Insecure and Winning

WATCH OF THE WEEK

MARKETING BUZZ

OUR OBSESSION

Subwaychella

Aspiring musician Max Gold didn’t let his being in New York stop him and his friends from partying Coachella-style. The group brought a taste of the festival to the New York subway system, complete with Gold as DJ, palm trees, and, of course, flower crowns. The committed group lugged all the necessary equipment onto the subway train and treated their fellow riders and commuters to an EDM dance party, which some joined, and others just recorded on their phones. Making waves locally, Gold published a video documenting the whole experience so that, like the festival itself, everyone online can see what they missed.

Google Duo

Chrissy Teigen and husband John Legend continue their streak of viral ads, this time for Google Duo. The video, posted to Legend’s Twitter account, features the singer and his wife video chatting one another as Teigen gives input on Legend’s outfits. The kicker comes when Legend inadvertently dons a yellow sweater and blue pants, which Chrissy immediately points out makes him look exactly like the Arthur meme he was compared to early last year. Angered as she mocks him, Legend clenches his fist recreating the meme exactly. The internet went crazy for this deep cut, loving that Legend and Teigen aren’t afraid to have a laugh at their own expense.

Kanso

2016 brought us the Nordic concept of Hygge, 2017 embraced the similar Swedish idea of Lagom, and now 2018 looks to the Japanese principles of Kanso. Unlike the other concepts that emphasize indulging in coziness and comfort, Kanso stresses simplicity, encouraging people to keep only the essentials and do away with clutter. Those familiar with Japanese organizing consultant Marie Kondo’s methods, as made famous by the book The Life Changing Magic of Tidying Up: The Japanese Art of Decluttering and Organizing (2011), are already acquainted with Kanso. However, the practice dates back even further existing in Japanese culture for thousands of years. In The Trendera Files: The Future Of 2018, we predicted that this year, Americans would look to Japan as their source of inspiration aesthetically and culturally so add Kanso to the list after anime, ikebana, and Terrace House.


IN OUR CARTS

APP-TASTIC

PROPS TO

The Cut Shop

Combining fashion with the most viral internet happenings, The Cut has cleverly created The Cut Shop so everyone can become a walking headline (literally). The newly launched online shop in partnership with Merch by Amazon sells graphic tees based on The Cut’s most shared article titles such as “Millennial Pink” or “What Do Jared and Ivanka Do All Day?” An innovative take on fast fashion, a t-shirt is created and released each week based on popular memes and stories so that one’s wardrobe is as up to date as the lightning-fast digital news cycle. The shirts retail for $25 and are sent through Amazon Prime so that digital users can make a timely fashion statement that simultaneously showcases they are in the know about internet culture.

Co-Star

Astrologically-obsessed Millennials are getting starry-eyed for Co-star, the first ever app that utilizes AI to serve up custom natal charts and daily horoscopes. The app asks for users’ exact birth time and place and then taps data from NASA to generate unique and tailored astrological insights. The beautiful interface is as easy to use as Tinder, provides daily curated updates complete with emojis, and even allows users to connect with friends so they can measure compatibility based on their planets. In the midst of indulgent Taurus season, treat yourself with this free iOS app that feels like a luxurious personalized reading within itself.

ColorCreative

Issa Rae and her hit show Insecure are synonymous with the successful web series to pilot movement. Now Rae and her foundation, ColorCreative, are partnering with BET Networks to give others a chance to make it in traditional media. With a mission to increase opportunities for women and minority TV writers, the two are hosting a Script to Screen Contest to find emerging writers who have a fresh and unique spin on the Black American perspective. Finalists have been locked in and the top three will attend the American Black Film Festival in Miami on June 13th-17th. After the ABFF, one finalist will receive a cash prize, the opportunity to have their script produced, and their story told to generations seeking more authenticity in media.

Kristin Castillo