Our take on the latest digital marketing trends.
In this monthly digest of the digital updates making waves across the web, we share the TL;DR version (that’s “too long; didn’t read”) , and our expert team’s top takeaways.
Door to Dior
Ahead of his debut Dior collection, Jonathan Anderson leaned into the paradox of ‘digital intimacy’ by dropping pre-show teasers via the brand’s Instagram Close Friends. The same content was soon posted to main, but for a moment being in that inner-circle was fashion’s biggest flex.
> Our Take: A masterstroke in modern luxury marketing. Loyal customers were rewarded while the digital format ensured stories would still be screenshotted and shared across the web immediately. The result? A campaign that gave VIP and viral.
Toy Story
From gimmicky figurine to global fixation, Labubu has emerged as the must-have talisman of 2025. Collectors are queuing for hours. Resale prices are out the gate. And yet the appeal isn’t scarcity alone, it’s sentiment.
> Our Take: Labubu’s popularity is a case study in emotionally intelligent design. In an anxious world, people crave objects that blend function and form with feeling. Pocket-sized isn’t a prerequisite. Create a product customers can connect to, and that ordinary item becomes someone’s emotional-support necessity.
Sitch Perfect
Dating app Sitch is ditching the swipe in favour of something deeper: AI-trained matchmaking powered by real human insight. Co-founded by Nandini Mullaji, whose matchmaking roots run three generations deep, Sitch uses LLMs and 50-question onboarding to deliver curated connections, not just profiles.
> Our Take: Sitch taps into a broader shift in consumer appetite: quality over quantity, intimacy over instant gratification. As AI scales, the winners will be the brands that humanise it – creating trust, not just efficiency. Connection, it turns out, is a data problem. And Sitch may be one of the first to solve it right.
What Shoppers Want
Business of Fashion’s new e-commerce report confirms that today’s customers aren’t chasing trends, they’re chasing trust. Across the EU5, functional purchase-drivers like clear fit, free returns and a seamless UX far outweighed trendiness or sustainability as key motivators.
> Our Take: The shift from hype-ful to helpful is reshaping the fashion funnel, with convenience, confidence and consistency now mattering more than novelty. To be expected when budgets are tighter and baskets more considered, brands that get the basics right are the ones winning at checkout.
Flash Forward
Polaroid’s latest billboards are swapping digital dazzle for analog appeal, combining outdoor placements with unpolished creative and provocative taglines like “Real stories. Not stories & reels” and “AI can’t generate sand between your toes” to take aim at AI-generated content, and widespread phone fatigue.
> Our Take: Polaroid’s play isn’t anti-tech – it’s pro-emotion. It’s also a lesson in effective media placement. We know mobile video content is essential for reach. But static creative with a strong point of view can sometimes be more disruptive than the full digital spectacle.
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