Fan excitement has turned into huge cultural moments this week.
The release of season 3 of “The Summer I Turned Pretty” based on Jenny Han’s novels, has been prime fuel for teen drama fans’ TikTok content.
Its relatable themes of first love, heartbreak, and self-discovery, infectious pop soundtrack, and anticipation for a new episode to drop have sparked several trends and a true sense of community.
Fans are debating between “Team Conrad" and "Team Jeremiah." There’s deep character analysis taking place, and hilarious reactions to "that peach scene" that resulted in an increase in Google searches for “juicy peach”. The behind-the-scenes content posted by the actors, Amazon Prime (where the show is streaming), and the author Jenny Han means that there’s an endless amount of content to consume if you’re a fan of the show, but be aware of spoilers!
Fashion brand, Coach, is the main sponsor of the show – you’ll know this if you’re not watching ad-free. The character “Belly”, played by Lola Tung, is the face of the ad and hooks the viewer in before and during each episode. The brand has also launched a collaborative collection inspired by season three of the show, inspired by its new university setting.
Brand opportunity:
Abercrombie’s “White Lotus” inspired collection got a great reception when it was released earlier this year, so a “Summer I Turned Pretty” collection would be a natural next step, as the show shares the same carefree, coastal vibe that Abercrombie is known for.
Both share a young audience that loves effortless, beachy looks – linen shirts, swimwear, and preppy summer outfits. Thanks to the series’ strong Gen Z and Millennial fan base and its dominance on social media, Abercrombie could lean into this cultural moment to deliver a collection that feels authentic to the brand, reflects the show’s aesthetic, and encourages organic styling content.
Sometimes, life can be a movie, which is why the “Directed by Robert B Weide” trend has blown up on TikTok.
The trend has become so popular because it’s perfect for sharing relatable, funny, and self-deprecating stories. Creators show something they expected to happen, then cut to a black screen styled like film ending credits that reads “Directed by Robert B. Weide”, before revealing the reality…
For example, this creator posted, “No, I don’t want to go on a date with him, he ghosted me for 6 months,” and the outcome was that she ended up marrying the guy who ghosted her.
Robert B. Weide, an American screenwriter and TV producer, appears to be the choice of director for this trend because of a common trope in his sitcom “Curb Your Enthusiasm”. In the show, Larry David tries to do the right thing but always ends up in awkward or unexpected situations, similar to the unexpected twists creators are sharing.
Brand opportunity:
This trend would be perfect for an emerging brand like activewear TALA to jump on. The brand – founded by influencer Grace Beverley – has skyrocketed in success and popularity since it launched in 2019. The brand’s most recent success is the opening of its first brick-and-mortar store on London’s Carnaby Street.
Grace herself could create a version of the trend where she shares an image of herself the day the brand launched, stating, “I hope people like my brand!”, insert the “Directed by Robert B. Weide” screen, then show her and her team on the day the store opened in 2025. This would be fitting as Grace is very active on social media and isn’t shy to jump on a trend.
Every so often, a cultural moment captures the public’s attention in a way that goes beyond typical social media buzz, and Taylor Swift can often be found at the heart of them.
Last week, she teased her new album “The Life of a Showgirl”, instantly engaging her fanbase with its green and orange cover. Almost immediately after she teased the album, brands across beauty, food and beverage, and even sports were incorporating mint green, sequins, and orange accents into their social media profiles. They became a part of a cultural moment that created a shared visual language for fans and brands to get excited about.
Even for those who aren’t Swifties, it’s impossible to ignore how she dominates conversation and commerce. Brands are aware of this, so it was the smartest ones that knew this would be a moment for hype and engagement – if they could act fast enough.
Brand opportunity:
The orange and green social takeover was a short-lived moment, but with Taylor Swift’s new album dropping on October 3rd, there’s plenty of time for brands to continue the conversation.
Starbucks, for example, could partner with lifestyle and music-focused creators to showcase a limited-edition “Swift Season” drink or deal, inviting creators to share unboxing moments, taste tests, or their first reactions to the drink – perhaps a pumpkin-spiced matcha latte, leaning on that orange and green theme.
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