And now, the fashion industry has its sights set on a new aesthetic—running. It’s a hobby that’s been growing in popularity for the last few years, especially amongst Gen Z and Millennials. But running is so much more than just a way to get steps in. It’s become a whole lifestyle, the most crucial part of which is the fit. Now, running gear isn’t just what you wear on your morning 10k. It’s an identity signal. And this intersection of fashion and function has turned into a full-blown cultural moment.

- Charlotte Ellis, Editor ♡

And it’s clear you haven’t just lost them. You’ve lost the deal.

Well, that doesn't have to be you anymore. Because in this 90-minute session taught by Nathan James, Executive Creative Director at The Attention Seeker, you’ll learn the real art of selling subjective ideas (from someone who’s worked with some of the world’s biggest brands).

If you want to know how to:

✅ Keep the room hooked from your first sentence to the final slide
✅ Nail the 3-nod method that gets instant buy-in, every time
✅ Use their objections to strengthen your pitch

...this workshop is for you.

Forget “we’ll think about it.” You’ll leave this session knowing how to make every client say, “please take my money.”

Thursday, 4 Dec | 8:30 - 10am NZT | $49

Turns out fame is a hell of a body-snatcher. And I’m not meaning the no-waist-ozempy-movement (or crisis) we’re currently seeing. A new study shows that famous singers die on average four years earlier than less-famous peers: 75 vs. ~79!! Giving fame a mortality boost roughly on par with occasional smoking. Yikes.

Why? Well, think relentless public scrutiny, performance pressure, a loss of privacy, all stressors known to push people toward coping behaviours. Being in a band helps a little (versus solo stardom), but the effect still sticks. The lesson here? Don’t chase clout for the Insta-flex. Because clout might just chase you into an early grave.

Well, the world’s richest guy thinks his AI chatbot’s “vulgar roast mode” = comedy gold. Spoiler: it sounds just as bad as Elon's jokes. Which checks tf out. WIRED tested the trash talk. Grok spat lines like “your bangs look like pubic hair,” and “you’re a thrift-store tragedy.” Yes, we laughed (awkwardly).

Then it got boring because it leaned on the same tired clichés over and over. Turns out even a bot told to go “full unhinged” can’t fake wit or the weird chemistry real roasting needs. As far as party tricks go, it was a flop. Unsurprising, considering its maker.

According to this recent piece, Americans are holding onto their phones and laptops longer than ever, with the average smartphone lifespan now 29 months, up from 22 in 2016. That might save each individual some cash. But on a macro level, economists say it’s dragging down productivity and slowing tech-led growth (eyerolls in consumerism.)

Outdated devices mean slower networks, lagging performance, and wasted time, especially for companies relying on speed and efficiency (cough, overconsumption and the constant “need” for the next best thing.)

So interesting how this “hold-onto-your-gear till it dies” vibe is painted as a threat to economic momentum. As if doing less isn’t just a personal choice, but a form of sabotage against growth and innovation. Maybe the economy needs us buying new phones every year, but my wallet and the landfills def don’t.

-Sophie Randell, Writer

But I seem to have entirely glazed over the fact that it’s finally become its own aesthetic.

A fully fledged street-style identity that’s bleeding into fashion faster than Salomon can restock the Speedcross.

We lived through ballet-core, where every girl dressed like she’d just left a rehearsal for Swan Lake. We endured last summer’s football-shorts era, where Pinterest girlies convinced themselves baggy athletic shorts were high fashion. Gorp-core made hiking gear sexy somehow. Bloke-core gave us jerseys worn unironically to dinner dates, much to the despair of women everywhere.

Now it’s running’s turn.

Running is the one sport where the gear isn’t just gear. It’s a uniform. A membership badge. A declaration of taste and dedication to health.

Run clubs are micro-subcultures. They come with aesthetics, rituals, vibes. Are you the minimalist-black-Nike-head-to-toe type? The colourful-Hoka maximalist? The Salomon trail runner who lives in the CBD and, in fact, nowhere near a trail? Or maybe the 5km girly who wears a running vest because it’s ✨pink ✨?

There’s also the plain fact that people want to look good while they run. Don’t lie, you know you do.

It’s not shallow; it’s social. Running is a public sport. You’re doing it on streets, in parks, along waterfronts, literally in front of strangers. The right shorts and top are suddenly tools for confidence. Clean lines, fresh colourways, thoughtfully engineered fabrics. This is performance gear that acts as identity armour.

You don’t even need to be running anymore to dress like you could. Activewear became the everyday uniform for people who have never once checked their split pace (it’s me, I’m people.)

The influence is no longer one-directional. Fashion is borrowing from runners; and running gear is borrowing back. Performance brands are designing with street style in mind, ultralight silhouettes, sculpted shapes, sleek technical fabrics that look just as good grabbing a flat white as they do at kilometre nine.

It’s why you’re seeing split shorts with oversized trench coats. Hokas with pleated skirts. Salomons on hinge dates. Technical tees styled with vintage denim. Hydration vests at the farmer’s market, which… okay, maybe we’ve gone too far, but you get the idea.

We’re in the age of the runner-adjacent civilian.

And that’s because running, in 2025, is deeply aspirational. Not in an obnoxious, unattainable way, but in a “this could be me if I tried hard enough” kind of way.

Dressing like a runner is basically a wearable manifestation of self-optimisation. It signals discipline, health, ambition, early mornings, wellness, community. Even if your last run was in 2019 (guilty.)

But more importantly, it makes running feel accessible.

You don’t have to be fast or know what a tempo session is. You can throw on some cute kit, join the group, and suddenly the whole thing feels less intimidating, more communal, more fun.

And fashion loves an on-ramp.

Especially one with a halo of health, simplicity and authenticity. Running is the anti-hype-beast: it’s low-tech, low-barrier, low-ego. There are no courts to book. No monthly fees. No gatekeepers. Just you, your shoes, and whatever playlist makes you feel like you’re the main character in a Nike commercial.

That’s why this moment feels so big.

It speaks to where culture is heading: toward utility, toward intentionality, toward moving our bodies as a form of identity expression.

So yes, your hinge date is wearing Salomons to the café you picked. Not because he’s a douche. And also not because he’s training for anything. But because running is no longer confined to the track. And you know what? It’s kind of a vibe.

A language. A lifestyle signal.

And right now, it’s the best-dressed one we’ve got.

-Sophie Randell, Writer

Your friends circle could predict the moment when you're about to say it too. You're trying your hardest to keep it in, so they finally give in and look at you like, "well, are you going to say it?"

Today's trending audio is for those moments where everyone's waiting for you to say that one line like you always do. It comes from a Superman edit, featuring the background track "The Less I Know The Better" by Tame Impala. It's single-handedly ruling the internet right now because it's funny, iconic and deeply relatable. 

My fav examples are:

Using the audio, lip-sync to the lyrics as the camera rolls. Have on-screen text saying, "Come on Superman, say your stupid line", then fade in your iconic quote. You could include hand gestures, dramatic facial expressions for a more guilty look.

A few ideas to get you started: 

-Raewyn Zhao, Intern

😂Yap’s funniest home videos Elmo’s world
✨Daily inspo The YSL empire
😊Soooo satisfying Sunday restocks
🍝What you should make for dinner tonight Garlic parmesan loaded chicken potatoes

Hey Iain!

The reason you can't come up with ideas is that you haven't identified your core human truth. When our team plans content, we're not brainstorming random ideas - we're exploring the human truth behind the brand and how it can be expressed on platform. Your content series will naturally emerge once you understand the fundamental human insight you're trying to communicate. The key is to connect with a deeper, meaningful narrative that speaks to your potential clients' experiences and needs. Then let that be the North Star for all the content you create.

- Charlotte Ellis, Editor ♡

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.