Enjoy this Ludicrously Capacious Newsletter

COACHELLA-ENVY

If, like us, you’ve been keeping a pulse on the first weekend of Coachella due to an FYP inundated with festival-focused vlogs, GRWM content, celeb spottings and incredible show highlights from the star-studded lineup. As influencers, celebs and anyone who is anyone wind down from weekend one, here’s a roundup of the best content we’ve seen.

> CAMPING? AT COACHELLA?

In the sea of brand-sponsored areas, influencer content and famous people it’s easy to forget that Coachella is a festival where people can camp! Sharing how to set up a tent, where people style their hair and what they wear to the festival, this feels like the first year we've seen this side of Coachella.

> BLACK PINK IN YOUR AREA

It’s no denying Black Pink really shut down Coachella this year and carried the whole festival on their backs. The first K-Pop group AND female group to headline the famous festival (following their first time at Coachella 4 years ago) the group broke records performing to a crowd of 125,000 hardcore stans and now Baby Blinks. Not only that but the iconic performance was anticipated to be streamed by 250 million+ people online. Talk about girl power.?

> INDIO IS CLOSE ENOUGH

No worries if you didn’t make it inside the grounds for Coachella, because it turns out that being in the general vicinity of Indio, California is enough. To bolster content coming out of the festival, influencers and those with social media power have been sharing snippets of their experiences from the beautiful, sunny sidelines. Whether it's lounging near a pool, strolling the palm tree-laden streets or enjoying the summer air, showcasing that Coachella is more than just a location, it’s a Californian/influencer marketing experience.?

> TYLIE

Did anyone see Timothee Chalamet with Kylie Jenner following the dating rumors? We’re waiting for videos of them snogging to drop. Someone? Anyone?

THE REAL STANLEY CUP WINNERS

Since the phenomenon of the Hot Girl Walk took over TikTok (which saw creators romanticizing movement, getting fresh air, hanging with friends, and boosting mental health) it seems we were unaware that our viral afternoon ambles were missing one crucial thing: a Stanley 1.2L Tumbler. The go-to accessory for college students and gym baddies alike, the tumbler regularly sells out thanks to its cult following on social media. Keeping drinks hot for seven hours, cold for 11 hours and iced for up to two days (yes two days) there isn’t anything this cup can’t do.

Now looped through the fingers (alongside keys, a college ID, and wallet) of any busy person on the go, Stanley has grown their TikTok presence, without having an account themselves, and successfully generated over 4.1B views for #stanleycup. And before anyone mentions the NHL, this tag is dominated by people reviewing their Stanley Tumblers with no hockey sticks in sight.?

Going from strength to strength, the legacy brand continues to play into the hands of its consumer's thanks to a recent collaboration with Starbucks. First hitting shelves in Thailand with an aqua blue finish (and causing worldwide envy in the process) a US Sbux employee also hinted that a 1.2L tumbler collaboration is soon to be coming to America, exclusively at Target...

Looking at this you would assume that Stanley would need to start a TikTok account yesterday and must be pumping tons of money into sponsored content. And we had the same thought. Well…as it turns out we’re all wrong. The Stanley 1.2L Tumbler has found itself amongst the coveted elites of everyday essentials, sans sponsorship, and has become a crucial item to the everyday consumer just like their iPhone… lip balm… or car keys… it’s something everyone grabs on their way out the door.?

What we will say is that collaborations are king, and we are in the era of brands teaming up with all niches, including musicians and sports stars, to appeal to fans. Many people already flock to Etsy to order custom Starbucks cups, and Stanley is likely taking a leaf from this book and launching limited edition Tumblers in-house.

A LUDICROUSLY CAPACIOUS BAG?

In the spirit of updating popular social media formats with a fresh spin, the latest way to display all the stuff we carry around with us has taken the form of a series of carousel images/overview videos coupled with the audio from everyone’s favorite nepotistic chaotic show, Succession.?

She’s brought a ludicrously capacious bag, what’s even in there? Huh? Flat shoes for the subway? Her lunch pail? I mean Greg it’s monstrous, it’s gargantuan”

P.S. We just saw this in the Coach In My Tabby campaign which brought a more metaphorical, deeper meaning to the traditional ‘What’s In My Bag?’ question.

WHY IT WORKS:

Pairing the dryness of Succession with the What’s In the Bag format, this format works because it’s in keeping with Gen-Z’s mocking humor yet allows them to show off their favorite items and trendy bags. Capacious meaning roomy, spacious etc is also the perfect accompaniment to people showing off what’s in their bags, from makeup and hair products to tasers and vapes to notebooks and tangled headphones. This is also an original audio uploaded by @ssense - a great example of brands tapping into content exactly where their audience is.?

WESANDERSONCORE

No strangers to romanticizing their lives on TikTok, this new trend of Wes Anderson-ising everything has creators capturing content in the directors' iconic, famous aesthetic. Set to an audio from The French Dispatch (Anderson’s star-studded 2021 movie) this trend sees creators starting their videos off with TOS that reads ‘you better not act like you’re in a Wes Anderson movie…’?

WHY IT WORKS:

Adding a personal twist that feels relevant to what they’re doing, from grabbing lunch to going on holiday, this trend is a playful way for people to show off their creativity in a more polished TikTok format. Working incredibly well when done right, this format shows the power of pairing great audio with the right content. One thing we’re confused about, however, is what caused this surge in Wes Anderson-themed content…is it the viral audio from Fantastic Mr Fox (see below) or is it the shift to even more personalised content that allows people to demonstrate their interests not only in music but also in film, and weave that into their content.?

“I don't want to live in a hole anymore. It makes me feel poor”

“We ARE poor... but we're happy”

“Comme ci, comme ca”

IT’S DIXIE D’AMELIO’S WORLD AND WE’RE JUST LIVING IT

Long gone are the days of TikTok being a dancing app but that doesn’t stop us from wondering about what the famous faces of yesterday are up to. From Addison Rae to Noah Beck, the people who used to be all over our For you Pages then went on to leverage their platforms for different things many are pursuing acting, music, perfume lines and being all around it-people. Someone regaining traction, and looking iconic in her bleach-blonde pixie cut hair is none other than Dixie D’Amelio, who according to fans is in her Miley Cyrus wrecking ball era as she redefines who she is beyond TikTok. From being papped at Coachella to jetting off to Japan, we wonder what this star has in store…