A TikTok-Famous Brand Gets Ready for Life Offline
In early 2022, Mitchell Halliday was contemplating the future of his then one-year-old mass cosmetics brand, Made by Mitchell. Sales were slowing, and the brand’s launch on the British e-tailer…
The Decline and Fall of the Viral Microtrend
From cottagecore at the height of the pandemic to 2022’s coastal grandmother to 2023’s “Succession”-inspired quiet luxury all the way to the fur-covered “mob wife” at the start of last…