It's official, the leaves are turning brown and the air is getting chillier. Lucky for you, we're here all year round! From scientists developing a 'Honeybee Superfood' to the highly-anticipated return of GBBO - welcome in the new season with our latest update on all things culture and trends as we kick-start September.
What’s Gone Viral? 🔥
Just want the headlines? Here’s a peek at some of the bigger viral convos before we dive into trends and the more… unhinged.
Hits and hitched in a single month
Taylor Swift broke the internet again! Hours after our last edition, she announced her engagement. Brands were quick to jump on this with reactions and reactive content, while Taylor's (para)social impact continues to grow - with some Swifties even trying to time their engagements to match hers.
Bashful? Hardly. Ashby owns the red carpet
If Ashby hasn’t hit your FYP yet, consider this your warning because: she’s going places. From eccentric livestreams to hosting the Hamilton red carpet, she’s keeping the costume industry busy ahead of Halloween, and will likely set October 31st trends!
Cardi queen of culturereclaims the narrative
Cardi B’s appearances in court gave us the facial expressions that launched a thousand memes. And now Cardi’s cashing in, releasing a ‘courtroom edition’ of her new album which uses those very memes for the cover. A true example of the impact of fan culture on the music industry.
Prepare for takeoff 🛫 We’re just getting started!
Trending Format Alert 🚨
Charlie, Lola, and a Dash of Lizzie McGuire ✨ Creators are getting crafty with design!
The latest trend is building Charlie and Lola-inspired miniatures. Think cut-out collages, quirky shapes, and playful DIY energy! A spiritual cousin to Lizzie McGuire’s animated asides. It’s a shift away from hyper-polished aesthetics (or even pure brain rot) toward more fun, nostalgic vibes.
For brands, it’s a chance to lean into playful 2D cut-out styles and quick-turn TikToks that feel handmade and lighthearted.
TikTok Brand Champion 🏆
We might be heading out of their peak season, but Magnum Ice Cream’s content is by no means about to expire 🥶
This humble ice cream is quickly morphing into the ‘it’ girl over on TikTok. Magnum’s content just ✨hits✨ in a way that genuinely entices you to keep scrolling down their feed. It’s clean, curated and colourful – but uses native text and plenty of trending formats to keep it under the radar as ‘brand’ content on your FYP. Genius.
From a whole series of influencer collabs with artist of the summer herself, Charli XCX, to satisfying ASMR and simple relatable moments, they’re dipping into a bit of everything and doing it well. They’re also a masterclass in how to position an everyday product in a super-aesthetic and aspirational way – utilising both the coffee tray and grocery basket trend flawlessly.
The only thing we’re not 100% sold on is their hashtag #CrackIntoPleasure 🥴
More Industry News 🗞️
Looking for a specific industry or topic? Say no more. Here’s a selection of a few bonus newsworthy moments and trends, organised into categories, ‘Type A’ style.
Travel & Hospitality ✈️
White Lotus in France? Here’s where fans think It’ll be filmed.
The eight underwhelming yet overly hyped vacation spots to remove from your travel bookmarks.
Atlantis Resort welcomes Bahama Breeze Festival.
Food & Beverage 🍹
Pret a Manger steps into the meal deal game.
Caviar-topped chicken nuggets? Here's a round-up of the 2025 US Open's wildest menu options.
Glenmorangie opens Whisky-Themed Hotel in Scotland.
Fashion & Design 💅
American Vogue’s new era feels SATC-inspired!
Everything you need to know about London Fashion Week.
Shein faces backlash after using Luigi Mangione’s likeness.
TV & Entertainment 📸
Twilight returns to cinemas just in time for spooky season.
All eyes are on The Summer I Turned Pretty Season 3 finale.
KATSEYE scores first-ever VMA for Push Performance of the Year.
Trend Alert 🚨
Before anyone panics, this is not pandemic related. The ‘Great Lock In’ is making the rounds on TikTok as the latest self-improvement trend… and we’re kinda here for it. A refreshing take on the usually gloomy goodbye to summer, it’s all about ditching the “wait until January” to start on those goals.
A touch more serious than the usual brain-rot memes we like to sign off with, but maybe a little more inspiring? Of course, no judgement for opting out of the Great Lock In though.
That's all for this week folks, but if you miss us in the meantime get in touch at culturelab@eightandfour.com and we can chat trends & hot takes!
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