Featured article

What does AI think of your brand? Laneige shows us why it matters.

Known for its glowing hydration message and presence in the K-beauty scene, Laneige is a case study in consistency.

Featured article

Strong brands start with clarity: What we learned from The Ordinary

The famously no-frills and fiercely loved brand has built a reputation for being clear, grounded, and refreshingly honest.

Featured article

Redefining Brand Health Tracking: AI and Data-Native Framework for the Internet Age

This white paper introduces a behaviorally grounded, AI-powered framework that captures brand signals across both owned and earned media.

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Brands We Love
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Jul 2025

What does AI think of your brand? Laneige shows us why it matters.

Known for its glowing hydration message and presence in the K-beauty scene, Laneige is a case study in consistency.

Jul 2025

Strong brands start with clarity: What we learned from The Ordinary

The famously no-frills and fiercely loved brand has built a reputation for being clear, grounded, and refreshingly honest.

Jun 2025

Redefining Brand Health Tracking: AI and Data-Native Framework for the Internet Age

This white paper introduces a behaviorally grounded, AI-powered framework that captures brand signals across both owned and earned media.

Jun 2025

How Asia's audiences are redefining Storytelling

In the past, storytelling was the domain of orators, elders, monks.

Jun 2025

Ranking Titanium Lion Campaign Finalists

This analysis of the shortlisted campaigns goes beyond surface-level buzz to decode what truly struck a chord.

Jun 2025

The Anatomy of a Healthy Brand (According to Data and AI)

Because brand health isn't just vibes, it's data.

May 2025

The Many Asias Within Asia. Decoding Asia's Digital Behaviours

Asia is not simply adopting digital innovation—it is redefining digital life.

May 2025

Balanced Dopamine Decor: The Aesthetic of Joy

Why your room should feel like a hug

May 2025

When Less Technology Is the Ultimate Luxury

The rise of distraction-free devices and what brands need to know

Apr 2025

DHgate, OEM, and the Quiet Flex of “I Got It for $24”

TikTok’s latest fashion obsession isn’t a bag or a shoe. It’s a supply chain. The internet is waking up to an idea that’s been hiding in plain sight: your favorite designer bag may have come from the same factory as its $30 dupe.

Apr 2025

The Many Asias Within Asia. Glow Up Nation

Over the past decade, Asia has transitioned from a beauty consumer to a beauty creator. Once dominated by Western beauty ideals and multinational conglomerates, the region now serves as a powerful engine of innovation, cultural influence, and commercial growth.

Apr 2025

Beauty beyond the binary: How male makeup influencers are making content that connects

LUME analyzes male beauty influencers and how their content slays

Apr 2025

Doing nothing on vacation: Now backed by data

From plush hotel beds to midday naps on breezy balconies, travelers are increasingly seeking destinations that offer rest over spectacle.

Apr 2025

Sleepmaxxing: Rest as the new consumer craving

In an age defined by constant stimulation, hustle culture, and digital overload, a quiet rebellion is gaining momentum.

Mar 2025

Trust, Speed, and Fingerprints: Neobanking in the Digital Age

Not too long ago, banking was defined by physical branches, in-person interactions, and traditional models that had been in place for decades. Today, that landscape is undergoing a profound transformation

Mar 2025

Candy Crush and the Consumer Brain: An AI Analysis of Mobile Gaming

Mobile gaming has quietly evolved from a niche distraction into a multibillion-dollar cultural force.

Mar 2025

The Future of The Female Consumer: Home & Lifestyle

Once a rigid space of routine, now an evolving landscape where women reflect their rhythms, identities, and aspirations.

Mar 2025

The Many Asias Within Asia

Individualization. Hypercompetitiveness. Consumption for status. Personalization.These forces are reshaping consumer behavior worldwide, but nowhere more dynamically than in Asia.

Mar 2025

The Future of The Female Consumer: Food & Beverages

The kitchen has evolved from a space of domestic duty to a creative laboratory where women transform everyday nutrition into expressions.

Mar 2025

The Future of The Female Consumer

In todayʼs (digital) day and age, the democratization of information and influence has redefined the ways women consume content and engage with brands.

Mar 2025

Bag charms are back, and they’re here to make your life 200% more extra

In a world that often feels like it’s perpetually on fire, who doesn’t want a little whimsy dangling from their bag? Bag charms, once a nostalgic relic of childhood, have made a surprising comeback, evolving into more than just a fashion trend—they’re a cultural phenomenon.

Feb 2025

The Brand Memedex

The Quilt.AI Brand Memedex is an index that assesses brand content on meme-fit.

Feb 2025

Classic or Chaos? AI Finds Out How Different Generations Define Beauty

The beauty industry has always been driven by transformation, and in today’s digital-first world, beauty trends are evolving at a breakneck pace.

Feb 2025

The Future of Wander: Gen Z’s Travel Playbook for 2025

Settling back into work mode has got us all feeling the post-holiday slump, daydreaming about beach cocktails or a stroll through cobblestone streets

Feb 2025

From Hype to Heart: What Makes a Super Bowl Ad Truly Unforgettable?

The Super Bowl isn’t just about football, it’s about the ads. Brands spend millions for mere seconds of screen time, hoping to craft the next viral moment, the next cultural talking point. But here’s the truth: not all Super Bowl ads win the audience’s hearts.

Feb 2025

What Makes a Super Bowl Ad Go Viral? The TikTok-Tested Playbook

Super Bowl ads captivate brands, agencies, and consumers as February 9th approaches. While audiences revisit classics like Snicker's "You're Not You When You're Hungry" and Budweiser's "Puppy Love," brands search for the formula to create the next cultural phenomenon.

Jan 2025

Brand-Fan Index - Premier League 23'24 in Review

The Brand-Fan Sports Index assesses how effectively EPL teams engage with fans. Using proprietary AI, we identified teams with the clearest and most consistent identities by analyzing emotion, culture, and context.

Dec 2024

The Beauty Wishlist: 2024’s Most Searched Christmas Must-Haves

As the holidays approach, beauty wishlists are taking shape. We looked at search data for what was most popular in November 2024 as people start gift planning, as well as how search has changed in the past one month to see what’s popping.

Dec 2024

From Memes to Mistletoe: How Gen Z, Millennials, and Gen X Are Talking About Christmas

In a landscape shaped by TikTok creativity, wellness priorities, and sustainability demands, it’s no longer about whether your brand fits into Christmas, but if it can lead the conversation.

Dec 2024

Digging Deep: The Rise of Diverse Root Vegetable Exploration

For decades, root vegetables were the quiet workhorses of the kitchen, rarely celebrated beyond the usual suspects—potatoes, carrots, maybe a parsnip if you were feeling bold.

Nov 2024

The Labubu Phenomenon: Turning Products into Cultural Necessities

Labubu has become impossible to ignore—but if you’ve somehow missed the craze, here’s the scoop: This mischievous yet kindhearted character from Pop Mart’s 'The Monsters' collection, created by artist Lung Kasing, has skyrocketed to fame.

Nov 2024

Ashwagandha: The Ancient Herb Sparking a New Wave of Cognitive Wellness

To meet the increasing demands for cognitive wellness, a natural remedy has emerged in the face of high tech solutions and brain-training apps.

Oct 2024

The Revival of Kitten Heels: Retro Elegance Meets Modern Sophistication

Kitten heels are stepping up as the unexpected functional choice with flair—offering the comfort of a flat shoe while bringing a touch of sophistication, they provide a steady, stylish alternative to stilettos.

Oct 2024

Lazy cook’s dream or expensive habit? Social Meaning makes sense of the meal kit craze

In a world where convenience reigns supreme, meal kit delivery services have quickly carved out a place in busy households. But what do people really think of these kits?

Oct 2024

Scooby Dooby Boo: How Pet Brands Can Stay on Trend

The 'boo basket' trend—a playful, Halloween-inspired twist on gift-giving—has swept across social media platforms.

Oct 2024

Exploring Financial Behaviors of Gen Z and Millennials: A Comparative Look through Social Meaning

The ways in which Gen Z and Millennials approach finance reflect the unique challenges and opportunities of their respective generations.

Sep 2024

Under the Hood: Social Meaning

Social Meaning is an all-in-one analytics platform designed to help businesses make sense of the vast amounts of data generated by online consumer behavior.

Sep 2024

The Art of Packaging: Bridging Cultural Heritage and Modernity for Global Beauty Success

We've all heard of K-beauty, but what about C-beauty? The rise of #CBeauty and #Hanfu has been phenomenal on social media, garnering over 2.5 billion views.

Aug 2024

The future of content optimization: Speed up and scale ad testing with AI

Advertising cringe fests and controversies come and go quickly in this age of media ephemerality. But the ubiquity and speed of social media means that negative backlash hits brands harder than before.

Aug 2024

The Evolution of Anti-Aging Ads: What the TikTok Aging Filter Means for the Industry

If you’ve tried out the viral aged filter on TikTok (and absolutely hated the results), you’re not alone. With over 13 million videos under the filter, reactions range from shock to despair, and many are beginning to wonder what they can do to mitigate the effects of aging

Aug 2024

Elevate Your Creative Strategy: Unlocking Insights with Concept Evaluation

Today's market is flooded with products, making it increasingly difficult for brands to capture attention, let alone truly resonate with their intended audiences. Standing out requires not just creativity, but also a precise understanding of what engages and resonates with consumers.

Aug 2024

The Art of Branding in the Luxury Watch Market

As the market for luxury watches continues to evolve, so do the interests and preferences of collectors and enthusiasts. Using our AI-driven tools, we now have deeper insights into what drives this fascination.

Aug 2024

Indulgent Moments

We wanted to understand the landscape of "extreme indulgence" across key markets and identify opportunities for the F&B businesses in this space.

Aug 2024

The ‘TikTok Olympics’: Lessons for Brand Marketing from Athletes' Content

Dubbed the ‘TikTok Olympics,’ the Paris Olympics mark the first true Olympic Games since the lifting of COVID-19 regulations and the meteoric rise of TikTok as a cultural force.

Aug 2024

Simplicity, Nostalgia and Mindfulness Dominate Summer 2024 Trends

In recent years, propelled by social media and pop culture, we've seen the rise of various summer themes: Hot Girl Summer, Rot Girl Summer, Healing Girl Summer. Each year brings its very own mood, so what’s in store this year for the girlies in Summer 2024?

Aug 2024

Here’s how you can keep intelligence and empathy in your research work in the age of AI

Here’s how you can keep intelligence and empathy in your research work in the age of AI.

Aug 2024

Streaming Sense: Decoding the VOD Evolution with Social Meaning

When video on-demand (VOD) streaming services first hit the market, they promised a utopia of endless entertainment which revolutionized the way we consume content.

Aug 2024

The Economic Education of Gen Z: Using AI to Uncover the Trends, Tools, and Challenges

Financial literacy is becoming a big deal, especially for Gen Z. Growing up in the age of unlimited digital access means they're often exposed to financial decisions earlier than previous generations.

Jul 2024

How Modern Advertising Reflects Evolving Beauty Ideals

History has significantly influenced what various cultures consider beautiful. Major economic and political events, along with shifts in the cultural zeitgeist, have all played a crucial part in shaping ideal beauty standards.

Jun 2024

Unwrapping Sweet Insights for National Candy Month

The rise in candy from around the world reflects people's growing adventurous palates and the role of social media in introducing new foods globally.

May 2024

Codes of Masculinity

As societal norms around masculinity evolve, understanding the complex identities of male consumers is crucial for developing marketing strategies that resonate and engage.

Apr 2024

How Gen Zs and Millennials are Bringing Back Dinner Parties

Eater dubbed 2024 the Year of the Dinner Party back in January, and their prediction seems to be holding true, judging by search interest and the explosion of food-focused gatherings documented on TikTok and other social media platforms.

Mar 2024

Scent and Sensibility: Unraveling Gen Z's Fragrance Preferences

Everyone knows that finding a fragrance isn’t just about whether it smells good; the motivations usually run deeper than that.

Mar 2024

Lights, Camera, AI! Tracing the Evolution of Movies from the 1980s to the 2020s

From superheroes to star-crossed lovers, movies capture a moment in time, reflecting the values, sentiments, and mood of a generation.

Mar 2024

Navigating EV discourse across markets

Looking at discourse on electric vehicles across five countries as an example, we address the challenge of analyzing consumer conversations from different markets.

Feb 2024

Cultural Impact of Super Bowl 2024 Ads 🏈

While the big game was being played, a parallel competition was taking place during the commercial breaks. Following the success of our ad analysis last year, we've reviewed this year's commercials to provide a comprehensive analysis.

Feb 2024

From 'Meh' to Memorable: Leveraging AI Insights for Consumer Connection

Feeling uninspired lately? This feeling of ‘meh-ness’ is a universal human experience in instances where everything feels dull and unexciting — whether it’s a #mondayblues kind of morning or an evening plagued by an existential crisis.

Feb 2024

Does Coldplay's Sustainable Tour Resonate with Fans, and Why Should You Care?

Coldplay not only demonstrates a dedication to sustainability but also ingeniously integrates it into their marketing strategy, and immersing their fans in it.

Feb 2024

Sneak Preview of Our Super Bowl Ad Analysis 🏈

Usher's halftime show performance, NFL fans around the world, and searches for chicken wings soar.

Jan 2024

Revving Up Advertising: The Power of Creativity and Unconventionality in the Automotive Industry

When it comes to marketing automobiles, conversations often revolve around horsepower, specifications, and the like. However, the average consumer seeks more than just mechanical details.

Nov 2023

Single and thriving: Life lessons from the solo economy

The surge in solo-friendly events and fitness classes also signals a shift towards enjoying one’s own company. Singles are not just exploring the world independently, they’re ready to spend on themselves.

Nov 2023

The Audiobook Boom: How Modern Readers Are Embracing Storytelling in Sound

Using Sphere, we wanted to find out what actually makes a good audiobook, where people are listening to them, and any insights we could find from audiobook reviews and bestselling lists.

Nov 2023

From Nostalgia to Confidence: A Deep Dive into Gen Z Shopping Behavior and Retail Influence

This digital generation has an unmistakable impact on the fashion industry, and much of it is owed to their dominant presence on social media.

Oct 2023

Tacos, TikTok, Text Models: A Modern Recipe for Small Business Revival

#foodtok, #cleantok, #studytok, #calmtok, #booktok, #moneytok – is there anything TikTok can't turn viral? The answer is a resounding 'Nope.'

Oct 2023

6 Things to Know About Slime

It’s almost impossible to be scrolling through social media without seeing slime. Whether it’s a slime storytime or a slime ASMR video...

Oct 2023

An AI Analysis of the Spring 2024 Fashion Week Shows

Fashion weeks remain an essential part of the industry, bringing together the most influential people from all aspects of the business to different cities...

Oct 2023

A Breath of Fresh Travel: Slowing Down The Journey

Travel, an industry built on the promise of uncovering adventures and stories, provides an intriguing case study. One of the noteworthy 2023 travel trends is "slow travel," a movement that encourages travelers to embrace a more leisurely pace.

Oct 2023

Dancing with Tube Girl: How Brands Are Riding the Wave of Empowerment

Sabrina Bahsoon, also known as Tube Girl, took the internet by storm through her TikTok videos of her dancing like no one’s watching on...

Oct 2023

Gen Z and Millennials Are Obsessed with Water: Here's What They're Drinking

Today, good hydration habits are believed to be the key to health and beauty, so people are drinking water more now than ever before.

Oct 2023

The Power of Brand Narrative: Using AI to Craft Stories that Resonate

Creating a brand narrative that’s authentic, engaging and compelling enough for consumers to connect with. Isn’t that the dream? It’s crucial to...

Sep 2023

Thriving in the Era of Sustainable Fashion: Product Concept Using Generative AI

Now that the era of global boiling (no longer global warming) is upon us, companies are experiencing a massive change in consumer behavior

Sep 2023

Using Generative AI as your compass for brand positioning

In a world saturated with endless chatter and fleeting trends, businesses grapple with a daunting question: How can they rise above the noise ...

Sep 2023

Redefining Sobriety Through Flavor: Using Generative AI To Innovate Products

In a world that embraces choice and well-being, there's a growing demand for innovative and alternative drinks that give individuals all the fun...

Sep 2023

5 Things We Loved About Our Event: AI-volution of Culture

It was a day of thoughtful discussions about culture and AI led by experts across different industries. We also proudly introduced our latest innovation...

Aug 2023

Sugar, Spice and Everything NewJeans

Decked in nostalgic Y2K fashion and youthful vibrancy, NewJeans has quickly become the fresh-faced KPOP group to take over the world by storm.

Aug 2023

Under the Hood of Marketing Copy: Mitigating AI Bias

Sphere’s guide to culturally inclusive, bias-minimized marketing

Aug 2023

Under the Hood of Marketing Copy: System Prompts

Harnessing AI to generate cutting-edge marketing copy with Sphere’s Marketing Copy.

Aug 2023

Under the Hood of Culture Lens: Subcultures and Aesthetics

In the first installment of “Under the Hood,” we explored how Culture Lens uses embeddings to pinpoint the top 100 images that most accurately represent user-searched experiences.

Aug 2023

Under the Hood of Ad Benchmarking: Creativity

In the first installment of “Under the Hood,” we talked about the development of the industry database, comprising more than 13,000 high-performing industry ads...

Aug 2023

Under the Hood of Ad Benchmarking: Building the Database

In the rapidly evolving world of advertising, it is vital to measure the success of your advertisements against your intent, your brand, and various industry standards....

Aug 2023

Under the Hood of Culture Lens: Embeddings

In today’s fast-paced digital landscape, understanding and staying ahead of emerging trends and consumer behaviors is crucial for businesses. At Quilt.AI, we’re harnessing the power of artificial intelligence to do just that.

Aug 2023

Lessons From A Good Ad: Turning Flaws to Fortune

With the help of Sphere’s Ad Benchmarking app, we use predictive AI to delve into the supermarket chain’s remarkable success...

Aug 2023

Charting Success: Decoding Ads from The Best Airline In The World

In the world of aviation, one name stands out from the rest: Singapore Airlines, for the luxury, comfort, and hospitality they provide.

Aug 2023

Marketing Copy In Minutes: Here’s How You Can Sell Anything To Anyone

Creating marketing copy. It’s something that sounds easy, but isn’t — especially if you’re looking to really make an impact.

Aug 2023

The Taylor Swift Eras Tour Phenomenon

Whether a Taylor fan or not, the concert is a monocultural event and one that virtually everyone knows about.

Aug 2023

Analog Adventures vs. Digital Detours: How Different Generations Escape the Daily Grind

To explore how individuals across different age groups express their need for escape, we tap into the crowd-sourcing power of Sphere’s Culture Lens app.

Aug 2023

From Short-Term Quick Fixes to Sustainable Solutions: How Dieting Has Transformed Over Time

Healthy diets have been around for as long as we can remember, but the way we diet has undergone a profound change in recent years.

Jul 2023

The future of content optimization: Speed up and scale ad testing with AI

Sphere’s Ad Evaluation app harnesses the power of the internet and crowdsources mass opinions for an objective picture of how creative content will be received.

Jul 2023

The Evolution of Anti-Aging Ads: What the TikTok Aging Filter Means for the Industry

The quest for timelessness transcends generations, with individuals of all ages seeking remedies for youthful, radiant skin.

Jun 2023

Do TikTok’s Trending Products Live Up to the Hype?

If you’re on TikTok, we’ve all been tempted to buy things we’ve seen on it, but how do we know if it actually works?

Jun 2023

Beyond the Buzzer: 5 Things to Know About the NBA 🏀

As we approach the thick of the NBA Finals, we cap off an unforgettable season with a dose of basketball trivia that you might like to know.

May 2023

AI Music: The Future of Music or a Threat to Musicians?

The emergence of AI music generators and the viral success of songs like “heart on my sleeve” showcases the future of AI music and its impact on the music industry.

May 2023

Predictive AI Watches Decades of Viral Music Videos to Discover Trends Through Time

Like teenage blog poetry you forgot to delete and too-skinny jeans from your indie sleaze era, music videos are the ultimate time capsules.

May 2023

Track or Wreck? Generative AI Conceptualizes Albums For Every Music Style

Quilt Create generates song and album titles of imaginary bands based on common consumer personalities.

May 2023

Valentine’s Day: A Global Tour of Love

Using Sphere, we studied a total of 1.91 million unique searches and 800 TikTok posts across 10 countries to analyze how Valentine’s Day traditions are changing globally and its implication on the future of V-Day branding opportunities.

May 2023

5 Things to Know About Jewelry 💎

There is a slew of jewelry options online, but we found that Shane Co., Zales, Tiffany & Co, Etsy , and Mejuri are the most popular e-commerce sites based on Sphere’s search analysis.

May 2023

The Capricorn Season — Staying Rooted (Dec 22nd to Jan 19th)

As the sun continues its journey through the sky, it passes through the Capricorn Season between December 22nd and January 19th, when Venus goes retrograde.

May 2023

VR Connections: The World of (Social) VR

Today, we analyze VR's lively — and sometimes lonely — world to understand better these emotions and how human desire for connection is unfolding in virtual spaces.

May 2023

Lights, Camera, Travel: An AI Guide to Set-Jetting

Movie-inspired tourism can be extremely positive for local economies, so tourism boards should try to highlight these locations in their marketing and curate special experiences for visitors.

May 2023

6 Things to Know About Pets 🐶🐱

Welcome to the most adorable side of TikTok. There are now dozens of videos on the platform of pets doing different challenges. Here are just a few of our favorites.

Shiseido

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Van Cleef & Arpels

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BYREDO

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E.L.F.

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Lancôme

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Le Labo

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Jo Malone

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Cadbury

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CeraVe

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Pureology

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Acqua di Parma

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Lululemon

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Veuve Clicquot

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The Ordinary

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GAP

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Ikea

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Birkenstock

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Drunk Elephant

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Warby Parker

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Patagonia

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McDonalds

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SkinCeuticals

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Charlotte Tilbury

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Summer Fridays

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Dior

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Nike

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Hoka

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Chewy

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Marriott Hotels

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Tom Ford

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Abercrombie & Fitch

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La Roche Posay

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Revolve

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Brunello Cucinelli

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Bumble & Bumble

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Farfetch

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Balenciaga

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H&M

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Calvin Klein

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American Express

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Hennessy

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Canada Goose

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Adidas

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Ralph Lauren

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Uniqlo

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NYX

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Aesop

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Alexander McQueen

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Levi's

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Belmond

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Fendi

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Zara

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Versace

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Prada

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Yves Saint Laurent

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Cartier

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Coach

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Hermès

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Sol de Janeiro

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Tarte

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By Kilian

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Clé de Peau

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Louis Vuitton

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Celine

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Moët & Chandon

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Gucci

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Bottega Veneta

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Moncler

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Chloé

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Kiehl's

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La Mer

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Balmain Beauty

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Too Faced

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Mini
Mania

#Volume41
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Intentional Clashing

#Volume40
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(Non)Aesthetic
Aesthetic

#Volume39
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Therapeutic
Thunders

#Volume37
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Upping
the Anti

#Volume36
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Human
Accelerations

#Volume35
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Physical
Alterations

#Volume34
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Hyper -
Holidaying

#Volume33
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Self
Prescriptions

#Volume32
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Three
Cheers

#Volume31
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Seasonal
Sensations

#Volume30
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Unnervings

#Volume29
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Pastures
New

#Volume28
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Natural Permeations

#Volume27
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Living in a Phygital World

#Volume26
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Counter Consumption

#Volume25
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Primevals
‍

#Volume24
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Wholesome Elevations

#Volume23
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Revivals
‍

#Volume22
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Pixel
Strokes

#Volume21
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OTT
Assurances

#Volume20
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Eerie
Evolutions

#Volume19
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Rose
Tints

#Volume18
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Pixelations
‍

#Volume17
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Reindexing
‍

#Volume16
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Natural
Fruitions

#Volume15
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Animalistic
Aptitudes

#Volume14
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Decouplings
‍‍

#Volume13
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De-industrialitations

#Volume11
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Self -
Projections

#Volume10
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Retributions
‍‍

#Volume9
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Departures
‍‍

#Volume8
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Enchantments
‍

#Volume7
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Reclusions
‍

#Volume6
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Reevaluations
‍‍

#Volume5
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In Search of
New Horizons‍

#Volume4
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LGTBQIA+
Rights

#Volume3
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Masks
‍‍

#Volume2
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Internet
Trends

#Volume1
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