Nike tasked kids with building a metaverse inspired by its classic Air Max sneaker; the latest fashion collaboration most likely to go viral (we talked about it last week but now it’s official!); and I need this but for tweets.
ARE YOU ‘MASK FISHING’?, nyt
I live by a high school in Brooklyn, and it’s amazing to me that the kids still wear masks even after they leave the building — we’re talking to and from the subway, while they’re hanging out with their friends, etc. I’ve been so curious as to why (are they shy post-lockdown? is it a safety blanket?). The takeaway from this article is that young people are just really earnestly Covid-cautious.
The slang term, one of many that emerged during the pandemic to describe new social dynamics, took off on TikTok last year. Of the nearly 40 New York City public school students interviewed for this article, several expressed doubt that it was more than an internet gag.
SOCIAL MEDIA MAY AFFECT GIRLS’ MENTAL HEALTH EARLIER THAN BOYS’, guardian
Highly depressing: Psychologists found that girls who increased their time on social media between the ages of 11 and 13 were less satisfied with their lives one year later, with the same trend playing out in boys aged 14 to 15.
GEN Z 'IS ACTUALLY SAVING MONEY' WHILE MILLENNIALS AREN'T, yahoofinance
Also highly depressing but for different reasons: 70% of Gen Z say it's important to invest now so they can retire in the future while 45% of millennials are putting off saving for retirement.
JO MALONE ON SCALING HER SECOND BRAND, THIS TIME FOR GEN Z, voguebusiness
The fragrance mogul hopes to make her self-funded venture, Jo Loves, a Gen Z favorite worldwide “with a mix of gender-neutral launches, new lines including paint-brushes for fragrance, and a wholesale model pushing heavily into the Middle East and Chinese luxury department stores with its £115 Pomelo fragrance.”
HOW ABERCROMBIE & FITCH IS USING TIKTOK TO REACH FORMER CUSTOMERS, morningbrew
A&F’s goal is to project a brand image focused on the “long-weekend mindset,” primarily targeting young professionals aged 25–29 who haven’t settled down yet and spend their time off traveling or with friends. Despite the fact that a find a “long-weekend mindset” depressing as hell — haven’t we moved passed the working for the weekend mentality? — this is super interesting.
One last thought: