Sara Spruch-Feiner

In October 2023, 24-year-old Julia Huynh (1 million followers on TikTok, 248,000 on Instagram) posted a TikTok announcing a quest for a "hoodie that hoodies."

Following its successful activewear and loungewear launches, Form is now launching styles in pointelle fabric that wear like pajamas. And later this month, it will debut knit sets.

When the pandemic hit, Matt Newman, like many hairstylists, found himself at home unoccupied. Eventually, though, he took his expertise to TikTok — and today, he has 2.4 million followers on the platform and another 1.2 million on Instagram.

On September 6, Taylor Swift, the most famous "WAG" in the world, strutted into Arrowhead Stadium wearing a Versace denim corset and Grlfrnd denim shorts. This was "very good for Gen Z's No. 1 selling jeans brand," said Craig Brommers, American Eagle's CMO, citing NPD DecisionKey. American Eagle seized the moment by posting a similar look from its own collection.

Jamie Norwood and Cynthia Plotch, co-founders of vaginal and sexual health brand Winx Health, first felt compelled to take a political stance with their brand when Roe v. Wade was overturned in 2022. And with one of the most consequential elections of our lifetimes just days away, they are continuing to lean in with a campaign dubbed “Raise Your Voice for Your Rights.”

Charli XCX and full-body deodorant have something in common: Both have had an explosive 2024. What's more, there's a connection in that Charli's tour, with Australian pop star Troye Sivan, was dubbed the "Sweat" tour. The tour's Los Angeles dates at the Kia Forum, on October 15 and 16, happened to align with Dove's latest launch — the brand's Whole Body Aluminum Free Invisible Deodorant Spray was hitting the shelves of Target and landing on Amazon at the same time. So, Dove found a way to host a marketing activation at the tour to celebrate it.

Grey Bandit, the Gen-Z-focused fashion brand, was built on influencer marketing. But, since its launch in 2017, the brand's priorities have changed. "We spent a lot of time and money catering to [influencers], and when you do that, you miss a huge part of the reason you're successful and able to do this, which is your customers," said Courtney Glasser, one of the triplets who co-founded the brand.

Launched in mid-October, Rùadh, a sustainably-minded denim line founded by Jac Cameron, co-founder and creative director of contemporary label Ayr, is already showing up in the outfits and Instagrams of some of fashion’s most admired.

In May, newly reported survey data from KFF showed that one in eight adults (12%) have tried a GLP-1 agonist — the class of drugs that includes Ozempic. So, it's no surprise that several wellness- and supplement-focused brands have launched products intended to meet the moment, though each of the products discussed in this piece positions itself slightly differently and uses different ingredients. In addition to supplements created to "mimic" the effects of drugs like Ozempic, there is also a growing segment of products to support users of GLP-1 medications, both in the supplement space and in grocery aisles.

Before the "aha" moment that led to the creation of JB Skrub, the brand she co-founded with "Modern Family" star Julie Bowen, Jill Biren worked in magazine publishing at Condé Nast for 16 years. But then, one day, she was packing her 9-year-old son up for camp and realized there wasn't a personal care brand made for him. He was too old to bring baby soap to camp, and she didn't want to send him with a synthetically fragranced men's product. And so, an idea was born.