Miley is back, and she is back in the best way possible. As Hannah Montana. The Hannah Montana Reunion shook us to our very core. Alongside this monumental cultural moment, Alix Earle has finally revealed the brand behind the puzzle - it wasn’t the most cryptic - a (nother) skincare brand! Gymshark has outdone everyone by using jacket potatoes in their most recent Hyrox Pop Up. Also KFC made a pickle jacket and I need it.

Rhode has done what Rhode does best and IMMEDIATELY attached itself to the Love Story moment. Maura is getting her bag in more ways than one and Timothee Chalamet has been a very bad boy.

Fake Mink’s in Gucci, Elton has a Tesco Meal Deal and The Green Party won a by-election. My Grandma would turn in her grave if she heard me say all that in one sentence. This week we are bombarded with FASHUN as Fashion month begins again, but aside from Demi Moore’s dog stealing the show at Gucci our focus is elsewhere, think BRAT X Cash APP, Ezra Collective and Dove raiding Reddit for their most recent OOH work. BRAT IS NEVER GOING AWAY.

Cousin Greg, Gordon Ramsay, Hilary Duff, Gabriel Macht and Alysa Liu. My dream blunt rotation. Oh yeah and Punch the Monkey.This week AI takes centre stage, behind Hilary Duff. Because who can ever comprehend outshining the gay icon that is Miss Cinderella herself. As the Winter Olympics skate on, we plough headfirst into the ‘snowstopping’ partnerships, brand collabs and cultural extravaganzas of the past week. 

Post Grammy’s and I cannot see another Bad Bunny meme. I know I advocated for more memes in last week’s volume but I fear I summoned a demon, I do not want it. Call me fickle, tell me to pick a lane, but this is how it is. This week is varied, but as usual and I promise it is not on purpose, some twunk is mentioned, this week’s choice is Jacob Elordi who is loosely tied to Airbnb’s activation with Wuthering Heights. (He is in the film, thus a loose association). These campaigns are smart because they all take a very simple, ownable brand truth and then push it into culture in a way that feels playful, talkable, and inherently social rather than “ad-like.” Each one uses a different lever (data, meme logic, physical space, fandom, or IP) to do that and that’s why their resonance is so unique.