By tapping into pop culture and celebrity endorsements, brands immediately generate visibility. Jean Paul Gaultier, for example, tapped global music artist Jennie for the debut of its Pre-Fall 2025 collection. JINRO, on the other hand, debuted a soju collection in partnership with Netflix and its globally acclaimed series Squid Game. Glenfiddich and Aston Martin also tap the world-renowned Formula One® event to share their commitment to precision, craftsmanship, and innovation through strategic marketing opportunities.
The July 2025 branding list also calls attention to diverse business representation by spotlighting Indigenous-designed haircare sets like the Wella Professionals’ exclusive packaging, which features artwork by Alanah Jewell, an Indigenous artist from the Oneida Nation of the Thames.