Exercise Skorts and Tanning Clubs

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.

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Happy Memorial Day weekend! I’ll be doing my best to keep it concise* today because you’re probably busy picnicking or BBQing or lounging by a pool or going to a beach.

@_carlyshea_You need to check out this hidden gem! (@Calebthill discovered it first) #nyctiktok #nyctravel #rockawaybeach #coneyisland #gowanuscanal #nycbeach

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Before I jump in, though: I went to the Shorty Awards earlier this week (with my buds at Loop, a very good creative studio that everyone should know) and it was fun to see a lot of the social campaigns we’ve talked about here over the last year — Roblox Walmart Land, Jack Harlow’s KFC collab, McDonald’s Adult Happy Meal — surface there, too. The event also introduced me to a few really good social campaigns I somehow missed when they first came out. How have I never seen Martha Stewart’s Clé de Peau Beauté Thirst Trap campaign???? I can’t help but take it as a personal failing when I miss something online that’s this good. If you, too, missed it, better late than never:

@marthastewart#ad Gorgeous, gorgeous people love @cledepeaubeauteUS concealer! #ad #cledepeaubeaute

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May your weekend be as glorious as Martha’s. This week, we’re talking about:

• Glossier’s Washington Square Park stampede

• Fwrd’s strategy to win over young luxury consumers

• Hill House Home’s fascinating TikTok playbook

• Urban Outfitter’s soaring stock

• American Eagle’s sinking shares (she’s a finance girlie, now!)

• Coach’s genius Pride collab

• Gucci’s clever Rowing Blazers collab

• Airbnb is cool again?

• Tanning is cool again???

• Outdoor Voices’ Exercise Skort is the new Exercise Dress

• H&M is knocking off Khaite (ofc)

• TikTok says the Burn clutch is the must-have bag of the summer

• How brands did Mental Health Awareness Month

Thanks for reading, and enjoy your weekend!

*Update: It’s 4,063 words, so I absolutely failed at keeping it concise! Sorry! Definitely open this one in a browser if you can, because there are a ton of can’t-miss TikToks.