Brands From the Vault We're Gonna See More of in 2025

I need to drink another Unwell to fully unpack this, but here's some brands from the vault we're gonna see more of in 2025 and partnership inspiration for how to play along:

@blakelythornton's video about The Return of the Murakami Mami kept me up last night, it's a must watch and he's one of my fave people to follow on TikTok. He got me thinking: what's in her bag? Does the Zendaya x LV campaign converge with any other popular consumption patterns?

@madhappy x @juicycouture launches this week and JLO is always ready

Paris & Nicole have a new TV show and Paris has been partnering with Joe & the Juice x Vita Coco, Poppi, SmartSweets, and Tan Luxe via @peoplebrandsandthings. I need to re-study Vita Coco's early ad campaigns.

@tiffanyandco bat mitzvah princesses deserve a Y2K heavy collab in 2025

Diet du Jour culture and Lemme's new tone gummies, please please please to anyone reading: be kind and responsible with your metabolic health marketing

New Hello Daise body sprays via @cpgwire

@robspopcorn x Mean Girls 2, and we will never forget @churnfoods Is Butter a Carb?

Hydration, energy and sodas as personality extensions the same way Vitamin Water and Red Bull captured the market through endorsements, pap walks, music videos etc @unwell @drinkolipop Sati @drinkpoppi @getgorgie @drinkgleem

Nostalgic beauty and skincare like @topicals, 1999 beauty, Halsey's new @aboutfacebeauty Blow Pop kit, and the Hard Candy comeback. And don't get me started on Functional Nostalgia like @eatbehave that have been at this since 2020.

And last but not least, Lindsay's glow up, Charli xcx's Von Dutch track, and how gifting suites for seeding product to influencers are still queen, now with a modern twist thanks to @marta's @airmilkshake. One of my first jobs was working at gifting suites (including a Von Dutch one) and backstage at music award shows in the 2000s where I saw a lot of this post happen in real time, story time for another day.