Cultural Bite: Humanised Luxury, Instagram’s Rings Awards and Gen Z Creativity

Between snagging a VMA, going viral with their GAP ad, and totally redefining “gnarly,” Katseye have officially cemented themselves as one of the world’s biggest girl groups.

Born on Netflix’s Popstar Academy: Katseye, members Manon, Lara, Sophia, Daniela, Megan, and Yoonchae fuse American pop and K-pop vibes through Getten Records and Hybe. 

Their Y2K-inspired fashion, razor-sharp choreography, and real-deal behind-the-scenes moments have earned them a fiercely loyal fanbase: the Eyekons.

Their GAP ad, set to Kelis’ Milkshake, was a perfect mash up of nostalgia, dance, and cultural relevance. 

For brands, Katseye proves that the most powerful partnerships aren’t just about reach. They’re about creating art that feels iconic and emotionally resonant.

Then there’s Instagram’s Rings Awards. Have you seen it? Basically, it’s a creator award programme, where Instagram recognises 25 creators for their ‘creative courage and cultural impact.’

They are handing out trophies to the posts, Reels, and memes that actually made us stop scrolling.

It isn’t just a cute PR stunt. It’s a masterclass in cultural relevance. 

By celebrating and spotlighting this content, Instagram is handing brands a real-time blueprint for attention.

For brands and marketers, ignoring it isn’t an option.

It should be used to inform strategy.

Engaging with it means understanding the mechanics of virality, identifying creators who are the right fit to amplify your message, and ensuring your campaigns land where audiences are already paying attention.

Burberry just dropped a collab with Olivia Colman. Yes, the Olivia Colman. A true British icon.

This isn’t just a celebrity endorsement. This isn’t any photoshoot. It’s social-first luxury done right. 

Here’s the vibe: Through a series of short films directed by John Madden, it’s basically a love letter to London. 

Olivia plays a range of London characters, meeting first-time tourists and showing off the city in all its quirky, iconic glory. Models appear throughout, adding high-fashion polish, but the real magic is Olivia’s storytelling. She’s funny, charming, and effortlessly British, turning the campaign into a story you want to watch, screenshot, and share. 

The collab succeeds because Colman brings authenticity and relatability to luxury. She’s not just posing; she’s humanising Burberry, making it feel approachable without losing prestige. That rare mix of star power and personality drives engagement and lasting impact.

This is the level of sophistication brands need if they actually want to translate cultural relevance into sales and long-term growth.

Alex Cooper is swinging hard at Gen Z ad dollars with her new Unwell Creative agency.

With a multi-year Google partnership, the concept is simple but sharp: let young, culturally fluent creatives build content for the audiences they actually understand. TikTok, Instagram, and beyond aren’t afterthoughts, they’re the home turf.

Here’s why it matters: 

For Gen Z, campaigns feel like culture, not ads. They see themselves reflected and can engage directly, blurring lines between brand, creator, and consumer. And that’s why influencer marketing isn’t optional; it’s table stakes if you want to play in this space.

>>> Social-first, creator-led, culturally fluent.