… said every brand, content creator, and small business owner ever. Except, that’s not really a thing (sorry). Because we now have access to more inspiration than ever. I mean, the world’s never been more saturated with ideas (just look at the content that’s literally everywhere, all the time). The real problem is knowing how to take those concepts, remix them, and use them for your brand effectively. [Here’s how]

- Charlotte Ellis, Editor ♡

Claire’s tries to reset its mall-store magic for the modern era. All icons have to adapt at some point. Even Claires, that pink-and-plastic staple of every mall you ever haunted between classes, must reinvent itself for the present. After decades as the default destination for affordable fashion accessories (and ear piercings) the brand is shaking up its merchandising. Now, they're expanding product categories, and revamping store layouts to win back shoppers who have been drifting online.

The strategy feels like a broader retail reset. They're leaning harder into impulse buys, nostalgia, and experiential touches that feed off-the-grid discovery rather than predictable rows of studs and scrunchies. We live in a time where comfort-shopping and micro-nostalgia are majorly trending. I imagine Claire’s is betting its way back into relevance by being exactly what you thought it was, just with an updated beat. And I can’t be mad about it.

Anthropic’s Super Bowl ad promises ad-free AI (the irony is not lost on me). A new contender just threw its hat into the Super Bowl advertising ring, but not in the usual “flashy spectacle” way you’d expect. Anthropic, the AI company’s debut spot leans into a kind of meta promise: AI that doesn’t distract you with ads. It's pitching its tools as a distraction-free alternative in a moment when every other platform is fighting for attention through interruptions, banners, and sponsored chaos.

It’s kind of fascinating to watch an AI lab sell ad-free AI services during the biggest advertising event of the year. Kinda like showing up to an all-you-can-eat buffet and saying, “I’m only here for the salad.” Whether this resonates or just reads as postmodern signalling, it’s an obvious attempt to brand AI as calm technology rather than another noise machine.

Red light therapy goes from niche wellness to biiiiig-business beauty trend. If you don’t live under a rock, you’ll know that red light therapy has been bubbling in wellness circles for years. But now it’s officially crossed into mainstream beauty spend. Skincare brands, clinics, and device makers are positioning red light, basically controlled wavelengths of warm, visible light, as the next generation of anti-aging and skin-health boosting tech.

Vogue’s latest trend story maps how a constellation of devices, treatments, and at-home gadgets turned red light from a gym recovery novelty into a full-blown beauty category. The treatment's backed by influencers, TikTok healing rituals, and premium-priced panels in spa menus. Part of its appeal is the believability, it feels scientific even if the research isn’t ironclad. I’d like to think its staying power is dependent on results, not just Instagram aesthetics. But we all know that’s likely not the case with such things.

-Sophie Randell, Writer

Everything you've ever seen, read, watched, or scrolled past was built on something that came before it. Art builds on art, content builds on content, creativity is just remixing, and the sooner you accept that, the easier this whole thing gets.

What nobody tells you is a blank screen isn't a problem of creativity. It's a problem of knowing where to look.

The internet is more fragmented than it's ever been. We know this. Audiences are scattered across niche communities, algorithms are hyper-personalised, and trends move so fast that by the time you've noticed one, it's already freaking done.

Sounds stressful, right? But actually, this is a gift. Because it means there's an absolute abundance of content to draw inspiration from. Everywhere. All the time. You just need to know how to use it.

My biggest piece of advice is to scroll with purpose, not on autopilot.

We all know how easy it is to fall into the scroll hole and come up for air 45 minutes later with nothing to show for it, and a few less braincells. Instead, scroll intentionally. Look at what's performing well - not just in your niche, but everywhere. The data doesn't lie. High-performing content is basically a roadmap of what works. Study it.

Look outside your bubble.

If you're only drawing inspiration from within your niche, you're limiting yourself. The most interesting ideas come from unexpected places. A fashion creator borrowing a format from foodie TikTok, or a foodie stealing a storytelling structure from a podcast. Cross-pollination between communities is where the freshest, most interesting content is born.

Use AI as a brainstorming partner (not a ghostwriter).

AI tools are genuinely useful for breaking through creative blocks. Use them for throwing out ideas, suggesting angles, helping you see a topic from a different direction. But the moment you let it write for you, your content loses its soul. Use it to spark ideas and then make them yours.

Mine your own comments and DMs.

Your audience is literally handing you content ideas and most people ignore them. Questions people ask you, reactions people have to your posts, debates happening in your comments. All of that is literally gold. Pay attention.

Here's where the magic happens. And no, this does NOT mean copy-pasting someone else's idea - that's lazy and painfully obvious. It means dissecting what works and making it yours.

See a format that's crushing it? Don't copy it. Understand WHY it works - is it the hook? The structure? The tone? The pacing? THEN take those elements and mix them with your own voice, your own perspective, your own world.

The result is content that feels familiar enough to resonate but fresh enough to stand out. It's not stealing. It's how creativity actually works.

Inspiration isn't some elusive muse that only visits at 3am - it's everywhere, all the time, if you know how to look for it.

You now have access to more content, more tools, and more communities than ever before, so you have absolutely no excuse to run out of ideas. You just need to stop waiting for originality and start getting comfortable with remix.

So go on. Scroll with purpose. Remix with confidence. Create with flair. Your audience - and the algorithm - are waiting.

-Sophie Randell, Writer

There was no over the top celebration. Instead, he appears tearful and overwhelmed, covering his face as he processes the moment. The reaction captures the historic significance of the win, as he became the first Spanish language artist to ever win the award.

Creators are now using this clip to represent moments that seem good on the surface, but are actually stressful, overwhelming, or bittersweet. The humour comes from the contrast between the “achievement” and the very human reaction of realising it’s not all positive.

For example:

All you need is the green screen clip of Bad Bunny’s Grammys reaction. Then add text showing a moment that looks like a win but actually isn’t. Think something stressful, awkward, or overwhelming. 

A few examples to get you started:

-Bella Vlasich, Intern

😂Yap’s funniest home videos: Grandma was on ONE
❤How wholesome: wait i want to get an otter
😊Soooo satisfying: Giant strawberry cheese cube squishy
🍝What you should make for dinner tonight: Honey & lime chicken burrito bowl

We get it. Creating content that does numbers is harder than it looks. But doing those big numbers is the fastest way to grow your brand. So if you’re tired of throwing sh*t at the wall and seeing what sticks, you’re in luck. Because making our clients go viral is kinda what we do every single day.