sourcing & Casting #Highsnobiety #CreativeAgency #Projects

Last week, we gathered at Soho House & Co, Ludlow House, to celebrate the launch of Highsnobiety's Guide to Good Sports Marketing and explore the changing role of sports in culture. ⚽ 🏀 🎾 🏈 As sports continue to evolve beyond competition into one of culture's most influential entertainment platforms, the conversation focused on what that shift means for brands, athletes, and marketers looking to connect with audiences in more meaningful ways. Gavon O. Broomfield, Senior Strategist at Highsnobiety, kicked off the morning with a presentation unpacking the three new rules, before opening the discussion to an incredible panel of industry leaders. A huge thank you to Jay Paavonpera, Global Streetwear and Media Relations NA at Jordan Brand, Brendan Carroll, Founder and Creative Director of Sporarts, Will Gisel, Co-founder of Whim Golf, and Vicente Munoz, Creative Director and Founder of Pro Shop NYC, for sharing such thoughtful perspectives on the future of sports marketing and the growing intersection of sport, culture, fashion, and community. If you haven't read it yet, Highsnobiety's Guide to Good Sports Marketing is available now. Download link in bio. Photo credit: Lex Merico, Alex Brown #SportsMarketing #Highsnobiety #Culture

Last week, UDL - Highsnobiety's experiential space in the heart of Berlin - hosted its first Listening Klub: an evening dedicated to slowing down and experiencing music the way it was intended to be heard. The night brought together live performances from New York experimental pop artist Queenie and nu-jazz collective Universal Space Jam alongside DJ sets from Noah Becker & Hanaby, all played through TEILE's newly launched Klub sound system. Alongside the music, RadioHack unveiled a reinterpretation of Dieter Rams' iconic 1960s Wandanlage, reimagined and built by Bujar Aruqaj. The transparent, fully functional installation revealed the craftsmanship and engineering usually hidden beneath the surface, bringing together design, sound, and technology. Guests enjoyed a bespoke cocktail menu and bar by 818 Spirits and ALMAVE, with additional drinks from Maison Saint Aix and Paulaner Brauerei Gruppe GmbH & Co. KGaA A huge thank you to everyone who joined us for the first edition of Listening Klub. See you at the next one. Photos by: Eva Luise Hoppe

LVMH-backed L Catterton reportedly wants a stake in HYROX. If it goes ahead, the move isn't an outlier. L Catterton has been steadily building a portfolio around wellness, fitness, and participation - not just products, but the communities and lifestyles that surround them. A few years ago, a luxury investor chasing a fitness community would have sounded unlikely, but today, it makes perfect sense. In Highsnobiety's Guide to Good Sports Marketing, we unpack some of the forces that explain why companies like L Catterton and others are moving into performance culture, why sports has become one of culture's most powerful forces, and what brands need to understand if they want to play a meaningful role in it. 📬 Download the report via the link in bio. ❓What do you think will be the most exciting investment deals in sports this year? #SportsMarketing #Highsnobiety #Hyrox cc Getty Images

💡 Job alert: We are hiring! 🇮🇹 Ciao Italia: We are looking for a Brand Partnerships Director based in our Milan office. More infos here. https://lnkd.in/dtwusv9s 💼 Also check out our other open roles https://lnkd.in/d8yZeFVh #Highsnobiety #Hiring #JobAlert