Summer ‘25 is giving IRL > URL energy 🌞👟🍦

From surprise gigs in pubs to run clubs and ice cream pop-ups, brands are finally showing up where people actually are. And it’s working. Big time.

Slutty little glasses, fashion flip flops and caps. You may be asking what these three things have in common? Well, Jonathan Bailey of course! His recent cheeky press tour got me thinking … has TikTok changed the game?