Victoria Buchanan
@VictoriaFutures
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Critical Optimist. Asking questions, analysing stuff and quoting rap lyrics. Co-founder Non Sweat. Ex Cultural insights @nike musings my own
Portland
Joined May 2010
Interesting to see Bloomberg’s recent piece (‘Are Vans Cooler Than Sambas Now?’) echo some of the themes I wrote about two weeks ago, especially around Vans’ quiet cultural rise and women driving the shift. https://t.co/f3zHkkp1OV
bloomberg.com
When I was in New York City about a year ago, I spotted a woman in a Bleecker Street boutique wearing classic checkerboard slip-on Vans. Amid a sea of Adidas AG’s styles, the shoe, worn with baggy...
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A summary of today’s era— the polycene. 🔀🔄🔀 “every person and every machine increasingly has a voice to be heard and a lever to impact one another, and the planet, at a previously unimaginable speed and scale.” https://t.co/hVcxD8irxy
nytimes.com
We have arrived at a “Polycene” moment where binary systems are giving way to multiple interconnected ones.
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"located in the failing formerly-developed country known as "the UK"."
Today, I made the mistake of flying from Dublin to Paris via London's Heathrow Airport. This was a remarkably stupid move on my part, given that London, and by extension Heathrow, is located in the failing formerly-developed country known as "the UK". I almost paid dearly for
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Vinyl is vital to so many industries. It's the backbone of a diverse set of products, like pipe for safe water delivery.
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This is the current trend in fabric innovation for women. Take a generic material and trademark it with some sort of tech language connected to comfort. CASHSOFT. PUFFTECH. Etc Most of the time we’re being duped to think that there’s some sort of material innovation when there
the gap has applied to register CASHSOFT as a trademark for clothing but the clothing isn’t made of cashmere. deceptive mark? 🧐 seems like a misdescription consumers would believe & one that’s material to the purchasing decision.
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The top 10% of American households are now responsible for almost half of all spending, the highest share since the 80’s. That is a *wild* number. “As the wealthy continue to consume, that’s masking more and more insecurity and instability in the economy under the hood.”
nytimes.com
Data show a resilient economy. But that largely reflects spending by the rich, while others pull back amid high prices and a weakening labor market.
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This is how I am explaining the trend cycle from this day forward.
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@JNaePhillips a few people asked for examples of brands to highlight how this cycle works and i'd say the current discourse around The Row is a good case study. https://t.co/RJ4Wb6uZaF
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Win LA, win the world. 🌎 @flyarcher's strategic acquisition of Hawthorne Airport will give us an incredible asset in one of the world’s most important eVTOL markets. We’ll look to transform the airport into our hub for Archer’s Los Angeles air taxi network as we ready for
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This is part of a wider movement they call “More Than Seducing: Feeling”, where sensuality becomes inclusive, introspective, and emotionally grounded.
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According to their analysis, the pleasure of touch is leading this rebirth: silky textures, nourishing oils, and soft surfaces promising indulgence are projected to grow +90% in the next 12 months, while the pursuit of emotional comfort is rising +42%.
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Last week, ELLE Magazine Italia featured insights from Nextatlas on one of the most resonant shifts shaping the beauty world today: a return to sensuality, not as provocation, but as presence 🤲
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“Rawdogging boredom” is Gen Z’s creative experiment with digital detox. It’s less about resisting screens for a trend and more about retraining attention spans and reclaiming stillness in a hyperconnected world. 👉 https://t.co/PO4sIkk2l1
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Young people are taking over indie cinemas 🎬 Classics & cult films are viral on social Music docs (Taylor Swift, K-pop) are packing theaters Big screen = “no-distractions zone” (phones off 🙅♂️) Tickets now cheaper than a drink 🍿🥤 https://t.co/Qj32JToNPb
theguardian.com
Young people are drawn in by the promise of a ‘no-distractions’ zone, rereleases of old classics and music documentaries by global artists
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“By 2023, over half of the artists generating $10,000 or more on Spotify were from non English-speaking countries.” https://t.co/OwbtR4TLZH
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“Over the past two decades, the American share of the global box office has declined from 92 percent to 66 percent.” https://t.co/Gcc1kIepCB
nytimes.com
Pop culture exports have long been a potent source of American soft power. What happens when the U.S. is no longer the global capital of cool?
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After a few killer seasons, J.Crew is now relaunching its workwear line Wallace & Barnes with renewed purpose. A case study in how to reframe legacy through focus, craft, and cultural adjacency. “We were inspired by New York City in the 1950s — a time when people knew their
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THE ANCHOR A satirical comedy song about the state of the media.
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Rosalía’s LUX listening party in Barcelona shows how music can become story: not just sound, but a fully immersive experience.
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What I’m really craving right now? A deep dive into every single snoopy brand partnership.
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For example Fast Co did a really fun interview with the Nike design team that likely no one read because it’s behind their paywall. You could even argue it’s almost a pointless channel to communicate in as it doesn’t drive any sort of conversation anymore.
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