Welcome to 2025, and with it, the much-anticipated post-brain rot era.
Brain rot, a term that went viral online, describes the mental and physical toll of constant social media exposure. This phenomenon erodes focus, well-being, and the ability to stay present. As its impact becomes undeniable, a collective reckoning is underway.
Like sunset fires over the Los Angeles horizon, 2024 saw a cultural shift from fleeting microtrends to more enduring thematic trends tied to cultural moments with lasting relevance (think “brat summer” or “demure lifestyle”). This is not the end of social media but its transformation. Platforms now help brands uncover meaningful trends worth investing in, shifting from ephemeral content to deeper, long-term relevance.
This pivot reflects a growing craving for ideas and aesthetics that “last longer,” aligning with the rise of underconsumption. Hashtags advocating for sustainability and conscious choices have dominated TikTok, signaling a profound shift in the luxury brand ecosystem.
The focus on durability, craftsmanship, and cultural relevance is no longer optional for luxury houses, it’s essential. Fashion exhibitions celebrating “du cœur à la main” techniques (e.g., Dolce & Gabbana at Le Grand Palais or Louvre Couture) exemplify this transformation. These events underline that luxury must stand for quality, heritage, and meaning. As Barthes said, “One detail is enough to transform what is outside meaning into meaning, what is unfashionable into fashion.” This insight is particularly relevant today, as minimal style must be imbued with profound subtext. It reminds us that true luxury lies in details that resonate with substance.
Unlike the exclusivity of quiet luxury, this movement demands something more personal and meaningful. It pushes luxury brands to reevaluate their essence, inspiring a new era of authenticity to regain the trust of younger generations increasingly skeptical of luxury’s true value.
A Sensory Shift in Luxury
Excessive choice and aesthetic overload have led to widespread mental fatigue, driving a need for sensorial, meaningful experiences. The rise of haptic devices and objects trending on TikTok reflects a longing for tactility. As Canadian anthropologist Grant McCracken observes, “There is a longing for the imperfect… for the antithesis of the clean, smooth, and homogeneous. This also connects to the desire for time to feel longer, less fragmented.”
2025 marks a turning point where sensory, grounded experiences come to the forefront, offering luxury brands fertile ground for innovation. Few industries are better positioned to transform their DNA and heritage into meaningful physical and digital experiences that fulfill these emerging needs.
This movement also redefines our relationship with time. Communities are embracing the present while seeking grounding over the long term. In today’s sped-up world, slowing down is increasingly recognized as the ultimate luxury.
Luxury brands can seize this moment by championing experiences and services that encourage time for oneself and moments of oxygenation, mindfulness, and incognito disconnection. Through exclusive and hybrid moments, ritual-inspired collections, and immersive storytelling, they can redefine their role in an era where presence is priceless.
