Critterposting and Delulu Eras

after school weekend edition

Welcome back to After School Weekend Edition. Think of the daily letter as the CliffsNotes; this is the extended version for paid subscribers. Thanks for reading — your support makes this possible! 💫

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I’m writing to you from the Brussels airport on a layover to Cannes. Typos are c/o sleep deprivation, and so are the meandering asides. (Juuuust kidding, there are always typos and meandering asides!)

I’ll be traveling abroad for the next three weeks, so these letters may be sporadic and/or arrive at unusual times, though I’ll do my best to keep it as routine as possible.

This trip is mostly for work, but that hasn’t stopped me from spending a considerable amount of time scrolling through #europecore (1.4M views) — a TikTok trend described by Nylon as “the latest aesthetic that captures Americans’ desire for international summer escapism; puffy sleeves are encouraged, and reading A Certain Hunger in front of the Eiffel tower is peak Instagrammable content” — and its popular offshoot #europeansummeroutfit (2.7M views) in preparation.

Same, babe.

If you’re going to be at Cannes Lions this week, let me know!

Today, we’re talking about:

• Reformation’s really smart influencer trip to Italy

• Gap’s curated “vintage” collection

• Madewell’s Gen Z-informed store redesign

• J.Crew’s loyalty app (very clever!) and virtual beach house (very not!)

• Nike’s very Outdoor Voices-y strategy

• Hot #tomatogirl summer

• Coastal nonnas

• Sporty & Rich Sambas

• Emma Chamberlain’s $19 Erewhon smoothie

• Mejuri’s ice cream pop-up

• Justin Bieber for Rhode

• Canon events

And everything else that happened this week in brands, trends, and internet culture. As always, scroll to the end for everything I’m reading, buying, listening to, etc.

Before we jump in, please watch my favorite TikTok of the week.

@avdiggidk where that voice came from 😂 #fyp #brother

Tiktok failed to load.

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