{"id":28071,"date":"2025-10-24T07:59:00","date_gmt":"2025-10-24T05:59:00","guid":{"rendered":"https:\/\/sneakerspirit.courir.com\/en\/?p=28071"},"modified":"2025-10-23T16:04:36","modified_gmt":"2025-10-23T14:04:36","slug":"why-are-premium-brands-betting-on-popular-culture","status":"publish","type":"post","link":"https:\/\/sneakerspirit.courir.com\/en\/why-are-premium-brands-betting-on-popular-culture\/","title":{"rendered":"Why are premium brands betting on popular culture?"},"content":{"rendered":"\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p><em>With an apron tied around her waist, British actress Olivia Colman portrays a fast-food worker in Burberry\u2019s latest campaign. A campaign that aligns with a growing trend. How and why are elements of popular culture finding their way into luxury fashion houses? Let\u2019s take a closer look.<\/em><\/p>\n<\/blockquote>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>London as the backdrop<\/strong><\/h2>\n\n\n\n<p>For this campaign, titled <em>Postcards from London<\/em>, <strong>Burberry<\/strong> unveils a series of short films shot in iconic locations across the British capital. Each one aims to capture the essence of local culture. But it\u2019s the segment titled <em>A Pinch of Salt<\/em> that has sparked the most reactions: it features <strong>Olivia Colman<\/strong>, apron tied around her waist, standing behind the counter of <em>The Golden Chippy<\/em>. A well-known <em>fish and chips <\/em>spot in southeast London.<\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"818\" height=\"1024\" src=\"https:\/\/sneakerspirit.courir.com\/en\/wp-content\/uploads\/sites\/4\/2025\/10\/Open-or-wrappedMona-Tougaard-in-our-padded-Berryhill-car-coat-designed-to-cover-every-adventure-818x1024.jpg\" alt=\"\" class=\"wp-image-28078\" srcset=\"https:\/\/sneakerspirit.courir.com\/en\/wp-content\/uploads\/sites\/4\/2025\/10\/Open-or-wrappedMona-Tougaard-in-our-padded-Berryhill-car-coat-designed-to-cover-every-adventure-818x1024.jpg 818w, https:\/\/sneakerspirit.courir.com\/en\/wp-content\/uploads\/sites\/4\/2025\/10\/Open-or-wrappedMona-Tougaard-in-our-padded-Berryhill-car-coat-designed-to-cover-every-adventure-240x300.jpg 240w, https:\/\/sneakerspirit.courir.com\/en\/wp-content\/uploads\/sites\/4\/2025\/10\/Open-or-wrappedMona-Tougaard-in-our-padded-Berryhill-car-coat-designed-to-cover-every-adventure-768x961.jpg 768w, https:\/\/sneakerspirit.courir.com\/en\/wp-content\/uploads\/sites\/4\/2025\/10\/Open-or-wrappedMona-Tougaard-in-our-padded-Berryhill-car-coat-designed-to-cover-every-adventure.jpg 1080w\" sizes=\"auto, (max-width: 818px) 100vw, 818px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"818\" height=\"1024\" src=\"https:\/\/sneakerspirit.courir.com\/en\/wp-content\/uploads\/sites\/4\/2025\/10\/Fish-chips-and-the-Burberry-Check-Lucky-Blue-Smith-samples-British-cuisine-in-our-Snowdon-puff-818x1024.jpg\" alt=\"\" class=\"wp-image-28077\" srcset=\"https:\/\/sneakerspirit.courir.com\/en\/wp-content\/uploads\/sites\/4\/2025\/10\/Fish-chips-and-the-Burberry-Check-Lucky-Blue-Smith-samples-British-cuisine-in-our-Snowdon-puff-818x1024.jpg 818w, https:\/\/sneakerspirit.courir.com\/en\/wp-content\/uploads\/sites\/4\/2025\/10\/Fish-chips-and-the-Burberry-Check-Lucky-Blue-Smith-samples-British-cuisine-in-our-Snowdon-puff-240x300.jpg 240w, https:\/\/sneakerspirit.courir.com\/en\/wp-content\/uploads\/sites\/4\/2025\/10\/Fish-chips-and-the-Burberry-Check-Lucky-Blue-Smith-samples-British-cuisine-in-our-Snowdon-puff-768x961.jpg 768w, https:\/\/sneakerspirit.courir.com\/en\/wp-content\/uploads\/sites\/4\/2025\/10\/Fish-chips-and-the-Burberry-Check-Lucky-Blue-Smith-samples-British-cuisine-in-our-Snowdon-puff.jpg 1080w\" sizes=\"auto, (max-width: 818px) 100vw, 818px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"818\" height=\"1024\" src=\"https:\/\/sneakerspirit.courir.com\/en\/wp-content\/uploads\/sites\/4\/2025\/10\/British-icons-Olivia-Colman-navigates-London-in-our-Castleford-trench-\u2013-a-modern-expression-of--818x1024.jpg\" alt=\"\" class=\"wp-image-28076\" srcset=\"https:\/\/sneakerspirit.courir.com\/en\/wp-content\/uploads\/sites\/4\/2025\/10\/British-icons-Olivia-Colman-navigates-London-in-our-Castleford-trench-\u2013-a-modern-expression-of--818x1024.jpg 818w, https:\/\/sneakerspirit.courir.com\/en\/wp-content\/uploads\/sites\/4\/2025\/10\/British-icons-Olivia-Colman-navigates-London-in-our-Castleford-trench-\u2013-a-modern-expression-of--240x300.jpg 240w, https:\/\/sneakerspirit.courir.com\/en\/wp-content\/uploads\/sites\/4\/2025\/10\/British-icons-Olivia-Colman-navigates-London-in-our-Castleford-trench-\u2013-a-modern-expression-of--768x961.jpg 768w, https:\/\/sneakerspirit.courir.com\/en\/wp-content\/uploads\/sites\/4\/2025\/10\/British-icons-Olivia-Colman-navigates-London-in-our-Castleford-trench-\u2013-a-modern-expression-of-.jpg 1080w\" sizes=\"auto, (max-width: 818px) 100vw, 818px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<p>As customers of the multi-award-winning actress, international models <strong>Mona Tougaard<\/strong> and <strong>Lucky Blue Smith<\/strong> appear dressed in some of the brand\u2019s signature pieces, a quilted trench coat and a tartan puffer jacket. <strong>A deliberate contrast between Burberry\u2019s elegance and the everyday banality of the scene.<\/strong><\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>A new storytelling approach to the rescue<\/strong><\/h2>\n\n\n\n<p>Since <strong>Daniel Lee<\/strong> took over as Creative Director, Burberry seems to be on a quest for reinvention. After a period of stagnation, the iconic British brand is steering toward a strategic shift, returning to its roots while adopting a more approachable tone.<\/p>\n\n\n\n<p>The <em>Postcards from London<\/em> campaign fully embodies this transformation. Where Burberry once leaned toward a cold, even elitist aesthetic, <strong>the brand now embraces a sense of familiarity<\/strong>. By telling ordinary stories, the iconic trench coat. A symbol of British elegance becomes almost as emblematic as a double-decker bus or a meal served in a polystyrene tray. Yet this return to fundamentals doesn\u2019t signal a rejection of new codes. On the contrary, Burberry is also venturing into the realm of <strong>viral phenomena born on social media.<\/strong><\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"683\" height=\"1024\" src=\"https:\/\/sneakerspirit.courir.com\/en\/wp-content\/uploads\/sites\/4\/2025\/10\/https___hypebeast.com_wp-content_blogs.dir_6_files_2025_08_12_Back-to-the-City22-e1754991026110-683x1024.jpg\" alt=\"\" class=\"wp-image-28080\" srcset=\"https:\/\/sneakerspirit.courir.com\/en\/wp-content\/uploads\/sites\/4\/2025\/10\/https___hypebeast.com_wp-content_blogs.dir_6_files_2025_08_12_Back-to-the-City22-e1754991026110-683x1024.jpg 683w, https:\/\/sneakerspirit.courir.com\/en\/wp-content\/uploads\/sites\/4\/2025\/10\/https___hypebeast.com_wp-content_blogs.dir_6_files_2025_08_12_Back-to-the-City22-e1754991026110-200x300.jpg 200w, https:\/\/sneakerspirit.courir.com\/en\/wp-content\/uploads\/sites\/4\/2025\/10\/https___hypebeast.com_wp-content_blogs.dir_6_files_2025_08_12_Back-to-the-City22-e1754991026110-768x1151.jpg 768w, https:\/\/sneakerspirit.courir.com\/en\/wp-content\/uploads\/sites\/4\/2025\/10\/https___hypebeast.com_wp-content_blogs.dir_6_files_2025_08_12_Back-to-the-City22-e1754991026110.jpg 800w\" sizes=\"auto, (max-width: 683px) 100vw, 683px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"683\" height=\"1024\" src=\"https:\/\/sneakerspirit.courir.com\/en\/wp-content\/uploads\/sites\/4\/2025\/10\/https___hypebeast.com_wp-content_blogs-683x1024.jpg\" alt=\"\" class=\"wp-image-28079\" srcset=\"https:\/\/sneakerspirit.courir.com\/en\/wp-content\/uploads\/sites\/4\/2025\/10\/https___hypebeast.com_wp-content_blogs-683x1024.jpg 683w, https:\/\/sneakerspirit.courir.com\/en\/wp-content\/uploads\/sites\/4\/2025\/10\/https___hypebeast.com_wp-content_blogs-200x300.jpg 200w, https:\/\/sneakerspirit.courir.com\/en\/wp-content\/uploads\/sites\/4\/2025\/10\/https___hypebeast.com_wp-content_blogs-768x1152.jpg 768w, https:\/\/sneakerspirit.courir.com\/en\/wp-content\/uploads\/sites\/4\/2025\/10\/https___hypebeast.com_wp-content_blogs.jpg 800w\" sizes=\"auto, (max-width: 683px) 100vw, 683px\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<p>A few months before <em>Postcards from London<\/em>, the brand had already surprised audiences by collaborating with <strong>Bemi Orojuogun<\/strong>, a content creator known to TikTok users as \u201c<em>Bus Auntie<\/em>.\u201d Every day, she films herself in the streets of London, posing in front of the city\u2019s iconic red double-decker buses. A charming character who went viral for her quirky passion.<\/p>\n\n\n\n<p>By featuring her in a campaign, Burberry made a bold move, choosing <strong>to highlight a popular figure from the streets and social media rather than traditional fashion celebrities.<\/strong> This communication coup was <strong>soon imitated by other brands<\/strong>, such as <strong>H&amp;M<\/strong> and <strong>Maybelline<\/strong>. To cap off this now-iconic collaboration, <em>Bus Auntie<\/em> was even invited to attend Burberry\u2019s Spring\/Summer 2026 runway show.<\/p>\n\n\n\n<p>Through these choices, Burberry proves that <em>premium<\/em> brands are no longer afraid to step into the streets. Elitism is over, making way for imagery that brings people together and resonates with real life.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Towards a more open and inclusive fashion?<\/strong><\/h2>\n\n\n\n<p>Burberry\u2019s approach is far from unique. In recent years, a growing number of premium brands have chosen to weave <strong>elements of popular culture <\/strong>into their communications. Among them, Lacoste enlisted French actress <strong>Ad\u00e8le Exarchopoulos<\/strong>, known as much for her intense performances as for her candid, down-to-earth personality. Far from the bourgeois image the brand once cultivated, this campaign embraces <strong>a deliberately popular aesthetic:<\/strong> a backyard barbecue with friends, a dripping burger, and plastic garden chairs set the scene.<\/p>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"819\" height=\"1024\" src=\"https:\/\/sneakerspirit.courir.com\/en\/wp-content\/uploads\/sites\/4\/2025\/10\/Summer-is-a-state-of-mind-with-@adeleexarchopoulos.Captured-by-@martinparrstudioCreative-directi-819x1024.jpg\" alt=\"\" class=\"wp-image-28075\" srcset=\"https:\/\/sneakerspirit.courir.com\/en\/wp-content\/uploads\/sites\/4\/2025\/10\/Summer-is-a-state-of-mind-with-@adeleexarchopoulos.Captured-by-@martinparrstudioCreative-directi-819x1024.jpg 819w, https:\/\/sneakerspirit.courir.com\/en\/wp-content\/uploads\/sites\/4\/2025\/10\/Summer-is-a-state-of-mind-with-@adeleexarchopoulos.Captured-by-@martinparrstudioCreative-directi-240x300.jpg 240w, https:\/\/sneakerspirit.courir.com\/en\/wp-content\/uploads\/sites\/4\/2025\/10\/Summer-is-a-state-of-mind-with-@adeleexarchopoulos.Captured-by-@martinparrstudioCreative-directi-768x960.jpg 768w, https:\/\/sneakerspirit.courir.com\/en\/wp-content\/uploads\/sites\/4\/2025\/10\/Summer-is-a-state-of-mind-with-@adeleexarchopoulos.Captured-by-@martinparrstudioCreative-directi.jpg 1080w\" sizes=\"auto, (max-width: 819px) 100vw, 819px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"819\" height=\"1024\" src=\"https:\/\/sneakerspirit.courir.com\/en\/wp-content\/uploads\/sites\/4\/2025\/10\/Summer-is-a-state-of-mind-with-@adeleexarchopoulos.Captured-by-@martinparrstudioCreative-directi-1-819x1024.jpg\" alt=\"\" class=\"wp-image-28074\" srcset=\"https:\/\/sneakerspirit.courir.com\/en\/wp-content\/uploads\/sites\/4\/2025\/10\/Summer-is-a-state-of-mind-with-@adeleexarchopoulos.Captured-by-@martinparrstudioCreative-directi-1-819x1024.jpg 819w, https:\/\/sneakerspirit.courir.com\/en\/wp-content\/uploads\/sites\/4\/2025\/10\/Summer-is-a-state-of-mind-with-@adeleexarchopoulos.Captured-by-@martinparrstudioCreative-directi-1-240x300.jpg 240w, https:\/\/sneakerspirit.courir.com\/en\/wp-content\/uploads\/sites\/4\/2025\/10\/Summer-is-a-state-of-mind-with-@adeleexarchopoulos.Captured-by-@martinparrstudioCreative-directi-1-768x960.jpg 768w, https:\/\/sneakerspirit.courir.com\/en\/wp-content\/uploads\/sites\/4\/2025\/10\/Summer-is-a-state-of-mind-with-@adeleexarchopoulos.Captured-by-@martinparrstudioCreative-directi-1.jpg 1080w\" sizes=\"auto, (max-width: 819px) 100vw, 819px\" \/><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\">\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/sneakerspirit.courir.com\/en\/wp-content\/uploads\/sites\/4\/2025\/10\/Summer-is-a-state-of-mind-with-@adeleexarchopoulos.Captured-by-@martinparrstudioCreative-directi-2-819x1024.jpg\" alt=\"\" class=\"wp-image-28073\" \/><\/figure>\n<\/div>\n<\/div>\n\n\n\n<p>This shift toward popular culture is not merely aesthetic. It reflects a deeper response to the expectations of new generations of consumers, particularly Millennials and Gen Z <strong>who reject advertising narratives disconnected from real life.<\/strong><\/p>\n\n\n\n<p>It\u2019s in this context that brands like Burberry and Lacoste are standing out. By showcasing familiar places, everyday professions, and viral figures from TikTok, they are building a <strong>hybrid narrative<\/strong>, one where the prestige of iconic pieces like the trench coat or the polo shirt coexists with elements of daily life. It\u2019s a clever strategy that allows these brands to <strong>modernize their image without betraying their identity<\/strong>, proving that heritage, whether French or British can also engage in dialogue with the present.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>With an apron tied around her waist, British actress Olivia Colman portrays a fast-food worker in Burberry\u2019s latest campaign. A campaign that aligns with a growing trend. How and why are elements of popular culture finding their way into luxury fashion houses? Let\u2019s take a closer look. London as the backdrop For this campaign, titled [&hellip;]<\/p>\n","protected":false},"author":24,"featured_media":28073,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"off","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[452,451,122],"tags":[803,804,704,455,806,807,805,808,809],"class_list":["post-28071","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brands","category-culture","category-fashion","tag-burberry","tag-bus-aunty","tag-fashion-campaigns","tag-inclusive-fashion","tag-lucky-blue-smith","tag-mona-tougaard","tag-olivia-colman","tag-pop-culture","tag-popular-culture","et-has-post-format-content","et_post_format-et-post-format-standard"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Why are premium brands betting on popular culture? - Sneaker Spirit<\/title>\n<meta name=\"description\" content=\"Brands like Burberry and Lacoste are embracing the codes of popular culture to win over a new generation. A closer look at a storytelling model in full transformation.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sneakerspirit.courir.com\/en\/why-are-premium-brands-betting-on-popular-culture\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why are premium brands betting on popular culture? - Sneaker Spirit\" \/>\n<meta property=\"og:description\" content=\"Brands like Burberry and Lacoste are embracing the codes of popular culture to win over a new generation. A closer look at a storytelling model in full transformation.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/sneakerspirit.courir.com\/en\/why-are-premium-brands-betting-on-popular-culture\/\" \/>\n<meta property=\"og:site_name\" content=\"Sneaker Spirit\" \/>\n<meta property=\"article:published_time\" content=\"2025-10-24T05:59:00+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/sneakerspirit.courir.com\/en\/wp-content\/uploads\/sites\/4\/2025\/10\/Summer-is-a-state-of-mind-with-@adeleexarchopoulos.Captured-by-@martinparrstudioCreative-directi-2-e1761227312918.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1080\" \/>\n\t<meta property=\"og:image:height\" content=\"800\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"mina\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"mina\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/sneakerspirit.courir.com\\\/en\\\/why-are-premium-brands-betting-on-popular-culture\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/sneakerspirit.courir.com\\\/en\\\/why-are-premium-brands-betting-on-popular-culture\\\/\"},\"author\":{\"name\":\"mina\",\"@id\":\"https:\\\/\\\/sneakerspirit.courir.com\\\/en\\\/#\\\/schema\\\/person\\\/30a8cea81093c00e2c875c9b886d7514\"},\"headline\":\"Why are premium brands betting on popular culture?\",\"datePublished\":\"2025-10-24T05:59:00+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/sneakerspirit.courir.com\\\/en\\\/why-are-premium-brands-betting-on-popular-culture\\\/\"},\"wordCount\":678,\"image\":{\"@id\":\"https:\\\/\\\/sneakerspirit.courir.com\\\/en\\\/why-are-premium-brands-betting-on-popular-culture\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/sneakerspirit.courir.com\\\/en\\\/wp-content\\\/uploads\\\/sites\\\/4\\\/2025\\\/10\\\/Summer-is-a-state-of-mind-with-@adeleexarchopoulos.Captured-by-@martinparrstudioCreative-directi-2-e1761227312918.jpg\",\"keywords\":[\"Burberry\",\"Bus Aunty\",\"Fashion campaigns\",\"Inclusive Fashion\",\"Lucky Blue Smith\",\"Mona Tougaard\",\"Olivia Colman\",\"pop culture\",\"Popular culture\"],\"articleSection\":[\"Brands\",\"Culture\",\"Fashion\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/sneakerspirit.courir.com\\\/en\\\/why-are-premium-brands-betting-on-popular-culture\\\/\",\"url\":\"https:\\\/\\\/sneakerspirit.courir.com\\\/en\\\/why-are-premium-brands-betting-on-popular-culture\\\/\",\"name\":\"Why are premium brands betting on popular culture? - Sneaker Spirit\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/sneakerspirit.courir.com\\\/en\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/sneakerspirit.courir.com\\\/en\\\/why-are-premium-brands-betting-on-popular-culture\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/sneakerspirit.courir.com\\\/en\\\/why-are-premium-brands-betting-on-popular-culture\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/sneakerspirit.courir.com\\\/en\\\/wp-content\\\/uploads\\\/sites\\\/4\\\/2025\\\/10\\\/Summer-is-a-state-of-mind-with-@adeleexarchopoulos.Captured-by-@martinparrstudioCreative-directi-2-e1761227312918.jpg\",\"datePublished\":\"2025-10-24T05:59:00+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/sneakerspirit.courir.com\\\/en\\\/#\\\/schema\\\/person\\\/30a8cea81093c00e2c875c9b886d7514\"},\"description\":\"Brands like Burberry and Lacoste are embracing the codes of popular culture to win over a new generation. A closer look at a storytelling model in full transformation.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/sneakerspirit.courir.com\\\/en\\\/why-are-premium-brands-betting-on-popular-culture\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/sneakerspirit.courir.com\\\/en\\\/why-are-premium-brands-betting-on-popular-culture\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/sneakerspirit.courir.com\\\/en\\\/why-are-premium-brands-betting-on-popular-culture\\\/#primaryimage\",\"url\":\"https:\\\/\\\/sneakerspirit.courir.com\\\/en\\\/wp-content\\\/uploads\\\/sites\\\/4\\\/2025\\\/10\\\/Summer-is-a-state-of-mind-with-@adeleexarchopoulos.Captured-by-@martinparrstudioCreative-directi-2-e1761227312918.jpg\",\"contentUrl\":\"https:\\\/\\\/sneakerspirit.courir.com\\\/en\\\/wp-content\\\/uploads\\\/sites\\\/4\\\/2025\\\/10\\\/Summer-is-a-state-of-mind-with-@adeleexarchopoulos.Captured-by-@martinparrstudioCreative-directi-2-e1761227312918.jpg\",\"width\":1080,\"height\":800},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/sneakerspirit.courir.com\\\/en\\\/why-are-premium-brands-betting-on-popular-culture\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Accueil\",\"item\":\"https:\\\/\\\/sneakerspirit.courir.com\\\/en\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Why are premium brands betting on popular culture?\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/sneakerspirit.courir.com\\\/en\\\/#website\",\"url\":\"https:\\\/\\\/sneakerspirit.courir.com\\\/en\\\/\",\"name\":\"Sneaker Spirit\",\"description\":\"Culture starts here\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/sneakerspirit.courir.com\\\/en\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/sneakerspirit.courir.com\\\/en\\\/#\\\/schema\\\/person\\\/30a8cea81093c00e2c875c9b886d7514\",\"name\":\"mina\",\"url\":\"https:\\\/\\\/sneakerspirit.courir.com\\\/en\\\/author\\\/mina\\\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Why are premium brands betting on popular culture? - Sneaker Spirit","description":"Brands like Burberry and Lacoste are embracing the codes of popular culture to win over a new generation. A closer look at a storytelling model in full transformation.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/sneakerspirit.courir.com\/en\/why-are-premium-brands-betting-on-popular-culture\/","og_locale":"en_US","og_type":"article","og_title":"Why are premium brands betting on popular culture? - Sneaker Spirit","og_description":"Brands like Burberry and Lacoste are embracing the codes of popular culture to win over a new generation. A closer look at a storytelling model in full transformation.","og_url":"https:\/\/sneakerspirit.courir.com\/en\/why-are-premium-brands-betting-on-popular-culture\/","og_site_name":"Sneaker Spirit","article_published_time":"2025-10-24T05:59:00+00:00","og_image":[{"width":1080,"height":800,"url":"https:\/\/sneakerspirit.courir.com\/en\/wp-content\/uploads\/sites\/4\/2025\/10\/Summer-is-a-state-of-mind-with-@adeleexarchopoulos.Captured-by-@martinparrstudioCreative-directi-2-e1761227312918.jpg","type":"image\/jpeg"}],"author":"mina","twitter_card":"summary_large_image","twitter_misc":{"Written by":"mina","Est. reading time":"5 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/sneakerspirit.courir.com\/en\/why-are-premium-brands-betting-on-popular-culture\/#article","isPartOf":{"@id":"https:\/\/sneakerspirit.courir.com\/en\/why-are-premium-brands-betting-on-popular-culture\/"},"author":{"name":"mina","@id":"https:\/\/sneakerspirit.courir.com\/en\/#\/schema\/person\/30a8cea81093c00e2c875c9b886d7514"},"headline":"Why are premium brands betting on popular culture?","datePublished":"2025-10-24T05:59:00+00:00","mainEntityOfPage":{"@id":"https:\/\/sneakerspirit.courir.com\/en\/why-are-premium-brands-betting-on-popular-culture\/"},"wordCount":678,"image":{"@id":"https:\/\/sneakerspirit.courir.com\/en\/why-are-premium-brands-betting-on-popular-culture\/#primaryimage"},"thumbnailUrl":"https:\/\/sneakerspirit.courir.com\/en\/wp-content\/uploads\/sites\/4\/2025\/10\/Summer-is-a-state-of-mind-with-@adeleexarchopoulos.Captured-by-@martinparrstudioCreative-directi-2-e1761227312918.jpg","keywords":["Burberry","Bus Aunty","Fashion campaigns","Inclusive Fashion","Lucky Blue Smith","Mona Tougaard","Olivia Colman","pop culture","Popular culture"],"articleSection":["Brands","Culture","Fashion"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/sneakerspirit.courir.com\/en\/why-are-premium-brands-betting-on-popular-culture\/","url":"https:\/\/sneakerspirit.courir.com\/en\/why-are-premium-brands-betting-on-popular-culture\/","name":"Why are premium brands betting on popular culture? - Sneaker Spirit","isPartOf":{"@id":"https:\/\/sneakerspirit.courir.com\/en\/#website"},"primaryImageOfPage":{"@id":"https:\/\/sneakerspirit.courir.com\/en\/why-are-premium-brands-betting-on-popular-culture\/#primaryimage"},"image":{"@id":"https:\/\/sneakerspirit.courir.com\/en\/why-are-premium-brands-betting-on-popular-culture\/#primaryimage"},"thumbnailUrl":"https:\/\/sneakerspirit.courir.com\/en\/wp-content\/uploads\/sites\/4\/2025\/10\/Summer-is-a-state-of-mind-with-@adeleexarchopoulos.Captured-by-@martinparrstudioCreative-directi-2-e1761227312918.jpg","datePublished":"2025-10-24T05:59:00+00:00","author":{"@id":"https:\/\/sneakerspirit.courir.com\/en\/#\/schema\/person\/30a8cea81093c00e2c875c9b886d7514"},"description":"Brands like Burberry and Lacoste are embracing the codes of popular culture to win over a new generation. A closer look at a storytelling model in full transformation.","breadcrumb":{"@id":"https:\/\/sneakerspirit.courir.com\/en\/why-are-premium-brands-betting-on-popular-culture\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/sneakerspirit.courir.com\/en\/why-are-premium-brands-betting-on-popular-culture\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/sneakerspirit.courir.com\/en\/why-are-premium-brands-betting-on-popular-culture\/#primaryimage","url":"https:\/\/sneakerspirit.courir.com\/en\/wp-content\/uploads\/sites\/4\/2025\/10\/Summer-is-a-state-of-mind-with-@adeleexarchopoulos.Captured-by-@martinparrstudioCreative-directi-2-e1761227312918.jpg","contentUrl":"https:\/\/sneakerspirit.courir.com\/en\/wp-content\/uploads\/sites\/4\/2025\/10\/Summer-is-a-state-of-mind-with-@adeleexarchopoulos.Captured-by-@martinparrstudioCreative-directi-2-e1761227312918.jpg","width":1080,"height":800},{"@type":"BreadcrumbList","@id":"https:\/\/sneakerspirit.courir.com\/en\/why-are-premium-brands-betting-on-popular-culture\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Accueil","item":"https:\/\/sneakerspirit.courir.com\/en\/"},{"@type":"ListItem","position":2,"name":"Why are premium brands betting on popular culture?"}]},{"@type":"WebSite","@id":"https:\/\/sneakerspirit.courir.com\/en\/#website","url":"https:\/\/sneakerspirit.courir.com\/en\/","name":"Sneaker Spirit","description":"Culture starts here","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/sneakerspirit.courir.com\/en\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/sneakerspirit.courir.com\/en\/#\/schema\/person\/30a8cea81093c00e2c875c9b886d7514","name":"mina","url":"https:\/\/sneakerspirit.courir.com\/en\/author\/mina\/"}]}},"_links":{"self":[{"href":"https:\/\/sneakerspirit.courir.com\/en\/wp-json\/wp\/v2\/posts\/28071","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/sneakerspirit.courir.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/sneakerspirit.courir.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/sneakerspirit.courir.com\/en\/wp-json\/wp\/v2\/users\/24"}],"replies":[{"embeddable":true,"href":"https:\/\/sneakerspirit.courir.com\/en\/wp-json\/wp\/v2\/comments?post=28071"}],"version-history":[{"count":2,"href":"https:\/\/sneakerspirit.courir.com\/en\/wp-json\/wp\/v2\/posts\/28071\/revisions"}],"predecessor-version":[{"id":28081,"href":"https:\/\/sneakerspirit.courir.com\/en\/wp-json\/wp\/v2\/posts\/28071\/revisions\/28081"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/sneakerspirit.courir.com\/en\/wp-json\/wp\/v2\/media\/28073"}],"wp:attachment":[{"href":"https:\/\/sneakerspirit.courir.com\/en\/wp-json\/wp\/v2\/media?parent=28071"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/sneakerspirit.courir.com\/en\/wp-json\/wp\/v2\/categories?post=28071"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/sneakerspirit.courir.com\/en\/wp-json\/wp\/v2\/tags?post=28071"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}