There has been an influx of senior influencers, sharing everything from fashion inspiration to cooking tutorials. Gen Z’s quest for wholesome, positive content has fuelled the interest in older role models, with many pensioner creators having primarily young audiences. The senior US content collective Retirement House has 6.4 million followers and 171 million likes on...

If 2024 was the year of manifestation, then 2025 is focused on gratitude. This plays into the year’s overarching theme of okayness and ongoing trends such as romanticising my life and soft living. Manifestation, which was Cambridge Dictionary’s 2024 word of the year, is focused on desiring change, having aspirational thoughts and putting these sentiments...

Certain fashion formats are evergreen, such as #OOTD (453 million Instagram tags and 38.4 million TikToks), but creators are always developing new ways to share style inspiration. Easier access to editing and AR tools means influencers are becoming increasingly original in how they share their looks. These are five creator-led formats gaining traction on TikTok...

Adventure, wild camping and swimming. Hiking and scenic drives. Welcome to #Vanlife. Van-dwelling saw a surge in popularity in October 2020 during the pandemic, and according to Google data, consumer interest then peaked again in May 2023 and 2024. On TikTok, #Vanlife has been tagged in more than 1.3 million posts, #VanConversion in 85,000, #VanlifeDiaries...

Brand hospitality is one of 2025’s most impactful marketing trends and creator-led businesses understand its power more than most. From Maebe’s coffee and cake Manchester pop-up to Vieve’s “Glasglow” studio offering attendees free matcha and jewellery-making, these startups are prioritising activations led by generosity. Everyone who attends gets a treat, the chance to meet the

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Jennifer Aniston, the 1990s, self-care and Pinterest boards are the themes influencing hair trends ahead of summer 2025, according to five London hair stylists with major creator clients. These experts named Pamela Anderson, Demi Moore, Hailey Bieber and Sophia Tuxford as stars often referenced for cut and colour inspiration. However, Jennifer Aniston has the most-desired...