Welcome to 2025, the long-awaited era of the post « brain rot ».
Brain rot, a term that has gone viral, illustrates the mental and physical exhaustion caused by incessant overexposure to social networks and digital content. Insidious, it infiltrates every aspect of our daily lives, undermining concentration, well-being and that precious ability to be fully present. Faced with these now undeniable effects, a collective awareness is emerging.
Like the « sunset fire » that ravaged Los Angeles, 2024 marked a decisive turning point: ephemeral micro-trends gave way to more enduring themes, anchored in cultural moments with prolonged resonance, such as brat summer or demure lifestyle, which have become emblematic. A new digital era has dawned, marking not the end of social networks, but their radical transformation. Social networks now play a key role in helping brands identify underlying trends and cultural moments, while moving away from superficial signals rooted in sometimes sterile virality.
This shift also reflects a growing desire for ideas and aesthetics that last, with more authentic roots. It accompanies the emergence of a movement of assertive under-consumption, where hashtags racking up millions of views on TikTok celebrate sustainability and informed choices. This paradigm shift is profoundly redefining the luxury ecosystem.
Know-how and the personal touch
For luxury houses, focusing on sustainability, craftsmanship and cultural relevance is no longer an option, it’s a given. Exhibitions celebrating « heart-to-hand » techniques – such as those by Dolce & Gabbana at the Grand Palais or Louvre Couture – embody this transformation. They remind us that luxury must be rooted in quality, heritage and meaning.
« A single detail is enough to give meaning to what has none, and transform what was perceived as old-fashioned into fashion. »
These words by Roland Barthes have a particular resonance today. A minimal style is no longer enough: it must be enriched with details that convey meaning and depth. True luxury lies in those elements that speak and resonate in a lasting way. In contrast to the subtle yet assertive exclusivity of quiet luxury, this new movement goes much further, aspiring to something deeply personal and intimate. It pushes brands to re-interrogate their essence to usher in a new era of authenticity, essential to regaining the trust of younger generations, often skeptical of the true value of luxury products.
A sensory turnaround for luxury
The accumulation of choice and aesthetic overload has led to widespread mental fatigue, reinforcing an urgent need for sensory, meaningful experiences. The rise of haptic objects and experiences, widely highlighted on TikTok, illustrates this desire to reconnect with tangible connections. As Canadian anthropologist Grant McCracken explains:
« There is a yearning for the imperfect… for the antithesis of the clean, the smooth and the homogeneous. It’s also associated with the need for time to seem longer, less fragmented. »
2025 marks a turning point: sensory experiences are at the heart of expectations, offering luxury brands an ideal ground for innovation. Few industries are so well placed to transform their DNA and heritage into hybrid polysensory experiences – blending physical and digital – capable of meeting these new aspirations.
This movement is also redefining our relationship with time. Consumers are looking to embrace the present moment while putting down lasting roots. In a world where everything moves ever faster, slowing down is becoming the ultimate luxury.
Luxury brands today have a rare opportunity: to offer experiences and services that encourage people to take time for themselves, to experience moments of incognito disconnection. Through exclusive or hybrid moments, ritual-inspired collections or immersive narratives, they are reminding us that mindful presence is, more than ever, invaluable.