Nearly two decades after it first dropped, the long-awaited The Devil Wears Prada sequel is officially happening. And people are already obsessed, obviously. Between June 30 and July 29 alone, online conversation about the new film generated $38.6 million in media impact value. And as the internet gets back in its Miranda era, we’re taking a moment to do some homework. Because The Devil Wears Prada might be about fashion, but it’s also a masterclass in marketing.

Sydney Sweeney + American Eagle + fall jeans = obvious win, right? Not this time. The campaign sparked immediate backlash because it missed the bigger picture: audience perception, brand voice, and the cultural moment. We’re talking about why marketing doesn’t happen in a vacuum, and how slowing down to ask the right questions can save a brand from the wrong kind of attention.

New data from Sprout social is showing us, yet again, that authenticity is king.  We’ve all felt the shift happening. People are leaning into the unpolished.
Today, the brands that are growing online are the ones that are actually showing up like real people.

In a world where brands pivot every five minutes to try and stay relevant, Wimbledon stands still, and somehow feels more current than ever. It’s polished, consistent, and rooted in tradition, but never out of touch.

We’ve all read a savage product review or two. 

And while most brands bury negative feedback, Reformation printed theirs in bold. Last week on social media, the brand leaned hard into self-awareness, posting a series of model shots, alongside some truly unfiltered customer reviews. Here’s why we’re loving it.

There’s no denying there’s a growing sense of digital fatigue. Between endless screen time, constant content, and now an influx of AI-generated everything, it’s a lot. Polaroid’s latest campaign doesn’t try to fix that. It simply reminds us to pause. To look up. To reconnect with the real world.

We’ve all been there…spiraling down the colour season rabbit hole on TikTok, holding every top we own up to our face in terrible bathroom lighting, and questioning every shade of blush we’ve ever worn. Are we soft autumn? True winter? Some new blend that only a woman on TikTok across the world can define?!

If you’re stuck trying to figure it out, we have good news.

We’ve all been there…spiraling down the colour season rabbit hole on TikTok, holding every top we own up to our face in terrible bathroom lighting, and questioning every shade of blush we’ve ever worn. Are we soft autumn? True winter? Some new blend that only a woman on TikTok across the world can define?!

If you’re stuck trying to figure it out, we have good news.

It’s been 25 years since Lancôme’s Juicy Tube Lip Gloss first made its debut, and they’re bringing it back to the spotlight with the help of all your favourite early 2000s icons.

Hailey Bieber recently sold her company, Rhode, to e.l.f Beauty, with a billion-dollar price tag. Discover how a minimalist beauty line turned into one of the biggest deals in recent history.

Aritzia is continuing to blur the lines between fashion and lifestyle with the latest addition to its in-store café concept, A-OK. We’ve been obsessed with all the ‘experiential’ marketing we’ve been seeing lately, and this one’s high on our list.

A few weeks ago, The Ordinary dropped this cryptic post on social media: “25.04.25, 433 Broadway, NYC. The beauty industry’s secret ingredient will be revealed. And you’re invited to see it.” The imagery? A wad of dollar bills with “The Secret Ingredient” with a date and location of their upcoming activation.  What followed was one of the best brand activations we’ve seen this year.

For the fourth year in a row, L.L.Bean has gone off the grid for Mental Health Awareness Month. 

The outdoor retailer has completely shut down its social media presence for the month of May, leaving only three pinned posts on its feed, reading“Off the grid. See you June 1st.” In our digital-first world, and a digital first industry, L.L.Bean’s campaign is a refreshing reminder that sometimes, the best connection you can make is the one with yourself.

Did our favorite influencer just…deinfluence us?

Back in December, Alix Earle posted a quick TikTok saying her hair had never felt better — and all she’d used was an old, expired bottle of Pantene she found in her parents’ shower. No brand deal. No scripted ad. Just a super chill video that instantly took off.

The internet listened, and so did Pantene.

What do you get when a beach-loving beer teams up with a show about fungal zombies and emotional devastation? A brand partnership that somehow…works.

Corona and HBO’s The Last of Us have joined forces for the “La Playa Awaits” campaign, a collab that celebrates Season 2 of the series and Corona’s 100th anniversary.

Another Coachella has come and gone, and we’ve spent the last couple of weeks obsessing over the iconic fit checks, camping setups, and incredible performances that make the festival what it is. As marketers, though, what really gets us excited every year are the brand activations. This year’s standout? Rhode and 818.

Last week for Anti-Street Harassment Week, L'Oréal Paris launched their “Never Your Fault” campaign, part of their long-standing Stand Up Against Street Harassment program. The social media posts caught our attention, but it’s the brand’s deeper commitment that really gained our respect.

We’ve said it once, and we’ll say it again: storytelling is so important in marketing.

Apple gets it. Their latest ad for AirPods 4 is a full-on emotional experience. Directed by Spike Jonze and starring none other than Pedro Pascal (who the internet cannot get enough of), the five-minute short film Someday is a reminder of how powerful a good story can be.

If you’ve ever watched The White Lotus and thought, "I need to be on that vacation—minus the murder and awkward dinner conversations," you’re not alone. With each episode pulling in an average of 10 million viewers per episode, brands are jumping on the opportunity to jump on its effortlessly chic, slightly chaotic, and oh-so-aspirational aesthetic.

This week, skincare brand The Ordinary teamed up with MSCHF to offer a dozen eggs for just $3.37. Yes, eggs. In the middle of New York City’s ongoing egg shortage, The Ordinary took a break from beauty products and dropped this unexpected promo at 2 New York grocery stores.