The Era of Monomass A Dazed Media Report

THE FUTURE OF YOUTH CULTURE :
THE ERA OF
MONOMASS
DAZED
MEDIA
PAGE 4 THE ERA OF MONOMASS
PRESENTS
A comprehensive report on
the future of youth culture
CREATED BY IZZY FARMILOE

AND RHIANNA COHEN
CONTENTS
1 3 5
2 4
INTRODUCTION
ROLE
SELF SOCIETY
MODELS
MEDIA CULTURE
CONCLUSION
FLUID NEW MEDIA RISE OF JOY BEYOND END OF
IDENTITIES CREATORS COLLABORATIONS INFLUENCER
THE
NEW PEAK MEDIA COMMON CULT BRANDS IN WE ALL NEED
DEFIANCE CULTURE GODS
‘TRUSTED’ MEDIA NEW
ALTERNATIVE REVOLUTIONS CROSS CULTURE NEW PERSONAS
REALITIES
COLLECTIVE MEASUREMENT HOW TO CREATE HOW TO START REAL HERO

PERSONA MODEL MEANING A TREND PRINCIPLES
A SUMMARY
EVERY SECOND, THE WORLD IS
CHANGING. A GLOBAL PANDEMIC
AND THE FIGHT FOR BLACK LIVES
HAVE LAID BARE THE DIVISIONS THAT
EXIST IN WESTERN SOCIETY. IN AN
ERA OF EXTREME SMARTPHONE
AND SOCIAL MEDIA USE, THE
REVOLUTION CERTAINLY IS BEING
TELEVISED. WELCOME TO THE ERA
OF MONOMASS. UNCOMFORTABLE
CONVERSATIONS LIE AHEAD AND
AWKWARD TRUTHS NEED TO BE
CONFRONTED.
WE EXPLORE:
1. THE MULTIPLE 5. BEYOND COLLABORATION.
IDENTITIES OF GEN Z.
6. THE END OF ‘INFLUENCER’
2. WHAT DOES TRUSTED AS WE KNOW IT.
MEDIA LOOKS LIKE TODAY?
7. DRIVING CHANGE WITH
3. THE POWER OF REAL HEROES AND MORE.
CULTURAL CURATORS.
8. WE APPLY OUR FINDINGS IN A
4. A MODEL FOR VALUE GUIDE FOR BRANDS AND A VISION
MEASUREMENT FOR BRANDS. FOR TOMORROW.
“!e power of the audience lies not in its size but its level of investment in a brand’s point of
PAGE 10
view.”
THE ERA OF MONOMASS
“!e power of the audience lies not in its size but its level of investment in a brand’s point of
view.”
SNAPSHOT OF FINDINGS
BOOKS AND ONLINE HAVING A CLEAR IT’S THE END

MOVEMENTS OF THE INFLUENCER
THE USE OF THE WORD PUBLICATIONS POINT OF VIEW,
AND SOCIALLY-LED AS WE KNOW IT
‘TRIBE’ FOR GEN Z IS (INCLUDING STRONG ETHICS AND
VALUES ARE SHAPING
REDUNDANT MAGAZINES) HAVE PURPOSE ARE KEY
CONTEMPORARY
STRONG INFLUENCE IN MAKING BRANDS
CULTURE
ON CHANGING GEN INFLUENTIAL
Z AND MILLENNIALS
OPINIONS
70% BELIEVE
GEN Z ARE OVER 60% THAT A BRAND ONLY 6%
DEFINED BY ARE
NEED NEW MOST
IMAGES MUST HAVE OF OUR
THEIR INTERESTS 68% SAY CONCERNED A POV TO BE AUDIENCE FEEL
OVER ANYTHING THAT ONLINE ABOUT RACE INFLUENTIAL THAT BIGGER
ELSE; WHEN PUBLICATIONS EQUALITY, TODAY, 67% INFLUENCERS
ASKED HOW (INCLUDING ENVIRONMENTAL BELIEVE THEY WITH 100K+
THEY DEFINE MAGAZINES AND ISSUES, MUST BE FOLLOWERS
THEIR IDENTITY, ZINES) INFLUENCE WOMEN’S SUSTAINABLE HAVE AN
66% OF GEN Z THEIR OPINIONS, RIGHTS AND AND HAVE INFLUENCE
SAID THROUGH 45% SAY BOOKS LGBTQ+ RIGHTS. STRONG ETHICS, ON THEIR
THEIR STYLE, INFLUENCE THEIR HAVE AN 56% BELIEVE PURCHASE
65% OPINIONS INFLUENCE ON THEY NEED DECISIONS
SAID MUSIC THEIR PURCHASE TO HAVE A
DECISIONS PURPOSE AND
LIVE BY IT
*data taken from the survey

METHODOLOGY THE ERA OF MONOMASS HELPS

US UNDERSTAND THE CURRENT
MOMENT. IT IS AN EXTENSIVE GUIDE
TO THE WAY THAT THE WORLD IS
CHANGING, A REFLECTION ON WHAT
WAS, AND AN INSIGHT INTO WHAT’S
NEXT IN A FLUCTUATING LANDSCAPE
FOR BRANDS AND MEDIA.
Born from months of in-depth

research, consultations with the
Dazed audience and a panel of 15
expert voices from across fashion,
technology, culture and media, The
Era of Monomass distills the moment
that we’re living in. It is a wake up
call, a realisation that brands and
individuals have the power to shape
a better world.
The Era of Monomass presents

a new vision which analyses the true
meaning of influence in 2020 and
reimagines what the future will hold.
METHODOLOGY
UK FRANCE
18% 3%
ITALY
USA SPAIN
3%
2% CHINA
20%
10%
MEXICO INDIA
3% 2%
SOUTH AFRICA
2%
AMERICA
9%
AUSTRALIA
5%
OTHER
26%
WE INTERVIEWED 3,510 OF OUR GLOBAL
MILLENNIAL AND GEN Z AUDIENCE.
OUR PANEL OF GLOBAL EXPERTS:
AHMAD SWAID LUCIE GREEN SIMONE ROCHA

HEAD OF CONTENT DAZED MEDIA FOUNDER, FUTURES THINK TANK, FASHION DESIGNER
LIGHT YEARS
GEORGINA HARDING THOMAS GORTON

TRENDFORECASTER, CONSULTANT AND CO-FOUNDER OF SEMAINE. EDITORIAL DIRECTOR, SPECIAL PROJECTS, DAZED
KONE NDLOVU ISABELLA BURLEY JAKE SWEET

MULTIDISCIPLINARY EDITOR-IN-CHIEF, DAZED THE BYTEHOUSE
RACHEL BOSTMAN DOMINIC CADOGAN

AUTHOR AND OXFORD UNIVERSITY TRUST FELLOW. ASSISTANT EDITOR, DAZED BEAUTY
SEAN MIYASHIRO LAVA LA RUE RONOJOY DAM

GLOBAL BRAND AND CULTURE DIRECTOR, FARFETCH
MUSICIAN, ARTIST AND CO-FOUNDER OF NINE8
FOUNDER AND CEO OF 88RISING
COLLECTIVE, DAZED 100’
FRED PAGINTON ABBY ROBERTS

CREATIVE DIRECTOR, DAZED STUDIO MAKEUP ARTIST, D100’
IN THE BLINK OF AN EYE, PARADOX IS EXTINCT.

EVERYTHING BECAME NOTHING. CULTURE IS EVERYWHERE,
HYPER-INDIVIDUALISM ADVERTISING IS INSIDE US,
AND MAINSTREAM TRENDS EVERYTHING IS FOR SALE.
COEXIST IN PEACE. BUT DESPITE IT ALL BEING RIGHT
A THOUSAND PEOPLE CAN IN FRONT OF YOU, INFORMATION
MAKE UP A PERSON, IS SCARCER THAN EVER. THIS IS
AND NONE OF IT IS A LIE. THE ERA OF MONOMASS.
GEN Z RESPONDENTS BELIEVE

THAT 70% OF WHAT THEY
SEE ON INSTAGRAM IS NOT
A TRUE REPRESENTATION
OF SOMEONE’S LIFE
Monomass is a catch-all for How increased global migration

the times we are living in, whereby has led to the cross-pollination of cul-
hyper-individualism and mass trends tural reference points. How a global
sit side-by-side within the very same pandemic signals a reversion to ana-
person. We are fragmented and logue values in a digital age.
united all at the same time. This report
will look at how Monomass culture In the pages ahead, we explore
came to be and its future evolution. the ways in which these factors have
It will explore how the hyper-connec- changed our ideas around the self,
tivity and self-surveillance wrought by the media, society, culture and role
the age of social media has changed models, and ultimately, influence.
the ways we formulate and articulate “Influencer” is a word of yesterday,
our identities. How polarised politics tomorrow’s influence is more Relata-
have made us rethink the meaning of ble, Honest and Purpose Driven.
leadership as we look for new, more
authentic icons.
THE MEANING OF INFLUENCE >
noun. the capacity to have an effect verb. have an influence on.

on the character, development, or
behaviour of someone or something,
or the effect itself.
“Influence is not the same as

‘influencer’. I believe influence comes
from authenticity, authority, ideas
and imagination, ‘influencers’ are the
commoditisation of individual social
media reach. !ey are very different
things which I believe have been
confused by the industry and business.”
- RONOJOY DAM,
GLOBAL BRAND AND CULTURE DIRECTOR, FARFETCH
THE IDEA OF
INFLUENCE IS
COMPLEX AND
EVER-SHIFTING.
The benefits that big tech has

brought to our lives sits juxtaposed
with the anxiety-inducing surveillance
state, where our every step is tracked
by our devices, every move moni- WHERE DOES
THAT LEAVE US?
tored by our apps. Over the last five
years, whether consciously or uncon-
sciously we’ve collectively decided to
relinquish our individual freedoms (i.e
our data) in favour of the banality of
very minor rewards. Our homes have In this report, we’ve captured
become our offices and entertainment a number of key trends that are hap-
spaces, and human interaction and pening in the world today and Gen Z
touch is diminishing. It’s a time of and Millennial’s responses to them,
extreme tensions – from fragmented in order to unpack influence in 2020,
to united, digital to physical, reality to a time that can often feel like we are
fantasy, individuality to homogeneity. living in a modern dystopia.
INFLUENCE
DISRUPTED
A GLOBAL
CULTURE
SHOCK
PAGE 32 THE ERA OF MONOMASS THE MEANING OF INFLUENCE
THE PANDEMIC HAS

SHIFTED BEHAVIOUR AND
THE MURDER OF GEORGE NOW, AMIDST THIS
FLOYD HAS REFOCUSSED SOCIAL UNREST, WE’RE
GLOBAL ATTENTION TO ON THE BRINK OF A
PRE-EXISTING INEQUALITIES RE-MODELLING, A
AND CORRUPTION. OUR SHIFT IN BEHAVIOUR
WORLD IS IN NEED OF AND VALUES. CHANGE
RADICAL CHANGE AND NEEDS TO COME
THOSE IN POSITIONS FROM GOVERNMENTS
OF PRIVILEGE NEED BUT BRANDS PLAY
TO EDUCATE THOSE AN IMPORTANT ROLE
WHO SHARE THE SAME IN CREATING THAT
PRIVILEGE AND RISE UP CHANGE.
AGAINST INJUSTICE.
“We have got into this on-demand

way of living. Constantly using Uber
and dating apps and into this super
sociopathic society that is desensitised
from connection, community and
empathy. If there’s one good thing
about COVID-19 is that it’s creating a
sense of solidarity and community.”
- LUCIE GREENE, FOUNDER,
FUTURES THINK TANK, LIGHT YEARS
*see appendix for data analysis of COVID-19

OLD WORLD > NEW WORLD
1900–1950 1950–1999 2000–2020 2020–2050

( PREDICTIONS )
POP STARS
AI
THE POWER PLAYERS
INFLUENCERS
POLITICIANS
CELEBRITIES
CELEBRITIES ALGORITHMS
SOCIALITES
THE RISE OF
BRANDS AVATARS
THE UPPER THE BRANDS
IN CULTURE
CLASSES
REAL HEROES
MEDIA
WORD OF
WORD OF
MOUTH
WORD OF WORD OF MOUTH
MOUTH MOUTH
SOCIAL MEDIA
THE CHANNELS
AR
RADIO TV
ONLINE PUBLISHERS
VR
BROADSHEETS MAGAZINES
MESSENGER APPS
MULTIPLE PLATFORMS
CINEMA TABLOID
BRANDED
PREVAILING PHYSICAL
EXPERIENCES
WE ARE
ON THE VERGE OF
SOMETHING
THE FLOW OF INFLUENCE >
THE NE
W
FLOW
THE FLOW OF INFLUENCE >
CREATORS
CREATORS COMMUNITY
CO
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IT
M
UN
FLOW
FLOW
CONTENT COMMUNITY
M
CONTENT
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CO
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CO
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UN
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CONTENT
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CONTENT
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CONTENT C
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COMMUNITY
COMMUNITY
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IRL RADIO
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CONTENT C
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ON
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CREATORS
CONTENT C
COMMUNITY
COMMUNITY
IRL TV PRINT
RADIO
CONTENT
NEW
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COMMUNITY
COMMUNIT Y
-
COMMUNIT Y
-
THE ECOSYSTEM OF INFLUENCE >

WHILE THE PILLARS IN WHICH WE INFLUENCE AND CAN
BE INFLUENCED REMAIN THE SAME, THE TEMPLATES,
3
MEDIUMS AND FORMATS ALL HAVE UPDATED. WE
EXPLORE THE NEW ECOSYSTEM OF INFLUENCE TODAY.
SOCIETY
MOVEMENTS
FOR CHANGE
1 4
SELF CULTURE
GEN INFLUENCE CONNECTED
2 5
MEDIA ROLE
EVERYTHING MODELS
AND NOTHING
INFLUENCE BEYOND
INFLUENCERS
1
SELF
MILLENNIALS AND GEN Z
ARE REDEFINING IDENTITY
BY EXPLORING FLUID,
DIGITAL SELVES.
FLUID IDENTITIES >

NEW DEFIANCE >
ALTERNATIVE REALITIES >
COLLECTIVE PERSONAS >
FLUID IDENTITIES >
“It isn’t as straightforward as it used to

be. You can be into super hardcore punk,
but then do yoga and meditation every
morning. You can work in fashion, but
not be totally consumed by it. You can
opt in and out of things rather than it
just being an all or nothing.”
- ISABELLA BURLEY,
EDITOR-IN-CHIEF, DAZED
FLUID IDENTITIES >
With increased access to all With this we saw the rise of the
aspects of culture the very notion polymath (an individual whose knowl-
of identity has changed to become edge spans a significant number of
something much more fluid. We subjects), and Millennials fully embrac-
express this in how we work, live ing a cross disciplinary approach to life
and articulate who we are to the and learning.
world.
Gen Z progressed this multi
Millennials were the first movement even further, becoming
generation to break career norms known as the ultimate side hustle
and came to be known as the ‘multi- generation, with little to no barriers
hyphen generation’ – having multiple between their work and passions.
careers that play to their multitude
of skills and create multiple revenue Both generations easily move
streams (37% of Millennials have a between groups of shared interests,
secondary business, Henley Business belonging to several macro and micro
School, 2018). This also played out groups at any one time. They are draw-
in their approach to knowledge and ing their influence from endless cultural
tastes – no longer striving to become cornerstones and therefore their oppor-
experts in one thing, they know a tunities and scope to be influenced and
little about a lot. influence has increased exponentially.
FLUID IDENTITIES >
“!e polymath speaks to this idea

of where we are in a culture -
where everything is happening at
once and everyone is a take on an
artist … there’s so many different
things that you can do.”
AHMAD SWAID,
HEAD OF CONTENT, DAZED MEDIA
THE MODERN POLYMATHS >
ROOMS —
NG
YEEZY Home, Kanye West Honey Boy
Social Housing Foundation Immersive Theatre
PHILANTHROP Y
2019
I
ACT
Project (Now Closed Production
Sunday Servic e Down)
DE
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FKA TWIGS TR
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& A
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Studio TU
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Pole-dance
Only One
Video Game DANCE
GAMING Ballet
M
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MUSIC
KANYE WEST
Producer &
ART
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Tempest Drum
HIO
Machine Newd
FILM MAKING
Singer &
FAS
ZINE
Songwriter
YEEZY
CREATIVE DIRECTOR
YEEZY x Adidas
AvantGarden
Cruel Summer NikeWomen’s Self-directe d
YEEZY 2012 Runaway Spring Zona l almost all of her
Sunday Servic e 2010 Strength Tights music video s
THE DEATH OF THE ‘TRIBE’ >
In the past, you could only be in times where we can much more
in one place at one time, only absorb easily switch between personas,
so much. People picked an affiliation, tastes and opinions.
a subculture, a ‘tribe’ – and these
tribes signalled much about our iden- With so much culture in the
tities, our values and beliefs. palm of our hands, we have com-
plex tastes and amalgamated
Not only should the word ‘tribe’ identities. As artist, musician
be discarded due to its colonial con- and co-founder of the collective
notations but gone are the days of NiNE8 collective put it; “if you have
the singular tribe (which arguably enough passion to do it you can
could never represent the complexity teach yourself. That’s the way it
of someone’s identity like punks, hip- is today, my generation has more
pies, mods and rockers – emblems access to information than any
of defiance, and we find ourselves previous generation.”
GEN Z SNAPSHOT >
5 THINGS 5 THINGS 5 THINGS 5 THINGS

THEY’RE WATCHING THEY’RE LISTENING THEY’RE READING THEY’RE FOLLOWING
RIGHT NOW TO RIGHT NOW RIGHT NOW RIGHT NOW
INDIE MOVIES UNDERGROUND ‘M TRAIN’

RAP ARTISTS CHARLI XCX’S ALBUM
BY PATTI SMITH
BEING MADE IN ISOLATION
COMMUNITY
(TV SERIES) OLD SCHOOL SCARLETT CURTIS BOOKS
HIP HOP ANIME WRITING
PODCASTS
ONLINE CLASSIC ECOFICTION
MUSIC CONCERTS QUEER TECHNO
LOOKING BACK AT
2000’S FASHION
LATIN AMERICAN
OLD JAPANESE K POP LITERATURE
SELF DEVELOPMENT
FILMS
PODCASTS AND BOOKS
NORWEGIAN AND DOSTOEVSKY
PORTRAIT OF A LADY ICELANDIC MUSIC BOOKS
AND CULTURE PLAYSTATION
ON FIRE (FILM)
GAMES
*data taken from the survey

NEW DEFIANCE >
“For the next generation

there are no rules, you
can decide what you
think is right.”
- DOMINIC CADOGAN, ASSISTANT EDITOR,
DAZED BEAUTY
NEW DEFIANCE > LED BY GEN Z, THE NEW

DEFIANCE IS TO REJECT
THE CONVENTIONAL
BOUNDARIES OR
EXPRESSIONS OF
IDENTITY ALTOGETHER.
Gen Z have grown up in a time

without many of the traditional life
markers and when the linear path of
success is breaking down. Marriage,
kids and house ownership are all in
decline (people between the ages of
35 and 44 are three times more likely
to be renting than they were 20 years
ago in the UK, according to ONS,
2020). They are being forced to rede-
fine what success looks like for their WHEN ASKED HOW
generation. THEY DEFINE THEIR
With more freedom to experi- IDENTITY, 66% OF
ment, Gen Z push back on these old GEN Z SAID THROUGH
identity signifiers, creating an iden- THEIR STYLE, 65%
tity that is much more amorphous –
gender fluid, alternatively educated, SAID MUSIC AND 22%
and progressive. SAID THEIR CAREER
80% SAID BEAUTY IS

NEW DEFIANCE > ABOUT CONFIDENCE
AND NOT APPEARANCE
COMPARED TO JUST
10% THAT SAID BEAUTY
IS SOMETHING YOU
CAN INFLUENCE WITH
COSMETIC SURGERY
The rejection of yesterday’s also able to tap into the power of the
norms or conventions shows up in collective (Viacom Velocity) and unit-
their attitude to beauty, too. On some ing their defiance with others. Peer-
level, Gen Z are growing up in times to-peer organisation and communi-
of extreme pressure – from social cation through social channels yields
media – to looking a certain way, but immense power to shift the cultural
they are also forming creative and conversation and create change.
alternative beauty subcultures online Amongst this era of constantly shift-
that radically defies this pressure. ing power dynamics brands can help
to bring people and communities
Gen Z feel a sense of empower- together, provide a platform and
ment that comes from within but are amplify their message and goals.
NEW DEFIANCE >
“Within beauty there’s such a sense

of community…there’s all these
different micro groups of aesthetic,
like ugly makeup or like graphic
liners, or people who love gli#er. It’s
so celebratory and all of these bigger
names, within the beauty community
are also supportive of each other.”
- DOMINIC CADOGAN,
ASSISTANT EDITOR, DAZED BEAUTY
INCLUSIVE BRANDS NEW ALTERNATIVE

THIS
OUT
CULTURE
DEFYING THE NORM COLLECTIVES EDUCATION
FLUIDE NINE8 COLLECTIVE UNIVERSITY OF

NiNE8 Collective is comprised of Lava
THE UNDERGROUND
As Gen Z work to break down stereo-
types and gender norms, we are seeing La Rue, Biig Piig and Mac Wetha to
The more progressive and creative
brands like Fluide – a new, gender-neu- name just a few. Together the group
Gen Z are looking for alternative
tral, cruelty-free make-up brand paving make music, model, design clothes and
ways to educate themselves and the
the way for more inclusivity by working create art. NiNE8 are interesting not just
University of the Underground does
to prioritise previously marginalised because they are immensely talented
just this. Offering a free, transnational
communities in the beauty industry, but they defy genre and are the emblem
university based in the basement
predominantly BIPOC, queer, trans and of creative fluidity – not to be confined
of nightclubs- with headquarters
PLAYS
non-binary communities. “Fluide’s goal to any box.

in Amsterdam and London, the
is to evolve the mainstream conception University of the Underground rethinks
of ‘beauty’ and celebrate underrepre- “We had this creative bartering when
education beyond national borders
HOW
sented faces and voices,” says Isabella we didn’t have money - we’d go
and supports unconventional research,
Giancarlo, Fluide’s co-founder. around to each other’s bedrooms –
countercultures, and practices
that’s how we’d get by. We did it in a
that apprehend and challenge the
weird little punk way, and it worked
formulation of culture, the manufacture,
because people were curious, and the
and commodities of knowledge.
way we started it was a bit raggo and
a bit naughty” - Lava La Rue, Musician,
artist and co-founder of NiNE8 collec-
tive, Dazed 100
IN
“!e whole realm of what’s

happening in online beauty culture
is informed by gaming and other
wordly references. !at connects
quite closely to Gen Z, because it
transcends the idea of gender -
you can be anything.”
- LUCIE GREENE, FOUNDER,
FUTURES THINK TANK, LIGHT YEARS
21% OF PEOPLE
PREFER THEIR LIFE
ONLINE TO IRL
One way in which Gen Z and But paradoxically, filters are part
millennials are exploring new facets of the way that Gen Z express them-
of their digital selves is through selves online. Thanks to phenomenal
augmented reality. AR beauty has creators such as AR artist and D100er
received backlash for it’s effects on Autonommy, filters are fast becoming
mental health and body image. a recognised art form.
OF
We found that 20%
Cultural voices like Grimes and
PEOPLE SURVEYED Arca are leading the way by embrac-
SAID USING FILTERS ing and exploring the freedom of their
WAS DISHONEST Digital Me – a virtual canvas to per-
form and examine identity, gender
AND DAMAGING. and beauty in infinite new ways.
ALTERNATIVE REALITIES > 30 BILLION US DOLLARS

HAS BEEN SPENT ON LOOT
BOXES AND SKINS (ITEMS OR
CLOTHING YOUR CAN ACQUIRE
IN GAMES) IN 2017, WHICH IS
PREDICTED TO GROW TO 50
BILLION DOLLARS IN 2020.*
Grimes is utilising her digital fashion show in Animal Crossing saw

form to distance herself from the the creation of a collection available
public eye. In her recent appearance within the game. Creative director,
on Sean Carroll’s Mindscape podcast Catty Taylor, who heads up DIGI GXL,
she said: ‘One thing we’re doing right a global community of women, inter-
now is we’ve just built an avatar and sex, trans & non-binary people - spe-
I’m about to kill myself and transition. cialising in 3D/animation, has been
So one thing I’ve been deep diving leading the way with her digital fash-
on recently is I really think the human ion creations.
psyche is splitting into two parts.’
Is this the future of sustainable
Digital clothing inside and out- fashion? And if we now have two
side games is a growing market and versions of ourselves to create, curate
we’re seeing luxury players make and care for, what does this mean for
moves here. Chanel’s recent in-game influence? *(Statista)
THIS
OUT
CULTURE
DIGITAL BEAUTY FUTURE AVATARS DIGITAL CLOTHING
DAZED BEAUTY SPACE GRIMES DIGITAL CLOTHING

Dazed Beauty Space is an experiential Grimes has officially split her IRL from Scandinavian brand Carlings have
pop-up space. Partnering with Selfridges her URL and given life to her digital launched a digital clothing collection
for the first iteration saw the space self, named WarNymph. Grimes has in response to the issues around
evolve to become fully digital in the progressed the use of avatars, setting sustainability in the fashion industry.
midst of lock-down. Each week saw a free her digital self to explore the Their digital collection sold out within
programme of live make-up tutorials boundaries of her creativity but to 1 week – proving there is appetite for
and workshops with some of the beauty also give herself some mental space what is coined as a potential future of
industry’s leading names including Sylvie from the confinement of fame. Grimes the fashion industry. For 30 euros you
PLAYS
Macmillan, Lucy Bridge and Charles is showing us a new future in which can upload an image of yourself and
Jeffrey, and Drag Race UK’s The Vivienne. realness and authenticity have space have the clothing ‘fitted’ to the image
to exist alongside the openly fake. by their team of 3-D designers.
HOW
“This is the beauty counter of the future.

Where the digital and the physical collide
and beauty is not simply what we wear
on our faces, but what we project on
our screens.” - Bunny Kinney, Editorial
Director, Dazed Media
IN
GEN Z SNAPSHOT >
THE NEW NICHE

From Cottagecore fashion,
Hungarian folk art to Netflix’s
Tiger King, it is clear that Gen Z
have a diverse mix of mainstream
and niche interests. You can’t put
Gen Z into one box. We need to
understand the multifaceted
nature of their identity that DEFYING
reflects the Monomass. THE NORM
ALTERNATIVE From feminist literature greats,
to Billie Eilish and Ru Paul, Gen
FORMS OF SELF Z’s interests and icons break the
EXPRESSION previous ideals. Politics, gender,
inclusivity, the environment and
Virtual worlds and identities are self-betterment show that this
being explored, as Gen Z are generation are self starters who
pushing the boundaries of what are passionate about a diverse
we know to be possible, through array of causes and this is only
online avatars, digital clothing going to become more prevalent.
and experimental beauty.
THE POWER
OF COMMUNITY
Although Gen Z are defiant they
also understand the power and
value of community. Together we
are stronger and only then able to
truly affect change.
A NEW MODEL: COLLECTIVE PERSONAS >

CREATE YOUR COLLECTIVE PERSONA
Gen Z’s interests are amorphous find cultural crossover points. Using
and segmenting them into limited data led insights you can determine
personas doesn’t align with their the most important elements to your Fashion =
lifestyle. If you’re a fashion brand audience’s identity and build a map Key audience
B
E
interest segment
understand your audience care about of their Collective Persona is imper-
A
U
more than just fashion, move beyond ative to truly understanding the next
T
Y
this mono interest into other areas to Gen landscape. LE Y
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*Chart created using data from the Dazed Audience Survey

2
THE INTERNET REVOLUTION HAS
SHIFTED THE MEDIA LANDSCAPE
AND WITH IT, OUR BEHAVIOURS AND
MINDSETS HAVE FOREVER CHANGED.
COVID-19 HAS ACCELERATED MEDIA
TRENDS THAT WERE LOOMING
IN THE BACKGROUND.
‘CONTENT’ HAS BECOME
MEDIA
MARKETING’S MOST OVERUSED
BUZZWORD, BUT WHAT DOES IT
MEAN AND HOW IS IT USEFUL?
NEW MEDIA CREATORS >

PEAK CONTENT >
‘TRUSTED MEDIA’ >
A NEW MODEL
OF MEASUREMENT >
56% OF RESPONDENTS
GLOBALLY SAY THAT
INSTAGRAM HAS THE
BIGGEST INFLUENCE ON
THEIR OPINIONS, IN CHINA
58% SAID WEIBO HAD
THE BIGGEST IMPACT ON
THEIR OPINIONS
NEW MEDIA CREATORS > THE POWER OF PLATFORMS IS

HUGE, AND OUR AUDIENCE CITED
INSTAGRAM, WEIBO AND TIKTOK AS
BEING THE MOST INFLUENTIAL SOCIAL
PLATFORMS IN CULTURE TODAY.
Social media has given people We spoke to Jake Sweet from

the power to create and broadcast Bytehouse – a modern day Disney
through the use of direct-to-audience Club for teens with 14 million follow-
platforms. Since the audience is now ers between them (and the English
the producer, everyone has the power version of the American Hype House).
to influence. But every second, there These teens live together, eat together
are more people and forms of con- and spend their days creating content
tent to compete with. With teenage together – it’s a full time job. Jake told
TikTok stars at the centre of the social us how ‘100 days ago I was on 2.1M
landscape today, we are witnessing a followers, now I’m on 4.2M. How do
new type of carefully curated and con- you grow your following? You upload
structed influence. more content - dedicating every single
day to social media, putting time into
every channel.’
Over the years, brands have

been harnessing the power of the cre-
ator or influencer’s audiences to create
a halo effect and extend their reach.
Social first partnerships have become
the norm. This makes sense – word of
mouth is still the most influential way “Instagram influences culture.
of recommending something.
People go there to share their
WHEN ASKED WHAT lives, opinions and express
THE BIGGEST
INFLUENCE IS OVER
themselves.”
PURCHASE DECISIONS - DAZED AUDIENCE
50% SAID REVIEWS,
44% FRIENDS AND
26% SAID PUBLICATIONS.
People trust people and social

replicates this effect, but as audi-
ences grow weary of large scale
influencers, their role needs to shift
into something more meaningful and
connected, rather than being centred
around individualism and an image
of ‘real life’ that no longer feels real.
VIRTUAL WORLD
THIS
OUT
CULTURE
COLLAB HOUSE OPEN SOURCE MEDIA AND GAMING
New content factories are emerging Gen Z have completely changed the Gen Z’s wide adoption of gaming has
as ‘collab houses’ where ‘influencers’ music discovery game with TikTok permeated through culture – changing
live together creating content full time. giving rise to stars such as Lil Nas X the visual language of today. Gaming
Bytehouse in the UK and HypeHouse in and Stunna Girl. Drake’s recent release is also increasingly the media platform
LA have been created by TikTok. FaZe Toosie Slide was primed for Tiktok of choice by brands. The hype around
Clan is an esports and entertainment vitality and was played 3 billion times. Travis Scott’s Fortnite collaboration
company with two houses in LA who “If you think about the songs in the top shows why. With 12 million players
have an upcoming reality show to 20, like Doja Cat - Say So, or Lil Mosey logging on to watch him perform as
find their next gaming star, developed - Blueberry Faygo, they would not be his avatar, the landscape changed as
in partnership with new short-form where they’re at if it wasn’t for TikTok. he moved between each song. Apple
PLAYS
streaming service Quibi. having recently bought the company

‘These things are happening NextVR also highlights the desire for
completely out of the label hands. these platforms and how they can be
HOW
It’s kind of awesome’ - Sean Miyashiro, used to pave new virtual futures.
Founder and CEO of 88rising.
IN
PEAK CONTENT >
“We’re saturated with cat videos and

what the Kardashians and Gigi Hadid
are doing. You can see 4000 accounts
at once and you’re constantly
comparing yourself – that can be
very demotivating.”
- LAVA LA RUE, MUSICIAN, ARTIST AND CO-FOUNDER
OF NINE8 COLLECTIVE, DAZED 100
PEAK CONTENT >
Content is king and platforms way. This means that brands need to
are limitless. We see and consume find other ways to connect with their
hundreds of pieces of content a day audiences and provide value – beyond
and thousands of adverts. Most of the product. Having and sharing a
us spend over two hours a day on point of view ranks higher than even
social media alone and consumers sustainability and ethics.
around the world spend an average
of 463 minutes or over 7.5 hours per Seeing #ad has become the
day with media (Statista, 2020). It’s norm and with 93% of consumers
no wonder we are overloaded and not trusting ads, according to the
overwhelmed. American Association of Advertising
Agencies, creating content that
Multidisciplinary, Kone cuts through and connects is the
Ndlovu stated that ‘I think the everlasting challenge. Dazed’s
bigger problem of optics {in #AloneTogether Campaign, put
reference to Instagram} is that it gives community and creativity at the heart 70% OF YOUTH BELIEVE
the impression that the whole world during lockdown, Gucci’s at home, THAT HAVING A POINT
looks like that. It’s just not even close quarantine shoot and Converse’s
OF VIEW IS THE KEY
to the truth.’ Spark Progress support for creative
communities are some of the recent TO MAKING A BRAND
The sheer volume of content has stand outs. They focus on community, INFLUENTIAL TODAY
two major negatives: a detrimental empowering people at home and
effect on our mental health, and providing genuine support.
the ability for it to create true cut
through. With the rise of content, the Put your community at the heart
daily barrage of advertising is almost and forefront of your storytelling,
impossible to miss. We’re constantly hand over the reins, co-create and
being sold to in a much more intrusive start with the story.
PEAK CONTENT >
“I want to see content that means

something, content that reflects the
world we are in, not over the top,
high budget editorial.”
- DAZED AUDIENCE
CONTENT ACCELERATED DURING COVID-19 >
GROWTH IN CONTENT
CREATOR PLATFORMS
YOUTUBE
says its data showed more than a 500% INCREASE IN

VIEWS on March 15th 2020, compared to the daily average for
rest of the year, for personal activity videos with the terms “at home”
or #withme. — Youtube data “I’m questioning the way I consume,
and why we have this constant need
TIKTOK to consume things that you almost
added 12
MILLION UNIQUE don’t have the time to enjoy.”
US VISITORS in March
– ISABELLA BURLEY,
SNAPCHAT EDITOR-IN-CHIEF, DAZED
has GROWN DAILY ACTIVE USERS

BY 11 MILLION in Q1 2020 — The Verge
INSTAGRAM
IGTV engagement has increased in March and April compared
to November/December 2019, with VIEWS UP 39%
AND LIKES UP 36%
CONTENT ACCELERATED DURING COVID-19 >
“!e home is the new hub

for media production.”
– SEAN MONAHAN,
HOW TO SURVIVE A PLAGUE,
DAZED
VIRTUAL
EVERYTHING
From Manchester’s The Bella Hadid fronting Jacquemus

Haçiendas ‘stay at home’ rave campaign via FaceTime, Homme
with over 1.6 million viewers tuning Girls at home over and Zara shooting
into the night, to the success of their latest campaigns from home
Dazed’s campaign #AloneTogether signals that there will be a new low-
with Shygirl, Benji B, and Charli fi visual aesthetic on the rise and
XCX contributing – COVID-19 has reinforces our appetite for the ‘real’.
converted us to the power and The days of gloss are officially over.
accessibility of virtual events in
new ways. It’s a format to keep
considering post lock down.
‘TRUSTED MEDIA’ >
“We are seeing a strong return to

magazines, books and podcasts –
people are desperate to self-educate
and not be thrown stuff... !e world
has become too big and people want
to take back control of it.”
- THOMAS GORTON, EDITORIAL DIRECTOR,
SPECIAL PROJECTS DAZED
‘TRUSTED MEDIA’ > 60% SAY THEIR MOTIVATION

FOR BUYING PRINT MAGAZINES
IS THE TACTILITY OF THE
DESIGN. AND 31% OF CHINESE
RESPONDENTS ARE BUYING
MAGAZINES AS COLLECTABLES.
We’ve come to expect misinfor- As magazines find their new

mation and fake news as part of our established selves in the wake of
lives. As Rachel Botsman, leading the internet era we find digital covers
expert on trust stated; ’The media was taking the fore. They no longer repli-
reporting on a trust crisis…but yet all cate a static format on the pages of
around us, particularly with Gen Y, the web but are creating new media
and Gen Z, you see people trusting experiences from the old. We see the
one another in extraordinary ways… importance of traditional mediums
This doesn’t seem like a trust crisis to still living strong in other areas of cul-
me.’ It’s clear we now have a compli- ture. Books are still highly influential
cated relationship with who, what and with:
how we trust through different media.
People have been claiming 45% OF OUR

that the death knell has been ringing
for traditional media since the birth of
A U D I E N C E
the internet but COVID-19 has high- STATING THAT
lighted a resurgence in popularity for BOOKS HAVE THE
traditional media such as magazines,
TV and radio. Constantly evolving
MOST INFLUENCE
in format they are taking up new OVER CHANGING
trusted and integral roles in culture THEIR OPINIONS
and influence.
TRUSTED MEDIA >
“I want brands to
provide content that
teaches and inspires.
To learn something.”
- DAZED AUDIENCE
31% of people are reading more And print remains relevant to

since lockdown restrictions in the UK our audience with 42% preferring to
(according to World Book Night Data). read print magazines to digital. In an
NTS, Reprezent, Balamii and NoSignal era of sensational click bait advertis-
have dominated the cultural sphere ing it’s no wonder we see a return to
for new radio by building highly these trusted formats – that are still
engaged communities that tune in no very relevant, meaningful, authentic
matter what. They are keeping this and influential.
format more popular than ever.
THE POWER OF CURATORS >
68% OF RESPONDENTS
SAID THAT ONLINE
PUBLICATIONS HAVE
THE HIGHEST INFLUENCE
ON CHANGING THEIR
OPINIONS (INCLUDING
ZINES AND MAGAZINES)
THE POWER OF CURATORS >
“Magazines are like

a belief system, they act as
cultural milestones.”
- FRED PAGINTON, CREATIVE DIRECTOR,
DAZED STUDIO
In a time where we are being We look to curators to help us

hit with hundreds and thousands of cut through – we need tastemakers,
images, ads and content uploads publishers and cultural leaders to
a day, the importance of curators align ourselves with and guide us
grows increasingly pertinent. through the Monomass.
THE POWER OF CREATORS >
“In a world where everyone is “I think the magazine is so

and can be a publisher, the role important, the coming together of
of editors is more important ideas, and ideas in context of other
than ever before. Magazines ideas and thoughts, it’s always more
play a vital role in articulating than one voice, that collaboration
and providing points of view and the balance of words, images,
that move the cultural agenda discovery... the balance and contrast
forward. If anything, I think their of them all together I think creates a
role becomes increasingly vital. voice and a weight that is much
It’s not about a print product, it’s stronger than individual imagery
about an ideas platform.” floating around solo.”
- RONOJOY DAM, GLOBAL BRAND - SIMONE ROCHA,

AND CULTURE DIRECTOR, FARFETCH FASHION DESIGNER
EMERGING POWERFUL NO DISTINCTION

THIS
OUT
CULTURE
MAGAZINES ALGORITHMS BETWEEN IRL AND URL
Magazines are one of the most trusted Algorithms are cutting through the Paper Magazine’s recent digital
sources of media according to Jigsaw noise to offer personalised content that cover with Lady Gaga, Rolling
research 2018. We’re seeing more often goes beyond our consciousness Stone’s Grimes cover and The New
niche, more premium titles emerging and expands our minds. There is a rise York Times Magazine’s The Music
(eg Inque Magazine - launching 2021 of people working collaboratively with Issue all explored the boundaries
they plan to do one print issue per year, AI to explore creativity in new ways. between physical and digital. The
for 10 years, the recently launched Gen Z creator Kesia Inkersole, founder walls between IRL and URL are
Gossamer and Adhesivo Magazine. It is of Latent Space is using AI chatbots to breaking down even further to make
clear that carefully curated content with create new kinds of imagery. for one fully integrated and seamless
unique points of view are resonating experience that speaks to our offline
PLAYS
with audiences. Print is still a relevant of and online identities.

the toolbox of channels to use.
HOW
IN
BUT WHAT
DOES THIS
ALL MEAN ?
IT MEANS
EVERYTHING
AND NOTHING
“We worshipped at the altar of scale

and growth. Viral wasn’t a term of
opprobrium, it was the celebrated
adjective of the age... Since the social
concept of virality is so new, we
haven’t had time to really assess its
negative externalities.”
- SEAN MONOHAN,
HOW TO SURVIVE A PLAGUE, DAZED
A NEW MODEL:
VALUE MEASUREMENT >
“!e power of the audience lies not

in its size but its level of investment
in a brand’s point of view.” ENGAGEMENT
– JEFFERSON HACK, CREATIVE DIRECTOR SHARES, LIKES, RETWEETS,

COMMENTS, REPLIES, CLICKS,
AND CO-FOUNDER DAZED MEDIA DWELL TIME, VTR
SENTIMENT
COMMENT SENTIMENT, BRAND UPLIFT

SURVEYS, SOCIAL LISTENING
REACH
We are in need of a new system that has a more powerful influence.
VIEWS, IMPRESSIONS
of measurement. The current system Although the emotional is hard to
prioritises reach over an emotional quantify it is arguably the most
response or perception change valuable measurement we have.
3
SOCIETY IS MADE UP OF MOVEMENTS
THAT BOTH UNITE AND DIVIDE US.
DURING TOUGH POLITICAL TIMES
WE’VE SEEN GLOBAL YOUTH MOBILISE
TO FILL THE BLANKS CREATED BY
FAILING GOVERNMENTS. AS WE FREE
FALL FURTHER INTO A DIGITAL WORLD
WE MUST HARNESS TECHNOLOGY –
SOCIETY
THE SAME FORCE THAT CAN SO OFTEN
DRIVE US APART – IN ORDER TO MAKE
NEW CONNECTIONS.
RISE OF JOY >

THE COMMON CULT >
REVOLUTIONS >
THE CYCLE OF INFLUENCE >
RISE OF JOY >
“It’s interesting, on Netflix I saw

sitcoms trending. And I think that says
something. I don’t think it’s people not
wanting to face what’s happening. But
it’s also people wanting to have relief
from what’s happened.”
- AHMAD SWAID,
HEAD OF CONTENT, DAZED MEDIA
RISE OF JOY >
Concerns over climate change Societies moods and tastes are

and the rollback of minority rights often a response to the political times
have taken centre stage for our audi- that people have lived through, and
ence, coming of age today. After a in times of strife we see movements
global lockdown, with time to think back to euphoria (for example in the
and reflect, the majority of our experts UK we saw the acid house scene rise
and community remain hopeful for the up in a response to the prevailing
future, asking: could this be our time austerity and Thatcher). Our global
for a global rebirth? After dark times community are wondering what will
will there be a return to euphoria? be the next sound of the decade.
RISE OF JOY >
We’ve seen an ever growing As always these movements

rise of positive news accounts on are reflected in art and fashion,
Instagram, as 58% of people are Jacquemus’ SS20 campaign cap-
avoiding the news entirely because it tured the joyful smiles of Euphoria’s
has a negative effect on their mood Barbie Ferreira and Bella Hadid, cap-
(source: Reuters Institute Digital tured at home during quarantine over
news Report 2019), showing us that FaceTime.
there is a growing appetite for uplift-
ing reporting.
And this is reflected in Gen Z

moving to Tiktok – a much lighter
and uplifting platform, peppered with
upbeat dance challenges and prank
humour.
NEW ESCAPISM
THIS
OUT
CULTURE
PLATFORMS NOSTALGIA THROUGH GAMES
The Happy Broadcast was created in Loewe’s latest collab with legendary Animal Crossing has had an explosion
2018 by Mauro Gatti in response to Balearic boutique Paula’s Ibiza - embod- since the COVID-19 lockdown began,
the overwhelming bad news that was ies the spirit of letting go. With clear becoming the game of the moment.
taking constant front and centre in other references to nostalgia, summer holi- In a time when our news feels full or
sources. Mauro set out to use art to days and the euphoric joy of Ibiza, the horror, Animal Crossing provides a safe
spread positivity and Happy Broadcast collection combines ‘ecstatic abandon space, full of pudgy animals and whim-
exists to combat hate and fear culture is part rave, part cyberdog, in acidic sical islands. It became the number 1
by providing a weekly round up of the neons, faded olive greens, and sunrise trending game breaking record sales in
most positive news. orange.’ Notably, 40 Euros from each Japan and the UK. More than a game,
piece sold will be donated to education- it has also become a place for creativity,
PLAYS
There has been a rise in these types of al projects supporting socially vulnera- bootlegging brands, protest and dating
Instagram first positive news accounts ble children, following an initial gift of during lockdown.
including @globalpostiivenews, @ 500,000 Euros.
HOW
sunny_side_news, and @goodnews_

movement to name but a few.
IN
THE COMMON CULT >
“I dedicate everyday to social

media, researching and I really
try to be strategic about it. I look
to other people’s videos and
old Vines for inspiration for my
TikTok content.”
- JAKE SWEET, THE BYTEHOUSE
THE COMMON CULT >
The 90s symbolises the dying Cloud Paint, and New Balance trainers.
days before the internet came to Now TikTok is providing insights into
fragment culture into the Monomass new emerging and constantly shift-
- Now we’re in a time where hyper ing trends. Cults are currently taking
individualism and the mass sit along- over TikTok. These cults are essentially
“It’s interesting that a lot of the side each other. We are experiencing super fandom groups who organise
a cultural barbell - where on one side together to show devotion to a single
obsession with the fetishisation of the Gen Z seek the niche and the other you TikTok creator (or ‘cult leader’). One of
90’s is being driven by Gen Z, which see global popularity break through. the most prominent being Stepchick-
ens created by Melissa Ong.
could not be a less analog generation.” Wherever you stand on it, Tiger
King became the cultural phenomenon Her 2.1 million followers refer
- LUCIE GREENE, FOUNDER, of lock down - appealing simultane- to her as the ‘Mother Hen’ and show
FUTURES THINK TANK, LIGHT YEARS ously to Gen Z’s niche tastes and the their loyalty by changing their pro-
global populous creating a hyper trend. file images to a picture that she has
Beyond Tiger King there was a moment selected. Rival cults include Babbages,
where we were all coveting the Prada The Flamingos, The Jeffs, Duck
nylon shoulder bag, wearing Glossier Sanctuary amongst others.
THE COMMON CULT >
“When you look at brands like

Glossier and the community
around that brand, it’s more than
people just buying makeup or
skincare. It’s almost cult-like.”
- DOMINIC CADOGAN,
Further movements around antine. It fetishisizes the wholesome

inclusivity, transparency and nostalgia nature of the outdoors and was spear-
have also emerged during quarantine. headed by TikTok creators. Trends for
Millions of people have watched Billie the masses are multiplying at a new
Eilish’s manifesto on body image and speed during this period and TikTok is
nostalgic cast digital reunions have a driving force, powered by new crea-
become a huge trend on TikTok. tors and used as a platform for escap-
Cottagecore is a lifestyle and aesthetic ism, entertainment and to champion
trend that has exploded during quar- new ideals and identities.
WHAT JOURNEY DOES
SOMETHING NEED TO
GO ON TO REACH
THE CRITICAL MASS?

PAGE 150 THE ERA OF MONOMASS CASE STUDY
TIGER KING TAKES OVER >
IM
PL
O
D
IN
G
G
29th March–6th April
IN Tiger King spends 15 days as the top title on
OD
Netflix (the most days spent at number one
PL by any show or movie on the service)
EX Trending Tiger King
Beauty Looks
From Jan–Mar 2020 Uberkinky releases

March 20th a Tiger King Dildo
most of the world goes
Tiger King is released The Savage dance
into lockdown
challenge takes Nike Trainer
over TikTok Collaboration Collection Sia shares a
Joey Exotic
Joe Exotic parody
clothing line
Reviews
The Offspring cover
Here Kitty Kitty
in lockdown
Podcasts
TV News
Instagram memes
start spreading
CULTURAL
WOM REVIEWS SOCIAL TRAD MEDIA CONTENT PARODIES SATURATION
REVOLUTIONS >
“Contemporary culture is
being shaped by movements and
socially-led values in response to
a changing world.”
- RONOJOY DAM, GLOBAL BRAND
AND CULTURE DIRECTOR, FARFETCH
87% OF GEN Z SAY THAT

POLITICS IS IMPORTANT TO
THEM. 56% ARE SIGNING
PETITIONS, 52% REGULARLY
SHARE POLITICAL OPINIONS
ON SOCIAL MEDIA AND
26% ACTIVELY LOBBY.
“We can do all these courses on like,

REVOLUTIONS > mindfulness, we can learn yoga, we can do
all of this. But for some strange reason, we
can’t learn how to be empathetic about
another human being, it is somehow
beyond our capacity.”
- KONE NDLOVU, MULTIDISCIPLINARY
OVER 60% OF GEN Z SAID THAT

THEY ARE MOST CONCERNED
ABOUT ENVIRONMENTAL
ISSUES, RACE EQUALITY,
WOMEN’S RIGHTS AND LGBTQ+
2020 was destined to be the sparked riots and an immense uproar

year of sustainability. Then the threat across social media; highlighting the
of war, Australian bushfires, COVID- social injustice but also the potential
19 and continued police brutality and power that every individual has to
racism also gave the world another rise up against our political institu-
needed wake up call. These events tions and leaders who have failed us.
have made environmental issues,
inclusivity, and equality more impor- Many brands, influencers and
tant than ever. celebrities contributed to the social
noise in insensitive ways, further
Value-driven and empowered, highlighting the divisions and lack
our audience care about their impact of understanding around these
on society and the planet. issues. These people and institu-
tions have a vital role to play in the
This isn’t new news, but it’s conversation and social change. We
clear that social purpose has become all need to take the time to self-edu-
a key pillar of our lives. The murder cate, empathise with and understand
of George Floyd by American police others in order to create change.
“It’s incredibly upse#ing. I had to delete Instagram

because seeing people post about Black Lives Ma#er
just felt really reductive to me. It felt counterintuitive to
what this movement is about. We as people of colour
already know, the struggle of our lives and the suffering,
abuse and violence we’ve faced at the hands of people
who are meant to protect us. But for people who don’t
understand that to just say, oh, you know, Black Lives
Ma#er, here we go, we solved it. You can’t just dip in and
dip out whenever it feels convenient to you, you need to
make real change. It needs to involve everybody.”
- DOMINIC CADOGAN,
REVOLUTIONS > 27% SAY THAT

OWNING THEIR CLOTHES
IS BECOMING LESS
IMPORTANT TO THEM
AND 5% SAY IT’S
NOT IMPORTANT AT ALL
The influence of growing up Young people are becoming 85% WOULD STOP
in a time that is fraught with issues increasingly aware of the impact of BUYING FROM A BRAND
has meant that young people are buying, which has led to the rise of IF THEY DID SOMETHING
questioning the ethics behind brands rental platforms like On.Loan.
and companies and holding them THEY THOUGHT
accountable in new ways. WAS UNETHICAL
“It’s hard, because it is important for me

to support a brand which has an opinion
and be sustainable but nowadays it is
usually an act of capitalism, and they
just feed the mass.”
- DAZED AUDIENCE
WE ASKED: WE ASKED:
WHAT WOULD MAKE YOU STOP BUYING WHEN THINKING ABOUT THE ENVIRONMENT,
FROM A BRAND? DO ANY OF THE BELOW APPLY TO YOU?
85% If they did something I thought

was unethical 79% Try and buy things that they know will
last a long time
76% If their product declined in quality

75% Have recently changed consumption habits
– eating less meat or buying less clothes
59% If they didn’t champion diversity

and inclusivity 60% Try and buy things with
less packaging
36% If the price increased

15% Are taking fewer flights
19% If they aligned with a celebrity

I didn’t think was cool 5% Have started to rent things instead
of buying them
INITIATIVES THAT FIGHT

AGAINST SYSTEMIC INITIATIVES THAT MEANINGFUL
THIS
OUT
CULTURE
INEQUALITIES SUPPORT BLM RESPONSES
ACT BLUE (F)EMPOWER BEN & JERRY’S

ActBlue is a central online hub that Whether addressing issues of Ice cream company Ben & Jerry’s
processes money for Democratic gentrification and climate change, stood out in a crowd of vapid
candidates and causes. On the 31st incarcerated mothers, or sex statements from brands, releasing
of May was the single largest day of positivity, Miami-based collective a lengthy message on their website.
giving in all of 2020, with donations and sisterhood (F)empower aims to Within it they blame Floyd’s murder
of $19 million, according to a New provide their city’s black and brown on ‘inhumane police brutality that
York Times analysis of the site’s communities with the knowledge they is perpetuated by a culture of white
donation tracker. ‘{ActBlue} is really need to implement real change. With supremacy. The company also called
PLAYS
interesting because to me it disrupts a network of more than 40 members, for white America to ‘acknowledge
the whole process.’ Kone Ndlovu, key resource-sharing events have its privilege’ and the need for action
Multidisciplinary included Liberation Book Club, Political to ‘dismantle white supremacy’ (The
HOW
Education Boot Camp and 2040, a two- Washington Post, 2020). Other brands
day Art Basel 2018 program. such as Converse, Nike and Glossier
have pledged millions of dollars of
donations to racial injustice-related
organisations.
IN
*see the end of this report for an extensive list of charities

and initiatives to help support Black Lives Matter
NEW CULTURAL ACTIVIST

THIS
OUT
CULTURE
PLATFORMS MOVERS COMMUNITIES
JERMAINE CRAIG MARLEY DIAS JAMIE MARGOLIN

Jermaine is the founder of Kwanda – Frustrated by the lack of diversity within On a miserably rainy Seattle day in
‘a modern collection pot’, aka a the books that she was reading, and, July 2018, thousands of young people
platform designed to help encourage therefore, an inability to find relata- marched through wet streets for cli-
individuals to give back to and build ble experiences and parallels between mate justice, in tandem with youth
within black communities. Using herself and the characters in the sto- activists in 25 cities worldwide. That
modern technology and transparency, ries, Dias kickstarted the book drive movement, organised by Zero Hour
Kwanda provides a way for individuals #1000BlackGirlBooks. She pulled to- founder and co-executive director
to play their part within the black gether 1,000 books where black girls Jamie Margolin, laid the groundwork
PLAYS
community in small and large ways. are the lead character, as opposed to for Greta Thunberg’s game-changing
Kwanda is modelled on the idea of a minorities or background faces. The first school strike. As Generation Z
village, using democratic processes campaign’s success earned her a spot continues to mobilise in dynamic and
HOW
and collective effort to build a new on the Forbes 30 Under 30 list. The pas- creative ways, Margolin is at the beat-
style of social enterprise. sionate student-activist has also written ing heart of a fierce, youth-led mis-
a manifesto for youth activism (Marley sion to change the world and fights to
Dias Gets It Done and So Can You!) uplift LGBTQ+ and Indigenous voices
in the political landscape.
IN
A NEW MODEL:
HOW TO CREATE MEANING >
ANALYSE
What do your audience How can you create How can you create
really care about? meaning for the positive change in the
communities that are world, whether that’s
IDENTIFY WHY connected to my brand? big or small?
ACT
What action can you take as a brand? Look at potential partners,
Look at your current processes and system, organisations, individuals who you
is there anything you can evolve or re-think can connect, collaborate with and
HOW TO TAKE ACTION to create radical positive change? support.
ADVOCATE
Use your brand Create an initiative Provide monetary support
voice as a platform that gives back to to individuals, charities
for others to communities and that and communities who
PROVIDE A PLATFORM spread a message. has a clear purpose. need it most.
CULTURE
4 CULTURE... THE ELUSIVE HOLY GRAIL
THAT BRANDS ARE WORKING TO
BE PART OF. IF YOU SAY A WORD
ENOUGH TIMES IT TENDS TO LOSE
ALL MEANING. BUT CULTURE IS
ENDURING, IT UNITES US.
BEYOND COLLABORATIONS >

BRANDS IN CULTURE >
CROSS CULTURE >
HOW TO START A TREND >
“What does ‘hype’ actually mean?

To promote or publicise a product by
intensely exaggerating its benefits?
Because that’s the culture we’ve been
living in... exaggerating.”
- GEORGINA HARDING, TREND FORECASTER,
CONSULTANT AND CO-FOUNDER OF SEMAINE
‘Luxury fashion has been slow to

digital communications - but they
will embrace that more fully. !ey
can’t rely on big campaign shoots
anymore - they have to embrace a
fully digital first approach.’
As youth become more amor- Mens in 2018, this marked the big-
- FRED PAGINGTON, CREATIVE DIRECTOR
phous in their identities and tastes, gest cultural shift in luxury we’ve
DAZED STUDIO
we are seeing an ever-growing blend seen in decades – movements that
of culture – art, music, fashion and have now passed their peak.
luxury are truly interlinked (for exam-
ple BTS’s art project, Ikea X Virgil So, what is the future of luxury?
Abloh, and Kanye’s Yeezy collec- Looking back, even after a recession,
tions). the urge to splurge and adorn is still
high. After the Spanish Flu came
The once elitist world of luxury the first Cartier Tank watches and
was disrupted with the emergence of the Hermès’ Bugatti handbag but it
streetwear and hype culture, with the shifted to one that was more centred
boom of hi-lo collaborations that are around anonymous luxury. Luxury
still occurring like Prada X Adidas, has been drawing much of its cultural
Balenciaga x Croc and recently relevancy from collaborations but, for
Hello Kitty. When Virgil Abloh was many of us, this format is losing the
appointed Artistic Director of LV power to excite.
BEYOND COLLABORATIONS > OUR AUDIENCE BELIEVE MANY LUXURY

BRANDS ARE HIGHLY INFLUENTIAL.
HOWEVER, WHEN ASKED WHAT LUXURY
MEANS TO THEM, 37% BELIEVE IT
ISN’T AS IMPORTANT AS EXPERIENCES
ARE. IN CHINA, EVEN THOUGH OUR
AUDIENCE GREATLY APPRECIATE
LUXURY BRANDS, 41% BELIEVE THAT
LUXURY IS NONESSENTIAL, 20% HIGHER
THAN ALL OTHER GLOBAL LOCATIONS.
COVID-19 has seen luxury Post-lockdown, Chinese consum-

department store Neiman Marcus file ers are buying more online and luxury
for bankruptcy and the luxury market brands will need to make the move
is set to drop 35% this year (source: to improve their online presence.
Bain & Company). This is undoubtedly
a rocky time for luxury, but it can and The luxury market must speak to
will bounce back in new ways, if it what young people do find important,
adapts. Burberry in China and South and brands must tailor their approach
Korea have been one of the brands to to the new habits in buying, selling,
see sales bounce back post COVID-19. and trading. They need to hone in on
their creative vision and ensure it is
The luxury market in China is set translated in engaging and consistent
to boom, with Chinese consumers ways across all touchpoints.
predicted to make up half of the luxury
market by 2025 (Bain & Company).
With their business already re-opening
after COVID-19 this market is more
important than ever.
BEYOND CULTURAL UNDERSTATED

THIS
OUT
CULTURE
COLLABORATIONS MOVERS EXCLUSIVITY
TEFLAR X BLM GUCCI GOES BOTTEGA VENETA

SEASONLESS
In 2019, fashion designer Telfar The popularity of the logo is on the
partnered with Black Lives Matter Due to an unstable market in the wake wane – especially as the creative
Global network to release a limited of COVID-19 and people questioning flair of luxury brands comes to the
edition T-shirt collection. Proceeds of their consumption more than ever fore. Bottega Veneta is the brand
the collection was donated to Black before, we are set to see a movement of the moment and avoids the loud
Lives Matter. The collection was of seasonal trends disappear and a logo. Bottega are praised for ‘not
released in honor of February’s Black renewed focus on the creation of more trying to be everything to everyone.’
History Month and in celebration timeless pieces. Gucci announced that It’s the things that are recognisable,
PLAYS
of Black Futures Month. This their collections will become seasonless but anonymous to those that are in
collaboration goes beyond a hype and change to just two a year. Labels the know that then creates a unique
moment. It gives back and it drives will make fewer pieces and smaller sense of exclusivity and community.
HOW
awareness of the social injustices that collections as consumers are turned Maison Margiela was a brand praised
are still dominating the world. off by excess and turned on by making and loved by the audience also
more meaningful purchases for their known for their elusive and quiet
archive. 79% of respondents stated that brand marketing. Fred Paginton,
they are trying to buy things that they Creative Director, Dazed Studio says:
know will last them a long time. “I think you’ll see a return to low key
exclusivity.”
IN
BRANDS IN CULTURE >
“I believe brands can really share

their ethos across all categories
in a very large way. I also see it as
one big universe and how you can
be part of that community if you
buy into a brand.”
- SIMONE ROCHA, FASHION DESIGNER
BRANDS IN CULTURE >
Marketing loves a buzzword and

we’ve been through the age of
Authenticity, Craft, and Heritage –
terms that already feel archaic in
2020. Today brands are thinking and
talking about culture and cultural
strategy, and while the terminology Brands are also increasingly FOR OUR AUDIENCE
is ever changing, it has, and always in a unique position to step in where 44% FIND BRANDS
will be the holy grail of marketing. governments are failing. With funding
for creative culture consistently under WORKING WITH REL-
Brands need to be part of a bigger threat brands can offer an alternative EVANT CULTURAL
cultural conversation, not just being source of support and inspiration. PARTNERS INFLU-
influenced by it, but also being an
influential force within it. Especially Last September we saw NTS ENTIAL VERSUS
as, in the wake of COVID-19, con- partner with Netflix to create the Top JUST 14% FINDING
sumers are asking themselves what Boy Academy – a two day programme BRANDS CREATING
do they really need, what is essential of workshops and talks giving young
to their lives, what really adds value people insight into sectors such as THE LATEST PROD-
to them? Music, TV and Film. Similarly UCTS INFLUENTIAL.
Converse’s support of the Dazed 100
AND A MASSIVE allows a prize fund of £50k to be That’s why brand involvement
split between winners using the fund needs to be built sustainably – think
70% SAID HAVING to support a creative or charitable more Red Bull Music Academy and
A POINT OF VIEW endeavour with meaning to them. less slogan t-shirt. Ultimately, being
IS WHAT MAKES A These cultural movements enable part of culture in a meaningful way
brands to create deeper connections equals an increase in relevancy, con-
BRAND INFLUENTIAL. with their communities. nection and long term commitment.
CROSS CULTURE >
“Before, pop culture was very much

created based on what’s happening
in the US in the UK, but now we are
seeing pop stars like Rosalía and other
talent from around the world having a
much wider platform and influencing
culture more and more.”
- AHMAD SWAID,
HEAD OF CONTENT DAZED MEDIA
CROSS CULTURE > OUR POINTS OF INFLUENCE

ARE INCREASINGLY BECOMING
CROSS-CULTURAL. OUR
TASTES TRANSCEND BORDERS.
Pop culture was previously Japanese people have always done it’
dominated by the West. In recent - Negar Mesbah Tabatabae, Manager,
years we’ve seen a decline in this Shiro Beauty Store.
global domination and a massive
power shift. With the rise of digital China is leading the way with
technology, non-Western countries, integrated media marketing on
markets and tastes are able to freely WeChat - the platform that many
break out into the mass in new ways international brands choose to reach
and we’ve seen a boom of global the Chinese fashion community. For
expression. luxury fashion this is a key channel
to reach Gen Z, with the ability for
Korean culture has been major luxury brands to host live fash-
exploding in the West the last few ion shows all with the option to com-
years with the likes of Korean Beauty plete transactions in-app.
and K Pop firmly establishing them-
selves in the Western mainstream. We’ve also seen an increase
J-beauty (Japanese) is now set to in Latin culture in the West (Rosalía
take a massive rise - with a paired is one of the biggest artists in the
back, less is more routine that appeals world right now) as well as the rise
to consumers that are looking for of Lagos as a cultural hub. Given that
something simpler than the 10 step the average age in Nigeria is just 18
care routine of K-beauty. J-beauty and a huge 60 per cent of the popu-
speaks to many of the ideals that the lation are under the age of 25, Lagos
Western market is only just catching is a city powered by young people
up with - ‘Everything is ethical. It’s whose influential creative culture is
a new trend here (in Europe) but thriving around the globe.
DYNAMIC RISING FASHION

THIS
OUT
CULTURE
J-BEAUTY GLOBAL STARTUPS DESIGNERS
SHIRO 88 RISING ASAI

The Shiro store – whose products are Asia soaked up US culture in a big way The Vietnamese Chinese, London-
all made in Japan and hand-picked and for many years faced ridicule for based designer takes inspiration
by its founder Hiroe Imai – perfectly imitating it. Fast forward 20 years, 88 from subverted Asian stereotypes.
illustrates the Japanese respect for the Rising took it, chewed it up and spat A previous Dazed 100er, Asai along
environment. The brand reduces waste it straight back out on the streets of with other talented Asian designers
by utilising ingredients others have LA. The pioneering platform / label / have made waves within the global
ignored, like Kombu, a seaweed grown management company / media power fashion scene. Netflix’s Next in
in North Japan that is rich in hydrating house, represents the most forward Fashion showcased the works of
PLAYS
fucoidan and alginic acid. These thinking artists and creators from Asia. designer Angel Chen and Minju Kim
ingredients, and others, including anti- Fostering unprecedented East-Meets- who went on to win the series and have
aging enmei herb, antioxidant shiso West collaborations, they have amassed many items sell out on Net-A-Porter.
HOW
and brightening yuzu (all sourced over 1.6 billion YouTube views to-date
from Japan) have found their way and have met critical acclaim.
into beauty products worldwide.
IN
A SET OF PRINCIPLES:
HOW TO START A TREND >
WHILE SOME FACTORS ARE OUT OF OUR CONTROL
THERE ARE ALSO SOME KEY PRINCIPLES YOU CAN
APPLY TO GIVE YOUR CONTENT OR CONCEPT
THE BEST POSSIBLE CHANCE OF CATCHING ON:
REPETITION
& ANALYSIS
Repeatability of content is
DISTRIBUTE key. The power lies in when
your audience can take your
Identify the right creation forward in their own
distribution channels interpretation.
to ultimately create
WOM
TARGET
DISTILL
Innovators and Early
Make your idea easy Adopters - through
to understand and psychographics not
ensure that it feeds demographicsæ
a human need
CREATE
A creative and original TRANSMIT

thought
Transmit your
message through
RESEARCH the right talent
Conduct research
to understand your
audience and how best
to land your message.
5
THIS SECTION LOOKS AT THE
ROLE MODELS INFLUENCING
GEN Z AND MILLENNIALS
AND WHY THESE PEOPLE
ARE SHAPING CULTURE.
WHAT ARE THE BEHAVIOURS
AND PRINCIPLES NEEDED TO
ROLE
BECOME A ROLE MODEL AND
ICON FOR TOMORROW?
MODELS
THE END OF ‘INFLUENCER’ >

WE ALL NEED GODS >
NEW PERSONAS >
REAL HEROES >
THE END OF ‘INFLUENCER’ >
“It’s an interesting time

for influencers. Everything they
do seems so pointless now.”
-THOMAS GORTON, EDITORIAL DIRECTOR,
SPECIAL PROJECTS, DAZED
ONLY 6% OF OUR AUDIENCE

FEEL THAT BIGGER IN
FLUENCERS WITH 100K+
FOLLOWERS HAVE AN
INFLUENCE ON THEIR
PURCHASE DECISIONS
THE END OF INFLUENCER >
The era of ‘influencers’ as we solidarity with Black Lives Matter. It is has been turned on its head now;
know it is over. The Cambridge dic- clear that influencer’s now have great the air, the food and the water we
tionary definition being; ‘a person responsibility and many are unable to need to survive are critical. In light of
who is paid by a company to show empathise and deliver considered and this, what we require from our lead-
and describe its products and services meaningful content. ers has also shifted. It’s about provid-
on social media, encouraging other ing the tools and initiatives that help
people to buy them.’ In an age where audiences the most in-need to survive.
need to connect with something real,
COVID-19 and the Black Lives which cuts through the clutter and The Dazed 100 provides us
Matter movement have shifted mind- counteracts the lies we’ve been fed, with a blueprint for the leaders of
sets and made us question the values it’s no wonder that cancel culture has tomorrow. The platform is a reflec-
and models on which our society become a complex and unavoidable tion of who is influencing culture
operates. Celebrities and influencers phenomenon and that the relatable, and provides insight for the behav-
have faced an overwhelming back- DIY content creators of TikTok are iours of the next generation of
lash as both of these events expose resonating with younger audiences. icons. Each individual has a mission
the lack of meaning and substance in to make the world a better place.
influencers’ ‘paid for’ actions and in With increasing distrust and There is substance and meaning
ultra-rich celebrities’ insensitive and lack of leadership from governments to their contribution to society that
self-indulgent social videos. Recent and institutions, paired with a dying goes deeper than an image or push-
insensitivity saw a number of influenc- planet and pandemic, we need icons ing a product for self promotion and
ers doing blackface (painting half their who put social and common good gain. It’s about community, cause
faces black) in an attempt to show first. Maslow’s hierarchy of needs and purpose.
THE END OF INFLUENCER >
WHEN PEOPLE THINK THAT “Gen Z want celebrities and their

70% OF WHAT THEY SEE
ON INSTAGRAM IS NOT influencers to be more real and open
A TRUE REPRESENTATION about their struggles and that’s very
OF SOMEONE’S LIFE, different to what, what it was before.”
HOW CAN THIS HAVE - LUCIE GREENE, FOUNDER,
MEANING OR LONGEVITY? FUTURES THINK TANK, LIGHT YEARS
WE ALL NEED GODS >
“We always need Gods,

we as a society look to people for
inspiration, guidance, how to do many
things in life, we respect our teachers
or our Gods – we need this symbol.
!is symbol, this Olympic torch is just
being passed to someone else. Celebrity
and Influencer feels so vapid and
irrelevant, without meaning. !ere will
always be a top spot but I hope it will be
people with more depth. Eco warriors.
Real leaders again. Real people with
authority that have lived life.”
- GEORGINA HARDING, TREND FORECASTER,
CONSULTANT AND CO-FOUNDER OF SEMAINE
WE ALL NEED GODS >
“A few years ago, make-up used to be a lot

more glam focus, especially from Instagram
makeup artists. With the introduction of
TikTok, it’s helped to diversify that and
Everyone now has the power The world of social media
to become an influencer. As the and the influencers within it can be allowed space for different styles, like myself.
average person takes to the platform a dangerous and toxic landscape It’s really made space for people to express
and gains a loyal and attentive but we’ve seen huge positive shifts their creativity and individuality.”
audience, they begin to have huge in diversity, particularly in the online
influential sway but how much should beauty space. Take the inclusivity
we trust them? Expert on trust, celebrated by male beauty bloggers, - ABBY ROBERTS, MAKE-UP ARTIST
Rachel Botsman believes that ‘people for example, and the increase in profiles
who know how to speak to our of underrepresented communities.
emotions become highly influential, We’ve made great strides to reclaim
but be careful - we need the facts. a sector that was known as having
Influencers at home now have huge rigid standards and unrealistic ideals,
responsibility.’ showing the power of real heroes.
WHO’S INFLUENCIAL NOW? >
— Dazed Audience
William
‘Beyoncé, as she is the most powerful black woman in the music

and her ethics are beyond expected.’
industry, she celebrates diversity and difference, she is inclusive
Avery Ginsberg Strobeck
Beyoncé
Billie Eilish
Greta Thunberg
Flexmami
‘Trump, Boris Johnson,
Bolsonaro, unfortunately.’
Enjajaja
Kim Kardashian — Dazed Audience
Rupaul
Joji
David Attenborough
Rihanna
Margaret Zhang
‘Kylie Jenner, a lot of young girls look up to her, which is not
a good thing considering what she shows on social media.
For example: having a huge impact on how young women
9gag Lady Gaga

Harry Styles
Frank Ocean
Virgil Abloh
G Dragon
Travis Scott ‘Populist leaders, viral social media

stars, supermodels like Hayley
Bieber or Kylie Jenner.’
— Dazed Audience
Petra Collins Toni Brugnoli

Barack Obama
— Dazed Audience
view their bodies.’
Donald Trump
Kanye West
Norman Freeman
NEW PERSONAS >
“I feel like we’re being

influenced by less and
less celebrities.”
- DAZED AUDIENCE
NEW PERSONAS >
Gone is the era of glossy life- We still need role models we can
styles, false pretences and keeping up aspire to, but our idea of aspirational
with appearances. The new normal has shifted. We need moral leaders
applies to more than just our way of who have meaning beyond aesthetics
living as we come out of the COVID- and the driving power of capitalism.
19 pandemic. It defines the behav- They need to be advocates for social
iours of our new leaders. change. Our new heroes are Greta
Thunberg, Emma Gonzalez and the
healthcare workers we clapped for
during lockdown. The heroes that
could and should be found on the
covers of Time Magazine.
NEW JOYFUL DIGITAL ARTISTS/

THIS
OUT
CULTURE
DEFIANCE ENTERTAINERS ACTIVISTS
ARCA DONTÉ COLLEY AGUSTA YR

MUSICIAN, PRODUCER, ARTIST, DJ DANCER, INSTAGRAM / TIKTOK STAR, ARTIST AND MODEL, DAZED 100
DAZED100
Arca truly represents the modern Agusta YR works primarily in the
polymath and new defiance. Her fourth Donté Colley ‘wants to bring people digital realm, creating 3D artworks,
album KiCk i recently dropped a new together from all over the globe to videos, and multidisciplinary
digital avatar alongside artwork and provide a platform to feel joy through experiences that challenge beauty
a video from beloved brand creator dance.’ Donté built a community on ideals, gender norms, and body
and 3D digital artist Frederik Heyman. Instagram through his use of dance image. ‘I try to create worlds of
The album is about evolution, self pure imagination, like a Hot Girl
PLAYS
and empowering positive messages

expression and defying genres. Across and emojis. His positivity is infectious Willy Wonka.’ She presents digital
COVID-19, Arca has been performing and speaks to a need for uplifting renders of herself that become art on
live sets for her fans on Twitch. content. ‘Love really is a catalyst for Instagram, coming alive to challenge
HOW
change,’ he says. His message has the status quo.

caught the attention of Beyoncé and
Kacey Musgraves, as well as thousands
of others.
IN
THE ERA OF REAL HEROES >
“Chris Wylie, Emma Gonzalez,

Ronan Farrow, Jodi Kantor
and Megan Twohey, Greta
!unberg, Ai Weiwei, Vivienne
Westwood, Kendrick
Lamar, Edward Snowden – for
those who hold truth to power,
the Xs belong to you.”
- JEFFERSON HACK, CREATIVE DIRECTOR
AND CO-FOUNDER DAZED MEDIA
A NEW SET OF PRINCIPLES >
“!e people I look up to all

have unique voices and an
interesting point of view. I like
their work and I can relate to
their backgrounds. !ey have
flaws and it’s about that too.”
- FRED PAGINGTON,
CREATIVE DIRECTOR, DAZED STUDIO
Our experts and community are about not knowing all of the answers
calling for a fundamental behavioural but make the necessary decisions to
shift from our leaders. Where they drive change. We need real icons,
can hold up their hands, admit when with their flaws and all.
they’re wrong and can be honest
THE 10 BEHAVIOURS ...OF REAL HEROES
RELATABLE
“David A#enborough: “I look up to Billie Eilish,

PURPOSE DRIVEN she’s unique to herself.
a national treasure that
convinced Britain to give up And she’s not your typical
HONEST plastic straws. We need him glamorous, girly celebrity,
to guide us more.” she has an edge.”
COURAGEOUS - DAZED AUDIENCE - ABBY ROBERTS, MAKEUP

ARTIST, DAZED 100
DECISIVE
“Petra Collins, I adore “I like Girlgaze: they help
EXPERTS her ethereal photography. promote new and upcoming
She’s raw, honest and pushes female talent, creating a
the boundaries.” support network and
AUTHENTIC job opportunities for
- DAZED AUDIENCE
community members.”
COMPASSIONATE - DAZED AUDIENCE
HAVE A POINT OF VIEW “Avery Ginsberg - fashion;

king of sustainability; sets a “I like Rickey !omson,
good example; I’m working for the realness, the
PUT OTHERS BEFORE THEMSELVES towards similar lifestyle.” rawness.”
- DAZED AUDIENCE - DAZED AUDIENCE
DEPENDABLE
“!e 2020s should be an

era of truth.”
- THOMAS GORTON,
EDITORIAL DIRECTOR, SPECIAL PROJECTS, DAZED
THE BIG QUESTION:
HOW DO YOU
CUT THROUGH ?
WHO HAS THE POWER NOW? >

THE CHART OF NEW INFLUENCE - PUT TOGETHER FROM THE SURVEY DATA
BRANDS WITH WOM / FAMILY /

ETHICAL BRANDS PUBLICATIONS BOOKS PLATFORMS
A POV FRIENDS
85%
70%
68%
50%
45%
35%
Of people say
Instagram is the
most influential
platform in
culture
Of people say
books have a
major influence REAL HEROES
Of people say on forming and
that checking changing their
6%
reviews opinions
influence their
purchase
Of people say decisions and
Of people that online 44% believe
believe a brand publications friends influence PURPOSEFUL ICONS
Of people having a point their purchasing
have the biggest
would stop of view makes decisions Of people
influence on Beyoncé
buying from a them influential believe they are
their opinions Rihanna
brand if they influenced by
Kanye West
did something influencers with
Billie Eilish
unethical 100k+ followers
RISING >
BRANDS WITH A CLEAR POINT
OF VIEW AND AUDIENCE
UNDERSTANDING
NON-WESTERN
INFLUENCE
DIGITAL IDENTITIES, SUSTAINABLE

AI AND VIRTUAL BRANDS
WORLDS
QUALITY CONTENT
CROSS INDUSTRY OVER QUANTITY
AND MEDIUM
COLLABORATIONS
NICHE ALONGSIDE
MAINSTREAM
GEN Z
LEADERS
EMERGING GROWING ESTABLISHED

INFLUENCE THE
MANIFESTO
If the 2010s was a decade of obfuscation, the 20s Relevance will only be achieved if you can add
must be the era of truth. COVID-19 has sharpened realness to their lives. Then, stay true to them whilst
our focus on who and what really matters, and knowing you can’t please the entire universe. Not
drained our tolerance levels for lying politicians, everyone needs your brand, and you don’t need
desperate influencers, and tone-deaf brands. every person.
REALNESS IS THE ESTABLISH YOUR VALUES.

NEW MOTIVE. IF YOU DIDN’T HAVE
The emerging generations know all the mistakes ANY BEFORE, YOU
that were made by the ones that came before
them, and they’re angry about it. But they’re
NEED THEM NOW.
also willing to help – listen to them and
Growth is good if it’s controlled. Wild and unhinged
acknowledge what they want, before they’re
it becomes cancerous. For a long time we absorbed
angry with you. Billionaires are starting to make
the idea that scale meant success, but coronavirus
people uncomfortable.
has pulled back the curtain. What was being built for
a healthy society while big business flourished? Not
NOW, MORE THAN EVER, a lot. Culture will be left out of government recovery
plans, and brands have an essential role to play in
YOU NEED TO TELL A helping it survive and thrive. But it’ll take more than
money.
STORY BEYOND YOUR
Our wild-eyed embrace of Monomass and
PROFIT MARGINS. subsumption into it means that, in theory, we are
more informed and more aware of culture than ever.
Mindless consumerism, or shopping as a hobby, has But, as we stand on the brink of a radically different
increasingly cursed energy. For a brand to survive society world, we find ourselves at a fork in the road.
in a post-pandemic landscape it needs to offer more
meaning to people’s lives than just transactions.
Everybody is thinking about what they own, what to THE RUMOUR IS...
sell, where to live. These aren’t questions of simply
buying and selling, they’re reflective of societies on
ANOTHER WORLD
the precipice of seismic change. IS POSSIBLE.
HOW CAN
BRANDS
APPLY THIS ?
“First and foremost, you need to have

other voices around. !at’s just a
given. !e world is so diverse. !ere
are so many different people, different
races, different gender identities,
sexualities. If you don’t have those
voices in the room, then to me you’re
not being authentic because you’re
not speaking to everybody.”
- DOMINIC CADOGAN,
ASSISTANT EDITOR DAZED BEAUTY
1
IT STARTS INTERNALLY. HAVE
DIVERSE VOICES IN THE ROOM.
What is your internal What education do you offer
culture? internally around diversity,
management and empathy?
How diverse are the
employees within your
company and senior
Are there any internal
structures you could change “Brands need to change
management roles? to help promote social good?
their a#itude first, like we might throw
a million dollars at this and nothing
will come out of it and that’s ok…
become a patron and support.”
- KONE NDLOVU, MULTIDISCIPLINARY
2 3
ADOPT THE BEHAVIOURS UNDERSTAND YOUR
OF REAL HEROES. AUDIENCES NEEDS.
AS A BRAND, ADOPT A Question the values of Who is your What are their
LIST OF PRINCIPLES THAT individuals and institutions target audience? interests cross category?
MAKE YOU AN HONEST you work with.
AND OPEN INSTITUTION. What do they care about? What motivates
Do their values ladder up and inspires them?
to your own?
4 6
HAVE A POINT OF VIEW AND BE
BE CONSISTENT. EMPATHETIC.
HAVING A CLEAR POINT OF What do you offer INVEST IN LEARNING HOW How much do you place
VIEW THAT’S ARTICULATED that no one else does? TO BE EMPATHETIC AND yourself outside of your
AND UNDERSTOOD SPREAD THIS ACROSS comfort zone?
INTERNALLY IS CRUCIAL. Who is your core audience? YOUR BRAND.
How many different people
What is your personality are you speaking to on
and style of communication? a daily basis?
What are your behaviours?
What is your purpose?
5 7
THINK LONG TERM RATHER QUESTION EVERYTHING
THAN SHORT TERM. AND QUESTION IT AGAIN.
MEANINGFUL MISSIONS What is your long term vision? A REACTIVE RESPONSE How many people have sense
TAKE TIME. CAN OFTEN BE checked this?
What is your roadmap DANGEROUS.
and the key steps to achieve How diverse are these people?
your goal?
Are you creating something
that is thought through from
all perspectives?
How will this add meaning

to people’s lives?
8 10
BE BRAVE LOOK WHERE NO ONE ELSE
AND RADICAL. IS LOOKING.
YOU CAN BE BOLD WITHOUT What would never Who is not currently Where are the places
BEING REACTIONARY. consider doing? represented in and stories that no one
mainstream media? is aware of?
What would be the worst
and best things you could do, What are the subcultures
budget no option? (this can or areas of culture that
feed creativity) aren’t being explored?
9 11
THINK BEYOND YOUR EXPERIMENT WITH NEW
OWN PROFIT. KINDS OF CAMPAIGNS.
IT’S LONG OVERDUE What can you do to provide What are other What has meaning
TO RETHINK THE value beyond monetary mediums or ways of to your audience?
TRADITIONAL CAMPAIGN. reward? communicating a story?
How can you make your
What other kinds What platforms do your audience participators
of currency can you create? audience use? rather than just an
observers?
How can you involve your
audience in your brand in
new ways?
LOOKING AHEAD >
“!e present is always a place of fear,

the future is one of hope. We overestimate what
we can achieve in a year, but underestimate what
we can achieve in a decade. Dazed itself has put
forward a culture of Punk Positivism and the
artist Ma#hew Stone once expressed this idea
of Optimism as Cultural Rebellion. !is train of
thinking will continue to offer a lighthouse.
And young generations will continue to
be agents of change.”
- RONOJOY DAM,
GLOBAL BRAND AND CULTURE DIRECTOR FARFETCH
A VISION FOR TOMORROW FROM

OUR GLOBAL EXPERTS
”A new creative chapter to ”I hope that things turn “We’re all in this together. “It’s good to readdress how
rethink and reemerge how we around for the be#er. Within And I think people will start we work, our lifestyles,
can take everything we know the entertainment and music question things a$er, and traveling, and living in a city
and have learned and process industry, we realise how make sure they’re much more actually doesn’t have to be
it in a new way. A way that is much of a role we can play prepared and also realise that so tiresome in a way… it gives
a more conscious, a human in making people happy, and it’s not just about the ‘Gram’ us carte blanche for a new
way of creating.” how blessed we are for being essentially, you know?” generation, a new kind of life
able to upload and share with time for stuff.”
-SIMONE ROCHA, - AHMAD SWAID, HEAD OF
FASHION DESIGNER something that people love.” CONTENT, DAZED
- FRED PAGINTON, CREATIVE
DIRECTOR, DAZED STUDIO
- SEAN MIYASHIRO, CEO AND
FOUNDER OF 88RISING
”We’ve all been starved
of realness and connection.
“I would love it if there was a ”Our artists are vital at I hope we’re not going back to
return to a faith in the printed this time - they dream the this a$er the pandemic passes ”You’ll have this incredible
page, you know, where there future for us - they create the snap for Instagram culture. reinvention and innovation
always seems to be a higher roadmap for us to get out of Go to a club and get drunk that we’ll see particularly in
quality whenever you’ve had here - they can provide hope and sweaty and don’t care if the world of entertainment.”
to go through some kind of in a time of hopelessness.” our phone is there and just
physical mechanical effort.” really live it.” - RACHEL BOTSMAN, AUTHOR
AND OXFORD UNIVERSITY
- JEFFERSON HACK, CREATIVE TRUST FELLOW
- KONE NDLOVU, DIRECTOR AND CO-FOUNDER -GEORGINA HARDING, TREND
MULTIDISCIPLINARY OF DAZED MEDIA FORECASTER, CONSULTANT AND
CO-FOUNDER OF SEMAINE
THE END
TO DISCOVER MORE CONTACT LUKE ROBINS, GLOBAL EXECUTIVE DAZED

COMMERCIAL DIRECTOR | LUKE.ROBINS@DAZEDMEDIA.COM MEDIA
CREDITS >
Created by Izzy Farmiloe, Isabella Burley - Editor-In-Chief Dazed

Senior Creative Strategist, Dazed Jake Sweet - TikTok creator,
& Rhianna Cohen, Freelance Strategist The Bytehouse
and Insight Director Abby Roberts - Makeup Artist
Lucie Greene - Founder Futures
Think Tank Light Years
Contributors: Rachel Botsman - Author and Oxford
University Trust Fellow
Giuditta Dallerba - Producer Dominic Cadogan - Assistant Editor,
Tom Dickens - Data Analyst Dazed Beauty
Pierre Morvan- Art Director Lava La Rue- Artist, Musician
Saman Aminzadeh - Designer and Co-Founder of NiNE8 Collective
Mikey Womack - Junior Designer
Thomas Gorton - Writer & Contributor
Amelia Abraham - Copy Editor Special thanks to:
Bryony Stone - Copy Editor
Nick Greenbank - Illustrator Sophie McElligott, Marc McDonald,
Eve Scholes - Contributing Researcher Annabelle Phillips, Alex Crouch,
Simone Sebastian, Alex Brown
Experts: and Chiara Musoni
Ronojoy Dam - Global Brand

and Culture Director, Farfetch
Ahmad Swaid - Head of Content,
Dazed Media
Georgina Harding - Trendforecaster,
consultant and co-founder of Semaine
Fred Pagington - Creative Director,
Dazed Studio
Thomas Gorton - Editorial Director
Special Projects, Dazed Media
Kone Ndlovu - Multidisciplinary
Simone Rocha - Fashion Designer
Sean Mishayo - CEO and Founder
of 88 Rising
APPENDIX
WHAT AUDIENCES WANT TO SEE

FROM BRANDS AMONGST COVID-19 >
WE ASKED THE DAZED AUDIENCE: IN RESPONSE
TO CORONAVIRUS, WHAT DO YOU MOST WANT
TO SEE FROM BRANDS?
81%
“I would like to see more critical points “Taking a conscious effort to realise
of view to redesign the dynamic most brands needs to change
between culture and the economy the way they produce, not just in
SUPPORT FOR THEIR EMPLOYEES as we know it.” terms of quantity but their actions
environmentally.”
73%
“Transparency.”
SUPPORT FOR KEY WORKERS “To see fast fashion brands produce
AND VULNERABLE PEOPLE less new things and have a scheme
for repurposing the existing clothing
“Creative projects to make people from the brand e.g dead stock,
74%
understand the power of community second hand garments.”
and most importantly, the power of
FUNDS TO SUPPORT communication.”
YOUNG CREATIVES
“Make a real effort to help
“I believe this is a key moment to the environment, not only
reshape the way we think about culture
37%
greenwash.”
and capital: access to it, the roles
institutions, brands and companies
CONTENT THAT ENTERTAINS ME have within it... With a whole system
collapsing (or showing signs of it)
I believe is time for the ones holding
power to give space for a cultural
30%
and social change.”
FREE PRODUCS OR SERVICES

- DAZED AUDIENCE
PAGE 260 THE ERA OF MONOMASS APPENDIX
UNIVERSAL RESET >
A RESET A CRISIS OF PERSONAL

OF VALUES. CONNECTION. ANXIETY.
With an increase of time on our For too long have we been living Unsurprisingly, this is a time of great
hands, coupled with threat and with our heads down, looking at a worry. 43% of Gen Z are worried
fear we are seeing a massive re- screen, thinking about our individual about their personal future, and if
set in values. 63% are taking trajectories. Since consumerism their jobs or businesses will survive.
began forcing society into valuing
this time to slow down and reflect This goes up to 48% for
hyper-individualism we’ve had
and 59% are rethinking what’s millennials.
a crisis of connection – with our
important to them – does this mark
communities, with our homes and
the end of the “cult of busy”?
with ourselves.
THIS IS NOT THE

CREATIVE CULTURE. GREAT EQUALISER.
69% of people want to see brands set up funds to support young Despite what the privileged would like us to believe this virus is not
creatives - this goes up to 73% of Gen Z. The creative youth need to the great leveller or equaliser – pandemics amplify inequalities and
be kept alive and running during this difficult time and are looking at some communities are hit worse than others including BAME communities.
brands to step up to the plate. Black people are four times more likely to die from COVID-19 according
to the latest ONS report.
PAGE 262 THE ERA OF MONOMASS APPENDIX
LINKS AND RESOURCES >
BLACK LIVES MATTER FREE THEM ALL FOR PUBLIC HEALTH

https://blacklivesmatter.com https://freethemall4publichealth.org
BLACK VISIONS COLLECTIVE THE ATLANTA SOLIDARITY FUND

https://www.blackvisionsmn.org https://actionnetwork.org/groups/atlanta-solidarity-fund

RE-CLAIM THE BLOCK NO NEW JAILS NYC
https://www.reclaimtheblock.org https://www.nonewjails.nyc/donate
MINNESOTA FREEDOM FUND KNOW YOUR RIGHTS CAMP

https://minnesotafreedomfund.org https://www.knowyourrightscamp.com
NATIONAL BAIL FUND NETWORK FAIR FIGHT

https://www.communityjusticeexchange.org/national-bail-fund-network https://fairfight.com
THE NAACP LEGAL DEFENSE FUND PIMENTO RELIEF FUND

https://www.naacpldf.org https://abepmpls.org/pimento-relief-fund
COMMUNITIES UNITED AGAINST POLICE BRUTALITY BLACK TABLE ARTS

https://www.cuapb.org http://www.blacktablearts.com
NORTHSTAR HEALTH COLLECTIVE BAIL FUNDS

https://www.northstarhealthcollective.org (currently have an excess of https://bailfunds.github.io
supplies and funding and are asking for donations to be made elsewhere)
IMAGE INDEX
Dazed Spring/Summer 20, 6 Dazed Spring/Summer 20, Dazed Spring Summer 20 Dazed Spring/Summer 20 DONDA Agency by Kanye ‘Only One’ video game trailer Life Of Pablo album artwork, adidas x Yeezy
Figure Gang by Aidan Zamiri, Arlo Parks by Aidan Zamiri, Beabadoobee by Aidan Zamiri, Ancuta Sarca by Aidan Zamiri, West image, by Kanye West by Kanye West
styled by Rebecca Perlmutar styled by Rebecca Perlmutar styled by Rebecca Perlmutar styled by Rebecca Perlmutar
Dazed Spring Summer 20 Dazed Spring Summer 20 Dazed Spring Summer 20 Dazed Spring 20, by Zora Yeezy Sunday Service, via adidas x Yeezy BOOST 350 Kanye West ‘Cruel Summer’ Kanye West in Runaway
by Harmony Koine styled by by Rosie Marks, styled by by Rosie Marks, styled by Sicher, styled by Sabina @zzzammel lookbook, by Rita Minissi premiere by DONDA Studio & (2010)
Emma Wyman Charlotte Roberts Charlotte Roberts Schreder 2 x 4 Studio
Dazed Spring Summer 20 Dazed Winter 19 by Pascal Dazed Spring/Summer 20, Tori Dazed Autumn Winter 18 by Kanye West by Evan Agostini, FKA Twigs ‘MAGDALENE’ FKA Twigs ‘Honey Boy’ FKA twigs performs at
by Joshua Gordon, styled by Gambarte styled by Ai West by Aidan Zamiri, styled Wolfgang Tillmans, styled by Invision AP/ Shutterstock album press image premiere by Gary Gershoff The Fox Theater in Oakland,
Rapahel Hirsch Kamoshita by Rebecca Perlmutar Danny Reed by Jane Hu
Dazed Spring Summer 20 by Dazed Spring Summer 19 by Yeezy Home, by Kanye West Kanye West Sunday Service, i-D no. 357, FKA Twigs by Pitchfork, FKA Twigs by Ronan FKA Twigs practicing martial The Soul Of The Modern
Sam Nixon styled by Marcus Joyce Ng by Liam MacRae Willy Vanderperre, styling Mckenzie arts, by Nick Walker Rhythm Machine, via
Cuffie Alastair McKimm musicplayers.com
Post-Nation States University

Dazed 25th anniversary issue, Dazed Beauty x AVANTgarden, Nike Zonal Strength Tights ‘Water Me’ by Jesse Kanda & C’était bontemps by Bella Laurence Philomene for Fluide Lava La Rue of the Underground Summer
by Ryan McGinley, styling by FKA Twigs & Lyle XOX campaign, directed by FKA FKA twigs Newman Courtesy of Converse Programme by Nelly Ben
Karen Langley Twigs Hayoun Studios
Still from ‘The Birthday

Dazed Spring 20, by Zora Dazed and Confused (1993) Portrait of a Lady on Fire Wu-Tang Clan Dazed Winter 19 by Lea Party’,1975, by Ben Ditto, Design by Thomas Petherick Grimes by Eli Russell Linnetz
Sicher, styled by Sabina (2019) Colombo, styled by Robbie Polydor Records and for Dazed Beauty x Selfridges
Schreder Spencer Interscope Records
Dazed Autumn Winter 2019, Patti Smith, by Annie Eco-Fiction by John Stadler Charli XCX ‘how i’m feeling Carlings Digital Collection, Dazed Spring/ Summer 20, Dazed S/S 20, Aidan Zamiri, Dazed Spring Summer 20 by
by Paolo Roversi, styling Leibovitz, courtesy of Pirelli now’ album artwork (2020) Cloud Puffer by Roxy Lee, styled by Ogun Self Portrait, styled by Rosie Marks
Robbie Spencer Gortan Rebecca Perlmutar
Phillip Ramey/Corbis via Getty Dazed Spring/ Summer 20, Dazed Spring/ Summer 20, Dazed Winter 18 by Dean Dazed Winter 18 by Dean Dazed S/S 20, by Aidan Zamiri, Courtesy of the Bytehouse Still from ‘Moo’ Doja Cat, SME
Images by Roxy Lee, styled by Ogun by Roxy Lee, styled by Ogun Davis, Styled by Ai Kamoshita Davis, Styled by Ai Kamoshita styled by Rebecca Perlmutar
Gortan Gortan
Dazed Beauty issue 0 cover, Dazed Spring Summer 20 Dazed Spring Summer 20 by Dazed Winter 19 by Ben Toms, Paula’s Ibiza x Loewe Summer Valentino Fall 2020 look, Dazed S/S 20, Ana Takahishi Dazed Spring Summer 20 by
by Dario Alva and Travis by Rosie Marks, styled by Sam Nixon styled by Marcus styled by Robbie Spencer 2020 campaign, by Gray Reference Berlin’s Animal by Aidan Zamiri, styling Rosie Marks
Brothers Charlotte Roberts Cuffie Sorrenti Crossing fashion runway Rebecca Perlmutar
Dazed Summer 19 by Hart Dazed Spring 20 by Brianna Dazed Winter 18 by Ari Dazed Spring Summer 20 by Photography by Felicity Dazed Spring 20 by Anton Dazed Winter 19, by Sam Dazed Winter 19, by Sam
Leshkina, Styled by Emma Capozzi, styled by Emma Marcopoulos, styled by Avena Bharat Sikka, styled by Ameet Ingram Gottlob, styled by Emma Nixon, styled by Alison Marie Nixon, styled by Alison Marie
Wyman Wyman Gallagher Wyman Isbell Isbell
Dazed Spring 20 by Thistle New York Times Magazine, Tyler the Creator via Instagram Dazed Beauty Witch Week by F(F)empower by Nicole Courtesy of Jermaine Craig Dazed Spring 20 Jamie Margolin by Bryant
Brown, styled by Andrew The Music Issue, March 2020 @feliciathegoat Till Janz Combeau Photographer Fisher, artwork by Callum
Sauceda Stylist Abbott
Dazed Spring Summer 20 Dazed Spring 20 by Brianna Dazed Summer 19 by Charlie The Happy Broadcast Dazed Spring 20 by Brianna Dazed Spring Summer 20 Telfar by Caleb Krivoshey Backstage at Gucci AW20, By
by Rosie Marks, styled by Capozzi, styled by Emma Engman, styled by Stella Capozzi, styled by Rosie Marks, styled by courtesy of Gap Giacomo Cabrini
Charlotte Roberts Wyman Greenspan by Emma Wyman Charlotte Roberts
Bottega Veneta Pre-Spring Dazed Spring Summer 20, by Dazed Summer 19 by Shiro campaign via Instagram Dazed Summer 19 by Willy Dazed Winter 19 by Pascal
2020 by Tyrone Lebon Sam Nixon, styled by Marcus Motoyuki Daifu, Styled by Ai @shiro_japan Vanderperre styled by Robbie Gambarte styled by Ai
Cuffie Kamoshita Spencer Kamoshita
Fenty x ASAI, courtesy Dazed Spring Summer 20 Dazed Winter 19, by Anton Dazed 100 2020, Dazed &
of Fenty by Harmony Korine styled Gottlob, styled by Rebecca Converse
by Emma Wyman Perlmutar
Dazed Autumn 19 by Charlotte courtesy of Jazmin Bean by Dazed Spring 2020 LA Timpa Dazed Spring Summer 18 by
Wales, styled by Tom Daniel Mutton by Pascal Gambarte, styled by Fumi Nagasaka
Guinness Tamara Rothstein
KiCk i Album Cover by Carlos Courtesy of Donte Colley Agusta Yr via Instagram Dazed Summer 2018 by
Sáez, Carlota Guerrero, and @iceicebabyspice Hannah Moon, styled by
Arca Agata Belcen
DAZED
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THE FUTURE OF YOUTH CULTURE :

CREATED BY IZZY FARMILOE

COLLECTIVE MEASUREMENT HOW TO CREATE HOW TO START REAL HERO

BOOKS AND ONLINE HAVING A CLEAR IT’S THE END

*data taken from the survey

METHODOLOGY THE ERA OF MONOMASS HELPS

Born from months of in-depth

The Era of Monomass presents

OUR PANEL OF GLOBAL EXPERTS:

AHMAD SWAID LUCIE GREEN SIMONE ROCHA

GEORGINA HARDING THOMAS GORTON

KONE NDLOVU ISABELLA BURLEY JAKE SWEET

RACHEL BOSTMAN DOMINIC CADOGAN

SEAN MIYASHIRO LAVA LA RUE RONOJOY DAM

FRED PAGINTON ABBY ROBERTS

IN THE BLINK OF AN EYE, PARADOX IS EXTINCT.

GEN Z RESPONDENTS BELIEVE

Monomass is a catch-all for How increased global migration

THE MEANING OF INFLUENCE >

noun. the capacity to have an effect verb. have an influence on.

“Influence is not the same as

The benefits that big tech has

THE PANDEMIC HAS

“We have got into this on-demand

*see appendix for data analysis of COVID-19

OLD WORLD > NEW WORLD

1900–1950 1950–1999 2000–2020 2020–2050

THE FLOW OF INFLUENCE >

THE FLOW OF INFLUENCE >

THE ECOSYSTEM OF INFLUENCE >

FLUID IDENTITIES >

FLUID IDENTITIES >

“It isn’t as straightforward as it used to

FLUID IDENTITIES >

FLUID IDENTITIES >

“!e polymath speaks to this idea

THE MODERN POLYMATHS >

THE DEATH OF THE ‘TRIBE’ >

GEN Z SNAPSHOT >

5 THINGS 5 THINGS 5 THINGS 5 THINGS

INDIE MOVIES UNDERGROUND ‘M TRAIN’

*data taken from the survey

NEW DEFIANCE >

“For the next generation

NEW DEFIANCE > LED BY GEN Z, THE NEW

Gen Z have grown up in a time

80% SAID BEAUTY IS

NEW DEFIANCE >

“Within beauty there’s such a sense

INCLUSIVE BRANDS NEW ALTERNATIVE

FLUIDE NINE8 COLLECTIVE UNIVERSITY OF

non-binary communities. “Fluide’s goal to any box.

ALTERNATIVE REALITIES >

“!e whole realm of what’s

PREFER THEIR LIFE

ALTERNATIVE REALITIES >

ALTERNATIVE REALITIES > 30 BILLION US DOLLARS

Grimes is utilising her digital fashion show in Animal Crossing saw

DAZED BEAUTY SPACE GRIMES DIGITAL CLOTHING

“This is the beauty counter of the future.

GEN Z SNAPSHOT >

THE NEW NICHE

A NEW MODEL: COLLECTIVE PERSONAS >