Bordeaux Fall and Halloweekend
after school weekend edition
Welcome back to After School Weekend Edition. Think of the Monday-Thursday letters as the CliffsNotes; this is the extended version for paid subscribers. Thanks for reading — your support makes this possible! 💫
Though my FYP has been overtaken by Halloween costumes this week, I hadn’t realized it was Halloween weekend until a Gen Z colleague pointed it out on Friday. (I’d also forgotten that Halloween weekend was such a big deal when you’re young.)
While I may have been oblivious to the approaching holiday, brands were very much not, so I spent some significant time digging into how brands were activating around the occasion (an occasion that, while not particularly important to me and, maybe, you, is very important to Gen Z and Gen Alpha consumers).
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Today we’re talking about:
Halloween (what brands are doing + what costumes are trending)
The cool-girl brand coming for Gen Alpha
The chicest place to be in NYC this week
The quarter-zip office drip
The camo sweatshirt Gen Z TikTokers are selling out
Vogue x Lululemon sponcon
Tough week for beauty incubators
How TikTok brought back K-Beauty
Sofia Coppola’s book is trending on Gen Z
And so is Britney Spears’s memoir
DiCaprio calls Martin Scorsese “bro”
The Hunger Games prequel is going viral
Pizza Hut’s #girlmath campaign
Taylor Swift is a secret spy novelist?
Astarion is babygirl
The David Beckham challenge
And everything else that happened this week through a youth culture lens. Before we jump in, my favorite TikTok of the week:
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