Fashion & Pop Culture Crossovers Drive Demand

July has seen a surge in pop-culture collaborations that blend brand heritage with digital virality. Bratz marked its 30th anniversary with a Clueless capsule collection, recreating key characters Cher, Dionne and Amber as dolls in their iconic 90s looks. Retailing at $70, the limited-edition drop underscores the ongoing commercial appetite for collectible IP, tapping into cross-generational nostalgia and resale appeal.

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In Los Angeles, BLACKPINK’s collaboration with the NBA and MLB generated high in-person turnout at Complex LA. Branded Lakers and Dodgers merchandise, designed in partnership with the K-pop group, reflects a growing trend of artists leveraging sports affiliations to activate regional fanbases and sell limited product in short, high-impact bursts.

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Meanwhile, Kylie Jenner’s Khy continues its bid for category legitimacy with a new swimwear collaboration with Frankies Bikinis, launching July 16. After early criticism around quality and pricing, the retro-inspired collection (priced $85–$195) appears designed to reposition the brand with elevated styling and inclusive sizing.

Experiential Marketing Resurges Across Sectors

IRL activations remain a central focus for marketers this summer. In Kansas City, Coors Light will debut the “Patrick Plunge” on July 19—a cold plunge installation shaped like NFL star Patrick Mahomes’ head. Consumers can participate for $15, with merchandise sales benefiting Mahomes’ foundation. It’s the latest in a series of sport-wellness crossovers intended to increase audience engagement beyond traditional advertising.

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At the same time, McDonald’s UK is tapping gamification through its app-based “Side Missions” campaign. Customers can earn digital badges and rewards by completing real-world errands, turning everyday purchases into points-based brand interactions.

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In the beauty sector, Sol de Janeiro’s “Casa Cheirosa” installation at Coachella earlier this summer continues to influence activation strategy. Built around fragrance-led sensory zones, the experience blended branding with shareable content, reinforcing the power of immersive environments in a category historically focused on packaging and product.

Marketing Strategy Evolves: From Performance to Resonance

Beyond campaign execution, brands are increasingly rethinking the structure of their marketing approach. A new report by Launchmetrics suggests that ambassador programmes are shifting from high-reach talent toward “resonance-led” partnerships—prioritising alignment and credibility over pure visibility.

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Digitally native brands are also revisiting traditional storytelling as performance marketing becomes more expensive and less effective. Vaseline, for example, has found renewed relevance through social-first content tied to everyday beauty hacks, connecting with Gen Z through utility-led storytelling and cultural fluency. Olipop, a functional soda brand, has similarly invested in nostalgic testimonial campaigns—echoing legacy health ads from the 90s and early 2000s.

Meanwhile, Meta previewed 11 new AI-driven marketing tools at Cannes Lions, focused on automating creative testing, improving virtual try-ons, and enhancing ad targeting. These developments signal a shift toward scaled experimentation and performance forecasting through generative AI.

Luxury Brands Emphasise Craft and Lifestyle

In luxury, heritage and lifestyle positioning remain key themes. Bottega Veneta’s latest “Craft Is Our Language” campaign quietly reaffirms the brand’s commitment to artisanal production without overt product pushing—a trend mirrored by smaller independents like Miista, which continues to scale through community pop-ups and EU-based craftsmanship.

Elsewhere, JW Anderson’s upcoming flagship in London’s Soho will introduce a new direction for the brand—expanding into homeware, ceramics and food products in an effort to build a fully-fledged lifestyle universe beyond fashion. It marks a broader trend among luxury houses to develop revenue and engagement through adjacent categories, while deepening brand affinity.